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CORPORATE

COMMUNICATION
What is Corporate
Communication?
-a corporation’s voice and the
image it projects of itself to the
world.
-corporate
reputation,advertising,
employee communications,
investor relations, government
relations, media management,
and crisis communication
to communicate all its
messages to key
constituencies-meetings,
interviews, speeches,
reports, image advertising,
and online communication.
*ideally it is an attitude
towards communication or a
set of mental habits that
employees internalize.
Corporate communication
encodes and promotes
• A strong corporate culture • An understanding of
• A coherent corporate communication tools and
identity technologies
• A reasonable corporate • Sophisticated approaches
philosophy to global communication
• A genuine sense of
corporate citizenship
• A professional relationship
with the press
• Quick and responsible ways
of communicating in a
crisis
Every industry is witnessing
competition. Companies must
work hard to differentiate
themselves from their peers.
They must carve out a unique
position in the minds of their
stakeholders based on their
visions, values, unique
strengths and the value that
they bring to the lives of the
customers and the
Reputation Management
A company’s reputation capital
is its most important asset. If it
is damaged, it can wither and
die in a matter of months.
An active and deliberate
corporate reputation
management is a necessary
extension of traditional brand
management.
Employee Communications
Development of strategies for
responding to changes in the
developing world, must be
communicated to the
employees to achieve
corporate goals. In most Indian
companies, employee
communication means a
monthly or a quarterly
newsletter.
Sometimes issues from the
companies may affect the local
communities. The affected
people expect correct
information from the company
spokespersons who can address
their concerns.A little sensitivity
from the corporate
management can help build
effective community relations in
locations where their plants
Media Relations
Companies must place
emphasis on deploying
superior media relations skills
and developing strategic
media relations programmes
that effectively deliver the
client’s key messages through
the relevant media to their
target audiences.
social responsibility
An organization’s corporate
values, and how it behaves as
a corporate citizen, have a
direct relationship with its
business performance and
financial success. Investing in
corporate citizenship is a
positive brand-building
strategy, not merely a
defensive brand-protection
A study conducted in April
2005, by a US public relations
agency, Golin Harris, ‘Doing
Well by Doing Good’ found that
corporate citizenship could
influence consumer opinion
and behaviour and essentially
turn consumers into brand
champions.
Respondents indicated that
good corporate citizenship
by a company would inspire
them toto try the company’s products for
• Be willing
the first time
• Welcome the company into their community
• Recommend the company’s products and
services to friends and family
• Improve the overall trust for the company,
its people and its products
• Improve the overall opinion of the
company’s reputation
Responsibility
CSR is being equated with
being a good corporate citizen
by supporting worthwhile
community causes. In the early
days, CSR was seen as
attempting to do good, but
gradually CSR became a formal
‘must do’ core business
principle with its own body of
knowledge. Now it is linked to
Early days-CSR was a PR
initiative, PR made
recommendations about the
proactive steps corporations
should take to avoid future
risks.
But PR found itself condemned
in the early days, because it
was seen as helping
corporations to communicate
that they were doing the right
developed by specialists who
integrate it into business. And
now it has evolved to
encompass environmental and
social impacts, workplace
practices and corporate
governance.This is beyond the
PR function but still PR
continues to have a role in the
communication of the chosen
CSR initiatives to various
Reasons for a Business being
more Socially Responsible
• Taking a leadership position through CSR can help
differentiate the business and give it a competitive
advantage
• Community involvement can help bring more unity to a
business, win the support of staff and help foster a better
corporate culture
• Adopting a CSR-driven philosophy can lead to efficiencies in
energy and materials use and often lower costs.
• Government and key stakeholders can often view more
sympathetically a company that incorporates CSR into its
everyday business
• Evidence of a company that abides by CSR principles can
help attract employees
Corporate Reputation-A
Benefit to Organizations
Reputation is now a definable
business attribute. Reputation
equals rational expectations
and emotional expectations.
Research demonstrates good
reputation helps a company
sells its products, recruit the
best and the brightest and
attract the most desirable
The reputation management
challenge is to build, maintain,
enhance and defend an
organizatio’s reputation in
perpetuity. Building
relationships that preserve
company reputation in good
times and bad requires
proactive communications.
reputation helps a company
sells its products, recruit the
best and the brightest and
attract the most desirable
business partners. The
reputation management
challenge is to build, maintain,
enhance and defend an
organisation’s reputation in
perpetuity. Building
relationships in good times and
Corporate Communication
Strategy

• Macro-level orientation • Legitimizing some


issues/de-legitimizing
• Goal setting others
• Anticipating other’s • Shaping memory
reactions • Making sense out of the
• Serving as a basis for confusing and ambiguous
action • Providing point of identity
• Links to organizational • Evolving
goals
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