SCHOOL OF GRADUATE STUDIES (SOGS)

POSTGRADUATE

COURSE LEAD: DR. KORYOE ANIM-WRIGHT

CO- LECTURER: JUSTICE ISSAH ABUDULAI (CHIEF)

MBA IN CORPORATE COMMUNICATIONS AND FUNCTIONS (MBCC 601)

2022-2023 Academic year

INTRODUCTION/BACKGOUND TO THE COURSE

 Presentation Outline
Definition(s) of corporate communications
Historical perspective(s) and structures of corporate communications
 Differences between corporate communications and Public Relations (any) ?
 Principles of corporate communications
Objectives of corporate communications
The corporate communications department
Friction between the corporate communications department and other departments
Skills required by corporate communications practitioners
 Presentation outline cont’d

 Conclusion
What is Corporate Communications?

The way organisations or businesses effectively communicate with

internal and external stakeholders (employees, customers, suppliers,
investors, key stakeholders) etc using appropriate channels .
Historical perspective(s) and structures of corporate communications.

Some founding fathers of corporate communications/ PR:

 Ivy Ledbetter Lee

 Arthur Wilson Page

 Edward Louis Bernays

 Phineas Taylor Barnum

STRUCTURES

 Organisational messaging systems and reporting protocols.

 Who reports to who ?
 How do employees interact (top, middle and lower levels) ?
 What formal communication systems exist in your organisation?
 What official channels are employed?
Corporate communication and PR any differences ?
 Principles of corporate communications
To influence public opinion: public opinion is the aggregate or collective views of a particular group of people
at a particular point in time. (Positive, negative, neutral).

To present a favourable image/reputation of an organisation: image is a mental picture that people form
when they come into contact with organisation, a product or a service. e.g. (premises). (positive, negative,
confused).

To prevent conflicts and build stronger relations with the publics/stakeholders: conduct research to know
issues that are dear to the employees and report same to management

To encourage two-way communication: generate feedback, by opening lines of communication, encourage
management to address issues promptly.

To communicate the social philosophy of the organisation: mission and vision of your organisation. Corporate
communications department should also have its mission and vision statement.
Clarity, objectivity, consistency, completeness, relevance, truthfulness, fact finding etc.
Objectives of corporate communications

• To promote a specific brand.

• To minimise discrepancies/ misinformation.
• To generate internal and external support/ goodwill.
• To effectively coordinate with all stakeholders.
• To minimise competition.
• To build bridges with key stakeholders of an organisation.
• To achieve overall organisational goals.
• To motivate/boost the morale of employees.
The corporate communications department
What management expects from the department:
 Loyalty
 Competence and Skills
 Education and Sensitisation
 Counselling Role
 Good Character

What the department also expects from management:

 Positive attitude and leadership
 Full support for communication activities
 Adequate budget
 Recognising the counselling role
 Full co-operation from management and employees
 Building the capacity of personnel in the department
The corporate communications department cont’d…
Benefits of an internal corporate communications department:
 Greater credibility
 Cheaper and reliable
 Always available
 Team membership advantage
 More economical
 They can identify opportunities and threats

Any disadvantages ?
Major causes of internal friction (other departments)

 Marketing department
 Advertising department
 Human Resource department
 Administration
 Operations
 Registrar's office (university setup)

How can the friction be resolved/halted ?

 Skills required by Corporate Communications Practitioners
 Good/Excellent communication skills (written and spoken, bilingual/multilingual)
 Research skills (intelligence gathering)
 Problem solver
 Sociable
 Good judgment
 Lobbying skills
 Creativity
 Negotiation skills
 Networking skills
Skills required by Corporate Communications Practitioners cont’d
 Objectivity (YES PRO)
 Good organizational skills (programmes, events)
 Critical thinker (outside the box)
 Tolerance
 Ability to accept and sustain pain
 Ability to simplify information (complex information, etc.)
 Placement of the Corporate Communications Practitioner
 Qualification: Academic/professional
 Experience
 Character of practitioner
 Practitioner’s contribution to organizational success
 Proximity/easy access to the “dominant coalition”
 Organizational structure
 Gender of the practitioner
THE POSITION OF THE CORPORATE COMMUNICATIONS
DEPARTMENT
ORGANIZATIONAL STRUCTURE CONT’D
ORGANIZATIONAL STRUCTURE
ORGANIZATIONAL STRUCTURE CONT’D
ANY QUESTIONS/ CONTRIBUTIONS
CONCLUSION/TAKEAWAY
THANK YOU