Chapter 1: Defining Corporate Communication
Corporate Communication
- a management function that is responsible for overseeing and coordinating the work done by
communication practitioners in different specialist disciplines.
- Focuses on the organization as a whole.
- Corporate Communication emphasizes a unified way of looking at ‘internal’ and ‘external’
communication disciplines.
Characteristics:
Complex Integrated approach Difference: Strategic interests of
in managing Business & the organisation at
communications management large
communication
Especially in companies Crosses boundaries - more technical “Communication is the
with a geographic range, between different and applied. organizing principle
such as multinational sub- departments in - small groups behind many business
corporations (Nike, Apple), communication. within the decisions.”
with a wide range of organisation.
products or services, where
the coordination of
communication is a
balancing act between
corporate headquarters
and the various divisions.
Corporate Communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder group upon which the organization is
dependent.
- Core task of Corporate Communication: building, maintain and protecting the company’s
reputation.
1900s – 1970s 1980s – 2000s 2000s – Present
Publicity/Promotions/Information Positioning Stakeholder engagement
‘public’ relationships to describe - focuses on the - communication had to be
communication with stakeholders organization as a whole. used more strategically to
(largely communication with - new media and ‘position’ the organization in
press). technologies. the minds of important
- Fragmentation - realize the organization’s stakeholders groups.
objectives. - seeing communication as a
joint activity (common
activity).
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, - Advocacy (active support)
- Transparency
- Interactivity
- Authenticity
Mission (the why) Overriding purpose in line with the values and expectations of
stakeholders.
(referred to the question: why do we exist?)
Vision (the future why) Desired future state: the aspiration of the organization.
(what would we like to become in the future?)
Objectives and Goals Statement of overall aims in line with the overall purpose.
- At the end of the year, we want to have sold for example 5 flying cars.
- What are we doing?
- Formulated SMART (Specific, Measurable, Achievable, Realistic, Time
specific).
Strategies (how?) The ways or means in which the corporate objectives are to be
achieved and put into effect.
- Actions that are linked to activities
Corporate Identity The profile and values communicated by an organization.
- Who are we?
Corporate Image The set of associations of an individual in response to one or more
signals or messages from or about a particular organization at a single
point in time.
- What you see.
Corporate Reputation - The immediate set of associations of an individual in response to one
or more messages from or about a particular organization at a single
point in time
Stakeholder Any group or individual who can affect or is affected by the
achievement of the organization’s objectives.
Market A defined group for whom a product is or may be in demand (and for
whom an organization creates and maintains products and services).
Communication The tactics and media that are used to communicate with internal and
external groups.
Integration The act of coordinating all communication so that the corporate
identity is effectively and consistently communicated to internal and
external groups.
Norm Value
a rule. the why.
‘’I want everyone to be quiet if someone’s ‘’Because you have to listen to each other.
speaking.
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Corporate Communication
- a management function that is responsible for overseeing and coordinating the work done by
communication practitioners in different specialist disciplines.
- Focuses on the organization as a whole.
- Corporate Communication emphasizes a unified way of looking at ‘internal’ and ‘external’
communication disciplines.
Characteristics:
Complex Integrated approach Difference: Strategic interests of
in managing Business & the organisation at
communications management large
communication
Especially in companies Crosses boundaries - more technical “Communication is the
with a geographic range, between different and applied. organizing principle
such as multinational sub- departments in - small groups behind many business
corporations (Nike, Apple), communication. within the decisions.”
with a wide range of organisation.
products or services, where
the coordination of
communication is a
balancing act between
corporate headquarters
and the various divisions.
Corporate Communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder group upon which the organization is
dependent.
- Core task of Corporate Communication: building, maintain and protecting the company’s
reputation.
1900s – 1970s 1980s – 2000s 2000s – Present
Publicity/Promotions/Information Positioning Stakeholder engagement
‘public’ relationships to describe - focuses on the - communication had to be
communication with stakeholders organization as a whole. used more strategically to
(largely communication with - new media and ‘position’ the organization in
press). technologies. the minds of important
- Fragmentation - realize the organization’s stakeholders groups.
objectives. - seeing communication as a
joint activity (common
activity).
1
, - Advocacy (active support)
- Transparency
- Interactivity
- Authenticity
Mission (the why) Overriding purpose in line with the values and expectations of
stakeholders.
(referred to the question: why do we exist?)
Vision (the future why) Desired future state: the aspiration of the organization.
(what would we like to become in the future?)
Objectives and Goals Statement of overall aims in line with the overall purpose.
- At the end of the year, we want to have sold for example 5 flying cars.
- What are we doing?
- Formulated SMART (Specific, Measurable, Achievable, Realistic, Time
specific).
Strategies (how?) The ways or means in which the corporate objectives are to be
achieved and put into effect.
- Actions that are linked to activities
Corporate Identity The profile and values communicated by an organization.
- Who are we?
Corporate Image The set of associations of an individual in response to one or more
signals or messages from or about a particular organization at a single
point in time.
- What you see.
Corporate Reputation - The immediate set of associations of an individual in response to one
or more messages from or about a particular organization at a single
point in time
Stakeholder Any group or individual who can affect or is affected by the
achievement of the organization’s objectives.
Market A defined group for whom a product is or may be in demand (and for
whom an organization creates and maintains products and services).
Communication The tactics and media that are used to communicate with internal and
external groups.
Integration The act of coordinating all communication so that the corporate
identity is effectively and consistently communicated to internal and
external groups.
Norm Value
a rule. the why.
‘’I want everyone to be quiet if someone’s ‘’Because you have to listen to each other.
speaking.
2
