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• In this course we will focus on the formal communications that link internal
and external audiences of the organizations.
• Growth of the company and the future it holds for the employees.
Make plans more specific by applying the KAB model as: specify what the
organization wants target groups to know (knowledge), to feel (attitude)and
CEN – Business Environment and Communication Page 3
to do (Behavior), both with respect to the entire company and with respect to
the individual business unit.
• Major oil leakage at sea and the oil in the sea water is damaging marine life
(ext. comm. To global audience)
• A fight breaks out between two corporate biggies, who are brothers (ext)
• The cheapest car of the world has caught fire & some other technical
glitches(ext)
Features
• Voice of corporate identity
• Undesirable repercussions
(multiple channels of communication and ensure that the feedback is well received,
internal literature, in-house journals, podcasts, blogs, bulletin boards, quarterly/half
yearly meetings, chats with senior members, open houses)
Open door policy, 360 degree feedback mechanism, whistle blower policy
Problems:
2. Government
3. CSR
4. Financial communication
5. Media
6. Crisis communication
• (1) responsible media (south west airlines and Kevin Smith, Cola
Controversy, Cadbury in India)
2. Government
3. Media
• Internet
• Social Media
• Television
• Radio
Responsible entrepreneurship
Corporate citizenship
Corporate sustainability
Benefits of CSR
Important social issues are addressed
Generates awareness about the products in the public
Improvement in brand reputation and overall image
Provides distinct competitive advantages
Brings employees together
Helps make better use of resources
Increased employee loyalty and retention
Increased quality of products and services
Increased customer loyalty
Less volatile stock value
Distinct company advantage (ii) brand building (ii) bring employees
together
Social issues are addressed (iv) brand reputation and overall image
of the corporation concerned improves
Products and services find better acceptability
Corporate level –
• Individual/branch/unit level
Awards are generated for the CSR consciousness and this helps employees
keep up the motivation level.
5. Financial Communication
Financial information indicates to investors whether to invest in a
company or not.
SOX – Sabarney Oxley Act
GAAP – Generally Accepted Accounting Principles
SEBI –Security and Exchanges Board of India (financial
advertisements, listing on stock exchange, declaration of financial
statement.
Reserve Bank of India – Cash Reserve Ratio (CRR)
6. Financial Communication
The following are some of the media used to maintain investor
relations
Annual reports and press releases
Advertisements given by companies
Interviews with representatives of companies
Every company must have its own investor-relations team to maintain
communication with various stakeholders. However, investor relations
have to be guided from the top; otherwise they are bound to fail.
Organizational factors
If organization allows deviation from the standard path, the behaviour
of the employees will b governed by these organizational work
patterns.
Environmental factors - Local environment (internal working
environment)
Various departments work differently from what their organization
mandates or expects.
External working environment(corruption, bribery, misrepresentation)
Individual factor - Upbringing
What is ethical for one may not be ethical for the other
Legal Dimension...
• refers to obeying governmental laws and regulations
Legal aspects
Plagiarism (taking and copying ideas from other sources and claiming that
these ideas were developed using your own efforts and resources constitute
plagiarism and copyright violation)
(fraud – is a situation when the sender knew that the information was false but still
went ahead to communicate it)
Legal aspects
Discrimination (on basis of race, gender, nationality etc)
• Oracle Vs SAP
Two technology giants, Oracle and SAP, entered into a legal battle in March 2007,
with Oracle accusing SAP’s subsidiary ,TomorrowNow, of intellectual property
theft. Oracle president Safra Catz commented: “for more than three years, SAP
stole thousands of copies of Oracle software and then resold that software and
related services to Oracle’s own customers. The matter went to court , which ruled
in Oracle’s favour. SAP was asked to pay 1.3.billion dollar to Oracle for software
theft, and it was one of the largest payouts for copyright infringement ever.
Google offers street-view images , which were taken from a vehicle equipped with
cameras. A couple filed a case against Google in 2008 for displaying the images of
their house in its street view facility. Aaron and Christine Boring (Boring Vs
Google Inc) filed the case in the US District Court, Pennsylvania, stating that this
service of Google invaded their privacy and trespassed on the property that
included a private road. They sought compensatory and punitive damages.
However the case was dismissed by the judge who awarded compensation of 1
dollar to the couple.