Corporate Communications Essentials

Corporate Communication is the message issued by a corporate organization, body, or institute to its publics, both internal and external. An organization must: Communicate the same message to all its stakeholders Transmit coherence, credibility and ethic

If any of these is missing, the whole organization may fail. Corporate Communications help organizations: Explain their mission Combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization. A corporate communication structure is a system which enables organizations to strategically orchestrate all types of communication. Different types of communication Management communications are communications between the management and its internal and external publics. To support
1

management communications, organizations rely heavily on specialists in marketing communications and organizational communications. Marketing communications get the bulk of budgets in most organizations and consist of product advertising, direct mail, personal selling. They are supported by Organizational communications from specialists in public relations, public affairs, investor relations, and employee communications. The roots of corporate communications Corporate communication is historically linked to the field of public relations, which has been concerned with the voice and image of big business for nearly a century. The fathers of public relations Ivy lee and Edward Bernays addressed some issues that managers still face today in corporate communications. Issues of corporate communication are: The large social, political, economic, and cultural climate in which corporations create their images and project their voices. The opportune moment or the creation of circumstances for corporate communications The need to understand and capitalize on the psychology of constituencies. The best mix of communication channels (e.g. videotapes, e-mail, reports) The ethical dimension of corporate communication.

Key tasks of corporate communication The responsibilities of corporate communication: To flesh out the profile of the company behinf the brand (corporate branding) To minimize discrepancies between the companys desired identity and brand features. To delegate tasks in communication To formulate and execute effective procedures to make decisions on communication matters. To mobilize internal and external support for corporate objectives To coordinate with international business firms.

References Riel, C.B.M. van & Fombrun, C. (2007) Essentials of Corporate Communication, Abingdon: Routledge. 2. Jackson, P. (1987) Corporate Communication for Managers, London: Pitman. 3. Argenti, P. and Forman, J. (2002) The Power of Corporate Communication, New York: McGraw-Hill. 4. Managing Corporate Communications in a Competitive Climate, a Conference Board Study, by Kathryn Troy, 1996. 5. Riel, Cees B.M. van and Fombrun, Charles J. (2007) Essentials of Corporate Communication, Abingdon: Routledge. 6. Nayyar, P.R. (1990) "Information asymmetries: a source of competitive advantage for diversified service firms", Strategic Management Journal, 11: 513-519. 7. Aaker, D.A. and Myers, J.G. (1991) Advertising Management, New York: Prentice-Hall.
1.

Brown, T.J. and Dacin, P.A. (1997) "The company and the product: corporate associations and consumer product responses", Journal of Marketing, 61 (1): 68-84. 9. Gray, E.R. and Balmer, J.M.T. (1998) Managing Corporate Image and Corporate Reputation, London: Long Range Planning. 10. Pratt, M.G. and Foreman, P.O. (2000) "Classifiying managerial responses to multiple organizational identities", Academy of Management Review, 25 (1): 18-42. 11. Balmer, J.M.T. (1997) Corporate Identity: Past, Present and Future, International Centre for Corporate Identity Studies , Working paper series 1997/4. 12. Balmer, J.M.T. and Wilson, A. (1998) "Corporate Identity: there is more to it than meets the eye", International Sutdies of Management & Organziation, 28 (3): 12-31. 13. Argenti, P.A. (2009) Corporate Communication, New York: McGraw-Hill/Irwin. 14. Charles, F. (1996) Reputation: Realizing Value from the Corporate Image, Boston: Harvard Business School Press. 15. Argenti, P.A. (2009) Corporate Communication, New York: McGraw-Hill/Irwin. 16. Krone, K., Jablin, F.M., and Putnam, L.L. (1987) "Communication theory and organizational communication: multiple perspectives", in F.M. Jablin et al (eds), Handbook of Organizational Communication, pp. 18-69, Newbury Park, CA: Sage Publications. 17. Dutton, J. and Ottensmeyer, E. (1987) "Strategic issue management systems: forums, function and context", Academy of Management Review, 12: 355-365. 18. Cobb, B.W. and Elder, C.D. (1972) Participation in American Politics: the Dynamics of Agenda Building, boston: Allyn and Becon.
8.