 Why do companies need to rethink

communications?
 How can they approach it strategically?
 What function does corporate

communication serve?
 How does the function tie into the

company’s image and objectives?

 Regulatory imperatives
◦ New regulation, revisit comm strategies
and practices

 Organisational complexities
◦ Org grows in size and complexity – more
markets, customers, products, services,
employees, suppliers, etc, - hihger need
for a consistent comm strategy
 The need to increase credibility
◦ Approval and trust from public

 Aligning communication with strategy

◦ Multiple constituents, responsive comm to
all.
◦ Consistency of the messages
1. Ancient Roots of Communication Theory
2. Corporate Communication Strategies
 Setting an effective organization strategy
 Analyzing constituencies
 Delivering messages appropriately
3. Corporate Communication Connection to
Mission
 JOIN
Conte CONSULT
nt
Contro SELL
l
TELL

Audience
Involvement
 Head makes decision and announces it
 Head "sells" the decision
 Head presents ideas and invites questions
 Head presents tentative decision subject to
change
 Head presents problem, gets suggestions,
makes decision
 Head defines limits, asks group to make
decision
 Head permits teachers to function within
limits defined by herself
 Mos
t

Memor
y

Least
Beginning End
Tim
e
 Messages
 What is the best
communication
channel?
Corporation  How should the Constituencies
organization structure
 What does the organization the message?  Who are the
want each constituency to organization’s
do? constituents?
 What resources are  What their attitude about
available? the organization?
 What is the organization’s  What is their attitude
reputation? about the topic?
Constituent’s Response
 Did each constituency
respond in the way the
organization wished?
 Should the organization
revise the message in light
of the constituency
responses?
1. Senior managers must be involved
2. Communications must be integrated
3. Structural integration is not the only
choice
4. Communications must have a long-
term orientation