Chapter One

(1)
Inas A.Hamid
 Top
management The Public
Customer
s Production Unit

HR

Employees Finance Media

PR

Customer
Government Service
Investors
 Corporate Communication
Why do corporations need to develop effective
communication?
 Organizations need communication to :
 Acquire resources they need in order to
operate.
 Communicate with different stakeholders.
 Communication with employees to increase
their loyalty.
 Influence the environment within which they
operate.
 Retain their license to operate.
 Improve the image.
 Encourage all employees to work together to
support the company's objectives.
 Develop the corporate branding.
 Corporate
Communications

Vertical & Internal & Formal &

Horizontal External Informal

Management
Help the organization Comm. Marketing
to : Comm.
- Create Images
- Build a strong brand Organizational
- Develop Reputation Comm.
Management level of the organization
(all employees with authority)

Persuade audiences that the

goals of the organization are
worth achieving

Internal External
audiences audiences
 Communication is one of the most
important skills a manager must have to :
◦ gain the acceptance for the organization's goals.
◦ Develop a shared vision of the company within
the organization.
◦ Establish and maintain trust in the organization's
leadership.
◦ Initiate and manage the change process.

 Communication specialist are needed to

support managers in improving the
effectiveness of their communications.
 Communications between the organization
and its audiences (investors, the public, share
holders, financial journalist, investment
analyst, regulators, legislators….).
 Do not directly aim at generating sales but at
developing long – term relationship.
 Apply a different style of communication:
messages are more formal and honest.
 Initiated by external parties and that means
the audiences decide whether the
organization should communicate with them.
 MarCom is very important to support
management communications.
 MarCom gets the bulk of the budget in most
organizations.
 Traditionally termed promotion.
 It is a part of the 4Ps marketing mix (product,
price and place).
 It aims at facilitating the process of exchange.
 The organizations choose the target market and
avoid communicating with those that are not
commercially interesting.
 Marketing communication: all forms of
communication between an organization
and its customers and potential
customers, that facilitate exchanges by
establishing shared meaning with the
brand’s customers or clients.
 Public
Packaging Relations Advertising
Word
Of
Sponsorship mouth
Consumer
audiences Channel
Audiences
Branding
Exhibitions All
Stakeholders
Audiences Personal
Selling
Internal
Marketing
Branding
Sales
Websites Promotion
 The most important practices to achieve
Corporate integrated communications are:

◦ Use of integrated marketing communications (IMC).

◦ Application of visual identity systems (house style).
◦ Depending on team works.
◦ Adoption of a centralized planning system.
 In recent years organizations become aware
of the need to produce consistent messages
(free of contradictions) and this what we can
call “ Integrated marketing communication” to
describe a process for building a fully
coordinated communication system inside
the organization.
identifying all target audiences.

Segmenting audiences on the basis of stage in

the purchase decision cycle.

Determining messages and communications

tools to reach each segment.

Allocating resources
 To produce consistent themes on products
and services through the use of common
names, logos, sounds, packaging, furniture,
building design and even smells.
 This led to the emergence of “identity firms”
that help the organization to develop a
uniform set of symbols, guidelines for
employees to create a uniform image for the
organization(clothing, way of greetings….).
 Integrated
communication •Mobilized
•Common policy employees
and evaluate its
execution.
Coordinated
Team Work
teams
 It is a software that can be used to
◦ set up and manage communication projects
targeted to internal and external audiences.
◦ Manage and control at a general level by providing
employees with certain information.
◦ Offers standard structure of reports that can be
used in various situations.
 Gruing & Hunt (1984)developed four types of PR
practices focusing on the nature of communication in
different organizations.

 These types are :

◦ Press agent- propaganda
◦ Public information
◦ Two – way asymmetric communication.
◦ Two – way symmetric communication.
According to Gruing point of view:
 The first model “propaganda” is the least
desirable form of communication because:
◦ it involves a one-way flow of information.
◦ The organization is not honest about its activities
and it effects on the community.
◦ They will also resist efforts to establish a dialogue
about it.
 The fourth is the best type.
◦ It involves a company in two-way symmetric
communication.
◦ Under this model, both parties are open and
truthful about each other's point of view to arrive
at a common understanding.
Types Press agent Public Two-way Two-way
propaganda information asymmetric symmetric
Purpose Propaganda Transmit facts Feedback & Mutual
persuasion understandi
ng
Communication One-way ,little - One-way - Two-way , in Tow-way
respect to - truthful, favor of the ,balance
truth complete sender, interest.
facts accurate info.
Type of Entertainment -Non- Profit& PR agencies,
organization & sport governmental competing
Organizations organizations Organizations
-Instructions ,
about health pharmaceutic
and safety al
procedures organizations.
given to
employees.
 Communication policies
Common starting
Strategy
• Apply PPT model

points
• Apply KAB model Identity Brand

Effective Corporate communication

Depends on ensuring that the organization's communications
policies are derived from the core strategy-identity-brand
(SIB) to develop a set of “common starting points”
 The corporate strategy can be translated into
common starting points by applying the PPT
model as : indicate what the organization
wants to Promise to its most important
internal and external stakeholders; indicate
how it expects to Prove it ; and identify what
Tone of voice it wants to use to communicate
messages to those audiences.
 Make plans more specific by applying the KAB
model as: specify what the organization
wants target groups to know (knowledge), to
feel (attitude)and to do (Behavior), both with
respect to the entire company and with
respect to the individual business unit.
 What will happen if the organizations'
departments are not coordinated in the way
of creating consistency messages?
 How can organizations limit fragmentation in
their communications?