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Corporate Communication

 Ahmedabad Management Association
          23rd and 25th January 2012




      www.manishparihar.co.in
Session 1 Outline
1. Introduction to communication
2. What is strategic communication
3. How do companies communicate corporate
   objectives and strategy? – Enter Corporate
   Communication
4. How do they communicate corporate
   philosophy and values?
First, let’s break some ice
• Introduce yourself in turn
  by stating your name
• What are you most
  passionate about?
• What would you change if
  you could?
What is communication?
• Communication is the
  activity of conveying
  information. Communication
  has been derived from the
  Latin word
  "communis", meaning to
  share.


• Communication requires a
  sender, a message, and an
  intended recipient, a
  medium

                    Show videos here
Enter Strategic / Corporate
     Communications
Strategic Communication
• Strategic Communication refers to policy-making
  and guidance for consistent information activity
  within an organization and between
  organizations.

• Equivalent business management terms are:
  integrated (marketing)
  communication, organizational
  communication, corporate
  communication, institutional communication, etc.
           Source: wikipedia
Fathers of Corporate Communication:
             Paul Garrett
                  • VP of PR for General
                    Motors in 1931
                  • develop effective publicity
                    & promotion
                  • employees first in
                    communication line of
                    information
                  • communication with the
                    public using words and
                    deeds with meaning they
                    understood
Fathers of Corporate Communication:
                  Arthur Page
• VP for PR at AT&T in 1927
• communication is a
  management function
  with voice in senior
  executive team
• Page developed an ethical
  code for corporate
  communication
Historical Roots: Corporate Communication
             and Public Relations

• Corporate communication began as public relations in
  major corporations.
• The primary historical roots of corporate communication
  come from public relations.

• The business aspects came later with
  advertising, branding, and marketing responsibilities
  assumed by the corporate communication
  department, sometimes called corporate relations within
  major industries.
Issues of Importance to Corporate Communication
                      Today

• The Global Economy       • Splintering of Mass
• Environment                Markets
                           • Fragmentation of the
• Increased Role of          Mass Media
  Management
                           • Rapid Development of
• Professionalism of the     New Media
  Publics                    Technology Leading in
                             Communication
                             Trends
What is a clear and understandable
  definition of corporate communication?

Corporate communication includes
 advertising, marketing
 communications, marketing, and public
 relations, but they all function under a
 managed perspective.

Corporate communication is managing an
 organization's internal and external
 communications.
Session 2 Outline
1. Objectives of strategic communication
2. Where and how of strategic communication
3. How do companies communicate corporate
   objectives and strategy? – Enter Corporate
   Communication
4. How do they communicate corporate
   philosophy and values?
“Objectives” of strategic communication..
• Builds strong business relationships
• Internal and external co-ordination
• Builds and maintains the brand image of the company
• Gives competitive advantage to the organization
Organization's constituents: “Where”
 •   Primary        •  Secondary
 -   Employees      -  Media
 -   Customers      -  Suppliers
 -   Shareholders   -  Government
 -   communities           local
                           regional
                           national
                    - creditors


                                                       15

                         Source: www.strategiccommunication.com
Communicating corporate objectives
     and strategy: “How”
Ensure communication is an integral part of the
  ‘strategic planning framework.’
– Protect, build and measure public confidence and
  customer satisfaction.
– Facilitate greater community engagement
– Improve stakeholder understanding of the
  business
– Manage an internal communication framework
  (formal & informal) that makes the workforce feel
  valued, informed and motivated.
Enter Values..
• Businesses communicate a lot of things. Many
  love to boast when their revenues soar, or
  publicize the strategic plans..

• But often missing from a firm's
  communications is something absolutely
  fundamental to its operations: its values.
Communicate corporate philosophy
            and values

• Corporate Philosophy – the business mission and
  values espoused by the management board (or
  founder).

• Values - Principles, standards, morals, ethical
  codes of conduct of an organization.

• Egs. What values are associated with Reliance
  and Tata..?

                   HBR Blog - Article for self reading
Designing Organization Structure and
    Communications Perspectives
• This session will focus on:
  – How should be the communications structure of
    an organization
  – What are the different perspectives of corporate
    communication
Let’s have a discussion:


Article discussion:
1. Corporate communicator’s job
Problems highlighted
• Difference between primary and secondary
  communication - dilution
• Ranking of corporate communicator in the
  hierarchy of the matrix
• All organizations suffer from entropy – a loss
  of energy leading to disorder
• Each department controls their locus of
  communication differently
Key learnings from the article:
1. The CEO maintains the role of strategic
   communicator throughout the organization
2. The secondary messages generated through
   various departments should reinforce the
   primary strategic messages intended by the
   board
3. If departments stray off the primary
   messages, the CEO should get to know about it
   through the communications structure
4. Corporate messages should flow through the
   organization without being distorted
5. Corporate communicator should help CEO
  project a holistic view throughout the
  company
6. Should guide
  employees, customers, shareholders, regulato
  rs and others into proper view of the company
  and its mission
CORPORATE
“Corporate communications is not for
         the fainthearted”

           - James L. Horton



      Corporate communications
      expert and founder of
      www.online-pr.com
Thank you



www.manishparihar.co.in

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Corporate communication

  • 1. Corporate Communication Ahmedabad Management Association 23rd and 25th January 2012 www.manishparihar.co.in
  • 2. Session 1 Outline 1. Introduction to communication 2. What is strategic communication 3. How do companies communicate corporate objectives and strategy? – Enter Corporate Communication 4. How do they communicate corporate philosophy and values?
  • 3. First, let’s break some ice • Introduce yourself in turn by stating your name • What are you most passionate about? • What would you change if you could?
  • 4. What is communication? • Communication is the activity of conveying information. Communication has been derived from the Latin word "communis", meaning to share. • Communication requires a sender, a message, and an intended recipient, a medium Show videos here
  • 5. Enter Strategic / Corporate Communications
  • 6.
  • 7. Strategic Communication • Strategic Communication refers to policy-making and guidance for consistent information activity within an organization and between organizations. • Equivalent business management terms are: integrated (marketing) communication, organizational communication, corporate communication, institutional communication, etc. Source: wikipedia
  • 8. Fathers of Corporate Communication: Paul Garrett • VP of PR for General Motors in 1931 • develop effective publicity & promotion • employees first in communication line of information • communication with the public using words and deeds with meaning they understood
  • 9. Fathers of Corporate Communication: Arthur Page • VP for PR at AT&T in 1927 • communication is a management function with voice in senior executive team • Page developed an ethical code for corporate communication
  • 10. Historical Roots: Corporate Communication and Public Relations • Corporate communication began as public relations in major corporations. • The primary historical roots of corporate communication come from public relations. • The business aspects came later with advertising, branding, and marketing responsibilities assumed by the corporate communication department, sometimes called corporate relations within major industries.
  • 11. Issues of Importance to Corporate Communication Today • The Global Economy • Splintering of Mass • Environment Markets • Fragmentation of the • Increased Role of Mass Media Management • Rapid Development of • Professionalism of the New Media Publics Technology Leading in Communication Trends
  • 12. What is a clear and understandable definition of corporate communication? Corporate communication includes advertising, marketing communications, marketing, and public relations, but they all function under a managed perspective. Corporate communication is managing an organization's internal and external communications.
  • 13. Session 2 Outline 1. Objectives of strategic communication 2. Where and how of strategic communication 3. How do companies communicate corporate objectives and strategy? – Enter Corporate Communication 4. How do they communicate corporate philosophy and values?
  • 14. “Objectives” of strategic communication.. • Builds strong business relationships • Internal and external co-ordination • Builds and maintains the brand image of the company • Gives competitive advantage to the organization
  • 15. Organization's constituents: “Where” • Primary • Secondary - Employees - Media - Customers - Suppliers - Shareholders - Government - communities local regional national - creditors 15 Source: www.strategiccommunication.com
  • 16. Communicating corporate objectives and strategy: “How” Ensure communication is an integral part of the ‘strategic planning framework.’ – Protect, build and measure public confidence and customer satisfaction. – Facilitate greater community engagement – Improve stakeholder understanding of the business – Manage an internal communication framework (formal & informal) that makes the workforce feel valued, informed and motivated.
  • 17. Enter Values.. • Businesses communicate a lot of things. Many love to boast when their revenues soar, or publicize the strategic plans.. • But often missing from a firm's communications is something absolutely fundamental to its operations: its values.
  • 18. Communicate corporate philosophy and values • Corporate Philosophy – the business mission and values espoused by the management board (or founder). • Values - Principles, standards, morals, ethical codes of conduct of an organization. • Egs. What values are associated with Reliance and Tata..? HBR Blog - Article for self reading
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  • 22. Designing Organization Structure and Communications Perspectives • This session will focus on: – How should be the communications structure of an organization – What are the different perspectives of corporate communication
  • 23. Let’s have a discussion: Article discussion: 1. Corporate communicator’s job
  • 24. Problems highlighted • Difference between primary and secondary communication - dilution • Ranking of corporate communicator in the hierarchy of the matrix • All organizations suffer from entropy – a loss of energy leading to disorder • Each department controls their locus of communication differently
  • 25. Key learnings from the article: 1. The CEO maintains the role of strategic communicator throughout the organization 2. The secondary messages generated through various departments should reinforce the primary strategic messages intended by the board 3. If departments stray off the primary messages, the CEO should get to know about it through the communications structure 4. Corporate messages should flow through the organization without being distorted
  • 26. 5. Corporate communicator should help CEO project a holistic view throughout the company 6. Should guide employees, customers, shareholders, regulato rs and others into proper view of the company and its mission
  • 28. “Corporate communications is not for the fainthearted” - James L. Horton Corporate communications expert and founder of www.online-pr.com