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What is Corporate Communication?A department with many functionsA process to communicate key messagesAn attitude or set of mental habitsA set of communication products
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Sample Structure for Corporate Communication
V ice P re sid e ntM a rke ting
V ice P re sid e ntFina nce
V ice P re sid e ntO p e ra tio ns
M a rke tingC o mmunica tio n
D ire cto rM e d ia
Re la tio ns
D ire cto rInve sto r
Re la tio ns
D ire cto rEmp lo y e e
C o mmunica tio n
C o mmunityRe la tio ns
V ice P re sid e ntC o rp o ra te
C o mmunica tio n
V ice P re sid e ntH uma n
Re so urce s
G e ne ra lC o unse l
P re sid e nt/ C O O
C ha irma n/ C EO
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Communication heads report to?Chairman/CEO/President 45.6%Head of Marketing 31.6Other 14Chief Operating officer 4.8Chief of human resourcesChief financial officerGeneral Counsel
Title of Senior Corp Comm ExecSenior VP 17.1%VP 31Director 26.3Manager 17.1Other 8.3
Functions Within the FunctionCorporate image and identityMarketing communicationsMedia relationsInvestor relationsInternal communicationsCorporate advertising and advocacyGovernment relationsCorporate Social Responsiblity
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CORPORATE COMMUNICATION
Functions of Corporate Communication
- From Pr to Corporate Communication
- To centralize or decentralize communication
- The functions within the function
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CORPORATE COMMUNICATION
Managing Image, Identity and Reputation
-What is image and identity
-Using image and identity to strengthen the corporate
communication function
-Building a solid reputation
-Is Corporate Identity a trend
-Differentiating organizations through image and identity
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CORPORATE COMMUNICATION
Managing Media Relations
-still central to the corp comm unit
-actively set the discussion agenda of the firm in the media
-Technologu advancement
-Rely on one another, make the best of these relationships
CORPORATE COMMUNICATION
CORPORATE ADVERTISING/ADVOCACY
•Selling company, not product
•Influence public opinion and facilitate for approval for increase or allocations in the budget, etc
• direct from CEO’s office
•Fastest growing segment of the advertising industry
•Issue advertising – famous but risky
CORPORATE COMMUNICATION
CORPORATE RESPONSIBILITY•Socially responsible – more likely to purchase and recomment
• Internal implications – less likely to leave, “job will make a positive difference in society
•Corporate philantrophy – more than just give back to the community. Obligation to donate funds to organisations that could benefit the firm’s stakeholders. Eg: fund research
•environmental
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CORPORATE COMMUNICATION
Investor Relations
- Fastest-growing subset, an area of intense interest
- Move from “just the numbers” to the way numbers are communicated
- Shareholders and securities analysts (source for financial media)
- Coordinated effort between comm professionals and vp finance
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CORPORATE COMMUNICATION
Employee Communication- Retaining a contented workforce
- Changing values and demographics, must plan strategic internal comm
- employee trust and loyalty
- Sensitive messages by VIPs only
- Blurring constituencies lines – employee, investor, members of community advocacy group at the same time
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CORPORATE COMMUNICATION
Managing Government Affairs
- More important in some industries than others
- Benefit by having ties with local and national legislators
- Lobbying
- Government affairs efforts
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CORPORATE COMMUNICATION
Managing Communication in a crisis
- Communication professionals in crisis planning and crisis management
- Legal agenda – shortsighted and costly
- Communication strategies – consider how actions might be perceived by constituencies.
- Working collaboratively – in house counsel and corp comm professionals.