Corporate Comunication .

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A

PROJECT REPORT

ON

Corporate Communication in ONGC

DEHRADUN (UTTARAKHAND)

Submitted In Partial Fulfillment

Of the requirement for the award of the degree of

Masters in Business Administration

UTTARAKHAND TECHNICAL UNIVERSITY

SUBMITTED TO: SUBMITTED BY:MRS. DILRAJ WADHWAINTERNAL GUIDEFaculty HRM (U.I.M)

DIVIK KATHAITMBA IV SEM (HR)


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CERTIFICATE

I have the pleasure in certifying that Mr. DIVIK KATHAIT is a bonafide student of

IV Semester of the Masters Degree in Business Administration of UttranahalInstitute of Management, Dehardun under Class ID No. ..

He/She has completed his/her Summer Training Project work entitled

Corporate Communication in ONGC... under my guidance.

I certify that this is his/her original effort and has not been copied from any other

source. This project has also not been submitted in any other university for the

purpose of award of nay degree.

This project fulfills the requirement of the curriculum prescribed by Uttarakhand

Technical University, Dehradun for the said course.

Signature:

Name of the Guide: Mrs. DILRAJ WADHWA

Date:


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ACKNOWLEDGEMENT

First of all great reverence, I express my deep sense of gratefulness to ONGC,

Tel Bhawan, Dehradun for given an opportunity to conduct a survey in their

organization.

It gives me tremendous pleasure in acknowledging the invaluable assistance

extended to me by various personalities in the successful completion of this project

report.

I feel my profound privilege to express to my most sincere gratitude &

indebt ness to Mrs. DILRAJ WADHWA (as my Internal guide) for providing their

valuable generous cooperation and guidance , in spite of their cumbersome

Professional preoccupation, they always made themselves available for assisting me

my endeavor. Their inspiration is immense.

I am thankful to Mrs. DILRAJ WADHWA for giving me a guidance,

suggestions and precious time for competing my project.

Lastly I like to thanks all my friends who gives me suggestion and help me

to complete my project.

SUBMITTED BY:SUBMITTED BY:

DIVIK KATHAIT

M.B.A. (IVth SEM)

2007 - 2009


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PREFACE

Practical training is an important part of the theoretical studies. It is of an

immense importance in the field of management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and there by helping the students to bridge gap between the theories explained

in the books and their practical implementations.

Training plays an important role in future building of an individual so that

he/she can better understand the real world in which he has to work in future. The theory

greatly enhance our knowledge and provide opportunities to blend theoretical with the

practical knowledge where trainees get familiar with certain aspects of industries, like

shop floor management, production process and industrial relations. I feel proud to get

myself trained at ONGC, Tel Bhawan, Dehradun .

I have taken up my training in the HR Department of the ONGC and conducted a

research study to find out the way of Corporate Communication best for the org. I

enjoyed this opportunity in a very satisfactory manner and have tried to cover each aspect

that I came across during my training period.


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CONTENTSCONTENTS

1. Executive Summary

2. Introduction

3. Objectives

4. Review of literature

5. Research Methodology

Research Design

Research tool

Collection/ Compilation of data

Data Analysis & Interpretation

6. Findings & Recommendation7. Limitation of study

8. Further extrapolation of topic

9. Conclusion

10. Bibliography

11. References


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EXECUTIVE SUMMARY

Problem Formulation:

To study the corporate communication in ONGC. Dehradun.

Research objective:

To study .the coverage area of corporate communication in ONGC.

To do qualitative analysis of corporate communication process.

Collection of data:

The data collected for the project work from two sources i.e., Primary andsecondary sources.

Primary Sources: The opinion are received from different categories ofmanagement personnel, supervisors. The primary data was collected by 2 ways:-

Interviews: By conducting interviews of the employees and the supervisorsthe collected data will help me in my research work.

Questionnaire: The filled questionnaire which I have received provides me a

guidance to complete my project.

Secondary Sources: The secondary data was collected from ONGC diary,Periodicals, articles, recorded and available printed manuscripts etc.

Sampling Technique: Random Stratified Sampling.

Sampling frame: Tel Bhawan ONGC, Dehradun

Sampling Unit: ONGC employees

Sampling Size: 80


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INTRODUCTION

CORPORATE COMMUNICATION

Corporate communication includes Advertising, Marketing, Public relation butthey all function under managed perspective. Corporate communication is managing anorganization internal and external communication. Corporate Communication is aboutmanaging the signals a company sends to its stakeholders and how they react to them. Itis also critical that a company considers not only what is communicated to externalstakeholders, but also what is communicated internally. Corporate Communication isdesigned for everyone working in the field of communications, from the expert to thenovice. It includes theoretical articles, descriptions of methodologies as well as hands-onexamples.

Effective corporate communication involves not only the message itself, but also themedium that carries and delivers it. It's these two components of a communication thatdictate whether employees will receive and understand it.Communication mediums canbe classified into two methods: the sender pushes the message to the receiver (e.g.,sending an e-mail) or the receiver pulls the message from a source (e.g., reading anintranet post).

Arthur Pages Corporate Ethics

He is a father of corporate communication. He writes some ethics which is essential foreffective corporate communication.

Tell the truth.

Prove it with your actions.

Listen to the customer.

Manage for tomorrow.the future.

Conduct public relations as if the whole company depends upon it.

Remain calm, patient and good humored.


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Historical Roots:

Corporate communication and Public relation

Corporate communication began as public relation in major corporations. Corporatecommunication developed as a communication practice in an industry setting withinmajor corporations as direct spin off public relation. The business aspect came later withadvertising, branding and marketing responsibilities assumed by the corporatecommunication department, sometimes called corporate relation with major industries.

Lee, who died in1934, is known for his contributions to corporate communication andpublic relations management. Lee established that:-

Business and Industry alignment with the public interest is acting sociallyresponsible manners.

Counseling top management directly and only developing communication. Building a network of news contact to maintain effective media relations.

Bringing internal and external communication to a Human level for allaudience.

Aspects of Corporate Communication

Managing communication or fulfilling the communication management function.

Dealing with controlled and uncontrolled media.

Serving both internal and external audiences. Advocating communication strategies and tactics.

Branding image and reputation.

Branding products and services.

Monitoring the responses from audience and markets.

Counseling and advising senior executives.

Managing issues and responding to crisis situation.

Organizational image creation and maintenance.

Organizational presence building and monitoring.

SCOPE OF CORPORATE COMUNICATION

Corporations: Departments with the task such as community relation and marketingcommunication are dealing with an organization reputation and services to clients.


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Non profit Agencies: Options ranging from membership organization to social andcultural groups, hospital and health care agencies offer public relation opportunitieswhere fund raising is always involved.

Entertainment, Sports and Travel: Commitments in these areas are usually concernedwith press agentry and promotion of events. Publicity is an important part of practitionerduties here.

Government and Military: Here communicators focus on promotion of political issues,information dissemination about govnt activities to citizens and information disturbtion to&about the military.

Education: Higher education opportunities cover relationship with faculty,administration, students and general public promoting the college image and raising

funds

International: With todays almost instantaneous global communication, intriguing newareas have opened. These areas are particularly desirable for bilingual or multilingualpractitioners who are familiar with many cultures.

CORPORATE COMMUNICATION FACTSlop

Public relation is a multibillion dollar business just in the united state.

The US Bureau of labour statistics found more than 2, 00,000 practicing public

relation professional in 2000 with a job rate increase predicted of nearly 47% by

2000.

Bergen (1999) indicates that a 1999 council of public relation firms study

reviewing corporate communication spending patterns of fortune 500 firms found

a direct correlation between how much a company spends on public relation and

how much that company is respected.


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The united state government has 9000 workers employed in just the united state

information agency, an additional 1000 communication specialists work in the

defense department.

BASICS OF CORPORATE COMMUNICATION STRUCTURE

In an attempt to create a corporation where stockholders' interests are looked after, manyfirms have implemented a two-tier corporate hierarchy. On the first tier is theboard ofgovernors or directors: these individuals are elected by theshareholdersof thecorporation. On the second tier is the upper management: these individuals are hired bythe board of governors. Let's begin by taking a closer look at the board of governors andwhat its members do.

Board of Directors

Elected by the shareholders, the board of directors is made up of two types ofrepresentatives. The first type involves individuals chosen from within the company. Thiscan be a CEO, CFO, manager or any other person who works for the company on a dailybasis. The other type of representative is chosen externally and is considered to beindependent from the company. The role of the board is to monitor the managers of acorporation, acting as an advocate for stockholders. In essence, the board of directorstries to make sure that shareholders' interests are well served.

Board members can be divided into three categories:

Chairman Technically the leader of the corporation, the chairman of the board isresponsible for running the board smoothly and effectively. His or her duties typicallyinclude maintaining strong communication with the chief executive officer and high-levelexecutives, formulating the company's business strategy, representing management andthe board to the general public and shareholders, and maintaining corporate integrity. Achairman is elected from the board of governors.

Inside DirectorsThese directors are responsible for approving high-level budgetsprepared by upper management, implementing and monitoring business strategy, andapproving core corporate initiatives and projects. Inside directors are either shareholders

or high-level management from within the company. Inside directors help provideinternal perspectives for other board members. These individuals are also referred to asexecutive directors if they are part of company's management team.Outside Directors While having the same responsibilities as the inside directors indetermining strategic direction and corporate policy, outside directors are different in thatthey are not directly part of the management team. The purpose of having outsidedirectors is to provide unbiased and impartial perspectives on issues brought to the board.
http://www.investopedia.com/terms/b/boardofdirectors.asphttp://www.investopedia.com/terms/b/boardofdirectors.asphttp://www.investopedia.com/terms/s/shareholder.asphttp://www.investopedia.com/terms/s/shareholder.asphttp://www.investopedia.com/terms/s/shareholder.asphttp://www.investopedia.com/terms/c/corporation.asphttp://www.investopedia.com/terms/c/corporation.asphttp://www.investopedia.com/terms/i/insidedirector.asphttp://www.investopedia.com/terms/i/insidedirector.asphttp://www.investopedia.com/terms/i/insidedirector.asphttp://www.investopedia.com/terms/o/outsidedirector.asphttp://www.investopedia.com/terms/s/shareholder.asphttp://www.investopedia.com/terms/c/corporation.asphttp://www.investopedia.com/terms/i/insidedirector.asphttp://www.investopedia.com/terms/o/outsidedirector.asphttp://www.investopedia.com/terms/b/boardofdirectors.asphttp://www.investopedia.com/terms/b/boardofdirectors.asp


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WHAT IS A COMMUNICATION PLAN?

Communications include all written, spoken, and electronic interactions with youraudiences. A communications plan puts in writing:

Your objectives-corporate imperatives you want to accomplish with yourcommunications. Goals or program of work-methods by which corporate objectives can be

accomplished. Audiences-people to whom your communications will be addressed. Timetable, tools, and budget-what specific products you will produce to

accomplish objectives, when those products will be developed, and how muchthey will cost.

Evaluation-how you will measure the results of your overall program.

How to Write a Corporate Communication Plan

Overworked and underfunded business communicators (are there any other kind?) havereason to ask whether the work involved in developing a corporate communications planis worth it. The answer is yes, because a written communications plan will:

Give your day-to-day work a focus, Help set priorities, Provide a sense of order and control, Achieve CEO and staff support,

Protect against last-minute, seat-of-the-pants demands, and Provide peace of mind.

What Products Are Included in a Communications Plan?

A plan encompasses objectives, goals and tools for all communications, including, butnot limited to:

Periodic print publications,

Online communications, Documentation and manuals, Meeting and conference materials, Media and public relations materials, Marketing and sales vehicles, Legal and legislative documents, Incoming communications, including reception procedures and voice mail, Communiques with employees and board members,


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Corporate identity materials, including logos, print and packaging, Surveys, Certificates and awards, Annual reports, Signage,

Speeches, and Invoices.

When to Develop the Plan?

The best time to develop your plan is in conjunction with your annual budgeting ororganizational planning process.

Where to Get Information?

Data for the plan comes from five sources:

Your corporate mission statement, A communication audit (that is, review of all materials currently being used), Customer surveys and focus groups, Input from advisors and consultants, Discussions with employees and other department heads.

How to Develop the Plan?

Take the following steps to develop an effective communications plan:

1. Conduct a research-communications audit. Evaluate your current communications.Some companies hire firms to do this, but the price for the objectivity of an outsideauditor can be high. To conduct your own audit, find out:

What every employee is doing in the way of communication.

What each communication activity is designed to achieve How effective each activity is.

To get the answers to these questions:

Brainstorm with communications staff, Talk to other department heads, Interview the CEO,


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Interview board members, Survey customers, Host focus groups, and Query non-customers.

2. Define your objectives. Armed with information from your audit, define your overallcommunications objectives (that is, the results you want to achieve). These might includesuch objectives as:

Excellent service to customers, Customer loyalty, Increased sales per transaction, Centralization of the communications effort, Increased employee teamwork,

Improved employee retention and recruitment, Improved product delivery, Visibility for the company, and Influence on media, consumers, and other audiences.

3. Define your audience. List all the audiences that your company might want to contact,attempt to influence, or serve. Included on your list may be:

Customers,

Noncustomers, General consumers, Competitors, Suppliers, Commissioned sales force, Subcontractors, Employees, Prospective employees, Educators, Federal, regional, and local governments, Industry spokespeople, and

The media.

4. Define your goals. With stated objectives-and considering available human andfinancial resources-develop your goals or program of work. In other words, develop acomprehensive, multi-task approach to achieving each objective.

5. Identify tools. Decide what tools will be used to accomplish the stated goals. Thesetools are the nitty-gritty tasks you'll be tackling all year-everything from a simple flyer to


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a glossy employee magazine to a CD-ROM catalog. Don't overlook less obvious toolssuch as lead qualification forms, posters, report covers, contact manager software andweb sites. Plan to brainstorm ideas with your staff (or even a colleague or two from anoncompeting company) in a totally freewheeling afternoon.

6. Figure costs. In order to select among the options available, develop cost estimates foreach approach. At this point, estimates are close enough to land you within established budget parameters so that you can make choices. Later, more precise costs can bepinpointed.

7. Establish a timetable. Once objectives, goals, audiences, and tools have beenidentified, quantify the results into a calendar grid that outlines roughly what projects willbe accomplished and when. Separate objectives into logical time periods (monthly,weekly, etc.).

8. Evaluate results. Build into your plan a method for measuring results. Your

evaluation might take the form of:

A monthly report on work in progress, Formalized department reports for presentation at staff meetings, Periodic briefings of the CEO and other department heads, A year-end summary for the annual report.

Developing a written communications plan will take effort. Plan on three or four days thefirst time you do it. Once in place, the written plan will smooth your job all year, earn

you respect from the CEO and other staff, help set work priorities, protect you.

CORPORATE COMMINICATION LINKED TO BETTER FINANCIAL

PERFORMANCE

Toronto, March 28, 2006 Companies with effective internal communications have a19.4 per cent higher market premium and deliver 57 per cent higher shareholder returncompared to organizations with less effective internal communications, according to arecent study conducted by Watson Wyatt Worldwide. The 2005/2006 CommunicationROI Study also found strong correlation between a companys communications and itsemployee engagement and retention levels.

The study of 335 North American companies identified nine communication practiceareas that affect market premium. Among these practice areas, managerialcommunication support that drives supervisors and managers behavior -- whichincludes, among other things, formal communication training and tools and rewards foreffective communicators -- was identified as the element with the highest impact on acompanys market premium, contributing 3.8 per cent to the overall 19.4 per cent highermarket premium. This communication element was also the main differentiator between


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Canadian and U.S. respondents. For example, the gap between top performers and poorperformers on formally training managers on communications tools is much wider inCanada than in the U.S.

The findings clearly demonstrate that internal communication is a significant business

function that directly affects financial performance, said Kathryn Yates, global directorof communication consulting at Watson Wyatt Worldwide. As companies begin theiryearly planning cycles, they should carefully consider the resources they allocate to thisimportant area.

Investing in internal communications also provides other organizational benefits such asimproved employee engagement and retention. According the to the study, companiesthat communicate effectively are 4.5 times more likely to report a high level of employeeengagement and are 20 per cent more likely to report lower turnover rates than firms thatcommunicate less effectively.

Most and least effective communicators by sectorThe study found that firms within the financial and wholesale/retail trade sectors rankamong the most effective communicators (45% and 40% respectively), while companiesfrom the basic materials (18.2%), general services (21.4%) and healthcare (23.8%)sectors tend to rank among the least effective communicators.

COMMON TRAITS OF EFFECTIVE COOMUNICATORS:

Although respondents came from various industry sectors, the findings revealed some

interesting commonalities among highly effective companies. These firms wereparticularly effective in:

Treating managers as key audience, regularly providing communication counselto senior management;

Having a communication program in place and a documented internalcommunication strategy.

Openly communicating with employees, sharing business plans and goals as wellas providing information about matters that affect them.

About the Study

The 2005/2006 Watson Wyatt Communication ROI Study, conducted between May andJuly 2005, examines the relationship between an organizations communication practicesand its business performance. The study included 335 participants in large companies inCanada and the United States. Participants were asked to reply to questions on topicsrelated to employee engagement, global communication, the communications functions


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relationship to senior management and emerging communication technologies. Amultivariate regression and statistical analyses were conducted to determine the relationbetween companies communication programs effectiveness and the magnitude of theeffect these programs have on surplus market value.

BLOGS:- The New Magic Formula for Corporate

Communication

Opinion is divided on what to think of blogs. As in the days of internet hype theSpectrum of views ranges from their being irrelevant to their heralding a new Era ofcommunication. A blog is a website in the form of a diary with pithy, frequently updatedentries.

In the USA, corporate blogs have become a popular tool for externalcommunication. In Germany, they have not yet become established as an integral part of

corporate communications.

Blogs have to be monitoredin order to know what they are, what they achieve,and what they jeopardise. Blogs need to be used where theyare suitable for developingvalue-added.

We believe there is scope even if limited for using corporate blogs. For example, acompany could keep a customer relationship blog as a forum for discussing products.CEO Blogscan be used as an instrument for business agenda-setting or image-building.

Before a corporate blog is established the responsible parties must address

Various strategic issues in order to decide on the practicality of the tool:

1. Is a blog a good fit for the company, its targets and its culture? As Blogs cansometimes be very provocative, they may not be compatible with a companys image.

2.As regards content, limitations arise especially for listed companies. The contentof a blog has to comply with legal and regulatory standards. From the readers standpoint,this substantially dims the attractiveness of CEO Blogs in particular.

Even if companies decide against running a corporate blog, the topic should Stayon their agenda with a view to developments going forward. Companies Should keeptrack of how their image fares in the blogosphere, the new communications arena. This

is underpinned by the argument that substantial reputation risks can emerge if thecompanies misjudge the rapidly formed opinions in the photosphere.

In companies employees will inevitably start blogging as private individuals Oneday. For this reason, companies require a clear blogging policy. Besides settingguidelines for employees blogging privately, it should also set Out rules saying howemployees are allowed to blog on behalf of the Company.


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PUBLIC RELATION AND CORPORATE COMMUNICATION

Public relations (PR) are the managing of outside communication of an organization tocreate and maintain a positive image. Public relations involve popularizing successes,downplaying failures, announcing changes, and many other activities.

Methods, tools, and techniques

Public relations andpublicity are not synonyms. Publicity is the spreading of informationto gain public awareness in a product, service, candidate, etc. It is just one technique ofpublic relations as listed here.

Audience targeting

A fundamental technique used in public relations is to identify the target audience, and to

tailor every message to appeal to that audience. It can be a general, nationwide orworldwide audience, but it is more often a segment of a population. Marketers often referto economy-driven "demographics," such as "white males 18-49," but in public relationsan audience is more fluid, being whoever someone wants to reach. For example, recentpolitical audiences include "soccer moms" and "NASCAR dads."

In addition to audiences, there are usually stakeholders, literally people who have a"stake" in a given issue. All audiences are stakeholders (or presumptive stakeholders), butnot all stakeholders are audiences. For example, a charity commissions a PR agency tocreate an advertising campaign to raise money to find a cure for a disease. The charityand the people with the disease are stakeholders, but the audience is anyone who is likely

to donate money.

Sometimes the interests of differing audiences and stakeholders common to a PR effortnecessitate the creation of several distinct but still complementary messages. This is notalways easy to do, and sometimes especially in politics a spokesperson or client sayssomething to one audience that angers another audience or group of stakeholders.

Press releases

Press release format the typical press release announces that the statement is "FORIMMEDIATE RELEASE" across the top (some may instead be embargoed until a certaindate), and lists the issuing organization's media contacts directly below. The mediacontacts are the people that the release's issuer wants to make available to the media; forexample, a press release about new scientific study will typically list the study's leadscientist as its media contact. The bottom of each release is usually marked with ### or-30- to signify the end of the text.
http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Soccer_momhttp://en.wikipedia.org/wiki/NASCAR_dadhttp://en.wikipedia.org/wiki/Stakeholderhttp://en.wikipedia.org/wiki/Embargohttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Soccer_momhttp://en.wikipedia.org/wiki/NASCAR_dadhttp://en.wikipedia.org/wiki/Stakeholderhttp://en.wikipedia.org/wiki/Embargo


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Five "W"s and an "H" There are 6 vital facts to convey in the first paragraph of arelease to ensure that it doesn't end up in the bin.

Who What

When Where Why How

Apress release is a written statement distributed to the media. It is a fundamental tool ofpublic relations. Press releases are usually communicated by a newswire service tovarious news media and journalists may use them as they see fit. Very often theinformation in a press release finds its way verbatim or minimally altered, to print andbroadcast reports. If a media outlet reports that "John Smith said in a statement todaythat...", the "statement" usually originated in a press release, or a direct quote from an

interview with a John Smith.

The text of a release is usually (but not always) written in the style of a news story, withan eye-catching headline and text written standard journalistic inverted pyramid style.This style of news writing makes it easier for reporters to quickly grasp the message.Journalists are free to use the information verbatim, or alter it as they see fit. PRpractitioners research and write releases that encourage as much "lifting" as possible.

Many journalists believe it is unethical to copy from a press releasethey believe it is alapse of good judgment (for instance, a direct quote, as in: Senator Smith said, "This isthe most fiscally irresponsible bill that the Congress has passed since the Buy Everyone

A Mercedes Act." In this case, a journalist may copy the quote verbatim into the story,although ethical reporters prefer to try soliciting an individual quote from the speakerbefore filing their story). Public relations professionals believe that press releases andother collateral material aid a journalist's job, and it is the job of the journalist to decidewhether or not reprinting material verbatim tells the real story.

Since press releases reflect their issuer's preferred interpretation or positive packaging ofa story, journalists are often skeptical of their contents. The level of skepticism dependson what the story is and who's telling it. Newsrooms receive so many press releases that,

unless it is a story that the media are already paying attention to, a press release aloneoften isn't enough to catch a journalist's attention.

With the advent of modern electronic media and new technology, press releases nowhave equivalents in these media video and audio news releases. However, manytelevision stations are hesitant to use VNR's that appear canned and are not newsworthy.
http://en.wikipedia.org/wiki/Press_releasehttp://en.wikipedia.org/wiki/Newswirehttp://en.wikipedia.org/wiki/Inverted_pyramidhttp://en.wikipedia.org/wiki/Electronic_mediahttp://en.wikipedia.org/w/index.php?title=Audio_news_release&action=edithttp://en.wikipedia.org/wiki/Press_releasehttp://en.wikipedia.org/wiki/Newswirehttp://en.wikipedia.org/wiki/Inverted_pyramidhttp://en.wikipedia.org/wiki/Electronic_mediahttp://en.wikipedia.org/w/index.php?title=Audio_news_release&action=edit


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A new kind of press release"optimized" for the Internet

The advent of the Internet has ushered in a new kind of press release known as anoptimized press release. Unlike conventional press releases of yore, written forjournalists' eyes only, in hopes the editor or reporter would find the content compelling

enough to turn it into print or electronic news coverage, the optimized press release isposted on an online news portal. Here the writer carefully selects keywords or keywordphrases relevant to the press release contents. If written skillfully, the press release canrank highly in searches on Google News, Yahoo or MSN News (or the many other minornews portals) for the chosen keyword phrases.

Readers of optimized press releases constitute far more than journalists. In the daysbefore news search engines, a press release would have landed only in the hands of anews reporter or an editor who would make the decision about whether the contentwarranted news coverage. Although the news media is always privy to online pressreleases in the search engines, most readers are end-users. Optimized press releases

circumvent the mainstream media which is formerlybut no longerthe gatekeeper ofthe news.

Lobby groups

Lobby groups are established to influence government policy, corporate policy, or publicopinion. These groups claim to represent a particular interest. When a lobby group hidesits true purpose and support base it is known as a front group.

Spin

In public relations, spin is a sometimes pejorative term signifying a heavily biasedportrayal in one's own favor of an event or situation. While traditional public relationsmay also rely on creative presentation of the facts, "spin" often, though not always,implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are oftenaccused of spin by commentators and political opponents, when they produce a counterargument or position.

The term is borrowed from ball sports such as cricket, where a spin bowlermay impartspin on the ball during a delivery so that it will curve through the air or bounce in an

advantageous manner.

The techniques of "spin" include:

Selectively presenting facts and quotes that support one's position) Non-denial denial Phrasing in a way that assumes unproven truths Euphemisms to disguise or promote one's agenda
http://en.wikipedia.org/wiki/Lobby_grouphttp://en.wikipedia.org/wiki/Front_grouphttp://en.wikipedia.org/wiki/Pejorativehttp://en.wikipedia.org/wiki/Spin_(public_relations)http://en.wikipedia.org/wiki/Crickethttp://en.wikipedia.org/wiki/Spin_bowlinghttp://en.wikipedia.org/wiki/Non-denial_denialhttp://en.wikipedia.org/wiki/Euphemismhttp://en.wikipedia.org/wiki/Lobby_grouphttp://en.wikipedia.org/wiki/Front_grouphttp://en.wikipedia.org/wiki/Pejorativehttp://en.wikipedia.org/wiki/Spin_(public_relations)http://en.wikipedia.org/wiki/Crickethttp://en.wikipedia.org/wiki/Spin_bowlinghttp://en.wikipedia.org/wiki/Non-denial_denialhttp://en.wikipedia.org/wiki/Euphemism


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Ambiguity Skirting Rejecting the validity of hypothetical Appealing to internal policies

IMAGE AND REPUTATION TWO MISUNDERSTOOD SIBLINGS THAT

NEED BETTER MANAGEMENT

Image and reputation are closely related. In fact, like many sets of siblings, somepeople have trouble telling which is which. And like many siblings, they dont always getalong well together, because they both crave attention.

Theres a tendency for image to get a lot more attention than reputation. And inthe high flying 90s, the allure of image with little or no attention on reputation,proved the undoing of some.

Senior management and especially those in marketing, often do not fullyappreciate the differences between image and reputation. PR pros need to help themunderstand the differences, so that brand marketing and corporate communication effortswork more harmoniously and build to a common goal.

To start with, here are a few aspects that help explain the differences:

IMAGE REPUTATION

Is built

You have to create and promote animage. It is very much something youbuild to show others.

Is earned

A reputation is something you gain overtime through your actions. It is very muchwhat people see in you.

Is a cost

You pay to create it and you pay to project it. And the more image-conscious your market, the more it maycost.

Is an asset

Because it has to be earned, reputation is anasset. Build a strong reputation and it willhelp see you through tough times.

Is fast

Because image is a relativelyindependent sibling, you are able tochange to satisfy market trends withgreat speed.

Is careful

Reputation has a more complex structure,being a combination of people, actions andwho it builds relationships with.


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As you can see, a key factor with image is recognizing that a brand or corporate image isa tactical tool. Reputation on the other hand is strategic - you decide what you want to beknown for and constantly work towards building that reputation.

The significant aspect of reputations is that they develop from the actions of the

company, how it relates to business and geographic communities, how it attains itssuccesses, who it chooses to employ at the very top and who it chooses to form allianceswith. Young companies often have difficulties with coming to terms with reputation - andthis is understandable. Their need is for instant awareness and sales, so they are veryimage focused. And this is a very large danger for such companies.

As an example, it can be argued that OneTel was a company 100% focussed on image.Huge advertising and promotional campaigns were mounted to push an image-drivecompany. There appeared to no thought of, or investment in, reputation. At the end of theday there was no substance behind the image - and it must be remembered that thecompany had around 4 years in which to define and start building a reputation.

Another Telco, Telstra, is an example of a company that does understand reputation.While its products are out there often selling very much on image, the company itselfplaces considerable importance on continually building and managing its reputation.

Look at how it has handled the issue of its performance in the bush. 10 years ago youcould imagine that the answer to poor services would have been addressed with ajingoistic television commercial linking to traditional country emotions through a jinglesung by a fair-dinkum Aussie male and supported by a chorus of children. It would havebeen a paid for image campaign.

Telstra is now more mature and aware than that. The company decided to set up a specialdivision to proactively address its rural shortcomings and work with its customers.Traditional image communication to this audience continued, but it was supported in amore meaningful way. That was a clever, and meaningful, blend of image and reputation.Obviously the tools employed to promote an image and build a reputation are quitedifferent - but they are complementary and one goes with the other. Here are a fewexamples of the types of activities that are employed by both:

Typical Image Tools Typical Reputation Tools

Advertising

PromotionsDirect mailCompetitions

Corporate Social Responsibility programs

Strategic sponsorshipsMedia outreachInternal corporate counsel


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CORPORATE SOCIAL RESPONSIBILITIES y (CSR):

Corporate social responsibility (CSR) is:

An obligation, beyond that required by the law and economics, for a firm to

pursue long term goals that are good for society. The continuing commitment by business to behave ethically and contribute to

economic development while improving the quality of life of the workforce andtheir families as well as that of the local community and society at large.

About how a company manages its business process to produce an overallpositive impact on society.

Is CSR the same as business ethics?

There is clearly an overlap between CSR and business ethics Both concepts concern values, objectives and decision based on something than

the pursuit of profits And socially responsible firms must act ethically

The difference is that ethics concern individual actions which can be assessed as right orwrong by reference to moral principles.

CSR is about the organizations obligations to all stakeholders and not justshareholders.

There are four dimensions of corporate responsibility:

Economic - responsibility to earn profit for owners. Legal - responsibility to comply with the law (societys codification of right and

wrong). Ethical - not acting just for profit but doing what is right, just and fair. Voluntary and philanthropic - promoting human welfare and goodwill being a

good corporate citizen contributing to the community and the quality of life.

The corporate responsibility view

Businesses do not have an unquestioned right to operate in society Those managing business should recognize that they depend on society Business relies on inputs from society and on socially created institutions


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There is a social contract between business and society involving mutualobligations that society and business recognize that they have to each other

Stakeholder Theory -

The basic premise is that business organizations have responsibility to various groups insociety (the internal and external stakeholders) and not just the owners/ shareholders

The responsibility includes a responsibility for the natural environment.

Decisions should be taken in the wider interest and not just the narrow shareholderinterest.

Arguments for socially-responsible behaviour

It is the ethical thing to do It improves the firm public image It is necessary in order to avoid excessive regulation Socially responsible actions can be profitable Improved social environment will be beneficial to the firm It will be attractive to some investors It can increase employee motivation

It helps to corrects social problems caused by business

CSR behavior can benefit the firm in several ways

It aids the attraction and retention of staff. It attracts green and ethical investment. It attracts ethically conscious customers. It can lead to a reduction in costs through re-cycling. It differentiates the firm from its competitor and can be a source of competitive

advantage.

It can lead to increased profitability in the long run.

CSR is a concept whereby companies integrate social and environmental concerns intheir business operations and in their interactions with their stakeholders on a voluntarybasis, European Union.


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How did CSR evolve?

In its earliest days CSR was often seen as simply reacting to criticism of corporatebehavior (i.e. Nikes issues re sweatshops and Exxons problems re oil spillage fromExxon Valdez) by attempting to do good.

As a result, critics accused some companies of using CSR in an opportunistic manner inorder to buy goodwill. Many early CSR initiatives were also environmentally focused.In the late 90s activist groups such as Greenpeace and Amnesty emerged. They focusedon specific causes, were well organized and knew how to galvanize media and publicopinion across international borders.Business felt it had to respond as reputations - and sales - were being impacted. Corporatecodes of conduct were developed, and CSR became a formal must do core businessprinciple instead of a would like to do or maybe we have to do activity.As a result today, CSR is a major corporate discipline, with its own body of knowledge.For larger organizations - especially multi-nationals - it is no longer optional; it is linkedto core business objectives.

HOW DOES CSR FIT WITH PR?

In its earliest days CSR was essentially a PR initiative, because it was PR thatoften played a key role in defending questionable corporate practices. Also, it was PR -inthe absence of any other advocate - that often made the recommendation as to proactivesteps corporate should be taking to avoid future risks or being seen to be doing the rightthing.

But PR often found it condemned because in these early days it was seen ashelping corporate to communicate that they were doing the right thing - and this wasoften perceived as buying goodwill. It was a classic case of shooting the messenger(although in retrospect some of the communication was rather over the top andsomewhat self congratulatory).

Today, much CSR strategy is developed and driven by specialists who integrate itinto the business. And in its purest sense it has evolved to encompass environmental andsocial impacts, workplace practices and corporate governance.

This is clearly beyond the PR function. However PR continues to have a role inthe communication of the chosen CSR initiatives to various stakeholders.Its currently more fashionable to appear to be reticent and circumspect about CSRinitiatives so as to avoid being labeled as trumpeting the good work being done. But atthe end of the day an organization that embraces CSR still needs its stakeholders to beaware of its stance and activities - so communication (albeit more subtle) is still a keyingredient.


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ROI link between PR and corporate reputation established

Ground-breaking research has been undertaken in the US to demonstrate thereturn on investment (ROI) of public relations spending among Fortune 500 companies.The Council of PR Firms commissioned Thomas L Harris/Impulse Research to assess the

impact on corporate reputation of varying levels of spending.

Validated an ROI for corporate communication:-

Identified that there is a correlation between an investment in corporatecommunications Whether it is the drafting of direct marketing communications, lettersfrom the general manager to clients, service or product brochures or revising the oldcorporate profile, The PR People are skilled interpreters for your company's message.

Communicating the right message, phrased in the right manner to the right audience isour field of expertise.

Be Aware, Inform, Communicate

No public relations campaign for brand or corporate awareness is developed in isolation.Communication is not a one way conduit.In order to make informed decisions our clients need to be aware of the world outsidetheir own organization. They need to be knowledgeable of news, events anddevelopments in business and finance, technology, the overseas and Australian marketsand the general community, in which they live and operate.

Models of success & Sustainability (MOSS) is a newly established industry body for

individuals, corporations, governments and not-for-profit organizations interested inCorporate Social Responsibility and Corporate Sustainability.

Seeded as an initiative from Australias Inaugural Corporate Social ResponsibilitySummit, MOSS has been developed in consultation with key Australian stakeholders tosupport business through education, training and advice to drive sustainability andcompetitive business success through best practice in the area of Corporate SocialResponsibility (CSR). MOSS delivers practical corporate sustainability enablingmembers to learn from others successes and failures in a non judgmental environment.

As a MOSS member, you will enjoy:-

Exclusive professional development, networking and peer to peer learningopportunities.

Exclusive and simple access to a variety of intellectual property includingmodels, questionnaires and case studies.

Regular news and industry updates.
http://www.prpeople.com.au/links.htmlhttp://www.prpeople.com.au/links.html


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Exclusive opportunities to participate in round table discussions on topics ofrelevance.

Member rates for attendance at business exchanges, networking and educationalevents, conferences, workshops etc.

Free listing in the MOSS Directory. Additional listings can be purchased for a

$110 per category. Free recruitment advertising.

Invitations to member only events.

MOSS also has the support of a range of professional organizations anduniversities including the National Institute of Governance and the University ofCanberra, the Public Relations Institute of Australia, The Australasian ComplianceInstitute, The Australasian Sponsorship Marketing Association, The Society forConsumer Affairs Professionals, Australian Centre for Corporate Public Affairs andGriffith University along with a range or community organizations such as the AustralianConservation Foundation, The Corporate Responsibility Index, Social Ventures

Australia, and ProBono Australia to mention but a few.

CORPORATE PHILANTHROPY

Corporate values have changed in the past decades: no longer are big businesses caughtin the eighties mentality of Whats yours is mine. Instead, we are seeing a positive shiftto corporate giving and business to community partnerships.This change has arisen for many reasons. Not only has there been an increase incommunity need, but businesses across all sectors are beginning to see that in order to

build and maintain long term market presence, corporate philanthropy must be a strategicpart of their management plan.

Genuine business-community partnership requires commitment from all levels of thebusiness from company directors to line workers. True corporate philanthropy is based onestablishing long lasting relationships with the organizations stakeholders to create awinwin situation.

Why Corporate Philanthropy is worthwhile to business and the community?

"The behavior of the community is largely dominated by the business mind. A greatsociety is a society in which its men of business think greatly of their functions. Lowthoughts mean low behavior, and after a brief orgy of exploitation, low behavior means adescending standard of life".For a business to have a long term focus, whether they are amultinational or a local business, they must recognize their responsibility as corporatecitizens.


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Benefits

Simple measures such as allowing staff to volunteer part of their work time, supplyingproduct or services to various groups and/or being involved directly in communityevents, all assist in raising the profile of businesses and making a real contribution to thelives of people in the community.

Corporate philanthropy contributes to both the community and businesses in manydifferent ways.

Benefits to the community:

Community goodwill towards the organization Specific projects can be funded Add to the overall well-being of the community Builds long term company and brand loyalty

Benefits to business:

Assist in building positive public perception. Being socially responsible makes a company more attractive to employees, which

in turn increases employee productivity. Improved reputation can raise the share price. A closer link to the community can aid in producing more relevant product. Staff feel greater pride in the company they work for and become more loyal Customers will buy the company behind the brand, rather than the brand itself.

"A company must stand for more than just making a profit. There are two great benefitsfor doing that: the best people will want to work for you and the consumers will want to

support you".

Corporate Philanthropy as a communication tool:

Many people see philanthropy merely as a marketing tool. We see it as a communicationtool as well. Doing good things and informing people about it is a worthwhile andlegitimate business exercise. From a public relations point of view there are manyactivities that can assist in communicating the benefits of corporate philanthropy toensure that its primary purpose is well supported:

Using internal newsletters to inform employees and rally support to the cause Positive communications, by way of media representation, can be conveyed to the

community to announce the gift and its meaning. Community events and involvement to increase community presence, e.g. family

days and event sponsorship, etc. Involving other companies in the community to combine resources and provide a

greater contribution.


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And finally . . .

Building a community responsible business should not be seen as an extraordinaryactivity in good economic times. It must be viewed as an integral part and underlyingbasis for all business decisions. Businesses that engage in Corporate Philanthropy will

find deeper community acceptance, which will ultimately lead to greater businesssuccess.

State-owned Oil and Natural Gas Corporation (ONGC) is planning to set up a state-of-the-art integrated radio communication system which would interconnect the companysdifferent offices within the country.

According to a senior ONGC official, it was felt by the ONGC top brass that microwaveradio channels should be set up in order to communicate effectively between variousoffices and branches of the company.`A decision has been taken to implement such a system on a priority basis so that inter

office communication gaps could be minimized, ` the official stated.It is being estimated that the total cost of the project (the first phase of which isscheduled to be kick started by around the last week of April next year) is around Rs 15crore.

The main scope of the project would be the setting up of single channel data radiomodulator-demodulators (modems) at the offices of New Delhi, Calcutta, Mumbai,Ahmedabad, Chennai, Rajamundry, Mehsana, Ankaleshwar and Jorhat.An additional point radio system in Mumbai, a hundred plus channel radio network atDehradun and a special cable system between its two offices at Chowringhee in Calcuttaare also scheduled to be installed separately.

As part of the enhancement capabilities of the network, several multiplexers would alsobe set up at various points in the country so that transmission losses and accompanyingsystem noises are cut down to a bare minimum.Several transmission poles and towers would also be constructed as part of the projectwhich is expected to a completed within a time frame of around six months. Thecompany is reportedly scouting for global consultants to implement the project on a turnkey basis.

This is actually quite a specialized job and there are not many companies in the worldwho can take up this sort of a project. We may take a decision on the party that willundertake the job by the first week of April 1999, ` the official maintained.With ONGC now focusing on improving its internal communication system, it remains tobe seen how the corporate bottomline behaves as a result of this exercise.


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OBJECTIVE OF STUDY

To study the coverage area of corporate communication in

ONGC.

To do qualitative analysis of corporate communication

process.


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REVIEW OF LITERATURE

Corporate communication - why we can't just 'send and receive' anymore?

By: Robert Sussman

It may be one of the more convenient and most accessible means of moderncommunication, but the reality of engaging in corporate email communication is effectivemanagement and adherence to legislation. Email has grown to the extent that it is farmore than a mere practical way to digitally interact. This established medium in society iswidely considered to be, first and foremost, a critical business-tool.As a result of email being a common business communication, users tend to store email

correspondence in their inboxes and folders. In effect, this means that a company'scorporate and intellectual property is stored in messaging systems. This should alreadyinspire management towards establishing an improved level of corporate communication.Email has to be well-managed in order for a business to achieve optimum levels of digitalcommunication. However, another, arguably more pertinent reason for this discipline, isthe current focus on the archiving of data and access to electronic records.Corporate South Africa is being directed, through legislation and industry-led awarenesscampaigns, to ensure that they tow the line as far as the way information is archived,accesses and reproduced.

Beware of corporate communications divide

By: Chris Moerdyk

South African Airways has made an excellent choice in luring Business Daydeputy editor, Robyn Chalmers, to head up its group corporate affairs department, it isdebatable whether Chalmers has made anything like as good a choice in picking SAA asa platform to launch a career in corporate communications.

Like most journalists who make that leap of faith across the great corporatecommunications divide, the first two shocks to the system for Chalmers will be a loss ofstatus and also getting used to an environment quite unlike that of a newspaper, where

egos and corporate pride take precedence over the search for truth, justice and fair play.There is no question that Chalmers has built up a fine reputation as both afinancial journalist and editor. She has enormous respect among her peers and within thecorridors of corporate power.. And that top-of-the-pedestal status disappears completelywhen one crosses over to corporate communications. It is a time when one finds out,sometimes brutally, just who ones media and business friends really are.

Chalmers will join SAA at a time when it is in a corporate communications messof note. Chalmers has considerable integrity and purpose and will either succeed in
http://www.bizcommunity.com/Article/196/16/#contacthttp://www.bizcommunity.com/Article/196/11/#contacthttp://www.bizcommunity.com/Article/196/16/#contacthttp://www.bizcommunity.com/Article/196/11/#contact


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persuading her new bosses to accept that when it comes to corporate communications andcustomer service, the combination of honesty, integrity, transparency and accessibility isalways the best policy.

Why is corporate communications seen as fluffy?

By: Gerry Mc. Govern

In many organizations, corporate communications doesnt get a lot of respect. Theintranet gives a rare opportunity for corporate communications to get the respect itdeserves. Theres real work and then theres communications. Actions, of course, speaklouder than words. Theres the people who get their hands dirty and actually deliver valueto the organization, and then theres those who are a drain on resources.

Content is a form of communications, and its something you store as quickly andas cheaply as possible. Yes, the intranet can have some genuine value, but only where itallows people to access applications. Content, as I have said so many times, is a hidden

asset within most organizations. The corporate communications department is ideallyplaced to tap this hidden asset.

First, you must focus on how content helps staff do their jobs better. Focus onspecific tasks that staff do. Isolate how intranet content can make these tasks faster andmore efficient. It means avoiding big fancy images and lofty sounding words.

Second, become obsessive about metrics, about proving to management thatcontent does actually deliver value. This will take time because most managers simplydont view content as something that will help bring in new customers or support alreadyexisting customers.

Third, keep your intranet lean and mean. Libraries may well deliver long-termvalue but they rarely deliver short-term quantifiable value, and lets face it short-termvalue creation gets attention and gets respect.

More than once, I have heard managers and staff describes corporatecommunications as the fluffy stuff. You can take web content and shake quantifiablevalue out of it. Focused on helping your staff, you can change content from the fluffystuff to the hard stuff.

Managing Corporate Communication: Adding Value to Your Information

By: Tom peters

Management guru Tom Peters says white collar workers and managers in functionaldepartments need to protect their futures. First, every department of every organization
mailto:[email protected]:[email protected]


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generates unique information. Information flows in from suppliers, from staff, and fromother stakeholders. For example, people in your department read trade magazines, theyattend seminars, they're in touch with people in other departments, and they may belongto trade associations. If your department consciously gathers, sifts, analyzes, andorganizes that information - formally or informally - then it's creating new value. It's now

more than just information: its business intelligence, information with added value. That'swhat we refer to as generating new information.

Moving to the idea of condensing information, one striking characteristic of moderncommunication is the amount of it moving around. No doubt you've heard references toinformation overload, and all too real problem for those whose work life revolves aroundinformation. You can add value by monitoring the information that comes into youroffice and selecting just the critical parts. Many internal newsletters earn their keep byproviding regular summaries of useful information. That information can come fromoutside the organization or from within. Third, there's other side of the same coin, whichinvolves expanding, rather than condensing, information. In summary, you can add value

to existing information by turning it into business intelligence, condensing it, orexpanding it.

Blogs begin to make mark on corporate communications - HR News - Web logs

By: Bill Leonard

Blogs have been around for a few years, but their value as a communication tool is juststarting to grab the attention of employers. The interest is mainly in developing blogs asexternal communication tools with customers and clients, though some employers arebeginning to consider ways they can use blogs internally." Blogs can be a very flexibleway to communicate daily with clients and customers about product releases and newservices. Blogs also may help to forge better working relationships among staff.Ouremployees understand and follow those policies, and I think we all know these policiesshould cover the use of blogs both internally and externally." Most employers alreadyhave e-mail and computer use policies and should probably just review them beforedeveloping blogs for internal or external communications," Even with a good computerusage policy in place, employers should screen their blogs to ensure employees aren'tposting inappropriate comments and material. Employer-sponsored web logs that featurethe personal musings and thoughts of employees also could carry some legal risks

Corporate communications grows up

By: Toby Ward
http://www.findarticles.com/p/search?tb=art&qt=%22Bill+Leonard%22http://openwindow%28%27http//intranetblog.blogware.com/blog/cmd=view_user/username=prescient',%20'info',%20450,%20600);http://www.findarticles.com/p/search?tb=art&qt=%22Bill+Leonard%22http://openwindow%28%27http//intranetblog.blogware.com/blog/cmd=view_user/username=prescient',%20'info',%20450,%20600);


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Toby Ward has written an interesting overview look (The Evolution of CorporateCommunications) at the evolution of corporate communications and with it the use oftechnology including the more recent use of RSS, podcasting and vodcasting. Thetechnology, however, never lived up to its hype and communications fell back to oldstalwarts: the intranet and e-mail.

Posting corporate communications on an intranet requires employees to access the systemrepeatedly because they won't know when new information will be posted."One thingthat cant be stressed enough: as valuable as technology is, and despite the intranetspivotal and crucial role and value to the organization, face-to-face communications rulesabove all other media. Ask employees in almost any organization and in-person meetings formal or informal with ones manager continues to be the single most importantcommunications channel.

Corporate Communication

By: Miachael gerry

Keep in touch with leading-edge thinking in the field of corporate communication

All companies are being measured. Stakeholders evaluate continuously how a company isperceived, and how it is positioned in the market.

The Corporate Communication handbook can be a source of inspiration in your day-to-day work in communications. Corporate Communication handbook is about managingthe signals a company sends to its stakeholders and how they react to them. It is alsocritical that a company considers not only what is communicated to external stakeholders, but also what is communicated internally. Corporate Communication is designed for

everyone working in the field of communications, from the expert to the novice.It includes theoretical articles, descriptions of methodologies as well as hands-onexamples. Henrik Orholst of PA is chief editor; he is responsible for external and internalcommunications in the Nordic part of PA. The authors of the articles are all experts andhave an in-depth knowledge of the field of corporate communication; they are from theDanish business elite in this field, and work as consultants, journalists, marketing andcommunications managers, etc.

The Evolution of Corporate Communications

By: Paul Chin

Communicating to hundreds, sometimes thousands, of employees within anorganization is no small feat. This challenge is further complicated in organizations witha global presence, where corporate headquarters is responsible for delivering the samemessage to satellite offices in geographically dispersed locations. But it's not enough tojust create the message.
http://www.intranetjournal.com/articles/200510/ij_10_26_05a.htmlhttp://www.intranetjournal.com/articles/200510/ij_10_26_05a.htmlhttp://www.intranetjournal.com/articles/200510/ij_10_26_05a.htmlhttp://www.intranetjournal.com/articles/200510/ij_10_26_05a.html


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Effective corporate communication involves not only the message itself, but alsothe medium that carries and delivers it. It's these two components of a communicationthat dictate whether employees will receive and understand it. Most corporatecommunications will grab the attention of an employee for no more than a few seconds ifat all. Employees are processing more information than ever before information

dealing with their projects, their clients, and their industry as a whole. With all thisinformation competing for employees' attention, does a single corporate communicationstand a chance of making it through?

Organizations have struggled to find the best way to get companycommunications to their employees for years. These communications can range fromnotices of service interruptions to announcements of corporate events. Communicationmediums can be classified into two methods: the sender pushes the message to thereceiver (e.g., sending an e-mail) or the receiver pulls the message from a source (e.g.,reading an intranet post). Posting corporate communications on an intranet requiresemployees to access the system repeatedly because they won't know when new

information will be posted. E-mail has the ability to alert every employee once acommunication is sent, but there are uncontrollable factors that hinder its effectiveness asa corporate communications medium.

The advent of e-mail changed the way organizations communicated with theiremployees in a big way. At the time, e-mail was the biggest advancement in corporatecommunication until users just stopped reading them. Has e-mail outlived itsusefulness as an internal corporate communications medium?. It's still a big part ofcorporate communication, but it's lost a lot of its effectiveness. There's perhaps no biggercontributor to this decline than spam. With the sheer volume of e-mail that comespouring in daily, employees may simply treat these types of internal communications as

white noise and ignore them. And with the time-sensitive nature of corporatecommunications, it might be too late when users finally discover the message.

Corporate Communication Strategies

By: Anaida gill

Speaking of corporate communication strategies for your company, RMR & Associateshas helped roll out over 350 companies and products since it was started in 1987. RMR isone of the largest corporate communication strategy firms owned by a woman in

Maryland dealing with Business to Business (B-to-B) and Business to Government (B-to-G) clients. These clients trust RMR, because RMR delivers the promise of the proposal.

Public Relationso Press releases

o Authored articles

o Feature articles

o Award Opportunities
http://www.rmr.com/corporate-communication-strategies.asphttp://www.rmr.com/corporate-communication-strategies.asp


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o Speaking Opportunities

Web Marketingo Lead-Generating web sites

o Email marketing campaigns

o Search engine optimization (organic)

o Search engine marketing (Ad Words) Trade shows Product launches

The article captures the essence of your product, service or company as well as itspurpose. It answers frequently answered questions, explains the business and is thought- provoking as well as remark-able. If you've left it at that, you're wasting a hugeopportunity to leverage your article long after its publication.


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RESEARCH METHODOLOGY

Research Problem:

Corporate communication is one of the most accessible means of communication, as thedepartments are interrelated with each other. Hence it is essential that nomiscommunication occurs between the employees of various departments but it has beenobserved that corporate communication does not receive that attention in the organizationas required. Hence a need was felt to have a deep insight of this topic..

Problem Formulation:

To study the Corporate Communication in ONGC. Dehradun.

Research objectives:

To study the coverage area of corporate communication in ONGC.

To do qualitative analysis of corporate communication process.

Collection of data:

The data collected for the project work from two sources i.e., Primary andsecondary sources.

Primary Sources: The opinion is received from different categories ofmanagement personnel, supervisors. The primary data was collected by two ways:-

Interviews: By conducting interviews of the employees and thesupervisors the collected data will help me in my research work.

Questionnaire: The filled questionnaire which I have received provides meguidance to complete my project.

Secondary Sources: The secondary data was collected from ONGC diary, periodicals, articles , recorded and available printed manuscripts etc.

Research Design: Descriptive Research Design. It is concern with describing thecharacteristics of a particular indivual or a group.


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Sampling Technique: To conduct any type of research scientific method must befollowed. The universe of study, ONGC, DEHRADUN is large in which it isdifficult to collect information from all the employees. So, the sampling methodhas been followed for this study is Random Stratified Sampling.

Sampling frame: Tel Bhawan ONGC, Dehradun

Sampling Unit: ONGC employees

Sampling Size: 80


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QUESTIONNAIRE

Corporate Communication in ONGC

Respected Sir/Madam

This survey is a part of study being conducted by the student of Uttranchalinstitute of Management, Premnagar , Dehardun. The result of the study is strictly foracademic consumption and would not be used for commercial purpose. We wouldrequest you to spare to some time to answer the questions that follows the responses willbe kept in strict secrecy.

Q1. The Process of communication is transparent in ONGC.

Strongly Agree Agree cant say

Disagree Strongly Disagree

Q2. ONGC uses communication networks to make the working relationship better

among employees.

Strongly Agree Agree Cant say


Q3. Nurturing and helping subordinates is encouraged here through

communication process.

Scaling Stronglyagree

Agree Cant say Disagree Stronglydisagree

Frequency 40 33 02 05 _


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Q4. People feel comfortable communicating in groups of their own affinity.

Scaling Strongly

agree

Agree Cant say Disagree Strongly

disagreeFrequency 35 29 4 12 _

Q5. Use of technology while communicating from higher level to lower level.


Agree Depends Disagree Stronglydisagree

Frequency 0 8 12 35 25

Q6. Use of technology while communicating at a same level.


Agree Depends Disagree Stronglydisagree

Frequency 22 34 8 12 4

Q7. From the below mentioned personality type, tick the behavior that applies to

you most.

I almost neglect reading

I communicate only through via E-mail

I repeat question until a clear answer is obtained

I am not found easily

I react only through E-mail


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Q8. From the below mention modes of internal communication, tick the modes used

in your organization and rate the effectiveness on the scale of 1-5.

Level of effectivenessInternal Communication Tick 5 4 3 2 1

Speaking opportunities

Intranet

Trade union magazine

Meetings

Memos

Internal publication

Seminars

Q9. From the below mention modes of external communication, tick the modes used


Level of effectiveness

External Communication

AdvertisementTrade fair

Product launches

Electronic Media

Internet

Sales Promotion Exercise


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Q10. From the below mentioned techniques of public relation, tick the technique

which is used in your organization and rate the effectiveness on the scale of 1-5.

Level of effectivenessTick 5 4 3 2 1

Publicity

Audience Targeting

Press Release

Video New Release

Lobby Groups

Campaign

Q11. Following are the benefits of a good public relation policy. Rank on the scale of

1-5.

Build a company image

Effective communication

Increase profitImproved relation of org-client

Conflict resolution

Q12. Information flow in the context to the current financial status of the

organization is provided to the employees.

Strongly Agree Agree Cant say



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Q13. Following are the benefits of corporate social responsibility; tick the most

important one which is beneficial for your organization.

It aids the retention of staff

It can move on the basis of HR

It attracts ethical investment

It can lead to a reduction in crises through recycling

It can lead to increase profitability in the long run

Q14. Following are the characteristics of organization; tick the most important one

which is important for your organization at middle level management.

A - Maintaining Discipline.B - Long-term planning.C - Effective communication.D - Getting the task done.

Q15. Tick the most important one which is important for your organization at

middle level management to achieve the benchmark.

A Learning from seniors.B Self- discipline.C Assertive behavior.D Team building.

Name (Optional):

Age:

Designation:

Tenure:

Thanks for Cooperation


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LIMITATION OF STUDY

Due to their busy schedule, employees were generally reluctant to filling the

questionnaire.

The questionnaire was distributed is among 100 out of which 80 were received as

fully filled, due to some non respondents sample size was restricted.


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DATA ANALYSIS & INTERPRETATION

Q1.The process of communication is transparent in ONGC.



Frequency 22 42 16 - -

.

22

42

16 00 st.agree

agree

can't say

disagree

st.disagree

Interpretation:-

Majority of employees are agreeing that the process of communication is transparent inONGC.


45/65

Q2. ONGC uses communication networks to make the working relationship better

among employees.



Frequency 29 32 14 05 -

.

29

32

145 0

st.agree

agree

can't say

disagree

st.disagree

Interpretation:-

Most of the employees agree that ONGC use communication networks to make the

working relationship better among employees.


46/65

Q3. Nurturing and helping subordinates is encouraged here through

communication process.

Scaling Stronglyagree Agree Cant say Disagree Stronglydisagree

Frequency 40 33 02 05 _

40

33

25 0

St. agree

Agree

Cant say

Disagree

St. disagree

Interpretation:-

Majority of the employees are of the opinion that nurturing and helping subordinates isencouraged here through communication process.


47/65

Q4. People feel comfortable communicating in groups of their own affinity.



Frequency 35 29 4 12 _

Frequency

35

29

4

120

Strongly agree

Agree

Cant say

Disagree

Strongly disagree

Interpretation:-

Majority of the employees feel comfortable communicating in groups of their ownaffinity.


48/65

5. Use of technology while communicating from higher level to lower level.

Scaling Strongly

agree

Agree Depends Disagree Strongly

disagreeFrequency 0 8 12 35 25

Frequency

0 8

12

35

25 Strongly agree

Agree

Depends

Disagree

Strongly disagree

Interpretation:-

Majority of the employees feel that use of technology is not more while communicatingfrom upper to lower level. They use paper for communication.


49/65

6. Use of technology while communicating at a same level.

Scaling Strongly

agree

Agree Depends Disagree Strongly

disagreeFrequency 22 34 8 12 4

Frequency

22

34

8

12

4

Strongly agree

Agree

Depends

Disagree

Strongly disagree

Interpretation:-

Majority of the employees feel that use of technology is more than sufficient whilecommunicating at the same level. They also use paper for communication when required.


50/65

Q7. From the below mentioned personality type, tick the behavior that applies to

you most.

A I almost neglect reading.B - I communicateonly through via E-mail.

C - I repeat question until a clear answer is obtained.D - I am not found easily.E - I react through E-mail.

16

14

21

16

13A

B

C

D

E

.

Interpretation:-

C is thebehavior that applies most to the ONGC employees.


51/65

Q8. From the below mention modes of internal communication, tick the modes used


3 .84

3 .4

4 .1

3 .3

2 .9

3 .2

1

2

3

4

5

Speaking

Oppor tuni t ies

In tr a n e t T r a d e u n io n

Magzine

Me etin gs Me mo s In te rn al

Publ icat ion

Seminars

Interpretation:-

Majority of the employees are of the opinion that Meetings and Intranet are mostly usedwhereas internal publication and seminars are least used as modes of internalcommunication by the organization.


52/65

Q9. From the below mention modes of external communication, tick the modes used


4.27

3.93

3.343.5

4.57

2.72

1

2

3

4

5

Adv ertisment Trade fair Public relation Electronic

media

Internet Sales

promation

exercise

Interpretation:-

Majority of the employees are of the opinion that Internet and Advertisement are mostlyused on the other hand sales promotion exercise and public relation are least used as amodes of external communication by the organization.


53/65

Q10. From the below mentioned techniques of public relation, tick the technique

which is used in your organization and rate the effectiveness on the scale of 1-5.

4 .2

3 .84

3 .3

2

3 .1

1

2

3

4

5

Pu b l ic ity A u d ie n c e

ta r g e tin g

Pr e s s r e le a s eV id e o n e w

r e le a s e

lo b b y g r o u p sC a m p a ig n

Interpretation:-

Majority of the employees are of the opinion that Publicity and Press release are mostlyused whereas lobby groups and campaign are least used public relation techniques by theorganization.


54/65

Q11. Following are the benefits of a good public relation policy. Rank on the scale

of 1-5.

3 .1 3

3 .3

2 .5

2 .9

1

2

3

4

5

B u ild a c o . im a g eE f f e c t iv e

c o m m u n ic a tio n

In c r e a s e p ro f itIm p r o v e d r e la tio n

o f o r g - c lie n t

C o n f lic t r e s o lu

Interpretation:-

Majority of the employees are of the opinion that Increase profit is a most importantbenefit which organization get through its good public relation policy.


55/65

Q12. Information flow in the context to the current financial status of the

organization is provided to the employees.

Scaling Stronglyagree Agree Cant say Disagree Stronglydisagree

Frequency 20 35 20 03 02

20

35

20

3 2st.agree

agree

can't say

disagree

st.disagree

Interpretation:

Majority of the employees agree that the information flow in the context to the currentfinancial status of the organization is provided to the employees.


56/65

Q13. Following are the benefits of corporate social responsibility; tick the most

important one which is beneficial for your organization.

A - It aids the retention of staff.B - It can move on the basis of HR.

C - It attracts ethical investment.D - It can lead to a reduction in crises through recycling.E - It can lead to increase profitability in the long run.

6

10

2913

22 A

B

C

D

E

Interpretation:-

Majority of the employees are of the opinion that ethical investment and increaseprofitability in the long run are the benefits of corporate social responsibility, which isbeneficial for our organization.


57/65

Q14. Following are the characteristics of organization; tick the most important one

which is important for your organization at middle level management.

A - Maintaining Discipline.B - Long-term planning.

C - Effective communication.D - Getting the task done.

19

14

22

25

A

BC

D

Interpretation:-

Majority of the employees are of the opinion that getting the task done and effectivecommunication are important characteristics for our organization at middle levelmanagement.


58/65

Q15. Tick the most important one which is important for your organization at

middle level management to achieve the benchmark.

A Learning from seniors.B Self- discipline.

C Assertive behavior.D Team building..

22

21

19

18

A

B

C

D

Interpretation:-

Majority of the employees are of the opinion that learning from seniors, self-discipline,assertive behavior & team building are in sequence are important characteristics for ourorganization at middle level management to achieve the individual target


59/65

FINDING & RECOMMENDATIONS

Findings:

Transparency and awareness regarding the communication process at ONGC is quitehigh.

Majority of employees feels that communication networks are being used to make theworking relationship better among the employees.

According to survey in both Internal and External communication only few modes areused by the organization.

Most of the ONGC employees personality resemble as an explainer [I repeat aquestion until a clear answer is obtained] type.

Majority of the employees says that information flow in the context to the currentfinancial status of the organization is provided to the employee.

Survey shows that only two techniques of public relation are used by theirorganization.

Most of the employees feel, build a co. image and increasing profit are the benefits ofgood public relation policy.

Majority of employees state that attraction of ethical investment is the most important

benefit for the organization in the field of corporate social responsibility.

Recommendations:

With a changing time other modes of Internal and External communication shouldbe used by the organization.

Training should be provided, so that other techniques of public relation prove tobe beneficial for the organization.

For the correct flow of information between the departments, top managementmust used corporate blogs.

IEC [information, education, communication] model is being used by theorganization, so that the path of communication becomes more effective.

Principles of corporate communication are to be taken into consideration.


60/65

FURTHER EXTRAPOLATION OF STUDY

TOP TEN CORPORATE COMMUNICATION TRENDS FOR 2008

1) Social Media and Web 2.00: The revolution is here. The emerging technologies ofweb.2 are causing a transformation in the communication profession. These technologiesinclude the use of Blogs to communicate with employees and customers; the use ofplatforms like social networks and wiki to achieve sharing and collaboration, and

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