corporate communications: a dimension of corporate meaning

8/10/2019 Corporate Communications: A Dimension of Corporate Meaning

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LECTURE 5

Corporate Communications:

A Dimension of Corporate

Meaning


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Objectives

Appreciating the complexity of corporatecommunications

Understanding Common Starting Points(CSPs) and the Sustainable Corporate Story(SCS)

MODEL(S) OF THE MOMENT:

THE NEW CORPORATECOMMUNICATIONS WHEEL ANDTHE T W O CORPORATECOMMUNICATIONS MIXES


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Marketing and CorporateCommunications: What are the

differences ?

MARKETING CORPORATE

customer multiple stakeholders defined set of channels multiple channels controlled communication variety of communicationtypes

positions a product or service positions an entire

organisation more room for creativity less room for creativity needs to be consistent with needs to be consistent with product/brand attributes corporateidentity/corporate

brand attributes


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model of themoment

THE NEW CORPORATECOMMUNICATIONS

WHEEL

The New Corporate

Communications Wheel:Balmer and Greyser. Adapte

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Model of the Moment: ii(A process for using the Balmer and Greysers New Corporate

Communications Wheel ** adapted from Bernstein )

1 DEFINE ALL STAKEHOLDER GROUPS

2 IDENTIFY COMMUNICATION CHANNELS

3 PRIORITISE STAKEHOLDERS

4 IDENTIFY APPROPRIATE CHANNELS FOREACH GROUP


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5 TAKE ACCOUNT OF THE IMAGE OF:COUNTRY OF ORIGIN and of THE INDUSTRY

6 additional elements identified by Balmer andGreyser

TAKE ACCOUNT OF THE CORPORATE

BRANDING COVENANT (where appropriate)

PARTNERSHIP(s) and the effect ofENVIRONMENTAL FORCES

Model of the Moment: iii


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model of the moment: iv

Provides a foundation by which a significantpart of a corporate communications strategy

can be established.

Illustrates the VAST SCOPE of the TASK(comparing corporate communications tomarketing communications) For instance, 11stakeholder groups and 11 channels resultsin 121 considerations alone!


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Common Starting Points (CSPs):

what are they ?

An early example of an integrated approachto corporate communications (developed byVan Riel)

Rationale: to achieve CONSISTENCY incorporate communications activities by

establishing COMMON STARTINGPOINTS that underpin ALL FORMALcorporate communications


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Common Starting Points continued***

CSP is an integrated and interdisciplinaryapproach taking account of STRATEGY,

IDENTITY and IMAGE.

CSPprocess: representatives from thecorporations various communicationsdepartments establish commonalties (basedon the above) which form the basis of allformal corporate communications.


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The Sustainable Corporate

Story (SCS) What is it? A realistic and relevantdescription of key aspects of the

organization (origins, vision andmission)

How is it distinct? It is derived froman organizations distinctivecharacteristics (its identity)


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The Sustainable Corporate

Story....continued

Perceived Benefits?

Via communicationsdistinctiveness ofmessage and consistency of message is

achieved.


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The Sustainable Corporate Story.. continued

Van Riel suggest that the following shouldunderpin sustainable corporate stories in that theyshould be:

REALISTIC (based on the identity)RELEVANT (offer added value elements forstakeholders)

RESPONSIVE (allows for two way symmetrical

communication) SUSTAINABLE (needs to meet the sundry demandsof various stakeholder groups)


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TWO CORPORATE

COMMUNICATIONS MIXES (a) THE CORPORATECOMMUNICATIONS MIX OF VAN RIEL

and

(b) THE TOTAL CORPORATECOMMUNICATIONS MIX OF BALMERAND GRAY


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Van Riels Corporate Communication Mix

Comprises:Management Communication:managers need

to establish a shared vision and trustWITHIN the organizationMarketing Communication:the traditionalmarketing communications mix

Organizational Communication:communicating to the various externalgroups (encompassing a plethora ofcorporate-level communications functions)


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)al$er an# Gra(+s Ttal Cr!rateC$$unicatins Mi,

Encompasses:

Primary Communications:the communicationseffects of products, services, management, staff andcorporate behavior.

Secondary Communications:controlled forms ofcommunications such as advertising and pr

Tertiary Communications:word of mouth/spin


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Finally...

If the importance of corporatecommunications are not

understood/managed this can lead tocommunications that are

diffuse,

confusing, contradictory and sometimesprolix.


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One More Time: why are corporatecommunications important?

Bernstein (1984) argues that: many business failures are caused by poor

corporate communications. many businesses lack a clear, overarching,corporate communications platform

managers NEED to communicate to internal

and external groups fragmentation across communicationdisciplines (pr, advertising, print, investorrelations) causes many difficulties.


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Summary: i

Corporate Communications is broader, and morecomplicated than marketing communications.

It is complicated because of the existence of multiplechannels of communication in addition to multiplestakeholder groups.

Moreover, individuals invariably belong to multiplestakeholder groups.

Common Starting Points/the Sustainable CorporateStory are two routes by which organizations mayachieve consistency in their communications.


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Summary: ii

Van Riels Corporate Communication Mix andBalmer and Grays Total Corporate CommunicationsMix afford two contrasting perspectives on the area.

The New Corporate Communications Wheel (Balmerand Greyser) affords a framework for prioritisingstakeholder groups and channels and takes account

of other important factors such as corporate brand,country of origin, and industry image.


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Seek first to understand, then to be understood.

Stephen Covey

corporate communications: a dimension of corporate meaning

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