introduction to corporate communication

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CORPORATE COMMUNICATION

Prepared byMd. Faisal Imtiaz Khan

MBA Faculty

American International University, Bangladesh

INTRODUCTION TO CORPORATECOMMUNICATION

10/10/2014 1Corporate Communication


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Introduction to Corporate Communication



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Introduction to Corporate Communication



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10/10/2014 Corporate Communication 4

The OnlyCompletely Portable Skill

You will use it in every relationship

You will need it regardless of your career path

The Information Age The history of civilization is the history of

information

Language and written documents facilitate the

transfer of information and knowledge throughtime and space

What Study Communication?


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Your Quality of Life Depends Primarily on Your

Communication Skills

You cannot be Too Goodat Communication

People OverestimateTheir Own CommunicationSkills

Communication leads to success or failure

Communication solves problems, enhance clarity

Communication resolves disputes and confusion

Effective communication is one of the key successfactor of Leaders

Effective communication drives the result of a team

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Corporate Communication: The means used by any

organization or institutes to propagate its voice toits internal and external stakeholders is defined asthe corporate communication

In modern days, the term business communication

is replaced by the philosophy of corporatecommunication which take into account not onlythe business part but the human relations are alsoequally emphasized

Any kind of communication done by any entity fallsunder the category of corporate communication

Defining Corporate Communication


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Difference - Corporate & Marketing Communication


Topics MarketingCommunication

CorporateCommunication

Target Audience Customer Multiple Stakeholder

Channel Define set of Channel Multiple Channels

Type of

Communication

Controlled

Communication type

Variety of

Communication typePositioning Positions a product

or servicePositions entireorganization

Creativity More room ofcreativity

Less room ofcreativity

Consistency Needs to beconsistent withproduct /brandattributes

Needs to beconsistent withcorporateidentity/corporatebrand attributes


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(a) THE CORPORATE COMMUNICATIONS MIX OF

VAN RIEL

and

(b) THE TOTAL CORPORATE COMMUNICATIONS MIX OF

BALMER AND GRAY

Corporate Communication Mix


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Comprises:

Management Communication:managers need to establisha shared vision and trust WITHIN the organization

Marketing Communication:the traditional marketingcommunications mix

Organizational Communication:communicating to the

various external groups (encompassing a plethora ofcorporate-level communications functions)

Van Rials Corporate Communication Mix


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Encompasses:

Primary Communications:the communications effects ofproducts, services, management, staff and corporate

behaviour.

Secondary Communications:controlled forms ofcommunications such as advertising and pr

Tertiary Communications:word of mouth/spin

Balmer and Grays Total CorporateCommunications Mix

introduction to corporate communication

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