Corporate Communication – A management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent.
It focuses on the organization as a whole and the important task of how an organization is presented to all its both internal and external stakeholder.
Focus on the entire company and entire function of management.
Read: Groupthink Psychology 1984 – Full Note
11 KEY CONCEPTS IN CORPORATE COMMUNICATION
One: Mission
Overriding purpose in line with the values or expectations of stakeholders.
Often refer to with the simple question – What business are we in?
A general expression of the overriding purpose of the organization.
Two: Vision
Desired future state: the aspiration of the organization.
It is an aspirational view of the general direction that the organization wants to go in
Formulated by senior management and requires the energies and commitment of members of the organization.
Three: Objectives
Statement of overall aims in line with the overall purpose.
The more short-term statements of direction – in line with the formulated vision. Which are to be achieved by strategic initiatives or strategies.
Four: Strategies
The ways in which the corporate objectives are to be achieved.
Involved an action and communications that are linked to objectives.
Often specified in term of organizational function (eg: Finance, Operations, Human Resources etc)
Five: Corporate Identity
The profile and values communicated by an organization.
The bacis profile that an organization wants to project to all its important stakeholder.
The basic profile that an organization aims to be known by various groups especially its stakeholder in terms of its corporate image and reputation
Six: Corporate Image
The immediate set of associations of an individual in response to one or more signals or messages from or about an organization at a single point in time
Seven: Corporate Reputation
An individual’s collective representation of past images of an organization (induced through either communication or past experiences) establish over time.
Eight: Stakeholder
Any group or individual who can affect or is affected by the achievement of the organization’s objectives
Nine: Market
A defines group for whom a product is or may be demand
Ten: Communication
The tactics and media that are used to communicate with internal dan external groups
Eleven : Integration
The act of coordinating all communication so that the corporate identity is effectively and consistently communicated to internal and external groups