•Organizations need to communicate effectively with both the constituencies – external and internal.
•In internal communication, organization deals with employees, employers and managers. In external communication, organization deals with existing and prospective customers, suppliers, investors, government and the wider public.
•The stakeholders, employees, government, creditors, bankers, top management, competitors and others want to know what is going on inside the organization, how well it communicated depends on the strategic approach followed by the business.
•In an era of intense competition, money is not all that matters organization should built good relationships with the constituencies. The value of any organization is the combination of what a constituency perceives an organization and the way the organization receives the perception. Organizations need to maintain good relations with other companies in the industry too.
•Corporate communication has gained relevance due to several factors like technological developments, public’s growing awareness of issues and increased skepticism of corporate intentions.
•Through several medium, the corporations communicate with its constituencies. Few to be listed are :
1.Image and identity - Image is the corporation seen through the eyes of its constituencies and identity consists of an organization's defining attributes, such as people, products, and services. Identity should not vary from one constituency to another, but each constituency can have another image of the company. Determining what the organization's image is with different constituencies, is a task performed by the corporate communications function. Identity building is also a part of the communication function's work; that means to decide how the organization wants to be perceived and what measures to take to ensure a proper identity.
For example, Google uses three different types of logos to communicate its work culture and its identity with its various constituencies.http://www.google.co.in/intl/en/stickers.html
•In internal communication, organization deals with employees, employers and managers. In external communication, organization deals with existing and prospective customers, suppliers, investors, government and the wider public.
•The stakeholders, employees, government, creditors, bankers, top management, competitors and others want to know what is going on inside the organization, how well it communicated depends on the strategic approach followed by the business.
•In an era of intense competition, money is not all that matters organization should built good relationships with the constituencies. The value of any organization is the combination of what a constituency perceives an organization and the way the organization receives the perception. Organizations need to maintain good relations with other companies in the industry too.
•Corporate communication has gained relevance due to several factors like technological developments, public’s growing awareness of issues and increased skepticism of corporate intentions.
•Through several medium, the corporations communicate with its constituencies. Few to be listed are :
1.Image and identity - Image is the corporation seen through the eyes of its constituencies and identity consists of an organization's defining attributes, such as people, products, and services. Identity should not vary from one constituency to another, but each constituency can have another image of the company. Determining what the organization's image is with different constituencies, is a task performed by the corporate communications function. Identity building is also a part of the communication function's work; that means to decide how the organization wants to be perceived and what measures to take to ensure a proper identity.
For example, Google uses three different types of logos to communicate its work culture and its identity with its various constituencies.http://www.google.co.in/intl/en/stickers.html
2.Corporate and product advertising - Corporate advertising brands a corporation while product advertising brands a product. Corporate ads do not try to sell one product or service - it tries to sell the company itself. The corporate communication function is involved in developing corporate advertising campaigns. The corporate communication department also plans issue advocacy advertisements that are made to generate opinion from the constituencies about specific issues that affect the company.
3.Media Relations – The manner in which the corporations deal with the media directly affects the rest of the constituencies. As the media is present everywhere news about businesses can reach the constituencies through internet, TV, radio, newspaper, etc. The media increasingly reports about companies, and the communications department must be prepared to get media calls any time. The communications department helps to train employees to communicate effectively with the media personnel.
4.Internal communications – Corporate communication function designs strategies that ensure that the workforce is more engaged, productive, and loyal so that it feels more informed and involved. Internal communications should make sure employees get information that is affecting them before the public gets it.5.Investor Relations – Investors are the most important constituency determining the company’s revenues and growth. IR professionals interact with individual and institutional investors and are involved with the financial statements and annual reports. Corporations need to communicate with investors and potential investors to gain a better share of the investor’s capital.
For example, Infosys’s website has special section for its investors. The aim is to inform the investors of the company’s financial performance and status. http://www.infosys.com/investor/default.asp6.Crisis Communication – Organization’s stand during any crisis can be better justified to the constituencies with the help of the corporate communication function. Hence, communications professionals should also be involved in crisis planning. http://usinfo.state.gov/products/pubs/pressoffice/crisis.htm
1 comment:
Very informative blog. Corporate communications is a management communication discipline that fosters effective, responsible, and sustainable organizations and institutions.
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