Transcript Types of communication in organizations

Corporate
Communication
Dr. Fred Mugambi Mwirigi
JKUAT
Introduction
Corporate Communications means any
communication emanating from a
company or occurring within it.
 The word ‘corporate’ however refers to the
whole body or corpus, and applies to any
kind or organization regardless of whether
it is in the private, public or not-for profit
sector.

Contd.
Communication encompasses all
communications of the company, including
advertising, marketing, government
relations, community relations and
employee communication.
 Each item of communication must convey
and emphasize the corporate point of view
and its identity

The Communication process
Sender
Message
Channel
Feedback
Medium
Receiver
Functions of Corporate Communication
Inform- informing about developments on
a day-to-day basis
 Profile- developing a story to sway opinion
 Socialize- socializing/ guiding/ winning
support/ convincing to support
 Support core functions- communicating
product information

A Framework for Strategic
Communication
Strategy
1.
2.
3.
4.
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6.
Markets
Research
Products
Operations
Governance
etc
Communication
(messages)
Feedback
Constituents
1.
2.
3.
4.
5.
6.
Customers
Employees
Shareholders
Suppliers
Competitors
Etc
Benefits of effective communication
1.
2.
3.
4.
5.
6.
Helps to acquire resources needed in order
to operate.
Assists in stakeholder management
Increases employee loyalty.
Influence the environment within which they
operate.
Improve overall corporate image.
Enhances corporate brand.
Communicating externally
The Public
Customers
Top management
Production Unit
HR
Employees
Finance
Media
PR
Government
Custom
er
Service
Investors
Communication flow
Vertical
 Horizontal
 Internal
 External

Facets of Communication
Corporate
Communications
Vertical &
Horizontal
Internal &
External
Formal &
Informal
Management
Comm.
Help the organization to :
- Create Images
- Build a strong brand
- Develop Reputation
Organizational
Comm.
Marketing
Comm.
Marketing communications Mix
Public
Relations
Packaging
Advertising
Word
Of
mouth
Sponsorship
Consumer
audiences
Channel
Audiences
Branding
All
Stakeholders
Audiences
Exhibitions
Internal
Marketing
Websites
Personal
Selling
Branding
Sales
Promotion
Integrated Marketing Communications
Refers to the production and
dissemination of consistent messages
(free of contradictions)
 A process for building a fully coordinated
communication system inside the
organization.

Integrated marketing communication (IMC) can be
achieved by:
identifying all target audiences.
Segmenting audiences on the basis of stage
in the purchase decision cycle.
Determining messages and communications
tools to reach each segment.
Allocating resources
Types of communication in organizations
•
Gruing & Hunt (1984)developed four types of
PR practices focusing on the nature of
communication in different organizations.
1.
2.
3.
4.
Press agent- propaganda
Public information
Two – way asymmetric communication.
Two – way symmetric communication.
Propaganda
Propaganda is the least desirable form of
communication because:
–
–
•
it involves one-way flow of information.
The organization is not honest about its activities and
its effects on the community.
The fourth is the best type.
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It involves a company in two-way symmetric
communication.
Under this model, both parties are open and truthful
about each other's point of view
Types
Press agent
propaganda
Public
information
Two-way
asymmetric
Two-way
symmetric
Purpose
Propaganda
Transmit facts
Feedback &
persuasion
Mutual
understanding
Communication
One-way ,little
respect to truth
-
Two-way, in
favor of the
sender,
accurate info.
Tow-way ,
balance
interest.
Type of
organization
Entertainment&
sport
Organizations
-Non- Profit&
governmental
organizations
-Instructions
about health
and safety
procedures
given to
employees.
One-way truthful,
complete
facts
PR agencies,
competing
Organizations,
pharmaceutical
organizations.
Enhancing Message Comprehension:
Stages of the Listening Process
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Hearing
Focusing on the message
Comprehending and interpreting
Analyzing and Evaluating
Responding
Remembering
Barriers to Active Listening
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Environmental barriers
Physiological barriers
Psychological barriers
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Selective Listening
Negative Listening Attitudes
Personal Reactions
Poor Motivation
Using the right Communication medium
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E-mail
Voice Mail
Fax
Telephony
Smart Phone
Instant Messaging
Telecommuting
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Video-conferencing
Groupware
The Internet
Bulletin board system
Global positioning
system
Billboards
Brochures and flyers
Building a communications
strategy
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Analyze the context
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Set objectives
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Think of your target audience
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Write succinct messages
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Determine tactics
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Evaluate
Thank you