Transcript Jhryaiophuip - Corporate Communication International

CCI - New York - March 13, 2008
CORPORATE COMMUNICATION
PRACTICES AND TRENDS
A European Union Benchmark Study 2008
Finn Frandsen and Winni Johansen
ASB Centre for Corporate Communication
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Agenda
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Presentation of ASBccc
What do we understand by corporate
communication? How and why?
Corporate communication in Europe:
− What about Öffentlichkeitsarbeit and
communication institutionnelle?
Corporate communication in Denmark:
− Novo Nordisk
− Grundfos
− Arla Foods
− LEGO
Preliminary findings from the European Union
Benchmark Study 2008 (Danish survey)
Discussion
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ASB Centre for Corporate
Communication
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Research centre created in November 2001
Long-term contracts (-> 2007-2012)
Mission: to conduct research within the field of
corporate communication
Vision: to become an international centre of
excellence within the field of corporate
communication
We combine humanities and social sciences:
− Theory (academia) and practice (business
world)
− Strategic approaches and operational
approaches
− Text and context
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Staff
18 (almost 20) researchers (March, 2008):
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Two scientific assistants
Four (almost five) PhD students
One post.doc (funded by Velux)
Four (almost five) assistant professors
Six associate professors
One full professor (director of centre)
One centre administrator (full time)
So far, ASBccc has produced six PhD theses
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Research projects
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Corporate branding
Marketing communication
Strategic CSR communication
Crisis communication (and management)
Change communication (and management)
Environmental communication (climates change)
Internal/organizational communication: “Strategic
conversations” (recruitment, job appraisal,
sickness leave, downsizing)
Executive communication (coaching)
Organizational development: A discourse approach
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Five (inter)national study
programmes
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BA Language and Communication (taught in
Danish), 2001− 550 students
MA Corporate Communication (taught in Danish),
2004− 180 students
BA Marketing and Management Communication
(taught in English), 2003− 200 students
MA Corporate Communication (taught in English),
2006− 110 students
Executive Master Corporate Communication
(taught in Danish and English), 2003− 22 students
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Executive Master in Corporate
Communication at the ASB
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A two-year research based programme
Designed for communication executives and
officials who have 3 years of practical experience
Private & public organizations and authorities and
communication agencies and consultants
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Executive Master in Corporate
Communication at the ASB
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To develop their skills within
− Strategic management
− Integrated communication
− Issues and stakeholder management
− Change communication & management
− Crisis communication & management
− Corporate branding and corporate identity
− Reputation management & CSR
− Communication audits, etc.
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What do we understand by
corporate communication?
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Corporate communication: 1) a business practice
and 2) an academic discipline (research and
teaching)
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A definition:
The strategic and integrated approach to all
communication activities between an organization
and its internal and external stakeholders in order
to build relevant relations and to create economic,
social (thrust) and symbolic capital (image,
reputation)
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How and why?
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Three types of drivers for strategy and integration:
1) Market and environment-based drivers
 Stakeholder roles - needs and overlap
 Increased competition
2) Organizational drivers
 Increased accountability
 Provision of strategic direction and purpose
3) Communication-based drivers
 Increased message effectiveness
 Media multiplication
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Corporate communication in Europe
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Diversity
− Germany: Öffentlichkeitsarbeit
− France: Communication institutionelle
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Convergence
− All global companies work with strategic
communication
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Corporate communication in
Denmark
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Novo Nordisk
− Best practice in corporate commmunication
(in general)
Grundfos
− Best practice in corporate branding
Arla Foods
− Best practice in intercultural crisis
communication/new social media
LEGO
− Best practice in internal communication
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A European Union
Benchmark Study (2008)
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Six countries:
− United Kingdom
− Germany
− France
− Sweden
− Norway (associated nation)
− Denmark
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The study is carried out by a group of researchers
at the ASBccc in collaboration with
− CCI (Michael Goodman) and - perhaps − Center for Corporate Communication in
Norway (Peggy Brønn)?
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The Danish study (2008)
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Research design: following the guidelines of the
CCI studies 2000-2005
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Triangulated method:
1) A 27-question survey (electronic
questionnaire sent to 100 DK1000
companies (Børsen))
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Response rate: 23%
2) Additional interviews
3) Site visits
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Preliminary findings (1)
Chief communication officers in Denmark
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Sex: Male (13) - Female (6)
Age: 40-49 (13), 20-39 (5), 50-64 (3)
Education: MA (10), EMBA (3)
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Title: chief communication officer - but also:
− Marketing director
− Press officer
− HR
− Even a PR firm is mentioned!
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Preliminary findings (2)
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Salary:
− 500.000-800.000 DKK:
− 800.000-1 mio DKK:
− 1 – 1.5 mio DKK:
(8)
(6)
(3)
The corporate communicator reports to:
CEO (17); CFO (3); corporate counsel (2)
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Preliminary findings (3)
Key functional responsibilities:
• Communication policy (20)
• Communication strategy (20)
• Employee (Internal) communication (19)
• Internet and intranet communication (19)
• Crisis communication (18)
• Media relations (18)
• Public relations (18)
• Annual report (14)
• Corporate identity (14)
• Brand strategy (12)
• Issues management (12)
• Community relations (11); CSR (11)
• Executive communication (10)
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Preliminary findings (4)
The use of agencies or vendors
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Advertising (8)
Annual Report (7)
Internet communication (4)
Marketing communication (4)
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Preliminary findings (5)
Corporate communication budget/staff
• Number of staff members will remain the same: 16
• Number of staff members will increase: 5
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Budget will increase: 11
Budget will remain the same: 7
Budget will decrease: 2
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Concluding remarks
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Corporate communication has been
institutionalized (as a corporate function)
− Corporate communication, not PR
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There is a strong focus on the strategic approach
− Corporate communication is a management
discipline
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The corporate communication officer/staff
becomes more and more educated (a professional
approach)
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USA and Denmark: differences and similarities
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Discussion
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Comments?
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Questions?
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Contact
Finn Frandsen, Professor
[email protected]
Winni Johansen, Associate Professor, PhD
[email protected]
ASB Centre for Corporate Communication
Aarhus School of Business, University of Aarhus