Transcript What is Corporate Communication?

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What is Corporate Communication?
 A department with many functions
 A process to communicate key messages
 An attitude or set of mental habits
 A set of communication products
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Sample Structure for Corporate
Communication
Chairman/CEO
President/COO
Vice President
Marketing
Vice President
Finance
Vice President
Operations
Vice President
Corporate
Communication
Vice President
Human
Resources
General
Counsel
Marketing
Communication
Director
Media
Relations
Director
Investor
Relations
Director
Employee
Communication
Community
Relations
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Communication heads report to?
 Chairman/CEO/President
 Head of Marketing
 Other
 Chief Operating officer
 Chief of human resources
 Chief financial officer
 General Counsel
45.6%
31.6
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Title of Senior Corp Comm Exec
 Senior VP
 VP
 Director
 Manager
 Other
17.1%
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26.3
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Functions Within the Function
 Corporate image and identity
 Marketing communications
 Media relations
 Investor relations
 Internal communications
 Corporate advertising and advocacy
 Government relations
 Corporate Social Responsiblity
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CORPORATE COMMUNICATION
Functions of Corporate Communication
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From Pr to Corporate Communication
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To centralize or decentralize communication
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The functions within the function
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CORPORATE COMMUNICATION
Managing Image, Identity and Reputation
-What is image and identity
-Using image and identity to strengthen the corporate
communication function
-Building a solid reputation
-Is Corporate Identity a trend
-Differentiating organizations through image and identity
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CORPORATE COMMUNICATION
Managing Media Relations
-still central to the corp comm unit
-actively set the discussion agenda of the firm in the media
-Technologu advancement
-Rely on one another, make the best of these relationships
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CORPORATE COMMUNICATION
CORPORATE ADVERTISING/ADVOCACY
•Selling company, not product
•Influence public opinion and facilitate for approval for
increase or allocations in the budget, etc
• direct from CEO’s office
•Fastest growing segment of the advertising industry
•Issue advertising – famous but risky
CORPORATE COMMUNICATION
CORPORATE RESPONSIBILITY
•Socially responsible – more likely to purchase and
recomment
• Internal implications – less likely to leave, “job will make
a positive difference in society
•Corporate philantrophy – more than just give back to the
community. Obligation to donate funds to organisations
that could benefit the firm’s stakeholders. Eg: fund
research
•environmental
CORPORATE COMMUNICATION
Investor Relations
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Fastest-growing subset, an area of intense interest
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Move from “just the numbers” to the way numbers are
communicated
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Shareholders and securities analysts (source for
financial media)
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Coordinated effort between comm professionals and
vp finance
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CORPORATE COMMUNICATION
Employee Communication
- Retaining a contented workforce
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Changing values and demographics, must plan strategic
internal comm
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employee trust and loyalty
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Sensitive messages by VIPs only
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Blurring constituencies lines – employee, investor,
members of community advocacy group at the same time
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CORPORATE COMMUNICATION
Managing Government Affairs
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More important in some industries than others
Benefit by having ties with local and national legislators
Lobbying
Government affairs efforts
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CORPORATE COMMUNICATION
Managing Communication in a crisis
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Communication professionals in crisis planning and crisis
management
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Legal agenda – shortsighted and costly
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Communication strategies – consider how actions might
be perceived by constituencies.
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Working collaboratively – in house counsel and corp
comm professionals.
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