Corporate Communication

• Corporate Communication


  About the internal and external communications, the image and reputation that the business provides and has, and the perception management of the corporation
• Corporate Communication


  You establish your reputation through relationships, and for that you need loyalty
• Corporate Communication


  More about intangible assets and your relationship with the shareholders
• Corporate Communication


  It's related to a lot of publics
• Corporate Communication


  Two way communication process
• Corporate Communication


  About an organization story, people now get engage through stories
• Corporate Communication


  About media and making news
• Corporate Communication


  An opportunity to affect attitudes and change perceptions/behaviors (reputation)
• Corporate Communication


  Organizational culture
• Corporate Communication is not about propaganda and manipulation
• Corporate Communication is not only about the "image"
• Corporate Communication is not only about blasting press releases
• Mass media theory (until 20th century)


  The mass media shape public opinion
• Now the mass media theory is not true
• Institutions are entitled to send out information
• Communication is a strategy for/of


  • Contribution to free and democratic ideas
  • Differentiation/Competitiveness
  • Public acceptance: survival (license to operate)
• Social License to Operate


  Ongoing recognition and acceptance of a company standard business practices and operating procedures by its employees, stakeholders, and the general public
• Social License to Operate

  Based on legitimacy, credibility, and trust
• Legitimacy Gap


  Difference between how you behave as a company and what people expected about your performance
• Corporate Communication


  Builds and sustains the relationships we need to keep our license to operate and reputation
• Corporate Communication


  • Relationships (nucleus)
  • Communication
  • Good behaviour
  • Understanding
• Institutions should communicate on a regular basis to show their true identity and prove their social role
• Communication plan


  The formulation and implementation of an organization's communications in several (4) steps
• Value in corporate communication


  Related to relationships with stakeholders (main difference between marketing strategy and a corporate communication strategy)
• Communication plan


  1. Research and problem statement

  2. Planning and programming

  3. Implementation of communication

  4. Evaluation
• Research and problem statement


  • Gives you info about the need, conducting research
  • What's happening?
  • Can be talking about problems, or opportunities
  • The intelligence function of an organization
• Planning and programming


  • Objectives, goals, strategies
  • What should we change
  • What to do with what we have found
• Implementation of communication


  • Here you communicate
  • What should we do and say? who? when? where? how?
• Evaluation


  How are we doing and how did we do?
• Even if you don't have a lot of resources, don't sacrifice research
• Being strategic


  • Having principles that guide you (scientifically managed)
  • Having goals and objectives to be achieved
  • A plan
  • Linked to the overall organization strategy
• Situation analysis


  Collection of all the background information needed to illustrate the meaning of a problem
• Problem statement


  A simple sentence, a final concise description of the situation
• Research


  Systematic gathering of information of informal and formal techniques to describe and understand situations and to check out assumptions about publics/stakeholders and communication consequences
• Formative research


  To lay a foundation or to inform a plan, will inform your communication plan (Prior to the plan)
• Evaluative research


  • To determine/evaluate whether tactics meet (or met) objectives (during or/and after the plan)
  • Process evaluation: keeps track on your actions (on a complex problem)
  • Summative evaluation: when everything is finished
• Goal setting


  To inform, create awareness, persuade, to urge people to act, educate (intangible assets)
• Stakeholders


  Any group or individual who can affect or is affected by the achievement of the organization's objectives
• Implementation of communication


  The coordinated execution of both strategies and their tactics
• Tools of tactics


  • Press releases-press conferences
  • Feature writing (media relations), and publicity
  • Brochures, printed material
  • Websites, blogs
  • Advocacy advertising and issues management
  • Storytelling
  • Event planning and conferences
  • Activism
  • Media training
  • Public information and awareness campaigns
  • Lobbying
  • Fundraising