Professional Documents
Culture Documents
Objectives
Appreciating the complexity of corporate communications Understanding Common Starting Points (CSPs) and the Sustainable Corporate Story (SCS) MODEL(S) OF THE MOMENT: THE NEW CORPORATE COMMUNICATIONS WHEEL AND THE T W O CORPORATE COMMUNICATIONS MIXES
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CORPORATE
multiple stakeholders multiple channels variety of communication positions an entire organisation less room for creativity needs to be consistent with corporate identity/corporate brand attributes
customer defined set of channels controlled communication types positions a product or service more room for creativity needs to be consistent with product/brand attributes
The Trade
THE CORPORATION
Country of Origin
The New Corporate Communication Wheel: Balmer and Greyser. Adapted 4 from D. Bernstein (1984)
5 TAKE ACCOUNT OF THE IMAGE OF: COUNTRY OF ORIGIN and of THE INDUSTRY
6 additional elements identified by Balmer and Greyser TAKE ACCOUNT OF THE CORPORATE BRANDING COVENANT (where appropriate) PARTNERSHIP(s) and the effect of ENVIRONMENTAL FORCES
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Provides a foundation by which a significant part of a corporate communications strategy can be established.
Illustrates the VAST SCOPE of the TASK (comparing corporate communications to marketing communications) For instance, 11 stakeholder groups and 11 channels results in 121 considerations alone!
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An early example of an integrated approach to corporate communications (developed by Van Riel) Rationale: to achieve CONSISTENCY in corporate communications activities by establishing COMMON STARTING POINTS that underpin ALL FORMAL corporate communications
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CSP is an integrated and interdisciplinary approach taking account of STRATEGY, IDENTITY and IMAGE.
CSP process: representatives from the corporations various communications departments establish commonalties (based on the above) which form the basis of all formal corporate communications.
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What is it? A realistic and relevant description of key aspects of the organization (origins, vision and mission)
How is it distinct? It is derived from an organizations distinctive characteristics (its identity)
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Perceived Benefits?
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Van Riel suggest that the following should underpin sustainable corporate stories in that they should be: REALISTIC (based on the identity) RELEVANT (offer added value elements for stakeholders) RESPONSIVE (allows for two way symmetrical communication) SUSTAINABLE (needs to meet the sundry demands of various stakeholder groups)
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Just as there is a marketing mix, services marketing mix, promotional mix (communication mix) a number of authors have attempted to articulate a
and
Comprises:
Management Communication: managers need to establish a shared vision and trust WITHIN the organization Marketing Communication: the traditional marketing communications mix Organizational Communication: communicating to the various external groups (encompassing a plethora of corporate-level communications functions)
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Encompasses: Primary Communications: the communications effects of products, services, management, staff and corporate behavior. Secondary Communications: controlled forms of communications such as advertising and pr
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Finally...
If the importance of corporate communications are not understood/managed this can lead to communications that are diffuse, confusing, contradictory and sometimes prolix.
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Bernstein (1984) argues that: many business failures are caused by poor corporate communications. many businesses lack a clear, overarching, corporate communications platform managers NEED to communicate to internal and external groups fragmentation across communication disciplines (pr, advertising, print, investor relations) causes many difficulties.
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Summary: i
Corporate Communications is broader, and more complicated than marketing communications. It is complicated because of the existence of multiple channels of communication in addition to multiple stakeholder groups. Moreover, individuals invariably belong to multiple stakeholder groups. Common Starting Points/the Sustainable Corporate Story are two routes by which organizations may achieve consistency in their communications.
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Summary: ii
Van Riels Corporate Communication Mix and Balmer and Grays Total Corporate Communications Mix afford two contrasting perspectives on the area.
The New Corporate Communications Wheel (Balmer and Greyser) affords a framework for prioritising stakeholder groups and channels and takes account of other important factors such as corporate brand, country of origin, and industry image.
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Stephen Covey
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