Organizational Communications Functions of organizational communication Transparency Targeted message strategies & Corporate branding Shaping your brand.

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Presentation transcript:

Organizational Communications Functions of organizational communication Transparency Targeted message strategies & Corporate branding Shaping your brand Building a reputation Organization communication role

Internal Communication External communication Company goals, strategic plans, marketing plans, mission Influenced by (Koschmann, 2012)

Formal communication What happens inside organization Informal communication What happens outside an organization (Boundless.com, n.d.)

Downward communication Upward communication Horizontal communication (Boundless.com, n.d.)

Planning Organizing Staffing Leading Controlling Functions of communication (Joseph, n.d.)

Planning function – a strategic plan requires communication for setting priorities, focusing resources, working towards goals and establishing agreements. (Balanced scorecard Institute, n.d.) Organization function – communication from planning function is delivered here to the right people.

(Principles of Marketing – Fulfilling the Leading Function, n.d.). (McFarland, n.d.) Staffing function – job description, advertise, interview, choose employee, train, retain. Leading function – guide others by example, share knowledge, inform, collaborate.

( Principles of Marketing – Fulfilling the Controlling Function, n.d.) Controlling function – Evaluation of all other functions to ensure original desired outcome is on track. Continued adjustment of communication To realign with goals and plans.

Actions and activities are visible Norms and practices determine level of transparency 3 Dimensions

Information Disclosure Sharing Release findings Knowing who, what, where, when and how to: OR not Personnel files Strategic plan (Setting the Transparency Norms, n.d.).

Clarity Accuracy Easy to understand Easy to read Sensitive to differences Truthful Ethical Represents accurately (Setting the Transparency Norms, n.d.).

An idea in the minds of customers Creates a presence Messages that appeal to audience & Persuade audience

(Vara, n.d.). VS. Target messaging Corporate branding You need all messages you create to represent your brand. Your messages should be tailored to represent the values, integrity, and ethics of your brand. They are connected. They compliment each other.

How to shape your brand Acme Monitoring all areas of communication Keeping everyone informed and working together Always looking at new ways to advance our skills

(Lim, 2010). Reputations can be improved, built and maintained Creates story and messages

Clarity – clear message Consistency – develop once Constancy - repeat Brand Champion Ambassadors (Lim, 2010).

Stakeholders Primary – usually internal: economic transactions  Shareholders, customers, suppliers, employees, etc. Secondary – usually external: no economic transactions  General public, communities, media, business support groups, etc.

Stockholders Partners – other companies or businesses Sell shares Vote/nominate Obtain dividends/purchase new shares Keep assets Funders & Donors – project funding, endowments/investments (Types of Stakeholders, n.d.)

Policies & Objectives Approving annual budgets Oversee performance of CEO Setting management compensation Ensuring availability of adequate financial resources Accounting for performance to stakeholders (Types of Stakeholders, n.d.)

Organizational Communications Manager To organize smooth flowing communication in all directions on all levels

References Brand marketing vs. brand communications. (2013). The Economist Group. Downward Communication. (n.d.) Boudless.com. External Stakeholders. (n.d.). Boundless.com. Formal Communications. (n.d.) Boundless.com Fox, C. (2013). 7 Steps to Better Communicating Tour Brand’s Story. PR News. Horizontal Communication. (n.d.). Boundless.com Informal Communication. (n.d.). Boundless.com Internal Stakeholders. (n.d.). Boundless.com. Joseph, C. (n.d.). What are Functions of Communication in a Business? Small Business.chron. Koschmann, M. (2012). What is Organizational Communication. Herotime Productions video.

Setting Transparency Norms. (n.d.). Boundless.com Vara, S. (2011). Targeted Messaging. Brand Marketing Integration. Types of Organizations. (n.d.). Boundless.com Types of Stakeholders. (n.d.). Boundless.com. Upward Communication. (n.d.). Boundless.com References Continued Lim, S. (2010). Brand Communications: Inside out; Through your people. Scribd.com Zalabak, P. (2014). Organizational Communication. In Fundamentals of organizational communication: Knowledge, sensitivity, skills, values (Ninth ed., pp. 1-23). Pearson.