Corporate Communication Pengantar Public Relations, 2012 Dian Anggraeni, M.Si

Understanding Corporate Communication Corporate communication is a management function that offers a framework for effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputation with stakeholder groups upon which the organization is dependent. (Cornelissen, Joep:2008) The corporation’s voice and the images it projects of itself on a world stage populated by its various audiences, or what refer to as its constituencies. The processes a company uses to communicate all its message to key constituencies-a combination of meetings, interviews, speeches, reports, image advertising, and online communication. The products of communications: memos, letters, reports, web sites, e-mails, speeches or news releases. The aggregate of these messages is what a company sends to its constituencies, whether internal or external. (Argenti, Paul and Forman, Janis:2002) Pengantar PR 2012 Dian Anggraeni

Understanding Corporate Communication At Makro Level Corporate communication can be one of the major ways to counteract the persistent scrutiny and negative attention that business face. A good strategy can offset the technological advances that enhance the scope of the publicity barrage. The harsh consequences of avoiding corporate communication Corporate communication can serve as a differential advantage for your organization. (Argenti, Paul and Forman, Janis:2002) Pengantar PR 2012 Dian Anggraeni

Understanding Corporate Communication At Mikro Level Corporate communication has a direct impact on your work, no matter where you’re located on the organizational chart. Company’s internal communication influence your attitude toward the workplace. For the constituencies external, corporate communication influences the relationship. Company’s reputation can affect your ability to buy equipment, negotiate contract, or make a sale. Communication with community can affect whether attempts to extend the business into the community are greeted with enthuasiasm or hostility Solid relations with investors can cushion or accentuate the reaction of financial markets to union unrest, reports of defective products, and announcements of anticipated failures to meet projected financial goals. (Argenti, Paul and Forman, Janis:2002) Pengantar PR 2012 Dian Anggraeni

Function Area of Corporate Communication Corporate reputation Corporate advertising and advocacy Employee Communication Investor relations Government relations Media management Crisis communication/crisis management Community development Pengantar PR 2012 Dian Anggraeni

An Integrated Framework for Managing Communication Corporate communication as an integrated framework for managing communication (Cornelissen, Joep: 2008) Corporate Communication Public affairs Issues management Investor relations Media relations Advertising Direct marketing Sales promotions Internal communications Community relations Publicity/ Sponsorship Pengantar PR 2012 Dian Anggraeni

Corporate Communication Strategy Model Communicates through messages and images Decide communication channel Structure messages carefully: Direct Indirect The organization… To its constituencies… What does the org. want each const .to do What resources are available: money, HR, time What is the organization’s image credibility Who are the org. constituencies What does each constituency think about the org. What does each constituency Know about the topic Who then respond to… Did each constituency respond in the way the org. wished Mary Munter, 1997 Pengantar PR 2012 Dian Anggraeni

Setting An Effective Organization Strategy Determining what the objectives are for the particular communication Deciding what resources are available for achieving those objectives: money, human resources, time Diagnosing the organization’s image credibility Analyzing Constituencies: 1. Who are your organization’s constituents? 2. What each constituent think about the organization 3. What each constituents knows about the communication in question. Delivering message appropriately: 1. Decide on communication channel 2. Structure message carefully Pengantar PR 2012 Dian Anggraeni

Corporate Communication May be divided into three categories (Van Riel, 1995): Management Communication Entire management members ( CEO, managing directors, managers) perform their ‘symbolic’ role in representing their organization. Marketing Communication All those activities that come under promotion within marketing including MPR, advertising, direct sales, direct marketing and sales promotion. Organizational Communication ‘A general term’ to describe all forms of communication used by the organization Pengantar PR 2012 Dian Anggraeni

Communication and Leadership The creation of trust in management’s competencies and decision –making skills The delineation a credible and inspiring vision for the future The demonstration of a willingness and ability to anticipate, initiate and implement change Pengantar PR 2012 Dian Anggraeni

Corporate Image, Identity and Reputation Is a reflection of an organization’s reality. Put another way, it is the corporation as seen from the viewpoint of constituencies. IDENTITY: Is the visual manifestation of the image as conveyed through the organization’s logo, products, services, buildings, stationary, uniforms and all tangible and intangible things. (Argenti, 1998; 74) Pengantar PR 2012 Dian Anggraeni

Both image and identity lead to a weak or strong REPUTATION Both image and identity lead to a weak or strong REPUTATION. According to Charles Fombrun, Reputation is a source of competitive advantage. ”...in companies where reputation is valued, managers take great pains to build, sustain and defend that reputation by following practices that (1) shape a unique identity and (2) project coherent and consistent set of images to the public” Reputation are partly a reflection of a company’s identity and image and a partly the result of manager’s effort to persuade us of their organization’s excellence. (Argenti, 1998:78) Pengantar PR 2012 Dian Anggraeni

Corporate Image and Identity Names Symbols Self Presentation Image to Community Image to Employee Image to Shareholder Image to Customers Reputation Modified Fombrun model, Argenti, 1998 Pengantar PR 2012 Dian Anggraeni

Managing Corporate Image, Identity and Reputation Using image and identity to strengthen the corporate communication function. Corporate Identity: Criteria for success 1. Is there a strong concept? (position, message, short/long term) 2. Does it address all constituencies? (both inside/outside constituencies, appropriate verbal and visual language) 3. Is it recognizable and proprietary? (clearly associated, not confused) 4. Is it consistent with the company’s goals and values? 5. Can it be implemented? (operational, within budget, within time frame, opportunity/needs, meaningful, championed/mentored) Pengantar PR 2012 Dian Anggraeni

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Managing Identity Process Conduct An Identity Audit Set Identity Objectives Develop Designs and Names Develop Prototypes Launch and Communicate Implement the Program Pengantar PR 2012 Dian Anggraeni

Managing Corporate Advertising Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation rather than just its product or services. Organizations also use image advertising to change impressions about themselves. Advertising to enhance an organization’s image. Advertising to enhance investment Advertising to enhance impressions about an issue Pengantar PR 2012 Dian Anggraeni

Positive Side of Corporate Advertising Increase sales Create a strong reputation among constituents Help retain and recruit employee Enhance the financial efforts Pengantar PR 2012 Dian Anggraeni

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