Corporate Communication Dr. Fred Mugambi Mwirigi JKUAT

Introduction Corporate Communications means any communication emanating from a company or occurring within it. The word ‘corporate’ however refers to the whole body or corpus, and applies to any kind or organization regardless of whether it is in the private, public or not-for profit sector.

Contd. Communication encompasses all communications of the company, including advertising, marketing, government relations, community relations and employee communication. Each item of communication must convey and emphasize the corporate point of view and its identity

The Communication process Sender Message Channel Medium Receiver Feedback

Functions of Corporate Communication Inform- informing about developments on a day-to-day basis Profile- developing a story to sway opinion Socialize- socializing/ guiding/ winning support/ convincing to support Support core functions- communicating product information

A Framework for Strategic Communication Strategy Constituents Communication (messages) Markets Research Products Operations Governance etc Customers Employees Shareholders Suppliers Competitors Etc Feedback

Benefits of effective communication Helps to acquire resources needed in order to operate. Assists in stakeholder management Increases employee loyalty. Influence the environment within which they operate. Improve overall corporate image. Enhances corporate brand.

Communicating externally The Public Top management Production Unit HR Finance PR Customer Service Customers Employees Media Government Investors

Communication flow Vertical Horizontal Internal External

Facets of Communication Corporate Communications Vertical & Horizontal Internal & External Formal & Informal Management Comm. Marketing Comm. Organizational Comm. Help the organization to : - Create Images - Build a strong brand - Develop Reputation

Marketing communications Mix Packaging Sponsorship Exhibitions Internal Marketing Websites Sales Promotion Branding Personal Selling Word Of mouth Advertising Public Relations Channel Audiences Consumer audiences All Stakeholders

Integrated Marketing Communications Refers to the production and dissemination of consistent messages (free of contradictions) A process for building a fully coordinated communication system inside the organization.

Integrated marketing communication (IMC) can be achieved by: identifying all target audiences. Segmenting audiences on the basis of stage in the purchase decision cycle. Determining messages and communications tools to reach each segment. Allocating resources

Types of communication in organizations Gruing & Hunt (1984)developed four types of PR practices focusing on the nature of communication in different organizations. Press agent- propaganda Public information Two – way asymmetric communication. Two – way symmetric communication.

Propaganda Propaganda is the least desirable form of communication because: it involves one-way flow of information. The organization is not honest about its activities and its effects on the community. The fourth is the best type. It involves a company in two-way symmetric communication. Under this model, both parties are open and truthful about each other's point of view

Types Press agent propaganda Public information Two-way asymmetric Two-way symmetric Purpose Propaganda Transmit facts Feedback & persuasion Mutual understanding Communication One-way ,little respect to truth One-way - truthful, complete facts Two-way, in favor of the sender, accurate info. Tow-way , balance interest. Type of organization Entertainment& sport Organizations -Non- Profit& governmental organizations -Instructions about health and safety procedures given to employees. PR agencies, competing Organizations, pharmaceutical organizations.

Enhancing Message Comprehension: Stages of the Listening Process Hearing Focusing on the message Comprehending and interpreting Analyzing and Evaluating Responding Remembering

Barriers to Active Listening Environmental barriers Physiological barriers Psychological barriers Selective Listening Negative Listening Attitudes Personal Reactions Poor Motivation

Using the right Communication medium E-mail Voice Mail Fax Telephony Smart Phone - Instant Messaging Telecommuting Video-conferencing Groupware The Internet Bulletin board system Global positioning system Billboards Brochures and flyers

Building a communications strategy Analyze the context Set objectives Think of your target audience Write succinct messages Determine tactics Evaluate

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