1. Chapter 3 An Overview of the Corporate Communication Function
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2. What is Corporate Communication?
A department with many functions
A process to communicate key messages
An attitude or set of mental habits
A set of communication products
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3. Sample Structure for Corporate Communication
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6. Communication heads report to?
Chairman/CEO/President 45.6%
Head of Marketing
Other
Chief Operating officer 4.8
Chief of human resources
Chief financial officer
General Counsel

7. Title of Senior Corp Comm Exec
Senior VP 17.1%
VP 31
Director
Manager
Other 8.3

8. Functions Within the Function
Corporate image and identity
Marketing communications
Media relations
Investor relations
Internal communications
Corporate advertising and advocacy
Government relations
Corporate Social Responsiblity
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9. CORPORATE COMMUNICATION
Functions of Corporate Communication
From Pr to Corporate Communication
- To centralize or decentralize communication
- The functions within the function

10. CORPORATE COMMUNICATION
Managing Image, Identity and Reputation
-What is image and identity
-Using image and identity to strengthen the corporate
communication function
-Building a solid reputation
-Is Corporate Identity a trend
-Differentiating organizations through image and identity

12. CORPORATE COMMUNICATION
Managing Media Relations
-still central to the corp comm unit
-actively set the discussion agenda of the firm in the media
-Technologu advancement
-Rely on one another, make the best of these relationships

13. CORPORATE COMMUNICATION
CORPORATE ADVERTISING/ADVOCACY
Selling company, not product
Influence public opinion and facilitate for approval for increase or allocations in the budget, etc
direct from CEO’s office
Fastest growing segment of the advertising industry
Issue advertising – famous but risky

14. CORPORATE COMMUNICATION
CORPORATE RESPONSIBILITY
Socially responsible – more likely to purchase and recomment
Internal implications – less likely to leave, “job will make a positive difference in society
Corporate philantrophy – more than just give back to the community. Obligation to donate funds to organisations that could benefit the firm’s stakeholders. Eg: fund research
environmental

15. CORPORATE COMMUNICATION
Investor Relations
Fastest-growing subset, an area of intense interest
Move from “just the numbers” to the way numbers are communicated
Shareholders and securities analysts (source for financial media)
- Coordinated effort between comm professionals and vp finance

16. CORPORATE COMMUNICATION
Employee Communication
Retaining a contented workforce
Changing values and demographics, must plan strategic internal comm
employee trust and loyalty
Sensitive messages by VIPs only
Blurring constituencies lines – employee, investor, members of community advocacy group at the same time

17. CORPORATE COMMUNICATION
Managing Government Affairs
More important in some industries than others
Benefit by having ties with local and national legislators
Lobbying
Government affairs efforts

18. CORPORATE COMMUNICATION
Managing Communication in a crisis
- Communication professionals in crisis planning and crisis management
Legal agenda – shortsighted and costly
Communication strategies – consider how actions might be perceived by constituencies.
- Working collaboratively – in house counsel and corp comm professionals.