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

2. 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, s, 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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)
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19. Managing Identity Process
Conduct An Identity Audit
Set Identity Objectives
Develop Designs and Names
Develop Prototypes
Launch and Communicate
Implement the Program
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20. 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
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21. 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

22. Thank You !