1. Corporate Communication
Dr. Fred Mugambi Mwirigi
JKUAT

2. 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.

3. 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

4. The Communication process
Sender
Message
Channel
Medium
Receiver
Feedback

5. 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

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

7. 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.

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

9. Communication flow
Vertical
Horizontal
Internal
External

10. 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

11. 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

12. 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.

13. 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

14. 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.

15. 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

16. 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.

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

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

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

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

21. Thank you