Corporate Corporate CommunicationsCommunications

By Ms. Zara Jane JuanBy Ms. Zara Jane Juan

What corporate What corporate communications encodes and communications encodes and promotespromotes Strong corporate culture Strong corporate culture Coherent corporate identity Coherent corporate identity Reasonable corporate philosophy Reasonable corporate philosophy Genuine sense of corporate citizenship Genuine sense of corporate citizenship An appropriate and professional An appropriate and professional

relationship with the press, including quick, relationship with the press, including quick, responsible ways of communicating in a responsible ways of communicating in a crisis crisis

Understanding of communication tools and Understanding of communication tools and technologies technologies

Sophisticated approaches to global Sophisticated approaches to global communications communications

Be it a corporate body, company, Be it a corporate body, company, organization, institution, non-governmental organization, institution, non-governmental organization, governmental body, all of organization, governmental body, all of them need to have a respectable image them need to have a respectable image and reputation. In today's day and age of and reputation. In today's day and age of increasing competition, easy access to increasing competition, easy access to information and the media explosion, information and the media explosion, reputation management has gained even reputation management has gained even more importance. Therefore, corporate more importance. Therefore, corporate communications as a role has become communications as a role has become significant and professional in nature.significant and professional in nature.

Corporate communications is all Corporate communications is all about managing perceptions and about managing perceptions and ensuring:ensuring: Effective and timely Effective and timely

dissemination of information dissemination of information Positive corporate image Positive corporate image Smooth and affirmative Smooth and affirmative

relationship with all stakeholders relationship with all stakeholders

Corporate communications Corporate communications comprises:comprises:

External communicationsExternal communications

Media relationsMedia relations This involves building and This involves building and

maintaining a positive relationship maintaining a positive relationship with the media (television, print, web, with the media (television, print, web, et cetera). This includes, but is not et cetera). This includes, but is not limited to, drafting and dissemination limited to, drafting and dissemination of press releases, organizing press of press releases, organizing press conferences and meeting with media conferences and meeting with media professionals and organizing events professionals and organizing events for the media as a group.for the media as a group.

External eventsExternal events Could involve vendor / supplier / Could involve vendor / supplier /

distributor meets, channel distributor meets, channel partner meetings, events related partner meetings, events related to product launches, important to product launches, important initiatives, et cetera.initiatives, et cetera.

Company/spokesperson profilingCompany/spokesperson profiling Ensuring that the company/organization Ensuring that the company/organization

spokesperson is in the public limelight, is spokesperson is in the public limelight, is well-known and considered as an authority well-known and considered as an authority in the respective sector/field.in the respective sector/field.

Managing content of corporate websites Managing content of corporate websites and/or other external touch points and/or other external touch points

Managing corporate publications - for the Managing corporate publications - for the external world external world

Managing print media Managing print media

Internal communicationsInternal communications Managing corporate publications Managing corporate publications

for employees and partners for employees and partners Organising internal events for Organising internal events for

staff staff

Employee communicationsEmployee communications Sharing information with Sharing information with

employees, building employer employees, building employer pride, managing employee pride, managing employee issues, et cetera. issues, et cetera.

Manage the Intranet and other Manage the Intranet and other internal web portals internal web portals

Brand managementBrand management ••Development and upkeep of Development and upkeep of

the corporate identity to ensure the corporate identity to ensure adherence to corporate brand adherence to corporate brand guidelinesguidelines

To improve overall business To improve overall business communications so as to clearly communications so as to clearly and effectively communicate the and effectively communicate the essence of the company.essence of the company.

Crisis communicationCrisis communication Manage crisis situations through Manage crisis situations through

effective communication effective communication

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Corporate-communications Corporate-communications officersofficers

focusing more on focusing more on

social responsibility, social responsibility,

social media and social media and

reputation. .reputation. .

Corporate Corporate CommunicationsCommunications

Five PrinciplesFive Principles

PLANPLAN

Measuring communication Measuring communication without a strategic without a strategic communication plan in place is communication plan in place is worse than useless. Deciding toworse than useless. Deciding to

draw up this plan is your first draw up this plan is your first move.move...

FIND INTERNAL CUSTOMERFIND INTERNAL CUSTOMER

Find your Internal Customer. Find your Internal Customer. (This person may be the CEO, (This person may be the CEO, the COO or the CFO.) the COO or the CFO.)

Your corporate communications Your corporate communications department must have a single department must have a single Internal Customer, and that Internal Customer, and that person must be at the highest person must be at the highest level of the organization.level of the organization...

IDENTIFY YOUR CRITICIDENTIFY YOUR CRITIC

You must know who the person You must know who the person is who has the power to demand is who has the power to demand results from you before you can results from you before you can learn the businesslearn the business

SOLVE INTERNAL SOLVE INTERNAL PROBLEMPROBLEM

Don’t try to put communication Don’t try to put communication at the top of your Internal at the top of your Internal Customer’s agenda. Find out Customer’s agenda. Find out what problems are already at what problems are already at the top of his or her agenda and the top of his or her agenda and base your communication base your communication strategy on solving those strategy on solving those problems.problems...

TALK SINCERELYTALK SINCERELY

Always remember: The strategic Always remember: The strategic value of communications will not value of communications will not be clear to your Internal be clear to your Internal Customer until you use Customer until you use communication to solve his or communication to solve his or her problems.her problems...

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