CORPORATE COMMUNICATION

Course – MCASubject – English Communication and Life Skills

UNIT: 3

Introduction:

• In order to understand corporate communication, it becomes imperative to understand the nature of communication and its functions in the corporate world.

• As far as the scope of communication is concerned, communication has been an instrument of our survival and leads to our overall progress and advancement.

Nature of Communication

• An organization is often represented as a communication system.

• It is a formal process to accomplish the desired common goals. It is an exchange of information between individuals, groups, departments, etc.

• Communication transmits information and data to the sub-systems as well as to the total system.

• The management information system operates effectively through communication. It involves:

• Information gathering• Storage, processing• Monitoring• Communication includes both present and past

information. It is a tool and vital aspect of the management process.

• As a matter of fact the superior- subordinate relationship can exist only with effective and meaningful communication.

• There must be two parties in the process of communication -

• The communicator or sender or transmitter of the message constitutes one party.

• The receiver or recipient or listener or reader constitutes the other party.

• The purpose of communication is to make others understand.

• Communication is effective when the message is shared and understood. There can be no communication if the information is not understood by the receiver in the same sense as it was intended by the communicator.

What is Corporate Communication?

• Corporate communication is the practice of enabling information and data exchanges between internal and key external groups that have a direct relationship with an enterprise.

• This practice allows the communication to be provided from the standpoint of it with the employees, suppliers, investors and partners.

Examples include:

• Enterprises use annual reports as corporate communications tools to convey information related to results, processes and relationships of the enterprise. Typically, these communications occur on a yearly basis.

• Corporations use electronic and print newsletters to share corporate diversity hiring practices and information on new hires.

• Corporate communication is the practice of developing, cultivating and maintaining a corporate identity or brand image. Every business--big or small--invests in corporate communication initiatives to mold its image, communicate with internal and external audiences and sustain a long-term positive reputation.

• Corporate communication is defined as the activities set in place to manage all internal and external communications of a corporation.

Role of Corporate Communication

• Corporate Communication is the method by which large and medium size companies communicate with customers, stakeholders and employees.

• The reputation of a company and its products are built through the messages disseminated by the company to employees, customers and the public.

• Corporate communication makes the company visible and gives its products an image and reputation a customer can identify with. Customers and employees also get to know - and feel good - about the company they are working for and doing business with.

• Customers need to know about the company; its management; its method of manufacture; its mode of functioning, and the company’s philosophy and values. They need to know its products and services so that they can trust what the company stands for and confidently buy, consume and use their products.

Scope of Corporate Communication

• The scope of communication is wide and comprehensive. It is a two-way process involving both transmission as well as reception.

• It is a continuous process of exchange of facts, ideas, feelings, attitudes, opinions, figures, and interactions with other. In the process, it uses a set of symbols; which may be words, actions, pictures and figures.

• Internal communication flows in different directions viz. Upward, horizontal, downward, etc. Internal communication may be formal and informal.

• It can take various forms such as team briefing, interviewing, employee or works councils, meetings, memos, an intranet, newsletters, and reports.

• Communication within an organization is called "Internal Communication". – Definition.

• Under Internal Business Communication types there come;• a) Upward Communication

b) Downward Communication c) Horizontal/Literal communication

• Upward communication is the flow of information from subordinates to superiors, or from employees to management. – Definition.

• Upward Communication is a mean for staff to:• Exchange information• Offer ideas• Express enthusiasm• Achieve job satisfaction• Provide feedback

• Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies).

• Downward communication generally provides enabling information - which allows a subordinate to do something.

• Example: Instructions on how to do a task.• Definition: Communication from higher members of

the organization (i.e., managers, vice-presidents) to members lower in the organizational hierarchy is defined as Downward Communication.

• This type of communication is needed in an organization to:

• Transmit vital information• Give instructions• Encourage 2-way discussion• Announce decisions• Seek cooperation• Provide motivation• Boost morale• Increase efficiency• Obtain feedback• Both Downward & Upward Communications are

collectively called "Vertical Communication“.

• Horizontal communication normally involves coordinating information, and allows people with the same or similar rank in an organization to cooperate or collaborate. Communication among employees at the same level is crucial for the accomplishment of work. Horizontal Communication is essential for:

• Solving problems• Accomplishing tasks• Improving teamwork• Building goodwill• Boosting efficiency• Horizontal communication is an informal method of

exchanging information between people in like groups or organizations. The primary goal of horizontal communication is to promote teamwork and functional coordinating within a group setting.

• The communication between the peers is called horizontal communication .

• It is defined as the formal/ informal exchange of ideas between different individuals/departments at the same level of hierarchy in the organization.

• External communication is concerned with transmission of messages outside the organization with the government, its departments, customers, dealers, inter-corporate bodies, general public investors, etc.

• External communication promotes goodwill with the public. Internal communication helps in percolating managerial functions like planning, direction, coordination, motivations into internal communication system.

• The goals of external communication are to facilitate cooperation with groups such as suppliers, investors, and shareholders, and to present a favorable image of an organization and its products or services to potential and actual customers and to society at large.

• A variety of channels may be used for external communication, including face-to-face meetings, print or broadcast media, and electronic communication technologies such as the Internet.

• External communication includes the fields of PR, media relations, advertising, and marketing management.

• Written media consist of instructions, orders, letters, memos, house journals, posters, bulletins, boards, information racks, handbooks, manuals, annual reports, union publications, etc.

• Verbal media may consist of face-to-face conversation, lectures, conferences, meetings, interviews, counseling, public address system, telephone, grapevine, etc. Recently, a number of sophisticated communication technologies have emerged, both in oral and written communication on account of technological advancement.

Purpose of Corporate Communication

• According to communication expert Lee O. Thayer, the purpose of communication in an organization can be classified into five broad activities:

1) Becoming informed or informing others: This is the basic purpose of routine, day-to-day communication.

• Communication provides a means of affirming the joint purpose of organizational members, that is, all the members will work towards complementary goals. When decisions have been made, they will have to be implemented and reflected in organization operations only after members involved have been informed.

2) Evaluating one’s own Input and another’s output or some Ideological scheme: The dynamic nature of function needs constant evaluation of activities proceeding towards the desired objectives. Thus, the complete communication process is necessary, with feedback too. Feedback tells us the effect of a communication or action3) Directing others or being directed or instructed: The manager’s function of directing the combinations of persons and materials towards goals requires that communication occurs between the manager and the human and physical resources within her/his authority. Job training depends upon communication; delegation of authority cannot occur without communication.

4) Influencing others or being influenced: Motivation is an important elemental force. Any motivational forces, not inherent, are provided to an individual and then stimulated through communication. The balance between efficiency and inefficiency lies with the ability to persuade or influence.5) Several incidentals, neutral functions: Many communications within the organizational context have no direct connection with the accomplishment of the objectives of the organization. However, an auxiliary or contributing communication may contribute indirectly to organizational objectives and directly to the satisfaction of individual needs that are compatible with organizational goals.

Principles for Effective Corporate Communication

• The following are principles for effective corporate communication:

a) There must be a clear line of authority running from the top to the bottom of the organization.

b) No one in the organization should report to more than one line of authority. Everyone in the organization should know whom he should report to.

c) The responsibility and authority of each department should be clearly defined, if necessary in writing.

d) Work should be delegated as far down the line as possible.

e) The number of levels of authority should be kept at the minimum.

f) The work of every person in the organization should be confined as far as possible to the performance of a single leading function.

g) Whenever possible, the line function should be separated from the staff-functions, and adequate emphasis should be placed on important staff objectives.

h) There is a limit to the number of positions that can be co-ordinated by a single executive.

i) The organization should be flexible so that it can be adjusted by changing conditions.

j) The organization should be kept as simple as possible.

Non-verbal Communication

• We have discussed the communication process and about Corporate Communication. We have also focused upon the ‘verbal’ and ‘written’ aspect of communication. We also communicate ‘non-verbally’ without using words.

• Non - Verbal signals are unconscious parts of our behavior which is a deeply rooted part in our entire makeup. In fact, it is the most basic part of our personality.

Communicating with appearance

• Appearance conveys non-verbal impression that affects receivers’ attitudes towards the verbal message even before they read or hear them.

• Whether someone is speaking to one person face-to-face or to a group in a meeting, personal appearance and the appearance of your surroundings convey nonverbal stimuli that affect attitudes towards the speaker’s spoken words.

Communicating with Body Language

• Facial Expressions• The eyes and face are especially helpful means to

communicate non-verbally. They can reveal hidden emotion, including anger, confusion, enthusiasm, fear, joy, surprise, uncertainty and others.

• They can also contradict verbal statements. For example, on his first day in a new job an employee may feel embarrassed and answer “yes” to something. But an intelligent senior will notice the employee’s bewildered expression and hesitant voice and will guess that the answer is actually a “no”.

• In formal situations, direct eye contact is considered desirable when two people converse. The person whose eyes droops or shift away from the listener is thought to be either shy or dishonest and untrustworthy.

• Gestures, Postures, and Movements• In some occupations, actions speak louder than words.

Traffic Police who directs traffic in crowded streets communicates by pointing arms or fingers. Deaf people communicate with a language primarily composed of hands, fingers, and eye movements

• Gestures and movements are culture-specific. Continual gestures and movement such as pacing back and forth may signal nervousness and may be distracting to listeners.

• Posture and movement can convey self-confidence, status or interest. A confident executive may have a relaxed posture, and yet may stand more erect than a timid subordinate.

• Smell and Touch• Various odors and fragrances sometimes

convey the emotions of the sender and sometimes affect the reactions of the receiver, especially if the receiver is sensitive to scents.

• Touching people can communicate friendship, love, approval, hatred, anger, or other feelings. A kiss on the cheek, pat on the shoulder, or slap on the back is prompted by various emotions.

• Sound• Your voice quality and the extra sounds you make while speaking are also a

part of non-verbal communication called Paralanguage.• Paralanguage includes voice, volume, rate, articulation, pitch, and the other

sounds you may make, such as throat clearing and sighing.• The words “You did a great job on this project!” could be a compliment. But

if the tone of voice is sarcastic and said in the context of criticism, the true meaning is anger.

• A loud voice often communicates urgency while a soft one is calming. Speaking fast may suggest nervousness or haste

• A lazy articulation, slurring sounds or skipping over syllables or words, may reduce credibility. A lack of pitch variation becomes a monotone, while too much variation can sound artificial or overly dramatic. Throat cleaning can distract from the words.

• Emphasizing certain words in a sentence can purposely indicate your feeling about what is important.

Seven C’s of effective Communication

• For effective written and oral communication one must follow certain communication principles.

• These principles called the seven C’s provide guidelines to choice content, style and meet the purpose of message.

1) Completeness:• A message is “complete” when it contains all the facts the

reader or listener needs to know.• Complete messages bring desired results and benefit

numerously.• Complete message conveys the thoughts more clearly and

avoid any kind of misunderstanding.• To achieve completeness follow the guidelines given

below:

• Provide All the Necessary Information• It is necessary that you provide all the information needed by the

receiver for accurate understanding.• To check that your message is complete it must answer all the

“W” questions like who, what, when, where, why and how.• The message must be clear of what you want, when you want and

to whom and where it is to be sent.• Answer All Questions Asked• When a message is sent as a reply to any enquiry it must answer

all the questions stated and implied.• If you are not able to answer any question or lack in information

make it clear in the reply.• If you need any information from the enquirers list it clearly for a

precise answer to be replied.

• Give Something Extra• Sometimes it is necessary that you

answer a specific query more than what it has asked for.

• The sender of the message may not know what they need or their question may be inadequate.

2) Conciseness:

• Conciseness is conveying message in fewest possible words without losing any information.

• Conciseness is a prerequisite to effective communication.

• A message is concise when unnecessary words are avoided and important information is stressed on.

• To achieve conciseness one must follow certain rules:

• Eliminate Wordy Expressions• Wordy: Please be advised that your admission statement was

received ��• Concise: Your admission statement has been received.• Include Only Relevant Material• For effective concise message you must not only omit unnecessary

words but also irrelevant statements.• Observe the following suggestions to include relevant facts:• Stick to the purpose of the message.��• Delete irrelevant sentences and tedious sentences.��• Omit information which is known to the receiver. Do not repeat things

which are already discussed and transmitted to the receiver.�� ��• Avoid the use of unnecessary explanations, excessive adjectives and

prepositions.

3) Consideration• Consideration means preparing every

message with the message received in mind.

• Put yourself in the place of receiver and frame a message as desired.

• This thoughtful consideration is also called “you-attitude”, empathy, the human touch and understanding of human nature.

4) Concreteness

• Concrete way of communicating is being specific, definite and vivid rather than vague and general.

• In professionals aspects concrete facts and figures need to declare because the receiver knows exactly what is desired.

5) Clarity• Clarity means communicating without any

uncertainty.• The receiver without taking any extra

effect must understand the message.• By maintaining a balance between precise

and familiar words clarity can be achieved.• A correct sentence is the core of clarity.• Use of short sentences is preferred over

lengthy sentences.

6) Courtesy

• True courtesy involves being aware not only of the perspective of others but also their feelings.

• Writers who send cordial, courteous messages to deserving parties help build goodwill.

• Be sincerely tactful, thoughtful and appreciative with your words.

7) Correctness

• The correctness of communication mainly concerns grammar, punctuation and spelling.

• The term correctness also implies:• Use of right level of language.• Accuracy in figures, facts and words.

Communication as a Management Tool

• Communication is a tool for management.• Communication acts as a transferor of messages for

the smooth running of any organisation.• With the advancement of technology

communication is much easier and sophisticated.• To carry out the managerial functions like planning,

co-ordination, direction and motivation, the management must communicate with managers and operating personnel.

• Advertisement is a part of sales which can only be carried out by communication tool.

• Management Function as a Communication Process:• Functions like control, direction, motivation are called

management functions which act as the functions of communication process.

• Following are some of the management functions:• Planning:• Planning for future is basically a mental and creative

process.• It helps in setting long and short term goals to be

achieved by the organisation.• Planning involves interviews, discussions, exchange of

ideas and finalizing a plan.• A good system of information exchange is essential for

successful formulation of a plan.

• Organisation:• People come together and organize

men, material and machine.• In the process of organisation

different methods of communication are used.

• For example: formal, downward, upward, horizontal, internal and external communication.

• Control:• The control function of management is to see that things

are going as per the schedule.• Control is an examination of actual performance which

includes explanations and reasons for better performance.• Any management task depends completely on the success

or failure of communication.• Direction:• The direction function also applies to communication.• Direction involves issuing orders to the staffs,

communicating rules, objectives, following procedures and guidelines, motivating and supervising them.

• The success of a manager lies in building up effective communication with the subordinates.

• Co-ordination:• The co-ordination function of management

requires communication between various sections and groups of an organisation.

• A large number of people work in an organisation at different levels with a common objective.

• Co-ordination with the help of communication makes it possible to accomplish the common goal.

References/Sources

1)shodhganga.inflibnet.ac.in:8080/jspui/

bitstream/.../14_chapter%204.pdf

2)https://books.google.co.in/books?isbn=0070187754

3) ww.mu.ac.in/myweb_test/syllFybscit/PCS.pdf

4) www.institutik.cz/.../Communication-and-

Organizational-Knowledge.pdf