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DefinitionImage :
Mental picture that springs up at
the mention of a firm's name
Identity :
Combination of color schemes, designs, words, etc., that a firm
employs to make a visual statement about itself and to communicate its
business philosophy
External ImageInternal identity
Responsibility => Strategy
Key to success => Consistency between image and identity
Image => permits to differentiate itself from competitors
4 KEYSHe has to take into account the opinion of the stakeholders
Visual identity
Consistency
Auditing the identity program
Primary Functions of Corporate Communication
4 functions
Marketing communication
Management communication
Organizational communication
Financial communication
Understand what affect the organization internally and externally
Primary Functions of Corporate Communication
4 functions
Marketing communication………………….Media relations
Management communication………… Employee relations
Organizational communication……Government relations
Financial communication…………………… Investor relations
Media relations
Understand the current market
Purpose => build a positive image
Maintain solid relationship with the media
Employee relations
Internal communication
Strong reputation and credibility
Employees => image of the company
Government relations
Internal organizational communication
Maintain ethical standards
Establish accountability
Investor relations
Legitimizes the existence of the corporation
Target audience => stakeholders such as venture capitalists and financial media reporters