COM302 Revision Notes - Summary Corporate Communication
COM302 Corporate Communication Revision Notes Seminar One Introduction to Corporate Communication What is corporate communication? • •
The strategic management of issues and relationship between an organisation and its various audiences The total communication actively generated by a company to achieve its planned objectives
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Is strategic PR Communication with mostly non-consumer stakeholders o Directs communication at other publics and stakeholders other than consumers o Focus on building positive relationship and trust
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Involves reputation and relationship management Integration of communication with all stakeholders o Communication integrated within same department o Operating from strategic communications plan
Objective of Corporate Communication • •
Build Foundation of Trust Engaged Relationship o Two-way communication o Speaking and listening o Push and pull communication
5 elements of corporate communication • • • • •
Marketing Advertising Media relations Crisis communications Public relations
Marketing Communication VS Corporate Communication Marketing Communication (Selling specific things via media channels) • Consumer-oriented • Defined set of media channels • Controlled communication types • Positions a product, service or brand • More room for creativity • Needs to be consistent with products/brand attributes
Corporate Communication (What the brand/organisation represents) • Multiple stakeholders and channels • Variety of communications • Positions an entire organisation • Less room for creativity • Need to be consistent with corporate identity