1. CORPORATE
COMMUNICATION
By: Kriti Singh
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2. “If you don't give people information,
they'll make up something to fill the
void.”
Carla O'Dell, President, American Productivity &
Quality Center
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3. OBJECTIVE OF LECTURE:
Brief history of Corporate Communication (Corp
Comm).
Definition of Corp Comm.
Types of Public(s).
Objective of Corp Comm.
Need of Corp Comm.
Characteristics of Corp Comm.
Channels of comm.
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4. BRIEF HISTORY CORP COMM
Until the 1970s, practitioners had used the term
‘public relations’ to describe communication with
stakeholders
This ‘public relations’ function, which was tactical
in most companies, largely consisted of
communication with the press.
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5. BRIEF HISTORY CORP COMM
When other stakeholders, internal and external
to the company, started to demand more
information from the company, practitioners
subsequently started to look at communication as
being more than just ‘public relations’.
This is when the roots of the new corporate
communication function started to take hold.
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6. DEFINITION OF CORP COMM
Corporate communication is a management
function or department, like marketing, finance, or
operations, dedicated to the dissemination of
information to key constituencies, the execution
of corporate strategy and the development of
messages for a variety of purposes for inside and
outside the organisation.
Previously called “public relations” or “public
affairs.”
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7. DEFINITION OF CORP COMM
Corporate communication is a management
function that offers a framework for the effective
coordination of all internal and external
communication with the overall purpose of
establishing and maintaining favourable
reputations with stakeholder groups upon which
the organization is dependent.
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8. DEFINITION OF CORP COMM
Corp Comm is a total communication activity
generated by a company, body, institute to its
public)s) in order to achieve its planned
objective.
Corporate communication is the practice of
developing, cultivating and maintaining a
corporate identity or brand image.
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9. DEFINITION OF CORP COMM
The way in which a company gives the ​public
and its employees ​information about its ​aims and
what it is doing.
Two types of public (s):
 Internal
 External
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10. TWO TYPES OF PUBLIC (S)
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11. INTERNAL PUBLIC (S)
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Communication activities and
processes undertaken within an
organisational context may be
defined as 'internal communications'.
Other references to this field may
include the more general
'organisational communication',
'corporate communication', 'internal
public relations' or the more specific
'employee communication'.

12. EXTERNAL PUBLIC (S)
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Individuals or groups outside of, and
not closely connected with, an
organization at whom its
communications and promotional
efforts are aimed.
It includes customers and potential
customers, other complementary
organizations, competitors, Industry
community, local Community,
government, media, financial
community etc.

13. INTERNAL & EXTERNAL PUBLIC (S)
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14. INTERNAL & EXTERNAL PUBLIC (S)
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15. OBJECTIVE OF CORP COMM
 To build, maintain and protect the company’s reputation is
actually the core task of corporate communication
practitioners.
 To develop and strengthen partnerships with key
stakeholders and internal and external audiences.
 To undertake research, develop vision statements, key
messages, and speeches, presentations, employee
engagement activities, crisis management and corporate
social responsibility initiatives,
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16. NEED OF CORP COMM.
It is voice of an organization.
It speaks internally, to employees, as well as
externally, to suppliers, vendors, media,
investors and other stakeholders.
It speaks when things are going well in the
corporation and when there is a crisis.
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17. CHARACTERSTICS OF CORP
COMM.
 It focuses on the organization as a whole and on the
important task of how an organization presents itself to all its
key stakeholders, both internal and external.
 It is complex in nature, especially so with org with wide
geographical range.
 It demands an integrated approach to manage
communication, it transcends the specialties of individual
communication practitioners (e.g. bringing, media relations,
investor relations etc.) and crosses these specialist
boundaries to harness the strategic interests of the
organization at large.
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18. CHANNELS OF COMMUNICATION
A channel of
communication is
simply the way
the organization
transmits its
message.
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Communication channels include:
 Face-to-face communication
 Print media, such as
newspapers, magazines, fliers,
and newsletters,
 Broadcast media, such as radio
and television, and
 Electronic communication, such
as websites, social media, such
as Facebook and Twitter, and
email.

19. REFERENCE:
 Corporate Communication: A Guide to Theory and
Practice, By Joep Cornelissen, SAGE, 20-Mar-2014.
 Defining Corporate Communication at
http://www.sagepub.com/sites/default/files/upm-
binaries/39352_978_0_85702_243_1.pdf
 Internet search
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20. SUGGESTED READINGS:
 The Power of Corporate Communication: Crafting the
Voice and Image of Your Business By Paul A. Argenti,
Janis Forman, McGraw Hill Professional, 07-Jun-2002 -
 Corporate Communication: A Guide to Theory and
Practice, By Joep Cornelissen SAGE, 20-Mar-2014 –
 The Essentials of Corporate Communications and Public
Relations, Society for Human Resource Management
(U.S.) Harvard Business Press, 2006
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21. THANK YOU
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