• 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.
3. 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.
4. • The management information system
operates effectively through communication.
• Information gathering
• Storage, processing
• 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
5. • There must be two parties in the process of
• 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
• 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.
6. 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
7. 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.
8. • 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
• Corporate communication is defined as the
activities set in place to manage all internal
and external communications of a
9. Role of Corporate Communication
• Corporate Communication is the
method by which large and medium size
companies communicate with
customers, stakeholders and
• The reputation of a company and its
products are built through the messages
disseminated by the company to
employees, customers and the public.
10. • 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.
11. 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.
12. • Communication within an organization is called
"Internal Communication". – Definition.
• Under Internal Business Communication types there
• 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
13. • Information flowing from the top of the
organizational management hierarchy and
telling people in the organization what is
important (mission) and what is valued
• 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
14. • This type of communication is needed in an
• 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“.
16. • 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.
17. • The communication between the
peers is called horizontal
• It is defined as the formal/ informal
exchange of ideas between different
individuals/departments at the
same level of hierarchy in the
18. • External communication is concerned
with transmission of messages outside
the organization with the government,
its departments, customers, dealers,
inter-corporate bodies, general public
• External communication promotes
goodwill with the public. Internal
communication helps in percolating
managerial functions like planning,
direction, coordination, motivations into
internal communication system.
19. • 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
• Written media consist of instructions, orders, letters,
memos, house journals, posters, bulletins, boards,
information racks, handbooks, manuals, annual
reports, union publications, etc.
20. • 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
21. 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.
22. 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 action
3) 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.
23. 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
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.
24. Principles for Effective Corporate
• The following are principles for effective
a) There must be a clear line of authority
running from the top to the bottom of the
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.
25. 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
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
26. 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
27. 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
28. 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
29. 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.
30. • 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
• 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.
31. • 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.
32. • 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.
33. 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.
• A message is “complete” when it contains all the facts the
reader or listener needs to know.
• Complete messages bring desired results and benefit
• Complete message conveys the thoughts more clearly and
avoid any kind of misunderstanding.
• To achieve completeness follow the guidelines given
34. • 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.
35. • 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.
36. 2) Conciseness:
• Conciseness is conveying message in fewest
possible words without losing any information.
• Conciseness is a prerequisite to effective
• A message is concise when unnecessary words
are avoided and important information is
• To achieve conciseness one must follow certain
37. • Eliminate Wordy Expressions
• Wordy: Please be advised that your admission statement was
• 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
38. 3) Consideration
• Consideration means preparing every
message with the message received in
• 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
39. 4) Concreteness
• Concrete way of communicating is being
specific, definite and vivid rather than vague
• In professionals aspects concrete facts and
figures need to declare because the receiver
knows exactly what is desired.
40. 5) Clarity
• Clarity means communicating without
• The receiver without taking any extra
effect must understand the message.
• By maintaining a balance between
precise and familiar words clarity can be
• A correct sentence is the core of clarity.
• Use of short sentences is preferred over
41. 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
• Be sincerely tactful, thoughtful and
appreciative with your words.
42. 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.
43. 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
• Advertisement is a part of sales which can only be
carried out by communication tool.
44. • Management Function as a Communication
• 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 for future is basically a mental and
• 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.
45. • Organisation:
• People come together and organize
men, material and machine.
• In the process of organisation
different methods of communication
• For example: formal, downward,
upward, horizontal, internal and
46. • 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
• Any management task depends completely on the
success or failure of communication.
• 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.
47. • 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
• Co-ordination with the help of
communication makes it possible to
accomplish the common goal.