10. Corporate communication relevance

Corporate communications
From Wikipedia, the free encyclopedia

Corporate communication - defined as communication which goes to all staff. Corporate Communications serves as the liaison between an organization and its publics.
Organizations can strategically communicate to their audiences through public relations and advertising. This may involve an employee newsletter or video, crisis management with the news media, special events planning, building product value, and communicating with stockholders, clients or donors.

Corporate Communication encodes and promotes:
- strong corporate culture
- coherent corporate identity
- reasonable corporate philosophy
- genuine sense of corporate citizenship
- An appropriate and professional relationship with the press quick, responsible ways of communicating in a crisis
- understanding of communication tools and technologies
- sophisticated approaches to global communications

How an organization communicates with its employees, its extended audiences, the press, and its customers brings its values to life.

☆ My opinion

☐ Why does a corporate communication necessary?
Today, companies need to continuously communicate with external stakeholders as well as internal stakeholders in order to survive and develop in the changing environment.

☐ Corporate communication with external stakeholders
In general, people say that today is a period of advertisement themselves. Thus, companies spend a tremendous amount advertisement cost to inform customers or consumers their products and to establish the good relationship with community as well as the public and local governments. Even though companies make the best products in the world, they cannot expect more then their expectations. In addition, if they make a even little bit misconduct or outlaw, their reputation can be broken in a day and company’s survival cannot be ensured too. In this sense, the importance of corporate communication with external a number of stakeholders such as consumers, suppliers, distributors, non-governmental organizations, local community and the public, especially including mass media, is not overestimate, even if it would be emphasized too much exceed.

☐ Corporate communication with internal stakeholders
It is not an overstatement that the success of companies depends on internal stakeholders, especially employees. Thus, today top management has a considerable amount time and effort
to establish the communication relationship with between managers and employees. Employees are the first customers of the companies to sell their products and services. A communication channel with managers and employees also influences on the morale of employees and

☐ Corporate communication means
The development of information technologies enables companies to use the various and latest new kinds of communication channels such as the Internet blogs and UCC as well as television and newspapers. Furthermore, these channels can deliver with quick speed to all people in the opposite place in the world. It can be simultaneously a good opportunity and crisis to many companies for development and growth. Thus, companies should properly use these various communication channels.
The advent of e-mail has several advantages such as quick speed and delivery to many persons simultaneously regardless of their geographic location. Nevertheless, it also has some problems such as confusing with so much junk or thereby not reading the emails. Thus, today new communication means in organizations or among persons are using blogs, UCC or RSS

reference: www.iabc.com/education/pdf/Argenti_RFLunch.pdf