 Why do companies need to rethink

communications?
 How can they approach it strategically?
 What function does corporate
communication serve?
 How does the function tie into the
company’s image and objectives?
 Regulatory imperatives
◦ New regulation, revisit comm strategies
and practices

 Organisational complexities
◦ Org grows in size and complexity – more
markets, customers, products, services,
employees, suppliers, etc, - hihger need
for a consistent comm strategy
 The need to increase credibility
◦ Approval and trust from public

 Aligning communication with strategy

◦ Multiple constituents, responsive comm to
all.
◦ Consistency of the messages
1. Ancient Roots of Communication Theory
2. Corporate Communication Strategies
 Setting an effective organization strategy
 Analyzing constituencies
 Delivering messages appropriately
3. Corporate Communication Connection to
Mission
 Meangingful
Messages

Strategic Internal &

Communication External
Objectives Constituencies

Responses
 JOIN
Conten CONSULT
t
Control SELL
TELL

Audience
Involvement
 Head makes decision and announces it
 Head "sells" the decision
 Head presents ideas and invites questions
 Head presents tentative decision subject to
change
 Head presents problem, gets suggestions,
makes decision
 Head defines limits, asks group to make
decision
 Head permits teachers to function within
limits defined by herself
 Mos
t

Memor
y

Least
Beginning End
Tim
e
 Messages
 What is the best
communication channel?
 How should the organization
Corporation structure the message? Constituencies
 What does the organization want  Who are the organization’s
each constituency to do? constituents?
 What resources are available?  What their attitude about the
 What is the organization’s organization?
reputation?  What is their attitude about the
topic?
Constituent’s Response
 Did each constituency respond in
the way the organization wished?
 Should the organization revise the
message in light of the
constituency responses?
1. Senior managers must be involved
2. Communications must be integrated
3. Structural integration is not the only
choice
4. Communications must have a long-
term orientation