DEVELOPING EFFECTIVE CORPORATE COMMUNICATION CIM

David Phillips

THE DIMENSIONS OF CORPORATE COMMUNICATION

Define corporate communication Character->Brand/identity->image Communication methodology/channel

Communication mix: management organisational & marketing Corporate values Ethics CSR

PUBLICS/STAKEHOLDERS

Identification Internal External

Value chain Community Regulatory Regulation (Report & Accounts)

Change management (including changed management) M&A’s IPO’s Issues based

CAMPAIGN OR CONTINUOUS

Who what where when How and especially why.

Believable Strategy driven

Remember that this is part of identity/image Reputation IP into gold

MEASURE AND EVALUATE

Benchmark and monitor Plan for issues management Integrate with other activities

WORKSHOP 1

Identify scope of corporate communications for Toyota

Identify corporate communication activities of Cheltenham and Gloucester BS

Review how Virgin implement corporate communication as part of its integrated communication activities.

WORKSHOP 2

Review Shell www.shell.cm Review http://realenergy.shell.com/?

lang=en&page=homeFlash#Eureka Using the above model:

Explore how Shell communicated corporate responsibility

Identify how significant Corporate Responsibility is to Shell

Explicate why corporate responsibility as positive opportunities for organisations to act and be seen to act in a socially responsible manner.

WORKSHOP 3

Scope and potency of Symbolism Collect information about an organisation of their

choice. They should visit the website and print off information relating to the organisation’s name, font, logo, strapline, colours, architecture, workwear, signage and other forms of visual communication.

Debate the symbolic items relating to each organisation should be presented. Students should discuss what they observe and strive to understand levels of symbolic consistency, possible meaning and any other factors that stakeholders might observe.

EXAMPLES

http://cbi.housestylemanual.com/ www.thelewispartnership.co.uk/

resources/branding/manual.pdf  http://

socialmediagovernance.com/policies.php

REVIEW

Did you explore the various ways in symbolism is

used by organisations to communicate their identity

demonstrate the importance of consistency throughout all forms of symbolic communication

establish the importance of symbolism as a means of increasing levels of employee bonding and stakeholder recognition.

WORKSHOP 4

Different approaches for different stakeholders What differences in approach would there

be for investor focused employee focused customer focused or government focused and contextually

determined.

REVIEW

Did you...

explore the specific ways in which tools and media are mixed to convey messages to and with targeted audiences

Aquire knowledge about the goals of these specific programmes

clarify the dimensions and characteristics of public relations, corporate advertising and sponsorship based communication

WORKSHOP 5

Crisis management See :

http://www.icmrindia.org/casestudies/catalogue/Business%20Ethics/The%20Firestone%20Tire%20Controversy‐Business%20Ethics.htm

http://www.awpagesociety.com/site/resources/journal_fall0008

http://wps.ablongman.com/ab_baldwin_commtheo_1/17/4502/1152742.cw/index.html

REVIEW

Have you been able to: examine the phases associated with

organisational crisis • confirm the importance of scanning the

environment and planning for organisational crisis

• clarify the significance of corporate communications through each phase of a crisis.