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Corporate Communications: A Dimension of Corporate

Meaning

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Objectives• Understanding and appreciating the

complexity of corporate communications----------------------------------------------------------

- MODEL(S) OF THE MOMENT:• New Corporate Communications Wheel.• Two Corporate Communication Mixes.----------------------------------------------------------

-Understanding What is ???? CSPs and SCS

• Common Starting Points (CSPs) and • Sustainable Corporate Story (SCS)

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Lets Talk about Models

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MODEL(S) OF THE MOMENT:

1.New Corporate Communications Wheel.

2.Two Corporate Communication Mixes.

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1.New Corporate Communications Wheel.

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1.New Corporate Communication Wheel

Model of the momentBy

Balmer and Greyser. Adapted

from D. Bernstein (1984)

A partner of Goldman, Sachs & Company

Investment bankers and brokers

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Influen

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Groups

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General

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Local

Bu

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art

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Advertisi

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Products/ Services

Direct M

arketing

and

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Corp

ora

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Mark

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PR

Personal

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ew

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CORPORATION

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The Industry

Corpor

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Country of Origin

Model of the moment 1

Balmer and

Greyser.

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A process for using the Balmer and Greyser’s

New Corporate Communications Wheel adapted from Bernstein

1 DEFINE ALL STAKEHOLDER GROUPS(Car Seats. Children between 2 – 6)

2 IDENTIFY COMMUNICATION CHANNELS (Mothers) Demographics of area. Women in those areas channels available

3 PRIORITISE STAKEHOLDERS (Take care of each aspects)

4 IDENTIFY APPROPRIATE CHANNELS FOR EACH GROUP

5 TAKE ACCOUNT OF THE IMAGE OF: COUNTRY OF ORIGIN and of THE INDUSTRY

Model of the moment 1

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Additional elements identified by Balmer and

Greyser• Take Account of the Corporate Branding

Covenant (CONTRACT AGREEMENT Where appropriate)

• Partnership(s) and the effect of Environmental Forces

• Wheel Provides a foundation by which a significant part of a corporate communications strategy can be established.

• Illustrates the VAST SCOPE of the TASK For instance, 11 stakeholder groups and 11 channels results in 121 considerations alone! (Eg.Relative Effectiveness Studies)

Model of the moment 1

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2.Two Corporate Communication Mixes.

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2.Two corporate communications mixes

• The Corporate Communications MIX OF VAN RIEL

• The Corporate Communications MIX OF BALMER AND GRAY

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Corporate Communications MIX

OF Van Riel

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Van Riel’s Corporate Communication Mix

Comprises of :• Management Communication:

managers need to establish a shared vision and trust within the organization.

• Marketing Communication: the traditional marketing communications mix

• Organizational Communication: communicating to the various external groups

(corporate-level communications functions)

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Corporate Communications MIX OF

BALMER AND GRAY

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Balmer and Gray’s Total Corporate

Communications Mix• Comprises of :• Primary Communications:

communications effects of products, services, management, staff and corporate behaviour.

• Secondary Communications: controlled forms of communications such as advertising and PR

• Tertiary Communications: word of mouth

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Understanding What is ?????

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Understanding What is ?????

Common Starting Points (CSPs)

Sustainable Corporate Story (SCS)

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Common Starting Points (CSPs): what are they ?

• An early example of an integrated approach to corporate communications (developed by Van Riel)

• Achieve CONSISTENCY in corporate communications activities by establishing COMMON STARTING POINTS that strengthens ALL FORMAL corporate communications

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Common Starting Points continued...

• CSP is an integrated and interdisciplinary approach taking account of STRATEGY, IDENTITY and IMAGE.

• CSP process: Representatives from the corporation’s various communications departments establish commonalties which form the basis of all formal corporate communications.

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The Sustainable Corporate Story (SCS)

• What is it? A realistic and relevant description of key aspects of the organization (origins, vision and mission)

• How is it distinct? It is derived from an organization’s distinctive characteristics (its’ identity)

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• What is the Perceived Benefits?

• Via communications distinctiveness of message and consistency of message is achieved.

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The Sustainable Corporate Story….. continued

• Van Riel suggest that the following should underpin sustainable corporate stories in that they should be:Realistic (based on the identity)Relevant (offer added value elements for stakeholders)

• Responsive (allows for two way symmetrical communication)

• Sustainable (needs to meet the various demands of various stakeholder groups)

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What are the parameters of

corporate communications ? Just as there is a marketing

mix, services marketing mix, promotional mix (communication mix) a number of authors have attempted to articulate a

• CORPORATE COMMUNICATIONS MIX

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Finally……………...If the importance of Corporate Communications

are not understood/managed this can lead to

communications that are ……

• diffused,

• confusing,

• contradictory and sometimes prolix. (wordy and flowery)

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Summary•Corporate Communications is

broader, and more complicated than marketing communications.

• It is complicated because of the existence of multiple channels of communication in addition to multiple stakeholder groups.

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• Common Starting Points/the Sustainable Corporate Story are two routes by which organizations may achieve consistency in their communications.

• Moreover, individuals invariably belong to multiple stakeholder groups.

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• Van Riel’s Corporate Communication Mix and Balmer and Gray’s Total Corporate Communications Mix afford two contrasting perspectives on the area.

• The New Corporate Communications Wheel (Balmer and Greyser) affords a framework for prioritising stakeholder groups and channels and takes account of other important factors such as corporate brand, country of origin, and industry image.