By: Ehsan Khodarahmi

L7

Developing appropriate messages and themes, given the target audience, a set of brand (or corporate values), a set of communication tools and the plan objectives

Select and evaluate appropriate media for the integrated communications plans

Discuss the roles of and relationships between various external agencies

Discuss the roles of and relationships between the organisation’s communications team

There are 2 types of stakeholders corporate organisations have to deal with and build relationship/rapport with.

Internal Stakeholders

- Different departments - Colleagues - Business Managers and Directors

External Stakeholders

- Customers and Clients - Business Partners - Government - Suppliers - Agencies

a) Different departments

Business and Product Development Corporate Communications Internal Communications Accounting and Finance Creative and Design Public Relations Innovation Marketing

b) Colleagues

Your team Your department Cross departments Regional and international offices colleagues

c) Business Managers and Directors Your key internal stakeholders Those you directly report to Those you sit with during board meetings

a) Customers and Clients; without whom you wouldn’t be in business

b) Business Partners; those who formed business relationships, such as alliances and partnership

c) Government, including local governments, regulators and authorities.

d) Suppliers; without whom your promises to customers won’t be fulfilled

Agencies:

Advertising Agencies - Traditional/Offline - Online/Digital

Digital Media Agencies - Covering various forms of Digital Marketing Communications including advertising

Media Placement Agencies - Using various types of media to establish and promote a

business’s products and services

PR and Communications Agencies - Using various modes of communications to communicate a

brand’s messages to their relevant audience

Understanding the role of external agencies and establishing a

meaningful and mutually beneficial relationship with them will enhance

business sustainability.

Organisations without effective communications are likely to lose their

image and credibility regardless of their product quality.

According to 50,000 readers spanning 26 Cities across the world AT&T

was reported as the worst cellphone service in the United States; a Consumer Reports survey showed in 2009.

Meanwhile, YouGov’s BrandIndex survey showed a steady decline in AT&T’s brand perception since 2009. All because of lack of effective communication plan in place.

Communication is the most importantaspect to any commercial relationships.

Source: http://www.wired.com

Communication planning and management is the job of experienced individuals with the organisation’s communications team, known as Internal Communications Management (ICM) team.

Internal communications is the division responsible for effectiveinteraction and communication among the employees of an organisation.

SMART objectives model is one of the frameworks to deploy upon communication planning.

You more likely to see ICM team within corporate organisations and large enterprises; however in smaller organisations this role may be given to top management team, usually the founder whose maybe called the company director as well.

The role of ICM team within an organisation is vital, thus building relationship with the employees of the organisation deems crucial; since the ultimate aim of an IC manager is to achieve strategic influence.

To assist senior management board with reputational risk analysis

To improve the quality of senior management board’s decision to enhance the chances it will be adopted all relevant Internal Stakeholders

Working closely with corporate communication team in relations to external reputation management

Having appropriate action plans and clear understanding of their roles, ICM team will establish meaningful relationship with the employees of their organisation; as a result of which process the organisation will enjoy:

Employee advocacy on an organisation's external reputation

Significantly improved productivity and customer research

Employee engagement 

Establishing the most effective communication technique within the organisation in different situations; to be upwards, downwards or across

Identify and justify appropriate communications objectives, tools and media for Alperton College business expansion

Evaluate alternative forms of media for achieving the communications objectives