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Transcript of North Campus Gr10 BC Final
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CORPORATECOMMUNICATION
GROUP-10
14.09.2010
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ROAD MAP� Brief Introduction of Corporate Communication
� Case Study
� Analysis/Review of the case Study
Conclusion
Queries/feedback
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What is Corporate Communication?
� Corporate communication is the
communication issued by a corporate /
organization / body / institute to all itspublic(s). "Publics" here can be both internal
(employees, stakeholders, i.e. share and
stock holders) andexternal
(agencies,channel partners, media, government,
industry bodies and institutes, educational
institutes and general public).
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� Corporate communication serves as the
liaison between an organization and its
publics.
� Corporate communication consists of the
dissemination of information in a structured
manner through different types of
communication channels
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� Analyst Relations
� Internal Communications
� Investor Relations
� Corporate Governance
� Issue Management
DOMAINS OF CORPORATE COMMUNICATION
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COMMUNICATION
� Change management
� Mergers and Acquisitions
� Strategic growth plans
� Corporate social responsibility
� Litigation
� Crisis communications
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Apple Inc.
Shareholders & Investing Community
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Corporate Communication-Components
Employee Relations
Investor Relations
Change Management
Media Relations
Corporate Social Responsibility
Crisis
Communications
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EMPLOYEE RELATIONS
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Employee Relations
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Recognise the importance of employees as a key
constituency Understand how to develop a positive
relationship with employees
Developing and sustaining the loyalty and trust
Improving managerial effectiveness
Solidifying employees¶ commitment to change
Develop Internal communications programs, itincludes all communication within an
organization - oral or written, face to face, one-
on-one or in a small group.
Effective Employee Relations: Objectives
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A superior¶s supportiveness to subordinates
An emphasis on participative decision-making and
upward communication
A situation where there is trust and confidence in
organisational message sources
An environment where there is openness between
the different levels of the firm
A clear communication of high performance goals
Effective Internal Communication
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Virtual
Meetings
Materials
MessageBoards
InternalNewsletters
Conference
Calls
Regular
Town Hall
IntranetWebsite
Internal
Communication
Effective Internal Communication : Channels
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Effective Internal Communications : Barrier
± It has been argued that the biggest barriers to
improving internal communication are those
attitudes which allow managers to embrace a
culture of open communication in µwords¶ but
not in µpractice¶.
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INVESTOR RELATIONS
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A strategic function of corporate
management, combining the disciplines ofmarketing, finance & communication to
provide current & potential investors with
an accurate portrayal of the companys
performances & prospects. It serves as the
voice of the company to both the
Investor Relations
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� Collection of information on competitors and disseminationof information via press conferences, one-on-one briefings,company websites, & annual reports.
� Transmission of information relating to intangible valuessuch as the company's policy to corporate governance andits wider corporate social responsibility.
� Awareness of current and up-coming issues which may havean impact on the organization and to ensure that the imageof the corporation is maintained in a coherent fashion.
� Crisis management- e.g., potential impact of legal liabilityclaims awarded by courts, & consequential impact oncompany's share price, product liability issues and industrialdisasters.
Functions Of Investor Relation Personnel
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Corporate governance is about promoting corporatefairness, transparency and accountability.
The corporate governance structure specifies the
distribution of rights & responsibilities among differentparticipants in the corporation, such as, the board,managers, shareholders & other stakeholders.
It deals with issues of accountability & fiduciary duty,
essentially advocating implementation of policies &mechanisms to ensure good behavior & protectshareholders.
Corporate Governance :
Can we make it better
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1. The East Asian Crisis of 1997 saw the economies of Thailand,Indonesia, South Korea, Malaysia and Philippines severely affectedby the exit of foreign capital after property assets collapsed.
2. The US corporate crisis of which saw the collapse of two bigcorporations: Enron & WorldCom, and ensuing scandals & collapsesin other organizations such as Arthur Andersen, Global Crossing and
Tyco.3. The Recession of 2007-09, which saw the collapse of financial giants
in US: Bear Sterns, Lehman Brothers, and forced US government tobail out several companies which led to Emergency EconomicStabilization Act of 2008.Finally, they got to know:
The story is the business, not the stock price.
Corporate Governance : Brief History
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Rights and equitable treatment of shareholders
Interests of other stakeholders
Role and responsibilities of the board
Integrity and ethical behavior
Disclosure and transparency
Principles Of Corporate Governance
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Internal corporate governance controls
Monitoring by the board of directors
Remuneration
Disclosure
Audit Committee
Financial Structure
External corporate governance controls
Government regulations
Managerial Labour market
Media Pressure
Takeovers
Competition
Corporate Governance : Mechanism & Control
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Crisis
Communication
Corporate
SocialResponsibility
Media
Relations
Change
Management
Investor
Relations
Employee
Relations
Corporate
Communication
Corporate Communication ± Components
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CHANGE MANAGEMENT
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What is Change Management
&
How it helps for better Corporate Communication
?
Change Management
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Goals for change management for better
communication
Transform
Reduce
Apply
Change Management
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IndividualIndividual
ChangeChange
ManagementManagement
Kurt LewinKurt Lewin
ModelModel
��UnfreezeUnfreeze
��ChangeChange
��RefreezeRefreeze
Kubler RossKubler Ross
ModelModel��ResistanceResistance
��AngeAnge
��DepressionDepression
��TrainingTraining
��ReinforcementReinforcement
Gleicher¶sGleicher¶s
FormulaFormulaD*V*F>RD*V*F>R��DissatisfactionDissatisfaction
��VisionVision
��First StepFirst Step
��ResistanceResistance
ADK AR ADK AR
ModelModel��AwarenessAwareness
��DesireDesire
��KnowledgeKnowledge
��AbilityAbility
��ReinforcementReinforcement
Theories of Change Management:In process for better communication
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Crisis
Communication
Corporate
SocialResponsibility
Media
Relations
Change
Management
Investor
Relations
Employee
Relations
Corporate
Communication
Corporate Communication ± Components
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MEDIA RELATIONS
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Media is both a constituency and a conduit through which all
other constituencies develop images of a company.
Media can build or diminish a corporate reputation. It has an
enormous effect on a companys ability to succeed at work
place and ultimately its bottom line.
Media Relations
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Keys for Media Success
Create and Maintain relationships
Avoid Bribery
Read, Watch and Listen
Give them what they need, when they need it, in the format
they prefer
Media Relations
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Remember
They may not know about art
They may not know about your community
Theyre bombarded with 100 stories/day
They have to summarize
Theyre not stupid
So
Say it quickly
Say it cleanly
Say it simply
Say it without jargon
Media Relations
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A company may approach its media relations
by adopting following three-step framework:
Establish a media department aligned with company
strategy
Keep score of all media successes & defeats
Research which reporters cover your beat
Preparing for intimidating media interviews
Media Relations
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Coca-Cola : Pesticides in soft drinks
Mattel : High Lead content in toys
Nokia : Defective Lithium mobile batteries
McDonald : Plastic packaging
Media Relations
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Crisis
Communication
Corporate
SocialResponsibility
Media
Relations
Change
Management
Investor
Relations
Employee
Relations
Corporate
Communication
Corporate Communication ± Components
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CSR is a concept for the impact of the organization'sactivities on customers, employees, shareholders,
communities and the environment in all aspects of its
operations.
This obligation is seen to extend beyond the statutory
obligation to comply with legislation and sees organizations
voluntarily taking further steps to improve the quality of life.
Corporate Social Responsibility
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Whatever companies do in the social realm shouldpreferably not be related to the core business.
This helps in building the brand and image of the company
and connect it with common people.
Make social engagement a believable proposition for a
company. `
Corporate Social Responsibility
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Role of Government
Plays a huge role by setting the rules, and by dictating whatis acceptable and not acceptable.
Tax policies /incentives to create incentives for corporatesocial responsibility.
Encourage by presenting annual awards to companies foroutstanding corporate social responsibility.
For instance, one of the finalists in the competition wasFord Motors India, for its support for tsunami relief and itsengagement with community organizations.
Corporate Social Responsibility
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Crisis
Communication
Corporate
SocialResponsibility
Media
Relations
Change
Management
Investor
Relations
Employee
Relations
Corporate
Communication
Corporate Communication ± Components
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CRISIS COMMUNICATION
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When an unforeseen crisis bruises your business, you
can sink or swim, depending on how you communicatewith your Audience.
CommunicatingDuring Crisis
Communicatingafter Crisis
Prepare forCrisis
Crisis Communication
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Characteristics : A Rude Awakening
Rapid Speed & Escalation of events
Presence of panic
Tendency to act irrationally
Chaos in Internal communication
The omnipresent press
A threat to companys reputation
Crisis Communication
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CASES OF SUCCESS :
JOHNSON & JOHNSON Painkiller Tylenol laced with Cyanide
PEPSI Syringes & other foreign objects found in Diet Can
COCA COLA Presence of Pesticide residues
CASE OF FAILURE :
PERRIER Bottled drinking water contaminated with Benzene
Crisis Communication : Cases
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Preparing for a Crisis:
Create a plan to handle a variety of business crises
Assess your Risk by Identifying areas most likely to be affected
Set Communication objectives by maintaing flow of
communiation at all times Consider Constituencies which most likely to be affected
Analyze the Channels and the Choice thereof
Assign teams for crisis
A Crisis HQ location for Centralized flow of communication
Crisis Communication
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Communicating during Crisis:
Define the problem
Gather the relevant information
Centralize Communications
Communicate early and often
Get inside the Medias Head
Communicate directly with affected constituencies
Keep the business running
Crisis Communication
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Communicating af ter Crisis:
Regain Trust from customers, make good customer service
a priority.
Maintain contact with media.
Put together a plan to rebuild your positive reputation inthe community.
Crisis Communication
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Channels of Corporate
Communications
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Media
Internal Memos and Notices
Emails
Corporate Intranet and Websites/Portal
Annual General Meetings
Teleconferences
Corporate Communication Channels
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Strong Corporate culture
Coherent Corporate identity
Reasonable Corporate philosophy
Genuine sense of Corporate citizenship through CSR
An appropriate & professional relationship with press
Quick, responsible ways of communicating in crisis
Understanding of Communication tools & technologies
Corporate Communication encodes &
promotes
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Let¶s CommunicateLet¶s Communicate
Effectively &Effectively &
EfficientlyEfficiently
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QUESTION PLEASE ??
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...Thank You«...Thank You«...Thank You«...Thank You«
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Corporate Communications
Objectives & Components - Manish Gupta - 4
Employee Relations Mayank (BPCL) - 7
Investor Relations Kinshook - 8
Change Management Mukesh - 6
Media Relations Manoj - 6
Corporate Social Responsibility Manish Singhal - 8
Crisis Communications Manish Kumar - 10
Summary Kishore / Maynak -2