Corporate communication

STRUCTURE AND FORMS OF CC

Corporate communication is a broad field that encompasses various forms and structures aimed at
managing and disseminating information within an organization and between the organization and
its external stakeholders. Effective corporate communication helps in building a positive corporate
image, facilitating internal coordination, and fostering strong relationships with external audiences.
Below is a detailed explanation of the structure and forms of corporate communication:

Structure of Corporate Communication

1. Internal Communication:

o Vertical Communication: Involves the flow of information up and down the

organizational hierarchy. It includes:

 Upward Communication: Feedback, reports, and suggestions from

employees to management.

 Downward Communication: Instructions, policies, and directives from

management to employees.

o Horizontal Communication: Information exchange between employees or

departments at the same hierarchical level, facilitating coordination and
collaboration.

o Diagonal Communication: Cross-functional communication between employees at

different levels and departments, promoting inter-departmental collaboration.

2. External Communication:

o Marketing Communication: Strategies and activities aimed at promoting the

company’s products or services to customers. Includes advertising, sales promotions,
public relations, and digital marketing.

o Public Relations: Managing the company’s image and relationships with various
publics, including media, investors, customers, and the general public.

o Investor Relations: Communicating with shareholders, investors, and financial

analysts to provide transparent information about the company’s financial
performance and strategic direction.

o Corporate Social Responsibility (CSR) Communication: Sharing information about

the company’s social and environmental initiatives to build a positive reputation and
foster goodwill.

o Crisis Communication: Managing communication during emergencies or crises to

protect the company’s reputation and provide clear, accurate information to
stakeholders.

Forms of Corporate Communication

1. Written Communication:
 o Emails: Widely used for both internal and external communication, providing a
formal and documented way to share information.

o Reports: Detailed documents presenting analysis, findings, and recommendations on

various topics, used internally for decision-making and externally to inform
stakeholders.

o Newsletters: Regular publications distributed internally to employees or externally

to customers and partners, providing updates and important information.

o Press Releases: Official statements issued to media outlets to announce significant

company events, product launches, or other newsworthy items.

o Social Media Posts: Engaging content shared on platforms like Facebook, Twitter,
LinkedIn, and Instagram to connect with audiences and promote the brand.

2. Verbal Communication:

o Meetings: Formal and informal gatherings where participants discuss and exchange
information. Includes staff meetings, board meetings, and client meetings.

o Presentations: Structured delivery of information to an audience, often supported

by visual aids like slideshows.

o Teleconferences and Video Conferences: Remote meetings conducted via telephone

or video, enabling real-time communication across different locations.

o Town Hall Meetings: Large gatherings where senior management communicates

directly with employees, often addressing key issues and strategic directions.

3. Non-Verbal Communication:

o Body Language: Gestures, facial expressions, and posture used during in-person
interactions, conveying attitudes and emotions.

o Visual Communication: Use of images, charts, infographics, and videos to convey

information clearly and effectively.

4. Digital Communication:

o Intranet: Internal online platform for sharing information, documents, and resources
within the organization.

o Webinars: Online seminars used for training, presentations, or information sharing

with both internal and external audiences.

o Corporate Website: The company’s online presence, providing information about its
products, services, values, and news to external audiences.

o Blogs and Vlogs: Regularly updated content pieces that provide insights, updates,
and thought leadership on various topics relevant to the company and its industry.

5. Interpersonal Communication:

o Face-to-Face Interactions: Direct, personal communication between individuals,

essential for building relationships and trust.
 o Networking: Building and maintaining professional relationships through events,
conferences, and social gatherings.

CC AS BRANDING STRATEGY

Corporate communication as a branding strategy is a comprehensive approach that integrates all

forms of communication to establish and promote a company's brand identity, image, and
reputation. This strategy involves consistent and cohesive messaging across various channels and
audiences, ensuring that the brand is perceived positively and authentically. Here’s an explanation
suitable for a journalism exam:

Introduction

Corporate communication as a branding strategy plays a pivotal role in shaping how a company is
perceived both internally and externally. It encompasses all the communication efforts undertaken
by a company to present a cohesive image and message to its stakeholders, including employees,
customers, investors, and the public.

Key Elements

1. Consistency in Messaging:

o Consistent messaging across all communication platforms (social media, press

releases, internal memos, etc.) ensures that the brand's values, mission, and vision
are clearly and uniformly conveyed. This consistency helps in creating a strong and
recognizable brand identity.

2. Integrated Communication Channels:

o Utilizing a mix of communication channels, such as digital media, traditional media,

and direct communication, allows the brand to reach a broader audience effectively.
Integration ensures that the message is amplified and reinforced across different
touchpoints.

3. Audience-Centric Approach:

o Understanding the needs, preferences, and behaviors of different audience

segments allows the company to tailor its communication strategies accordingly. For
example, customers might require engaging and informative content, while investors
might look for transparency and financial performance updates.

Components of Corporate Communication in Branding

1. Internal Communication:

o Employee Engagement: Communicating the brand’s values and goals to employees

fosters a sense of belonging and aligns them with the brand’s mission, turning them
into brand ambassadors.

o Leadership Communication: Transparent communication from the leadership team

builds trust and encourages a unified direction toward achieving brand objectives.

2. External Communication:
 o Public Relations (PR): Managing media relations and securing positive coverage
helps in enhancing the brand’s visibility and credibility.

o Advertising and Marketing: Crafting compelling advertisements and marketing

campaigns that resonate with the brand’s identity and values attracts and retains
customers.

o Corporate Social Responsibility (CSR): Highlighting CSR initiatives demonstrates the

brand’s commitment to social and environmental causes, which can improve public
perception and build trust.

3. Crisis Communication:

o Effective communication during crises is crucial for protecting the brand’s reputation.
Clear, honest, and timely communication can mitigate damage and restore
stakeholder confidence.

Strategic Implementation

1. Brand Storytelling:

o Using narratives that highlight the brand’s history, values, and unique selling
propositions helps create an emotional connection with the audience. Storytelling
makes the brand relatable and memorable.

2. Visual and Verbal Identity:

o Consistent use of logos, color schemes, taglines, and tone of voice across all
communication materials reinforces brand recognition and recall.

3. Engagement and Feedback:

o Encouraging and utilizing feedback from customers and other stakeholders helps in
refining communication strategies and improving the brand’s offerings. Engaging
with audiences through social media and other interactive platforms builds a
community around the brand.

Case Studies and Examples

1. Apple Inc.:

o Apple’s corporate communication strategy revolves around simplicity, innovation,

and premium quality. Their consistent messaging across all platforms, coupled with
sleek and minimalist design, reinforces their brand identity.

2. Nike:

o Nike’s “Just Do It” campaign is a prime example of effective corporate

communication. Their consistent messaging around empowerment and
performance, combined with high-profile endorsements and impactful advertising,
has solidified their brand image.
Communication Strategy in Corporate Communication

Definition: A communication strategy in corporate communication is a comprehensive plan that

outlines how a company will convey its messages to internal and external audiences. It aims to
ensure that all communication efforts are aligned with the company's goals, values, and branding,
thereby fostering a consistent and positive image.

Importance of Communication Strategy

1. Consistency: Ensures that all messages are uniform across different platforms and audiences,
helping to build and maintain a strong brand identity.

2. Clarity: Helps in delivering clear and understandable messages, reducing the chances of
miscommunication.

3. Alignment: Aligns communication efforts with the company's strategic objectives, ensuring
that all stakeholders are on the same page.

4. Efficiency: Makes communication efforts more efficient by targeting the right audiences with
the right messages at the right times.

5. Reputation Management: Helps in managing the company's reputation by proactively

addressing issues and maintaining positive relationships with stakeholders.

How to Develop a Communication Strategy

Developing a communication strategy involves several key steps. Here’s a structured approach
suitable for a journalism student:

1. Define Objectives

 Identify Goals: Determine what the company aims to achieve through its communication
efforts. Objectives can include increasing brand awareness, improving customer
engagement, enhancing employee morale, or managing a crisis.

 SMART Goals: Ensure that objectives are Specific, Measurable, Achievable, Relevant, and
Time-bound.

2. Understand the Audience

 Audience Segmentation: Identify and segment the different audiences the company needs
to communicate with, such as employees, customers, investors, media, and the general
public.

 Audience Analysis: Understand the needs, preferences, and communication channels

preferred by each segment. This can be done through surveys, focus groups, and market
research.

3. Craft Key Messages

 Core Messages: Develop clear and concise key messages that align with the company's
objectives and resonate with the audience.

 Message Adaptation: Tailor messages for different audience segments while maintaining the
core essence.
4. Choose Communication Channels

 Internal Channels: Use emails, intranet, newsletters, and meetings for internal
communication.

 External Channels: Utilize social media, press releases, advertising, corporate website, and
media relations for external communication.

 Multi-Channel Approach: Integrate various channels to ensure broad reach and

reinforcement of messages.

5. Develop a Content Plan

 Content Calendar: Create a content calendar that schedules when and where messages will
be delivered. This helps in maintaining consistency and ensuring timely communication.

 Content Types: Plan for different types of content such as articles, videos, infographics,
blogs, and social media posts.

6. Implement the Strategy

 Assign Responsibilities: Designate team members responsible for different aspects of the
communication strategy.

 Training: Provide necessary training to ensure that everyone involved understands the
strategy and can execute it effectively.

 Launch: Roll out the communication activities as per the content plan.

7. Monitor and Evaluate

 Metrics and KPIs: Establish metrics and Key Performance Indicators (KPIs) to measure the
effectiveness of the communication efforts. Metrics can include engagement rates, media
coverage, internal feedback, and audience reach.

 Feedback Loop: Collect feedback from the audience and stakeholders to understand the
impact of the communication and identify areas for improvement.

 Adjust and Improve: Based on the evaluation, make necessary adjustments to the strategy
to enhance its effectiveness.

Example Scenario

Imagine a company launching a new product. The communication strategy would involve:

1. Objectives: Increase product awareness by 50% in six months.

2. Audience: Target customers, tech bloggers, media, and employees.

3. Messages: Highlight the product’s unique features and benefits.

4. Channels: Social media, press releases, email newsletters, and internal briefings.

5. Content Plan: Schedule product teasers, detailed blog posts, media interviews, and internal
training sessions.

6. Implementation: Marketing and PR teams coordinate the campaign, while HR ensures

employees are informed and excited.
 7. Monitoring: Track social media mentions, press coverage, sales data, and employee
feedback.

Conclusion

A communication strategy in corporate communication is essential for delivering coherent and

effective messages that align with a company's goals and resonate with its audiences. By carefully
defining objectives, understanding the audience, crafting key messages, selecting appropriate
channels, planning content, implementing the strategy, and evaluating its impact, companies can
enhance their communication efforts, build strong relationships with stakeholders, and maintain a
positive brand reputation.

Corporate Identity Audit

Definition: A corporate identity audit is a thorough assessment of how a company’s brand identity is
perceived internally and externally. It involves evaluating all elements that constitute the corporate
identity, such as logos, color schemes, messaging, and overall brand presence. The goal is to ensure
consistency, coherence, and alignment with the company’s strategic objectives and to identify areas
for improvement.

Importance of a Corporate Identity Audit

1. Consistency: Ensures that all branding elements are consistent across various platforms and
touchpoints.

2. Relevance: Checks if the corporate identity remains relevant and appealing to the target
audience.

3. Alignment: Aligns the corporate identity with the company’s mission, vision, and values.

4. Competitive Advantage: Identifies opportunities to differentiate the brand from

competitors.

5. Internal Cohesion: Ensures that employees understand and embody the corporate identity.

How to Conduct a Corporate Identity Audit

Conducting a corporate identity audit involves several systematic steps. Here’s a structured approach
suitable for a journalism student:

1. Define Objectives

 Audit Goals: Determine what you aim to achieve with the audit. Objectives might include
assessing brand consistency, understanding internal and external perceptions, or identifying
areas for rebranding.

2. Assemble an Audit Team

 Multidisciplinary Team: Include members from marketing, communications, design, HR, and
any other relevant departments to provide diverse perspectives.

3. Inventory of Identity Elements

  Visual Elements: Collect all visual branding materials, including logos, color schemes,
typography, packaging, and promotional materials.

 Verbal Elements: Gather all written content, such as taglines, slogans, mission statements,
and marketing copy.

 Digital Presence: Review the company’s website, social media profiles, email newsletters,
and digital ads.

4. Internal Review

 Employee Surveys: Conduct surveys or interviews with employees to understand their

perceptions of the corporate identity and how well they think it is communicated.

 Focus Groups: Hold focus group discussions with different departments to gather detailed
feedback on internal brand perception.

5. External Review

 Customer Surveys: Send surveys to customers to gauge their perception of the brand
identity. Ask about their awareness, recognition, and feelings towards the brand.

 Market Analysis: Compare the company’s identity with competitors to see how it stands out
or blends in.

 Media Analysis: Review how the brand is portrayed in the media and any public relations
materials.

6. Analyze Findings

 Consistency Check: Look for inconsistencies in visual and verbal elements across different
platforms and materials.

 Perception Gap: Identify any gaps between how the company wants to be perceived and
how it is actually perceived by employees and customers.

 Strengths and Weaknesses: Note the strengths that reinforce the brand identity and areas
that need improvement.

7. Develop Recommendations

 Actionable Steps: Based on the findings, develop a list of actionable recommendations to

address inconsistencies and improve the overall corporate identity.

 Prioritization: Prioritize the recommendations based on their impact and feasibility.

8. Implementation Plan

 Strategy Development: Create a detailed plan for implementing the recommendations. This
might include redesigning visual elements, revising messaging, or conducting training
sessions for employees.

 Timeline: Develop a timeline for the implementation of changes.

 Assign Responsibilities: Assign specific tasks to relevant team members or departments.

9. Monitor and Review

  Continuous Monitoring: Set up a system for continuous monitoring and periodic reviews of
the corporate identity to ensure it remains consistent and relevant.

 Feedback Loop: Establish a feedback loop to regularly gather input from employees and
customers on the corporate identity.

Example Scenario

Imagine conducting a corporate identity audit for a mid-sized technology company:

1. Objectives: Ensure brand consistency across all platforms and update the brand to reflect
recent innovations.

2. Audit Team: Include members from marketing, communications, design, and IT.

3. Inventory: Collect all branding materials like logos, business cards, website elements, and
social media profiles.

4. Internal Review: Conduct employee surveys and focus groups to understand internal
perceptions.

5. External Review: Send surveys to key customers and analyze media coverage of the
company.

6. Analyze Findings: Identify inconsistencies in logo usage and differences in how the brand is
perceived internally versus externally.

7. Recommendations: Suggest standardizing logo usage, updating the website design, and
providing brand training for employees.

8. Implementation Plan: Develop a timeline for rolling out the new design and training
sessions.

9. Monitor and Review: Set quarterly reviews to ensure the new identity elements are being
used correctly and effectively.

Conclusion

A corporate identity audit is essential for ensuring that a company’s brand identity is consistent,
relevant, and aligned with its strategic goals. By systematically reviewing and analyzing both internal
and external perceptions, companies can identify areas for improvement and make informed
decisions to enhance their brand presence. This process not only helps in maintaining a strong and
cohesive brand image but also fosters trust and loyalty among stakeholders.

Media Relations in Corporate Communication

Definition: Media relations in corporate communication refers to the strategic management of

interactions and relationships between a company and the media. This involves engaging with
journalists, editors, and media outlets to disseminate information, manage the company’s public
image, and ensure accurate and positive coverage. The aim is to create a favorable public perception
and maintain a strong, credible presence in the media.

Need and Importance of Media Relations in Corporate Communication

1. Building and Maintaining Reputation:

  Credibility: Media coverage provides third-party validation, enhancing the company’s
credibility and trustworthiness.

 Public Perception: Positive media relations help shape and maintain a favorable public
image, which is crucial for a company’s reputation.

2. Effective Communication:

 Wide Reach: Media outlets have extensive reach, allowing companies to communicate their
messages to a broad and diverse audience.

 Information Dissemination: Media relations ensure that accurate and consistent information
is disseminated to the public, reducing the spread of misinformation.

3. Crisis Management:

 Timely Response: Effective media relations enable companies to respond quickly and
accurately during crises, mitigating negative impacts and maintaining public trust.

 Controlled Narrative: By engaging proactively with the media, companies can control the
narrative and provide their perspective during crises.

4. Brand Awareness and Promotion:

 Visibility: Positive media coverage increases the visibility of the company and its products or
services, attracting potential customers and investors.

 Brand Messaging: Media relations help in consistently reinforcing the company’s brand
message and values across various platforms.

5. Investor Relations:

 Market Confidence: Positive media coverage can boost investor confidence, potentially
impacting the company’s stock prices and market valuation.

 Transparency: Regular and transparent communication through the media helps maintain a
positive relationship with shareholders and potential investors.

6. Competitive Advantage:

 Differentiation: Effective media relations can highlight a company’s unique selling points and
differentiate it from competitors.

 Thought Leadership: By positioning company leaders as industry experts through media

interviews and articles, companies can establish themselves as thought leaders in their field.

7. Employee Morale and Recruitment:

 Internal Pride: Positive media coverage boosts employee morale by fostering a sense of
pride and belonging within the organization.

 Attracting Talent: A strong media presence and positive public image make the company
more attractive to potential employees.

Example Scenario

Imagine a technology company launching a new product. Effective media relations would involve:
 1. Press Releases: Crafting and distributing press releases to announce the product launch,
highlighting its features and benefits.

2. Media Outreach: Engaging with journalists and editors to secure coverage in relevant tech
magazines, blogs, and news outlets.

3. Press Conferences: Organizing a press conference or media event to provide firsthand

information and answer journalists' questions.

4. Interviews and Articles: Arranging interviews with company executives to discuss the
product and the company’s vision, positioning them as industry experts.

5. Crisis Communication: If any issues arise with the product, promptly addressing them
through the media to maintain trust and control the narrative.

Conclusion

Media relations are a vital component of corporate communication, playing a crucial role in building
and maintaining a company’s reputation, managing crises, and promoting its brand. By fostering
positive relationships with the media and effectively managing how information is shared, companies
can enhance their public image, gain competitive advantage, and support their overall strategic
objectives. For journalism students, understanding the importance and intricacies of media relations
is essential for comprehensively grasping the dynamics of corporate communication.

Crisis Management in Corporate Communication

Definition: Crisis management in corporate communication refers to the strategic approach used by
a company to handle unexpected and disruptive events that threaten to harm the organization, its
stakeholders, or the public. It involves planning, communication, and actions taken to mitigate the
impact of the crisis, protect the company's reputation, and ensure business continuity.

Importance of Crisis Management

1. Reputation Protection: Effective crisis management helps maintain and protect the
company’s reputation.

2. Stakeholder Confidence: Timely and transparent communication during a crisis reassures

stakeholders and maintains their trust.

3. Business Continuity: Proper crisis management ensures that the business can continue
operating with minimal disruption.

4. Legal and Regulatory Compliance: Ensuring that the company complies with legal and
regulatory requirements during a crisis.

Process and Components of Crisis Management

1. Preparation:

o Risk Assessment: Identifying potential risks and vulnerabilities that could lead to a
crisis.

o Crisis Plan Development: Creating a comprehensive crisis management plan that

outlines roles, responsibilities, and procedures.
 o Training and Drills: Regular training and simulation exercises for employees to
ensure preparedness.

2. Response:

o Crisis Identification: Quickly identifying and assessing the nature and scope of the
crisis.

o Crisis Communication Team: Assembling a dedicated team responsible for managing

and communicating during the crisis.

o Initial Response: Taking immediate actions to mitigate the impact of the crisis and
ensure safety.

3. Communication:

o Message Development: Crafting clear, accurate, and consistent messages to

communicate with stakeholders.

o Media Relations: Engaging with the media to provide timely updates and manage
the public narrative.

o Stakeholder Communication: Keeping employees, customers, investors, and other

stakeholders informed.

4. Recovery:

o Business Continuity: Implementing strategies to resume normal operations as

quickly as possible.

o Post-Crisis Analysis: Evaluating the effectiveness of the crisis response and

identifying lessons learned.

o Plan Revision: Updating the crisis management plan based on the post-crisis
analysis.

Steps for Crisis Management

1. Preparation:

o Identify Risks: Conduct a thorough risk assessment to identify potential crisis

scenarios.

o Develop a Plan: Create a crisis management plan with clear procedures and
communication protocols.

o Assemble a Team: Form a crisis management team with defined roles and
responsibilities.

o Training: Conduct regular training sessions and simulation drills.

2. Response:

o Detect Early Signs: Monitor for early signs of a crisis to ensure a prompt response.

o Activate Plan: Immediately activate the crisis management plan and the crisis team.
 o Gather Information: Quickly gather all relevant information about the crisis.

o Issue Statements: Issue initial statements to acknowledge the crisis and provide
basic information.

3. Communication:

o Internal Communication: Keep employees informed about the situation and the
company’s response.

o External Communication: Communicate with the media, customers, and other

stakeholders.

o Monitor Media: Monitor media coverage and public sentiment to adjust

communication strategies as needed.

4. Recovery:

o Assess Impact: Evaluate the impact of the crisis on the business and stakeholders.

o Implement Solutions: Take necessary actions to address the damage and prevent
recurrence.

o Evaluate Response: Conduct a post-crisis evaluation to assess the effectiveness of

the response.

o Update Plan: Revise the crisis management plan based on the evaluation findings.

Famous Crisis Management Story: Tylenol Crisis (1982)

Background: In 1982, Johnson & Johnson faced a major crisis when seven people in the Chicago area
died after taking Tylenol capsules laced with cyanide. This incident posed a severe threat to the
company’s reputation and consumer trust in the product.

Crisis Management Response:

1. Immediate Action:

o Johnson & Johnson immediately recalled all Tylenol products from the market,
costing the company over $100 million.

o The company also halted all production and advertising of Tylenol.

2. Communication:

o Johnson & Johnson maintained transparent and open communication with the
public and the media.

o They set up a toll-free hotline for consumers to call with concerns and questions.

o The CEO, James Burke, appeared on television and conducted press conferences to
keep the public informed.

3. Safety Measures:

o Johnson & Johnson introduced tamper-evident packaging, which became an industry

standard.
 o They offered free replacement of Tylenol capsules with tablets, which were less
susceptible to tampering.

4. Rebuilding Trust:

o The company launched a significant public relations campaign to rebuild consumer

trust.

o They introduced new safety protocols and reassured the public about the product’s
safety.

Outcome: Johnson & Johnson’s handling of the Tylenol crisis is considered a textbook example of
effective crisis management. The company’s swift action, transparency, and focus on consumer safety
helped restore its reputation and consumer confidence. Within a year, Tylenol regained its market
share and remained a leading pain reliever brand.

Conclusion

Crisis management in corporate communication is crucial for protecting a company’s reputation,

ensuring stakeholder confidence, and maintaining business continuity during unexpected events. By
preparing in advance, responding swiftly, communicating effectively, and learning from past crises,
companies can navigate crises successfully and emerge stronger. The Tylenol crisis of 1982 remains a
prime example of how effective crisis management can turn a potentially devastating situation into
an opportunity to reinforce a company’s commitment to its values and customers.