CORPORATE COMMUNICATION RELEVANCE

Why communications are important ?


Organizations must communicate to survive. Continuous, day-to-day interactions with stakeholders are as essential to the functioning of an organization as breathing is to a human being. Indeed, one might say that if the finance function is one of the essential, life-sustaining corporate systems, communication is the other. The two are as interdependent, and as inseparable, as the lungs and the heart. But still a common question is to be noticed that is like appointing a CFO for a company, why a communications directors were not more frequently appointed to the boards of companies.


Most of the reasons given by respondents fell into three distinct groups:

• The difficulty of measuring effectiveness,


• The difficulty of communicating what the communication director does


• The lack of adequate credentials on the part of serving communication directors.

Unfortunately, however, communications are often viewed within the organization — and within the corporate world as a whole — either as a gratuitous or a defensive activity, a nice add on or a tiresome burden. The constantly shifting politics of our peer group, to learn, even to maintain our health and well-being, depends on our ability to communicate.



What communication really means?



Communication is fundamentally about interaction — it is only in a very secondary sense about information, persuasion or presentation. In general communication just means “say", "talk" or "tell"'. This myth of communication has now, paradoxically, become a burden for the communications director to carry. It has created expectations of corporate communications that often can't be met, and can be difficult to manage. The organization's equity is not in its investment in communication collateral but in the 'social capital' built up through its interactions with its audiences. Communication is talk. The communications director is responsible for trying to open up a conversation with some groups on some topics, and to try to steer this conversation so that those groups might come away feeling more positively about the organization.
The skill of corporate communications is, therefore, skill in conducting conversations — in opening up areas of interest, and in steering the discussion away from issues that might be damaging. It's not about crafting Teflon coated messages — which, in any case, tend to turn their listeners off.



It’s about process, not product


One of the biggest issues that seems to have held corporate communications back — a central tenet of the 'myth of communication' — is that it is about a product, rather than a process. Because the media through which many communications take place can often take quite tangible forms (and, perhaps more importantly, because much of the spend is take up by these forms) it is easy to imagine that it is the brochure, or the website, or the press release that is the important thing. But in fact, the product is only a part of an ongoing conversation, and it is sustaining that conversation which delivers value to the organization.
A 'product' focus can even have counterproductive results — as, for instance, when resources have been used up in a major infrastructure project (such as a website, or an intranet), constraining the ability to maintain an ongoing dialogue. One of these products may represent a substantial investment by the organization, but it represents only a transient event in the development of a relationship. The organization's equity is not in its investment in communication collateral but in the 'social capital' built up through its interactions with its audiences.


What future for corporate communications?


In the coming decades the corporate communications will be facing more challenges, we can’t just underestimate it. as we are entering a new era where access to information has never been easier, and less controllable. Audiences are more sophisticated at deconstructing – and debunking messages than ever before.
The main key for successful communication will be to successful communication will be to re-connect with its bases in fundamental human activities. By understanding what it is that really makes a message interesting, relevant and credible.

REFERANCE:-


http://www.masternewmedia.org/corporate-marketing/corporate-marketing-communications/Cluetrain-online-corporate-communications-as-marketplace-meeting-ground-Tombolini-20070418.htm
http://www.expresscomputeronline.com/20050207/technologylife01.shtml
http://en.wikipedia.org/wiki/Corporate_identity

EXAMPLE:




Despite the fact that Coca-Cola was legally constrained to focus on an internal audience, its
experience in this crucial area can be instructive. Rarely ever is crisis communication aimed
even partially-- at an internal audience analyzed, and so even expert practitioners often overlook this decisive factor. Holtz (2002) says bluntly, “You won’t find many public relations professionals who agree with me that your employees are your most important public relations audience” (p. 269). This oversight is unfortunate because, as Fombrun (1996) contends, employee image is one of the four pillars of corporate reputation, which in turn drives almost everything from share price to executive recruiting. Therefore, any activity aimed at rebuilding a tarnished internal corporate image should rate as a first priority, and that apparently is the level of importance that Coca-Cola has attached to communicating its diversity efforts to all employees—however belatedly this campaign was undertaken.

MEDIA RELATION

The most critical area of a corporate communication is media relationship department. Mostly media relation deals with issues rather than any product or any services, media relation is also known as public relation. Managing outside relation of the organization to create an positive image, is know as public relation or Media relation.

The users of media relation are
· Corporations:- UsesMedia relations to portray themselves as enlightened employers, in support of human-resources recruiting programs.
· Non-profit organizations:- which includes schools and universities, hospitals, and human and social service agencies: such organizations may make use of public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services
· Politicians:- to attract votes or raise money. When such campaigns are successful at the ballot box, this helps in promoting and defending their service in office, with an eye to the next election.

Media relations should be seen as a management function in any organization, A fundamental technique used in Media relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide In addition to audiences, there are usually stakeholders, literally people who have a "stake" in a given issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, a charity commissions or worldwide audience, but it is more often a segment of a population. When any message regardin the organisation is made in the media, than the organisation shoul see that all information released is accurate.

Media relations include ongoing activities to ensure the organization has a strong public image. Public relations activities include helping the public to understand the organization and its products. Similar to effective advertising and promotions, effective public relations often depends on designing and implementing a well-designed public relations plan. The plan often includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities. Similar to advertising and promotions, a media plan and calendar can be very useful, which specifies what media methods that are used and when.

REFERANCE:-

http://en.wikipedia.org/wiki/Public_relation

http://www.chulavistaca.gov/city_services/Administrative_Services/City_Admin_Manager/media

EXAMPLE:-

A company that has lowered food prices by more than the government food stamp program in 2005 and has donated millions upon millions of dollars to charitable causes is a “Goliath” and similar to “a god that failed,” according to media reports.

Two movies about Wal-Mart have hit the national scene – one positive and one negative – and the media have continued to boost the negative one. “Why Wal-Mart Works, and Why That Makes Some People Crazy” by Ron Galloway is a documentary that discusses the benefits and efficiency of Wal-Mart. The film “Wal-Mart: The High Cost of Low Price” by Robert Greenwald
does the opposite, alleging negative effects and abusive practices.

“Why Wal-Mart Works” hasn’t received nearly as much attention in print and broadcast media. A Business & Media Institute analysis of print coverage in The New York Times, The Washington Post, USA Today, and the Los Angeles Times since June 1 found no articles or movie reviews in print devoted to the positive film, while the negative film had 11 articles, six mentions in the new DVD and movie section, and two movie reviews.one of the covering problems what wal-mart faced was “The High Cost of Low Price.”

“The High Cost of Low Price” focused on H & H Hardware in northern Ohio. New York Times columnist John Tierney on November 26 described the documentary’s depiction of the “anguished owner” who “needs a loan to survive, but complains that the bank has refused him because Wal-Mart's pending arrival has depressed the value of his property.” Then “bulldozers in action” followed, with “mournful twangs of a guitar” as the hardware store went out of business.

CORPORATE VS PRODUCT ADVERTISING

As Corporate advertising is one of the easy and fastest ways to communicate the company’s identity, it acts like an umbrella covering for any product that is associated with that company. Because of this strong association, any corporate advertising campaign should be strategic and consistent. Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone.
In general corporate image advertising” brand” a company the way product advertising brands a product.

The overall communication strategy of corporate advertising can be distinguish into three broad categories they are

1.Image

2.Financial advertising

3.Issue advocacy

When a company merges and enters a new business, corporate advertising helps the organization to explain their new vision, organization, and strategy to its constituencies.

There are various kinds of corporate advertises which are used to develop the organization
1) Advertising to reinforce identity or Enhance Reputation
2) Advertising to attract investment
3) Advertising to Influence Opinions
4) Advertisement to increase the sale
5) To create a stronger Reputation
6) And finally to Recruit and Retain Employees.

Difference between corporate and product advertising

• A company’s market department is responsible for all product related advertisement where as on the other hand corporate communication area is responsible for corporate advertisement.


• Corporate add is based on corporations and the product add is based on the product.


• In corporate advertisement focus is based on image and identity where as in product advertisement the focus in on the product.


• On the whole corporate advertisement helps companies communicate their message to a wide audience quickly and efficiently, but at a rather high price. over all corporate advertising can be a tremendous resource in positioning the organization for future success.

EXAMPLE:-

Dennis Kozlowski former CEO of Tyco and Mark Swartz former CFO had built a confusing environment inside the organization due to which even the company’s own employees were unsure what business Tyco was in. later Jim Harman was put into the post of Vice president of corporate advertising and branding, by new CEO Ed Breen.AS Harman had a experience of working with General Electric campaigns, he used those ideas in building the businesses, product, and services of Tyco. Tyco used the tagline “a vital part of your world” in several print ads that portray the company’s products and services as integral to daily life. The ads feature a background of mare than 6500 words listing Tyco products and services. The words from a picture, such as a baby or a firefighter, demonstrating the importance and vitality of Tyco’s offering. And indeed in 2005, Tyco won an award for best corporate advertising from IR magazine.

REFERANCE:-

http://www.bravia-advert.com/

http://en.wikipedia.org/wiki/IBM

21st CENTURY COMMUNICATION TRENDS

The workplace is changing constantly and more quickly as technology is increasing. We can also view the 21st century as the communication century, Where more importance is given for both quality and speed of communication which is very essential for any good communication. As the technologies are developing day-by-day, the trends of communication are changing rapidly. For business, it is very easy to convey any messages to a particular person or an organization quickly. That is because of the fast development of new technologies such as the internet, E-mail, online chatting, blog and mobile phones.

Brigitte’s five key trends are

Globalization: - Globalization means that organizations will become more and more active outside their national borders. This means that companies do not only compete nationally, but all over the world. From my point of view, a company in the 21st century can only survive if it has the ability to compete against international companies.

Diversity: - means that companies nowadays have a more heterogeneous workforce, that they need to cope with different styles of clothing, interaction, presentations and the media... I think it is a good thing that companies diversify themselves, as this can lead to different thinking and different experiences within the company.

Flexibility: - Flexibility means that the organization is flexible regarding processes, people, rules, procedures, autonomy etc. Flexibility is needed to stay competitive, to adapt to new situations, and to compete with other organizations.

Flat: - Flat organizations enable discussions, decision making of employees and increasing motivation among employees. I think a flat organization can be more flexible and more competitive than an organization with more hierarchical levels, as communication is necessary to adapt to new situations.

Networks: - This is a necessary trend because it provides better information technology, better communication and transportation technology, flexibility and faceless communication.

REFERENCE:

http://static.flickr.com/59/156714035_b4e89b3fff.jpg
www.bcg.com/publications/files/

EXAMPLE:-

A study done by the Boston Consulting Group gives some insight into these new technologies and what impact they are having. Although the study is from 2002 the results are still applicable today. It was found that the use of voice-mail, face-to-face meetings or training and teleconferencing have leveled off or decreased in usage. On the other hand the use of email, video conferencing, instant messaging, internet communities, and other virtual meetings has increased and is expected to continue to do so in the future. This means that people no longer have to leave their desks, or even their homes, in order to get the job done.

EXPERIENCE:-

From the past decade we have seen that how technology has been rapidly changing from centuries to centuries; I think good example for technology development is cell phones. When in 1870 Alexander Graham bell found out the telephone it was a great innovation and the model of that phone was like this……..

This model of Bell's first telephone (right) is a duplicate of the instrument through which speech sounds were first transmitted electrically (1875).

But now the people use cell phones which are very flexible to carry and use, attractive in look, as other multiple use like we can access to internet through cell phones.

INTERNAL COMMUNICATION

Internal communication involves communicating messages inside a company. In other words internal communication plays a very virtual role in maintaining a good relation with the employees inside the organization. Good internal communication also helps in establish formal roles and responsibilities for employees. Internal communication provides organization and an easy way to communicate with everyone, which helps to keep problems and confusion to a minimum. A plan for internal communications should be integrated into every communication strategy.

Internal communication also provides security. Some companies use intranet systems, which are systems used only within one company to share information. These systems are good because you can use them to keep your company information secure, while still being able to provide everyone in the company the resources to retrieve the information. But the information should be communicated properly, Front-line and other staff needs to know what you are intending to communicate, who you are communicating with, and how it relates to the ongoing face-to-face and other communications activities they are engaged .

The best way to asses the effectiveness of a company’s internal communication effects is by deterring what employee’s thinks about the company. Today's employees are demanding participation in the conversations that are driving organizational change. Employees today expect that when their opinions are solicited and they take the time to share feedback, senior management will listen - and act upon it. If managers provide information to employees and also listen to them, those employees will be excited about their work, connected to the company's vision, and able to further the goals of the organization.

Several features are important in internal communications


Timely informed: When organization confirmed and approved the details, it is necessary to informed employees before any external public.

Clarity: The key message should be clear and easily understood.

Concise: Messages should contain essential information

Independent: Messages should be form an independent department and than collaborative working teams can design messages in proper way.

The advantages of internal communication would be:

• It is easier to contact a member of staff.


• Easy to make an announcement as everyone will be told at once not individually.


• Encourages organizations to use electronic means of communication.
  
  

The disadvantages are:

• Organizations would rely too much on using various methods of communication, as it is more efficient.


• Has a high cost to purchase and run.


• Power failures could cause it to stop working, and slow down the speed of how the organization works.


• Can be irritating to customers trying to do shopping.

Excellent internal communications cannot simply be implemented and left alone; the process must be ever-changing and adaptable for success. Tools for internal communications are intranet website, internal newsletters, E-mail, message board, print materials, conference calls and regular meetings. It is most important that internal communication should be openness, honest and two way.

REFERENCE:-

http://www.revision-notes.co.uk/revision/950.html
www.imperial-tobacco.com/.../dia_commpyramid.gif

EXAMPLE:-

A best example of internal communication could be a Tannoy. A Tannoy is a way of broadcasting a short message to all the workers at once in for example, a large factory or warehouse. It might be used to warn people that the fire alarm is being tested. A Tannoy is often used in large shops to request a member of staff to go to a certain part of the store. This is quicker than finding the worker in person. Sometimes, it can also be used to make customer announcements, which means that it falls into external communication as well as internal communication.

EXPERINCE:

When I was working with a company in India, I faced regular internal communication with upper level managers. We had regular meetings with all the managers and other employees. Managers usually asked our opinions for new projects and in important decisions. They also mentioned the strategies that we should apply at the time of problems and crisis situations.

COMMUNICATION CRISIS

Crisis is an unexpected event in any organizations which creates problems for business. Typically, a ‘crisis’ involves chaos and confusion, and misrepresentation of facts and figures. Usually crisis may occur either naturally or as a result of human error, naturally crisis are unavoidable while human crisis are avoidable. If a crisis happens, the person in charge of corporate communication i, e managers and representatives should work together to develop ideas about how to solve the crisis. Organizations need to determine which constituencies would be most affected by a crisis.

Setting communication objectives for potential crisis is also important, as most people in higher positions often do not consider the planning for communication when a crisis occurs. I think it is very important that during a crisis, the company should do its best job to inform and help the people not only outside the company, but also within the organization. If employees are informed about a crisis quickly, they can also do their best to show that they do identify themselves with the company. If the people outside the company realize that the employees are concerned about their company, the public will be more willing to believe in the company.


Crisis Management vs. Crisis Communications

The difference between crisis management and crisis communications and the new term of business continuity needs to be clarified. Where do you draw the line between management and communications in a crisis? If you and your management are smart, you won't. As a matter of fact, you'll do everything you can to coordinate the management, operational and communications response to any crisis that goes "public." (a picture should come)
The key is in having an integrated, coordinated approach by all three groups. The process starts with defining the organizations vulnerabilities to business disruptions and developing realistic workarounds and contingency plans. That's the basis of the business continuity approach that has emerged as companies, non-profit organizations and government agencies worldwide prepare for any type of business disruption including a pandemic.



Crisis Communication Services include: Issues Identification, Employee and Community Awareness, Stakeholder Analysis, Risk Communications, and Media Operations, including Media Center Operations and Design.

A crisis is situation that threatens the integrity or reputation of the company, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to any company. It can also be a situation where in the eyes of the media or general public the company did not react to one of the above situations in the appropriate manner. One thing to remember that is crucial in a crisis is tell it all, tell it fast and tell the truth. Organization work with their clients to develop plans that complement current communications plans and integrate them with an organization's crisis management plan.

CRISIS COMMUNICATION MESSAGE TRIANGLE

Immediately following a crisis, the public will want to know three things:
What happened? These facts should be released as soon as the information is confirmed. Updates should be frequent and numerous.

What does it mean to me? Place yourself in the public’s shoes. Provide people with information to enhance their safety and address potential concerns they may have. Fear of the unknown is greater than fear of the facts.

What are you doing about it? The public wants to get “back to normal” as soon as possible. Tell people what you are doing to control the situation and return order. Explain how the process will work, how long it could take and what can be expected.
It is very important for organization to take into consideration of three “Cs” at the time of crisis situation.

Condor: Be honest and take necessary responsibility.

Concern: For health and safety needs.

Courage: Do not be afraid to stand up, take responsibility, and get at the source of a problem.
If all these are well executed, then handling a crisis publicly becomes much easier.

EXAMPLE:-

Nestlé’s ‘Pure Life’ production is extracting groundwater and thus
lowering its level. In cases were this leads to the dry-out of local water supplies, this also
can risk people’s human right to health. Insufficient water resources are the main cause
of diseases. If existing water supplies diminish, people have to rely on unsafe water
sources.

In addition to this indirect effect on people’s health, it was explained above that Nestlé is under ongoing allegations that its bottled water, especially ‘Pure Life’, is not in compliance with national quality standards. Lack of data and ongoing disputes hinder an exact judgement of these allegations. Nevertheless, one can conclude that if Nestlé’s ‘Pure Life’ is not safe and sold anyway, then this is a direct violation of people’s right to water and to health.

REFERANCE:-
www.mbakercorp.com/emps/risk_crisis.htm
www.dis.anl.gov/.../piopao/crisis_comm.html
www.crisisexpert.com/managment_main.htm

COMMUNICATION TECHNOLOGY

The communication technologies have been developing for a long time. Speaking and writing is the traditional communication technologies, To understand the world we live in, we have to understand the role that technology plays in our lives and in communication. We are using new technologies to communicate effectively.

Communication began with simple, one-on-one, in person-based interactions, primitive yet effective. Today there is an explosion of technology that allows groups of individuals to communicate worldwide without leaving their offices. This is the technology of teleconferencing, which literally means, “conference at a distance”. Initially teleconferencing was conducted via a telephone network, and was limited to voice only. Computers have given a new meaning to the term, they allow more than just talk. Once a teleconference is established, these groups can share video, applications, presentations, and a host of other multimedia experiences.

Teleconferencing permits participants to meet in a virtual conference room, and communicate as if they were sitting right next to each other. Until the mid 90s, the hardware costs made teleconferencing exceedingly expensive for most businesses, and individuals, nevertheless this situation is changing rapidly. Most experts believe that teleconferencing will be one of the fastest growing segments of the computer industry.

In its basic form, teleconferencing uses communication means that range from simple telephone lines to sophisticated satellite links. The only requirement is that the conditions be interactive, allowing participants at each location the opportunity to actively participate in the meeting. As equipment and high-bandwidth cabling become more commonplace, it's possible that sophisticated, multimedia teleconferences can be held from your own computer or even in a mobile setting. Recent developments include improved equipment, more transmission options, the introduction of digital devices, and the integration of teleconferencing technologies with the desktop through personal computers. Additionally, there is a trend toward using teleconferencing for more international applications. As more international services have become available, this segment has seen significant growth for teleconferencing.

The advantages of teleconferencing are obvious, and numerous. However, there are some disadvantages that should be bought to light. Technical failures may occur when trying to establish a conference or during a conference, which would terminate the meeting prematurely. Socializing is less than a face-to-face meeting, and it would be difficult to build close relationship between group members. An individual’s capability to progress culturally is unified in their ability to expand potential through innovative technology. Teleconferencing appears to address this progress, by enhancing productivity, communications, information management, continuing education, and travel and lower energy costs.

REFERANCE
http://www.wcc.nrcs.usda.gov/publications/Briefing-Book/bb25.html
http://theteleconference-service.com/

EXAMPLE:-

Water and Climate ProgramProducts and Services Briefing BookData Acquisition Technology
The National Water and Climate Center (NWCC) have developed efficient and highly effective technology to provide the data needed for water supply, climate, analysis, and conservation planning. NWCC acquires additional data sets that are needed from other networks and designs local data networks and sophisticated national networks. NWCC operates a variety of networks that use different data acquisition technology. They offer their expertise to others through documentation, training, partnership, on-site assistance, and participation in professional forums. Briefly, some of the types of data acquisition technology that are currently established are:

· Cellular Phone System
· Data logger
· Electronics maintenance facility