CORPORATE COMMUNICATION:

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CORPORATE COMMUNICATION

• ORCHESTRATION OF CORPORATE COMMUNICATION THROUGH
  CPSs COMMON STARTING POINTS
• FROM FRAGMENTATION TO HARMONIZATION

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Presented by

• Magdalena Wenas, Communication Analyst
  Strategyst
• First Master Corporate Communication Erasmus
  University, Rotterdam

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INTRODUCTION

• Effective and creative is at heart of all PR and
  Communication related activity
• The field is changing because the world is
  changing
• The PR approach is through a three-fold pattern

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INTRODUCTION

• WHAT TO DO
• WHY WE DO IT
• HOW TO EVALUATE

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INTRODUCTION

• Organization are becoming increasingly aware of
  the fact that communications as a function is not
  being fully exploited
• Many companies are realizing that their
  communication, internal and external, creates a
  fragmental impression, with the inevitable
  consequences for the companys image

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INTRODUCTION

• Corporate communication should be regarded as a
  new vision of the role of communication both
  within the organization and the
  interrelationships between the organization and
  its environment

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INTRODUCTION

• Corporate communication is not a new profession
  but a new way of looking at communication
  management
• Attention will have to paid to the sciences of
  strategic management, organization, psychology
  and to the development of an interdisciplinary
  frame work for tackling communication problems

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DEFINITION OF CORPORATE COMMUNICATION

• Blauw,Thomas and Kleyn 1989 the integrated
  approach to all communication produced by an
  organization directed to all relevant target
  groups.
• Each item of communication must convey and
  emphasize the corporate identity Blauw 1994

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DEFINITION OF CORPORATE COMMUNICATION

• Jackson 1987 is one of the first to appear in the
  international literature Corporate communication
  is the total communication activity generated by
  a company to achieve its planned objectives

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CORPORATE COMMUNICATION RESPONSIBLITIES

• To develop initiatives in order to minimize the
  gap between the desired identity and the desired
  image (taking into account the interaction of
  strategyimageidentity)
• To promote the profile of the company behind the
  brand

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CORPORATE COMMUNICATION RESPONSIBLITIES

• To formulate and execute effective procedures in
  order to facilitate decision-making about matters
  concerning the way of communication and
  communicating

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THE TOTAL COMMUNICATIONS DOMAIN
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THE ORCHESTRATION

• Management Communication
• Marketing Communication
• Organizational Communication

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CSPs Common Starting Points
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CSPs Common Starting Points

• Should be considered as central values which
  function as the basis for undertaking any kinds
  of communication
• Establishing CSPs is important in creating clear
  priorities e.g. to facilitate an eventual control
  and evaluation of the total communication policy

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CSPs Common Starting Points

• A successful balance of communication between the
  corporate and the business unit (BU) level on one
  side and among BUs themselves by adapting the
  CSPs on which the various divisions whish to
  base the starting points of their own
  communication policy

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CSPS Common Starting Points
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CSPs Common Starting Points

• Three steps to a guideline to enable clear
  transmission on the communication wavelength at
  BU and at corporate level
• First Translation of strategy into CSPs at a
  general level
• Second Implementation of the CPSs by each BU
  with respect to their own organization level by
  indicating PPT

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CSPs Common Starting Points

• What they wish to Promise to their target groups
• How they wish to Prove this
• In which Tone of voice they wish to communicate
  the message

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CSPs Common Starting Points

• Third Make the plan more specific by indicating
  the result for the target audience
• What do you want your target groups to know
  (Knowledge)
• What do you want your target groups to feel
  (Attitude)

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CSPs Common Starting Points

• What do you want your target groups to do
  (Behavior)

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CSPs Common Starting Points
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TWO CONCEPTS CENTRAL TO CORPORATE COMMUNICATION

• CORPORATE IDENTTITY the self-portrayal of an
  organization how the send out signals through its
  behavior, communication style, and symbolism
• CORPORATE IMAGE the result of interaction of the
  corporate identity of beliefs, ideas, feelings
  and impression about the organization

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THE CREATION OF CORPORATE IMAGE
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FOUR STEP PR PROCESS
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THANK YOU TERIMA KASIH
MATUR NUWUN

• magdalena_at_magdalenawenas.com
• 021-71631177-99, 0813 814 815 56