1. Communication

2. What is communication ……….?
The exchange of thoughts, messages, or the
like, as by speech, signals or writing.
To express oneself in such a way that one is
readily and clearly understood.

3. Methods of Communication:
One-Way:
 Memo, fax, e-mail, voice mail, letter.
Two-Way:
 Phone call, in-person.
Collaborative:
 Team meetings, consulting, consensus,
decision making, group problem solving.

4. Communication Advantages
 Increase productivity.
 Reduce stress.
 Better understand what others are
saying.
 Better understand how to get your
message across.
 Enhance relationships.
 Save time and money.

5. CORPORATE

6. What is corporate …………….?
 Corporate related to corporation
 Increasing the GDP of nation
 Brand name
 MNC’s
 International business
 Large organization
 High public share
 No. of sub branch's in world wide

7. Corporate communication

8. Fathers of Corporate Communication
Paul Garrett
 VP of PR for General Motors in
1931.
 Develop effective publicity &
promotion.
 Employees first in communication
line of information.
 Communication with the public
using words and deeds with
meaning they understood.

9. Arthur Page
 VP for PR at AT&T in
1927
 Communication is a
management function
with voice in senior
executive team
 Page developed an
ethical code for
corporate
communication

10. message Public Relations news
sender
receiver
feedback

11. What is corporate communication ….. ?
 Corporate communication is managing an organization's
internal and external communications.
Its includes …..
 Advertising
 Marketing Communications
 Marketing
 Public Relations

12.  Advertising is paid and controlled mass communication with a purpose
to impart.
 Marketing Communication is the branding of products, services, and
organizations including such areas as consistency, differentiation,
equity, identity, imaging, loyalty, positioning, publicity, promotion,
relationships, and reputation.
 Marketing is the management function which creates products or
services to fill public needs and then persuades the public to buy the
products or services.
 Public Relations is the management function which creates policies
and actions to fill public demands and then persuades the public to
approve the policies and actions.

13. The structure of the media
relations/advertising
Publisher’s Editorial Relations with
Relations Relations Journalists
Publicity

14. The structure of the Public Relations
Business, Non-profit- Public life, Personal
Internal PR External PR
Employee Ownership Corporate PR Product PR
Relations Relations

15. Communication control ………

17. The path of the news from the sender to the receiver
News Agency
dustbin
Readers,
Media Listener,
Viewer
dustbin

18. Integrated
Internal Corporate External
communication Communication
Communication
The structure of the
Corporate
Communication

19. Corporation communication is classified in to two types …..
Internal communication
 Internal corporate communication means the communication within a
particular company.
EX:- business meetings, conferences, interviews, presentations or print
media like brochures, newsletters.
External communication
 The external corporate communication process includes elements like
advertising, marketing and public relations.

20. The structure of the corporate
communication
(The main fields)
Internal Communication External Communication
Human Relations Public Relations Marketing Communications
Promotion,
Advertising
DM, POS, etc.
External relations
Consumer relations, Product – marketing PR,
Media relations, Financial relations, etc
Aid Policy
Crisis Management

21. The structure of the internal
communication
Leaders- Leaders – Employee - Leaders - Leaders - Internal
employee leaders employee trade union Owners organisation
Crisis Aid
Management Policiy

22. The structure of the external
communication
Industrial Professional Consumer Media Financial
Public Affairs
relations relations Relations Relations Relations
Issue
management
Crisis Aid
Management Policiy

23. The “theory of the corporate
circles”
MANAGEMENT
Marketing Public Relations Human Relations
Personal
Corporate Employee
Marketing
Product Place PR Relations
M H Labor
I R
Price Product Ownership
I Organisation
Promotion Developm.
PR Relations
External Internal
M I = Market influence
HR I = Human Relations influence

24. The tools of the effective Corporate
Communication Public Relations
Personal
Others Communication
Events
Media
Publications
Audiovisual

25. Method of internal communication
Public opinion,
Environment

26. Method of external communication
Market influence
Public opinion,
Group communications Environment

27. Today’s Successful Professionals in
Corporate Communication
 Today the keys to success in corporate communication are
multitasking, management, and integration.
 It’s integrated corporate communication or integrated marketing
communication.
 A combination of knowledge and skills in advertising, marketing
communication, marketing, and public relations are expected in
major industry.
 The greatest industry interest in communication professionals today
is for individuals who have integrated corporate communication
talent and skills and who desire supervisory positions and have a
management capability and capacity.

28. Marketing and Corporate
Communications
What are the differences ....?
Marketing Corporate Communication
 Customer  Multiple stakeholders
 Defined set of channels  Multiple channels
 Controlled communication  Variety of communication types
 Position a product or service  Positions an entire organisation
 More room for creativity  Less room for creativity
 Needs to be consistent with  Needs to be consistent with
product / brand attributes corporate identity/corporate
brand attributes

30. Thank
you......