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Corporate communications is defined as communication which goes to all employees and serves as the medium between the organization and its people. Organizations can strategically communicate to their employees & share holders through public relations and advertising.
Corporate communication helps in:
v Strong corporate culture
v Corporate identity
v Genuine sense of corporate citizenship
v A professional relationship with the press which allows quick & responsible ways of communicating in a crisis
v Understanding of communication tools and technologies involved
v Sophisticated & highly technical approaches to global communications
v Effective and timely broadcast of information
v Smooth and positive relationship with all stakeholders
Industrial examples
The biggest IPO in the Indian Stock Market History was that of Reliance Power. The IPO was oversubscribed “68” times. However the shares did not do well on its opening day & closed below the listed price. The company has a legacy of faithful nature to the public - the common man was not let down. Reliance Power issued bonus shares to all categories of shareholders, excluding the promoter group, in the ratio of 3 shares for every 5 shares held, subject to necessary approvals. It was corporate communication that day that upheld the image, the coherent corporate identity & the strong corporate culture.
Personal Experience
A corporate communication is effective at personal level as well. Late Shri Dhirubhai Ambani had a dream – the dream of bringing affordable means of information and communication to the doorsteps of India's vast population which is mainly rural. On 28th December 2002 – the 70th Birth Anniversary & the first after his death, 60,000 kilometres of fibre optic backbone, crisscrossing the entire country was commissioned. This allowed every common man like me & you, to own a mobile phone for an unbelievable price of Rs.500. The reachability of this was so high, that today everyone has a feel of a mobile phone.
Reference
1. http://en.wikipedia.org/wiki/Corporate_communications2. http://www.rupya.com/archives/category/reliance-power-ipo/
2. http://www.rupya.com/archives/category/reliance-power-ipo/
summary
Information Communications Technology (ICT) is a term that includes all technologies for the communication of information. It includes every medium to record information (whether paper, pen, magnetic disk / tape, optical disks - CD/DVD, flash memory etc.) and also technology for broadcasting information such as radio, television, microphone, camera, loudspeaker, telephone to mobile phones. At present, it is apparently culminating to information communication with the help of personal computers networked through the Internet.
Industrial examples
In the year 1932, the first hard disk saw the light of the labs at Crown Zellerbach in San Francisco, the first company to install a RAMAC (Random Access Method of Accounting and Control) machine. It was the first IBM computer with a piece of storage item known as the hard drive. During those times a cylinder capable of holding 5MB of data with the materials would have been at least 17 feet long!!
Personal Experience
Advancement in Communication Technology has helped all of us for personal uses as well. Now a 20MB file can be attached & communicated through an email across the globe within seconds for free. Also an average pen drive which is only 5cm long, can store data up to 32GB & sometimes 64GB as well.
Indeed, information technology (IT) has become a kind of a hub for communicating information, most often using computers. But, with an increasing number of human population getting empowered to share information it may not continue to be so.
Reference
1. http://en.wikipedia.org/wiki/Communication_Technology2. http://news.softpedia.com/news/HDD-Turns-50-Years-Today-The-Chronicles-35461.shtml
SUMMARY
Communication theories started way back in the 367 BC in ancient Greece. It was at that time called as Rhetoric. The great speaker Aristotle then said that communication has 3 parts to it the they are the speaker (organization) the subject (message) and the listener (constituent). All these parts are very essential for the communication to be effective. Organizations today make use of all these parts along with various high end technologies to communicate with their constituents.
The various theories of communication are as follows: -
Harold Lasswell’s model (1948)
He gave a generalised goal of communication. He said who says what to whom in what channel with what effect.”
He mainly focused on spoken and oral messages.
Shannon & Weaver’s model (1949)
They mainly looked at oral messages but they did not equate the information to the meaning. They mainly dealt with only mechanics and not about the meaning of the message or the information it conveyed to the people. They only looked into the aspect of the message reaching the concerned listener.
Schramm’s 1st model (1954)
He was the founderer of communication studies. He tried to establish a common source between the sender and the receiver of the message.
Schramm’s 2nd model
Here he introduced field of experience in the communication process.
Schramm’s 3rd model
Here Schramm introduced the feedback concept into communication process in order to understand whether the listener has got the message in the intended way.
Westley - MacLean model
Mass models were looked into in this theory Westley and MacLean said that every communication begins with an event. In this model an advocate was introduced which represented both mass communication and feedback
Kincaid’s model (1979)
Kincaid said that communication is a process in which A&B communicate to reach a mutual understanding. The model goes through a cycle and once the mutual understanding is reached the communication ceases. Here communication is seen as a series of event and not as a single event.
INDUSTRIAL EXAMPLES
I can think of the FM Radio industry which uses the Westley & maclean model for communicating with the public at large. The communication starts with an event and flows towards the people for their opinions and feedback is received.
REFERENCES
http://en.wikipedia.org/wiki/Communication_theoryhttp://www.mhhe.com/mayfieldpub/westturner/student_resources/theories.htmhttp://books.google.co.in/books?hl=en&id=wDxg-wq_cmMC&dq=origin+of+communication+theories&printsec=frontcover&source=web&ots=ntzv_KCtGc&sig=tM8KshVqRDHqarQd2uevaN6U-7c&sa=X&oi=book_result&resnum=9&ct=result#PPA9,M1
PERSONAL EXPERIENCE
This can be related to the experience of speaking to a journalist of a new station who is collecting information from people about a particular event. All the people are asked a single question and their opinion is collected by the journalist who will consolidate the same and present the views to the general public.
SUMMARY
Advertisements have long been the means for any company or business to attract and retain its customers. Corporate advertisements are the process of using the media to retain and enhance the image and identity of the organization. If the company can advertise effectively it has won half the battle in marketing. It has to be strategic and forward looking and it also done to increase sales to recruit and retain employees etc.
The three main categories of are: -
v Identity Advertising: - it is done to maintain or enhance the identity of the organization. It is also use as a differentiating tool from rivals.
v Investment Advertising: - it is done to tell the customers as to how profitable the organization is & that they should also invest in it. It is mainly a tool to increase shareholder base.
v Advocacy Advertising: - it is mainly directed towards the government the NGO’s etc. it is doe to tell the constituents that the organization is socially responsible.
INDUSTRIAL EXAMPLE
Reliance is a company that has forayed into a lot of product lines in the recent past this is a company that has use corporate advertising to the maximum in convincing its customers about it shares it petroleum products and other products that it manufactures.
REFERENCE
http://books.google.co.in/books?id=nuj6cAaNX4wC&pg=PA106&lpg=PA106&dq=corporate+advertisements&source=web&ots=8028b8H3dX&sig=AwjEVxT5bij2dWiLt3AEx74rADI&hl=en&sa=X&oi=book_result&resnum=5&ct=result#PPA107,M1
http://query.nytimes.com/gst/fullpage.html?res=9C04EFDD1538F93AA25756C0A962958260
PERSONAL EXPERIENCE
The shares company JRG Securities used its talent of investment advertising and identity advertising to rope me in as a customer to its stocks and shares business. They sent me relevant details to tell me as to why the shares business is a profitable one. They also told me about the company and how it was making profits for its customers and thereby to itself.
SUMMARY
The communication between the organization and its constituents via broadcast news, newspaper of magazine publication is called as media communication. An organization form time to time needs to let the public have an insight into what it is doing. This is important because the stake holders might otherwise think that the company is not trustworthy and there by the organization might start losing out on business.
At the same time in order to communicate with its stakeholders the company needs to take a lot of care and precaution as what it says to the media might be something & perceived as something else. Therefore the organization must 1st analyse what it wants to communicate. It should them conduct a media research and focus on what the constituents want actually.
It should have a separate spokesperson who will handle all the question by the media. It can also hire a consultant if it can afford it as a consultant will be very expensive. The company can also give out information through internet, blogs etc.
INDUSTRIAL EXAMPLE
Larsen & Tubro (L&T) is a company that changed its name from L&T to Ultra Tech. when it underwent the name change it made use of print media. Electronic media and various spokes people to let its constituents know that it is the same company with a name change.
REFERENCE
http://www.managementhelp.org/pblc_rel/pblc_rel.htmhttp://www.rocw.raifoundation.org/management/bba/marketingplanning/lecture-notes/lecture-31.pdf
PERSONAL EXPERIENCE
When I needed to but a two wheeler I started doing a survey of the various vehicles available in the market. Hero Honda had then started marketing their vehicle in the magazine Bike world which caught my attention. There was an advertisement of the vehicle in the newspaper as well as on the TV all this helped me zero in on that particular model for a two wheeler.
SUMMARY
For the success of any organization for it to have a strong internal communication system is very important. As it is internal communication that will keep the various departments of the organization connected and help they work in tandem with one another.
An important part of internal communication is the employees of the organization. It is vary necessary for the organization to pay attention to the needs of its employees. Employees today are very educated and expect to have a give and take kind of relationship with the organization they work for. They expect challenging work and want to be appreciated for the same.
Goals for internal communication have to 1st been set and then implementation has to be started. Various forms of internal communication are
Informal discussions between employees and supervisors this is a good form of communication as employees can express their needs freely and get feedback on their performance.
Intranets—here employees can quickly and easily check important news events etc
Monthly magazines—are good form of internal communication where people can get information about its various centres.
Bulletin boards—here short important messages can be immediately posted for all the employees to read.
Emails Company websites are other important forms of internal communication through which employees can stay connected with each other and with the company.
INDUSTRIAL EXAMPLE & PERSONAL EXPERIENCE
The organization I was working in before I started to study i.e. HSBC BPO had an internal communication system where in it used the methods of intranets to keep us posted on the happenings around the other centres of the company. It also made use of the bulletin board system to tell us urgent messages. If it was a message of personal nature it was either mailed to the employee of the person was told about the same via the supervisor.
REFERENCE
http://en.wikipedia.org/wiki/Internal_communicationshttp://www.managementhelp.org/mrktng/org_cmm.htmhttp://books.google.co.in/books?hl=en&id=PXF7Fqh2FsEC&dq=internal+communication&printsec=frontcover&source=web&ots=6EOiRkCBOG&sig=Tg--zdx46cIcWJwYPr75VsFgPVE&sa=X&oi=book_result&resnum=5&ct=result
SUMMARY
A successful organization is formed due to the above mentioned factors to elaborate on the same
Identity
It is what the organization is reality is all about. The identity if an organization is seen through its motto logo products services uniforms etc. identity is created by the organization
Image
How the organization is seen by its constituents is what image is all about. It is how the constituents perceive the organization to be. It varies from one to another. It is important for an organization to maintain a good image with its constituents.
Reputation
Is the idea or trust about the organization that is built over time. It is totally based on how the constituents think about the organization( on the basis of how the organization can perform). Building a maintaining a good reputation is very important for the success of the organization as the constituents will know that they can depend on the company and get back to it whenever needed.
INDUSTRIAL EXAMPLES
The company Wendt India is good example of maintaining its identity image and reputation. This is a company that manufactures industrial machines. The logo and name of the company is written on all the products it manufactures on all the gifts it gives to its constituents. All the employees of the organization compulsorily need to where an uniform with the logo on it.
REFERENCE
http://www.imageidentity.com/http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=66E1F7E256779B6782CEEE627A0C0314?contentType=Article&hdAction=lnkpdf&contentId=853498
PERSONAL EXPERIENCE
The day I thought of buying a pair of shoes and had difficulty is deciding what brand to but I was helped by the fact that I saw a person travelling with me in the same bus who was wearing a pair of woodland shoes, the next thing that I did was to go and buy a pair of woodland shoes as I had see the brand and it was registered in me.
