2...corporate communications a dimension of corporate meaning
TRANSCRIPT
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Corporate Communications: A Dimension of Corporate
Meaning
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Objectives• Understanding and appreciating the
complexity of corporate communications----------------------------------------------------------
- MODEL(S) OF THE MOMENT:• New Corporate Communications Wheel.• Two Corporate Communication Mixes.----------------------------------------------------------
-Understanding What is ???? CSPs and SCS
• Common Starting Points (CSPs) and • Sustainable Corporate Story (SCS)
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Lets Talk about Models
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MODEL(S) OF THE MOMENT:
1.New Corporate Communications Wheel.
2.Two Corporate Communication Mixes.
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1.New Corporate Communications Wheel.
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1.New Corporate Communication Wheel
Model of the momentBy
Balmer and Greyser. Adapted
from D. Bernstein (1984)
A partner of Goldman, Sachs & Company
Investment bankers and brokers
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Influen
ti
al
Groups
The Trade
Governmen
t(s)
The
Med
ia
Fin
an
cia
lCustom
ers
General
PublicInternal
Pros
pect
ive
Empl
oye
es
Local
Bu
sin
ess
P
art
ners
Advertisi
ng
Products/ Services
Direct M
arketing
and
Correspondence
Corp
ora
te &
Mark
etin
g
PR
Personal
Presentatio
n
Impersona
l
Presentati
on
Literature
Point of
SaleP
erm
ane
nt
Med
iaN
ew
Med
iaSp
onso
rshi
pTHE
CORPORATION
Brand
Busin
e
ss
Partnerships
All
iance
s
OR
I
V
NE
NM
E
NT
ORI
V
N
E
NM
E
N
Tand
The Industry
Corpor
ate
Country of Origin
Model of the moment 1
Balmer and
Greyser.
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A process for using the Balmer and Greyser’s
New Corporate Communications Wheel adapted from Bernstein
1 DEFINE ALL STAKEHOLDER GROUPS(Car Seats. Children between 2 – 6)
2 IDENTIFY COMMUNICATION CHANNELS (Mothers) Demographics of area. Women in those areas channels available
3 PRIORITISE STAKEHOLDERS (Take care of each aspects)
4 IDENTIFY APPROPRIATE CHANNELS FOR EACH GROUP
5 TAKE ACCOUNT OF THE IMAGE OF: COUNTRY OF ORIGIN and of THE INDUSTRY
Model of the moment 1
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Additional elements identified by Balmer and
Greyser• Take Account of the Corporate Branding
Covenant (CONTRACT AGREEMENT Where appropriate)
• Partnership(s) and the effect of Environmental Forces
• Wheel Provides a foundation by which a significant part of a corporate communications strategy can be established.
• Illustrates the VAST SCOPE of the TASK For instance, 11 stakeholder groups and 11 channels results in 121 considerations alone! (Eg.Relative Effectiveness Studies)
Model of the moment 1
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2.Two Corporate Communication Mixes.
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2.Two corporate communications mixes
• The Corporate Communications MIX OF VAN RIEL
• The Corporate Communications MIX OF BALMER AND GRAY
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Corporate Communications MIX
OF Van Riel
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Van Riel’s Corporate Communication Mix
Comprises of :• Management Communication:
managers need to establish a shared vision and trust within the organization.
• Marketing Communication: the traditional marketing communications mix
• Organizational Communication: communicating to the various external groups
(corporate-level communications functions)
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Corporate Communications MIX OF
BALMER AND GRAY
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Balmer and Gray’s Total Corporate
Communications Mix• Comprises of :• Primary Communications:
communications effects of products, services, management, staff and corporate behaviour.
• Secondary Communications: controlled forms of communications such as advertising and PR
• Tertiary Communications: word of mouth
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Understanding What is ?????
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Understanding What is ?????
Common Starting Points (CSPs)
Sustainable Corporate Story (SCS)
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Common Starting Points (CSPs): what are they ?
• An early example of an integrated approach to corporate communications (developed by Van Riel)
• Achieve CONSISTENCY in corporate communications activities by establishing COMMON STARTING POINTS that strengthens ALL FORMAL corporate communications
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Common Starting Points continued...
• CSP is an integrated and interdisciplinary approach taking account of STRATEGY, IDENTITY and IMAGE.
• CSP process: Representatives from the corporation’s various communications departments establish commonalties which form the basis of all formal corporate communications.
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The Sustainable Corporate Story (SCS)
• What is it? A realistic and relevant description of key aspects of the organization (origins, vision and mission)
• How is it distinct? It is derived from an organization’s distinctive characteristics (its’ identity)
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• What is the Perceived Benefits?
• Via communications distinctiveness of message and consistency of message is achieved.
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The Sustainable Corporate Story….. continued
• Van Riel suggest that the following should underpin sustainable corporate stories in that they should be:Realistic (based on the identity)Relevant (offer added value elements for stakeholders)
• Responsive (allows for two way symmetrical communication)
• Sustainable (needs to meet the various demands of various stakeholder groups)
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What are the parameters of
corporate communications ? Just as there is a marketing
mix, services marketing mix, promotional mix (communication mix) a number of authors have attempted to articulate a
• CORPORATE COMMUNICATIONS MIX
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Finally……………...If the importance of Corporate Communications
are not understood/managed this can lead to
communications that are ……
• diffused,
• confusing,
• contradictory and sometimes prolix. (wordy and flowery)
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Summary•Corporate Communications is
broader, and more complicated than marketing communications.
• It is complicated because of the existence of multiple channels of communication in addition to multiple stakeholder groups.
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• Common Starting Points/the Sustainable Corporate Story are two routes by which organizations may achieve consistency in their communications.
• Moreover, individuals invariably belong to multiple stakeholder groups.
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• Van Riel’s Corporate Communication Mix and Balmer and Gray’s Total Corporate Communications Mix afford two contrasting perspectives on the area.
• The New Corporate Communications Wheel (Balmer and Greyser) affords a framework for prioritising stakeholder groups and channels and takes account of other important factors such as corporate brand, country of origin, and industry image.