Corporate Communication

Topics: Communication, Brand, Public relations Pages: 14 (4513 words) Published: November 7, 2013

As Communication Director I reports directly to the Vice President Mr John Cutter.

The importance of communication cannot be denied. Using effective communication skills is crucial to relationships and to success at work. There are, of course, many types of communication. We use verbal communication, nonverbal communication, written communication and many forms of each of those. We learned to communicate as infants-from those around us. Sometimes that communication is very effective, and sometimes we grow up, having a lack of communication skills. Nowadays, in corporate world corporate communication came very important to encounter problem from the internal or external.

External communication
1.Corporate Branding
Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touch points. These touch points include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand. It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors may indicate an underperforming corporate brand. Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding.

2.Accounting and financial reporting
Accounting and financial reporting is a specialized branch of accounting that keeps track of a company's financial transactions. Using standardized guidelines, the transactions are recorded, summarized, and presented in a financial report or financial statement such as an income statement or a balance sheet. Companies issue financial statements on a routine schedule. The statements are considered external because they are given to people outside of the company, with the primary recipients being owners/stockholders, as well as certain lenders. If a corporation's stock is publicly traded, however, its financial statements (and other financial reporting) tend to be widely circulated, and information will likely reach secondary recipients such as competitors, customers, employees, labor organizations, and investment analysts. It's important to point out that the purpose of financial accounting is not to report the value of a company. Rather, its purpose is to provide enough information for others to assess the value of a company for themselves. It also showed company performance and indirectly will attract more investor.

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