Tools of Corporate Communication

Topics: Corporation, Marketing, Business Pages: 3 (604 words) Published: November 18, 2011
Tools of Corporate Communication

Corporate communication is a humongous process. It incorporates a whole range of functions like corporate design, corporate advertising, internal communication, crisis management, media relations, investor relations and public affairs etc. Corporate communication addresses the singular purpose of presenting a corporate entity to the world.

It is effectively a management function which offers a framework for the effective coordination of all internal and external communication with the supreme purpose of establishing and maintaining a favourable rapport with its stakeholders.

Being a complex process, it involves strategically orchestrating all types of communication. Apparently this requires some effective tools to be at disposal like:

Visual Identity Systems:

It involves setting standards specific to the organization and cultivating a distinct image and style for the organisation. It is often known as "house style" too. Maintaining a consistency among colour scheme, logo and other styles in letterheads, banners, advertisements etc is some of the basic techniques of establishing a Visual Identity System. It is done to maintain a consistency and leave a lasting impression on the audience.

This process also gives way to corporate branding which is also critical for corporate communication. It is a visual representation of a company as a united group of products or businesses, and makes it known to the world through the use of a single name, a shared visual identity, and a common set of symbols.

Integrated Marketing Communication:

It is a practice which involves coordination and integration of all marketing communication tools and functions within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Some of the common media of implementing IMC are:

Effective Website Construction: The development of an effective website is a powerful communication...
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