Corporate Communication
Corporate Communication Essay
Assessment One
Corporate Communication is the tool used to allow organisations to liaise with the public(s) and can be defined as...
“…the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends”.
In today’s world, corporate communication is vital to an organisations success and many academics argue the importance in coordinating this process. Professor Paul Argenti is one of many academics to have written a book on this topic. This essay will analyse Argenti’s views on the importance of co-ordination in corporate communication with detailed reference to corporate communication management in both the Liberal Democrats (Lib Dems) and McDonalds.
The structure that an organisation chooses for its corporate communication is largely dependent on their size and geographical dispersion. Larger organisations may find it harder to have a centralised system of communication when they have offices around the globe and therefore may find it beneficial to have a decentralised system, which allows for more flexibility. In Argenti’s book, Corporate Communication, there is discussion on the advantages of having both a co-ordinated and un-coordinated system. He does not believe that he, or anyone has the ability to say that either one of the systems is best as it depends completely on the organisation2. This idea would seem logical as Argenti uses case studies to back up this idea that neither system is the ‘better’ one. He states the importance of organisations realising the need for corporate reputation, which allows for competitiveness and success in the market.
In recent years it has become increasingly important for organisations to create a coherent and credible image to the public as trust between consumers and companies is extremely low and actually ranks ‘second lowest rated of all institutions in the
Assessment One
Corporate Communication is the tool used to allow organisations to liaise with the public(s) and can be defined as...
“…the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends”.
In today’s world, corporate communication is vital to an organisations success and many academics argue the importance in coordinating this process. Professor Paul Argenti is one of many academics to have written a book on this topic. This essay will analyse Argenti’s views on the importance of co-ordination in corporate communication with detailed reference to corporate communication management in both the Liberal Democrats (Lib Dems) and McDonalds.
The structure that an organisation chooses for its corporate communication is largely dependent on their size and geographical dispersion. Larger organisations may find it harder to have a centralised system of communication when they have offices around the globe and therefore may find it beneficial to have a decentralised system, which allows for more flexibility. In Argenti’s book, Corporate Communication, there is discussion on the advantages of having both a co-ordinated and un-coordinated system. He does not believe that he, or anyone has the ability to say that either one of the systems is best as it depends completely on the organisation2. This idea would seem logical as Argenti uses case studies to back up this idea that neither system is the ‘better’ one. He states the importance of organisations realising the need for corporate reputation, which allows for competitiveness and success in the market.
In recent years it has become increasingly important for organisations to create a coherent and credible image to the public as trust between consumers and companies is extremely low and actually ranks ‘second lowest rated of all institutions in the