There is a wide spread belief in the management world that, in today’s society the future of any company critically depends on key stakeholders, such as employees, customers, shareholders and investors, members of the community in which the company operates. CEO’s and senior executives of many large organizations and multinationals nowadays consider protecting their company’s reputation. This objective of building, maintaining and protecting the company’s reputation is actually the core task of corporate communication practitioners. Until the 1970s, practitioners had used the term public relations to describe communication with stakeholders. This public relation function which was tactical in most companies largely consisted of communication with the press. (Cornelissen,Joep, 2011) Stakeholders, internal and external to the company started demanding for more information from company; so there raised a need to look at communication as being more than just public relations. That was the time corporate communication rooted. This new function incorporated the set of activities involved in managing all internal and external communications aimed at creating favorable point-of-view among stakeholders on which the company depends. Communication is one of the most dominant and important activities in organizations. Fundamentally, relationships grow out of communication and the functioning and survival of organizations is based on effective relationships among individuals and groups. In addition, organizational capabilities are developed and enacted through “intensely social and communicative processes” (Jones Rob et al, 2004). Communication helps individuals and groups coordinate activities to achieve goals, and it’s vital in socialization, decision-making, problem-solving and change-management processes. Communication is more than symbols or messages. It is the vital process through which the organization survives, adapts and thrives. Corporate communications include management communications which communicates between management and its internal and external audiences. Marketing communications consist of product advertising, direct mail, personal selling, and sponsorship activities. Organizational communications consist of specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communications. DEFINITION:
Corporate communication is a management function that offers a framework for the effective coordination of internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder group upon which the organization is dependent.( Cornelissen,Joep 2011) An instrument of management by means of which all consciously used forms of internal and external communication are harmonized effectively and efficiently as possible, with the overall objective of creating a favorable basis for relationship with groups upon which the company is depend (Riel, Cees and Fombrun, Charles) As the definitions states, corporate communication can be characterized as a management function that is responsible for overseeing and coordinating media relations, internal communication and public affairs. The characteristics of corporate communication are complex in nature, especially for organization with a wide geographical location or with a wide range of products and services, where the task of coordination arises in balancing act between corporate head quarters and various branches and units. Corporate communications must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism. Corporate communication department performs various functions such as corporate branding, corporate and organizational identity, corporate reputation, external...
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