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CORPORATE COMMUNICATION:

Presented by . Magdalena Wenas, Communication Analyst

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CORPORATE COMMUNICATION:

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    1. CORPORATE COMMUNICATION: ORCHESTRATION OF CORPORATE COMMUNICATION THROUGH CPS’s: COMMON STARTING POINTS ~ FROM FRAGMENTATION TO HARMONIZATION

    2. Presented by Magdalena Wenas, Communication Analyst & Strategyst First Master Corporate Communication Erasmus University, Rotterdam

    3. INTRODUCTION Effective and creative is at heart of all PR and Communication related activity The field is changing because the world is changing The PR approach is through a three-fold pattern

    4. INTRODUCTION WHAT TO DO WHY WE DO IT HOW TO EVALUATE

    5. INTRODUCTION Organization are becoming increasingly aware of the fact that communications as a function is not being fully exploited Many companies are realizing that their communication, internal and external, creates a fragmental impression, with the inevitable consequences for the company’s image

    6. INTRODUCTION Corporate communication should be regarded as a new vision of the role of communication both within the organization and the interrelationships between the organization and its environment

    7. INTRODUCTION Corporate communication is not a new profession but a new way of looking at communication management Attention will have to paid to the sciences of strategic management, organization, psychology and to the development of an inter~disciplinary frame work for tackling communication problems

    8. DEFINITION OF CORPORATE COMMUNICATION Blauw,Thomas and Kleyn 1989: ‘the integrated approach to all communication produced by an organization directed to all relevant target groups’. ‘Each item of communication must convey and emphasize the corporate identity’ Blauw 1994

    9. DEFINITION OF CORPORATE COMMUNICATION Jackson 1987 is one of the first to appear in the international literature ‘Corporate communication is the total communication activity generated by a company to achieve its planned objectives’

    10. CORPORATE COMMUNICATION RESPONSIBLITIES To develop initiatives in order to minimize the gap between the desired identity and the desired image (taking into account the interaction of ‘strategy~image~identity’) To promote the profile of the ‘company behind the brand’

    11. CORPORATE COMMUNICATION RESPONSIBLITIES To formulate and execute effective procedures in order to facilitate decision-making about matters concerning ‘the way’ of communication and communicating

    12. THE TOTAL COMMUNICATIONS DOMAIN

    13. THE ORCHESTRATION Management Communication Marketing Communication Organizational Communication

    14. CSP’s Common Starting Points

    15. CSP’s Common Starting Points Should be considered as central values which function as the basis for undertaking any kinds of communication Establishing CSP’s is important in creating clear priorities e.g. to facilitate an eventual control and evaluation of the total communication policy

    16. CSP’s Common Starting Points A successful balance of communication between the corporate and the business unit (BU) level on one side and among BU’s themselves by adapting the CSP’s on which the various divisions whish to base the starting points of their own communication policy

    17. CSP’S Common Starting Points

    18. CSP’s Common Starting Points Three steps to a guideline to enable clear ‘transmission’ on the communication wavelength at BU and at corporate level First: Translation of strategy into CSP’s at a general level Second: Implementation of the CPS’s by each BU with respect to their own organization level by indicating PPT

    19. CSP’s Common Starting Points What they wish to Promise to their target groups How they wish to Prove this In which Tone of voice they wish to communicate the message

    20. CSP’s Common Starting Points Third: Make the plan more specific by indicating the result for the target audience What do you want your target groups to know (Knowledge) What do you want your target groups to feel (Attitude)

    21. CSP’s Common Starting Points What do you want your target groups to do (Behavior)

    22. CSP’s Common Starting Points

    23. TWO CONCEPTS CENTRAL TO CORPORATE COMMUNICATION CORPORATE IDENTTITY: the self-portrayal of an organization how the send out signals through its behavior, communication style, and symbolism CORPORATE IMAGE: the result of interaction of the corporate identity of beliefs, ideas, feelings and impression about the organization

    24. THE CREATION OF CORPORATE IMAGE

    25. FOUR STEP PR PROCESS

    26. THANK YOU TERIMA KASIH MATUR NUWUN magdalena@magdalenawenas.com 021-71631177-99, 0813 814 815 56

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