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Key Concepts CC_Definitions and Examples

Corporate communication is a management function that coordinates internal and external communication to build favorable reputations with stakeholders. It has evolved from tactical public relations to a holistic approach encompassing various specialized disciplines in the 21st century. Key concepts include mission, purpose, vision, corporate identity, and reputation, all aimed at achieving organizational objectives and effectively communicating brand values.

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3 views

Key Concepts CC_Definitions and Examples

Corporate communication is a management function that coordinates internal and external communication to build favorable reputations with stakeholders. It has evolved from tactical public relations to a holistic approach encompassing various specialized disciplines in the 21st century. Key concepts include mission, purpose, vision, corporate identity, and reputation, all aimed at achieving organizational objectives and effectively communicating brand values.

Uploaded by

Maria Timoteo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Key Concepts of Corporate

Communication
Definitions & Examples
Definition

Corporate communication is:


 a management function
 that offers a framework for the effective coordination of all internal and external communication
 with an overall purpose of establishing and maintaining favourable reputations
 with stakeholder groups upon which the organization is dependent

2
Change over time

Corporate communications
Public Relations
Holistic: Focus on organization as
Until 1970s: whole
Tactical Stakeholder presentation: How an
Communication with press organization presents itself to key
stakeholders (internal/external)

3
21st century corporate
communications
• Range of specialized disciplines:

Corporate Corporate Internal


advertising design communications

Issue and crisis Investor


Media relations
management relations

Change
Public affairs
communications

4
Types of activity

Managerial Tactical
• Planning • Producing messages
• Coordinating • Disseminating messages
• Counselling CEOs and
senior managers

5
Complexity

• Factors that make CC more complex:


– Wide geographical range
– Wide range of services and products
– Corporate headquarters and various divisions and
business units

6
Mission

Concept: Mission
A mission statement is a single sentence or short paragraph
that is used by a company to explain its core purpose,
values and culture.

Example – British Airways


‘British Airways is a global airline, bringing people, places,
and diverse cultures closer together for more than 100
years. Serving our community and planet is at the heart of
everything we do, and we look forward to sharing our
exciting sustainability initiatives with you’.

7
Purpose

Concept: Purpose
A purpose statement is a single statement that defines the
reason of existence of an organization beyond simply
making a profit: it typically also specifies how the product,
service or any other organizational activities positively
contribute to society.

Example – British Airways


The purpose of BA is captured in the slogan ‘BA Better
World’; which focuses on how flying around the world has
connected people, created job opportunities and
amalgamated diversity – and with the company focused on
enabling such worldwide travel in the most sustainable way
with the least cost for the environment.

8
Vision

Concept: Vision
A vision statement represents the organization’s desired
future state: the overall set of aspirations and high-level
objectives of the organization.

Example – British Airways


‘To become the undisputed leader in world travel by
ensuring that BA is the customer’s first choice through the
delivery of an unbeatable travel experience’.

9
Corporate objectives

Concept: Corporate Objectives


Statement of overall aims in line with the overall purpose

Example – British Airways


‘To be a good neighbour, concerned for the community and
the environment’, ‘to provide overall superior service and
good value for money in every market segment in which we
compete’, ‘to excel in anticipating and quickly responding to
customer needs and competitor activity’

10
Strategies

Concept: Strategies
The ways or means in which the corporate objectives are to
be achieved and put into effect.

Example – British Airways


‘Continuing emphasis on consistent quality of customer
service and the delivery to the marketplace of value for
money through customer-oriented initiatives (online booking
service, strategic alliances) and to arrange all the elements
of our service so that they collectively generate a particular
experience’, ‘building trust with our shareholders,
employees, customers, neighbours and with our critics,
through commitment to good practice and societal
reporting’.

11
Corporate identity

Concept: Corporate Identity


The profile and values communicated by an organization.

Example – British Airways


‘The world’s favourite airline’ (this corporate identity with its
associated brand values of service, quality, innovation,
cosmopolitanism and Britishness is carried through in
positioning, design, livery and communications).

12
Corporate image

Concept: Corporate Image


The immediate set of associations of an individual in
response to one or more signals or messages from or about
a particular organization at a single point in time.

Example – British Airways


‘[British Airways] used to be a really good airline to fly with.
Things have really deteriorated with their face to face
customer care since the pandemic. The aircraft look worn.
For example, on my flight back my audiovisual equipment
did not work and had to be reset twice, finally working in the
last hour before we landed’.

13
Corporate reputation

Concept: Corporate Reputation


An individual’s collective representation of past images of
an organization (induced through either communication or
past experiences) established over time.

Example – British Airways


‘Through the Executive Club program, British Airways has
developed a reputation as an innovator in developing direct
relationships with its customers and in tailoring its services
to enhance these relationships’ (long-standing supplier of
BA).

14
Stakeholder

Concept: Stakeholder
Any group or individual who can affect or is affected by the
achievement of the organization’s objectives.

Example – British Airways


‘Employees, consumers, investors and shareholders,
community, aviation business and suppliers, government,
trade unions, NGOs, and society at large’.

15
Market

Concept: Market
A defined group for whom a product is or may be in demand
(and for whom an organization creates and maintains
products and services).

Example – British Airways


‘The market for British Airways flights consists of
passengers who search for a superior service over and
beyond the basic transportation involved’.

16
Communication

Concept: Communication
The tactics and media that are used to communicate with
internal and external groups.

Example – British Airways


‘Newsletters, promotion packages, consultation forums,
advertising campaigns, corporate design and code of
conduct, free publicity’

17
Integration

Concept: Integration
The act of coordinating all communication so that the
corporate identity is effectively and consistently
communicated to internal and external groups.

Example – British Airways


‘British Airways aims to communicate its brand values of
service, quality, innovation, cosmopolitanism and
Britishness through all its communications in a consistent
and effective manner’.

18
Corporate
Communication:
A Guide to
Theory and
Practice

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