Relationship Between Corporate Communication And Corporate Branding

Published Date: 02 Nov 2017

Corporate communication is all about the allocation of the information within the business. Corporate communication is a very important part of corporate to share the information related to the business. There are some important skills for corporate communication such as effective speaking, writing and listening these skills are essential for sharing the information effectively. There are some perception of an organization like : corporate culture, corporate identity, corporate philosophy, corporate citizenship, place in the workplace and corporate communication is the most effective tool to manage these perceptions.

We can differentiate the corporate communication in two types that are as follows:

Internal communication.

External communication.

Internal communication: The communication within corporate organization is known as internal communication. Some of the commonly used utensils for internal communication can are meetings, interviews ,conferences, presentations ,brochures, newsletters, memos, or business letters. In other words we can say that the to make announcements , take decisions & share the information with in the organization is known as internal corporate communication.

External communication: The external communication is accountable for the way the company presents itself in front of the intact corporate world. So it is important to create the image of the brand and as well as identification of the brand. we can include advertisement campaigns and promotional events , Television ads, newspaper ads, radio jingles, promotional events, or even business proposals, affiliation or partnership proposals in external corporate communication.

1.2 Purpose of Communication

Everything has its purpose so the corporate communication does. There are some purpose behind the communication in any corporate that are as follows:

1.1.2.1 Press Agentry – The press agentry is all about to attain the publicity from the media .

1.1.2.1 Public information – In this purpose the communication is seen as the diffusion of information through media such as newsletters, brochures, direct mail or the Internet but it avoids the Negative information related to the organization.

1.1.2.3Two-Way Asymmetric: Two-Way Asymmetric is based upon the decentralization means the information flows between the organization and its stakeholders, but is imbalanced and favorable manner towards the organization

These are some most important purposes behind the corporate communication.

Assess how corporate communication link to corporate objective

Corporate communication and corporate objectives both are the integrated part of each other. If the objectives has to be achieved than its compulsory to use effective corporate communication in any organization. There are certain objectives of the corporate that are as follows:

Publicity –When the communication is based upon the direct advertising , press releases and executive interviews is known as the publicity.

Information - Information is the foundation of all corporate communication, information about project.

Collaboration – The basic main objectives of the the organization is to work In teams to complete the goals of their department.

Printed proceedings - precision is imperative in all communication so corporate communication frequently includes a written constituent in order to ensure lucidity.

After having the assessment of the corporate objectives it is clear that to achieve these objectives it is very important to attain a good communication in the corporate because if we want to do a great publicity of our organization , and if we want to collaborate in the business, to attain the information and maintain the records so there will be good corporate communication should be there. If the objectives are fulfilled in good manner than it is clear that the corporate communication is performing its duty in an appreciable way.

Analyze the relationship between corporate communication and corporate branding

Today’s world is identical to the cut throat competition. A strong strategy can augment brand consciousness, augment sales, perk up brand equity and construct the brand. In today’s era the main challenge is to give a tough fight to your competitors. The strategy should be very convincing, striking and inimitable. The intention must also be constantly unbreakable throughout your brand communications, to your external customers, internal customers and stake holders. Brand recognition is very important for any organization so that is why the companies concerned in long-term success that must be create with the help of the most gifted and affirmative brand experiences .Brand communication is the skill of bridging the breach in the perceptions the target audiences have about the the brand.

After analyzing these points we can say that there is the corporate communication is very essential to achieve the target growth of any organization.

LO 2. Be able to conduct an internal corporate communication audit .

Content

Plan an internal corporate communication audit

Conduct an corporate communication audit

Critically evaluate the effectiveness of current levels of practices.

uncongenial discernmen

Issues related to security

Equipment disbursement

Difficulty in Training of Employees

Plan an internal corporate communication audit

Corporate communication is all about to allocate the information in business but to perform this task effectively the corporate entities must plan a internal corporate communication audit so that at the time of conducting the audit there will be no haphazardness. That plan should be distributed in four steps or we would say there are four objectives of the this plan , the objectives or steps are :

First objective

generate an amicable office of the leader/Executive Committee by creating a succession of messages from leader basis.

Updates related to Business – Updates on the status of Company and the corporate initiatives and successes. E-mail to all employees from authority name most probably on the name of president. The circulation of the information should be frequently.

Appearances – owner’s name or President Name to appear at companywide procedures counting but not partial to; Company Events, Award Ceremony, and Service Recognition Dinner.

Holiday Card –The card of the company having the name of the company should be sent from the owner of the company or president to all the employees. It can be done on annually basis.

Second objective

The timely information is given in a prescribed format to the employees . recurrent information about the company will assist make employees feel well-versed and involved, promoting individual employee.

Financial Updates – Status reports of the company revenue goals on Monthly or Quarterly basis.

New and Reviews – Communicates major media hits and product reviews on monthly basis.

Update related to Product expansion – reports of product changes, enhancements of the products As it would be needed

Personnel Announcements – Some announcements related to Staff changes, new employees joining as it is necessary.

Third Objective

Enlarge a sagacity of society that combined the company, its shareholders, and workers.

Learning Events – dexterity an enlightening series to commune business strategy and objectives to recruits on yearly basis.

Awards Ceremony – An employee supported affair whereby individuals are designated and awarded for dazzling service.

Fourth Objective

Widen a communications program to notify employees of our brand tactic and individuality.

Brand axis – underpinning of a solitary position that compile all brand associated in sequence for workers to admission.

The plan of corporate communication audit is formulate just to evaluate the progress against objectives of the corporate.

Conduct an corporate communication audit

A Communications Audit is a organized research technique, which will recognize the strengths and weaknesses of your existing interior and exterior communications. You might either conduct a self-assessment or employ a professional to execute the audit. Generally there are some steps in communication audit that are as follows:

establish the important areas to be audited:

Collect all the material which is related to the internal and external communications

Collect and evaluate your past communications.

Third step is to collect the past communication material by which it can be easy to evaluate the past communications.

Analyzation of Query your customers.

Communication audit can be done by the analyzation of the queries of the customers. In this step the auditor check that whether the customers are satisfied with the answers or not if not than what are the reasons behind that and suggests those to the corporate or organization.

Query your staff and volunteers.

Analysation of customers is known as the external audiences on the other hand staff members are known as the internal audiences. To perform the internal audit with the help of internal audience the auditor must take the opinions about the communication and about the reactions, what was the positive and negative points regarding the communication, documentation regarding the communication etc.

media coverage analyzation.

Media coverage is all about focusing on the media techniques media coverage is all about to audit the media base practices.

Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis.

gather the data of previous steps and perform the SWT analysis of the communication.

examine how you can exploit on strengths, discontinue weaknesses, exploit opportunities and guard against threats.

Think like a communications consultant.

After commencing the SWOT analysis it is the time for act like a communication consultant and give the suggestions upon the weakness an threats.

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Put together a plan for future communications.

The last step is to formulate a rough plan regarding the future communication process based upon the following steps which are mentioned over there.

There are some steps by which one can perform the communication audit. This is the method to communicate efficiently because audit is a kind of the check of communication procedure whether the communication related to the corporate is being done in a right and healthy manner or not if yes than the further amendments should be implemented to make it more efficient and if the answer would be in No than the remedial measures will have to adopted to improve the communication pattern of the corporate.

Critically appraise the usefulness of contemporary basis of practices.

There are certain points on which we can evaluate the current level of corporate communication practices but still there are some negative points related to the corporate communication. So here are some points regarding the critically evaluation of the corporate communication. If these points can be overcome than the practices of corporate communication can be achieve the higher credit rating in communication practices.

3.1 uncongenial discernmen

A noteworthy disadvantage of corporate communication is the awareness that a commerce is unfriendly.

3.2 Issues related to security

There are various issues of security . The issues are susceptible to the organizations.

3.3 Equipment disbursement

Companies characteristically have to purchase added equipment to realize commercial announcement expertise into its operation.

3.4 Difficulty in Training of Employees

There are a lot of difficulties in providing the tanning to the employees in corporate communication that how can the employees will be well worsed in communication.

LO 3. Be able to conduct an external corporate communication audit

Contents

Plan an external corporate communication audit

1.1.1 steps by which we can plan the external communication audit

Conduct a external corporate communication check.

Critically evaluate the effectiveness of current levels of practices.

Plan an external corporate communication audit

Communication is an ongoing process if it stopped than the organization cannot be sustain for long term so for the sustainability the communication audit must be done in an organization.

External audits are the assessments of some characteristic of a company’s maneuver. The audit may be alert on the arrangement and decorum of the company’s finances, legal and ethical conformity with legal and industry values as they narrate to ready actions.

1.1.1 There are some steps by which we can plan the external communication audit.

Technique of Survey

The plan of external audit is can be fulfilled by the help of the survey technique that is the random survey technique. So the coca cola will have to be drawn the extra focus on survey’s. In which the auditor can take help of random sampling I this the auditor can take the sample as a random way and the answer is also not fixed because the sample has been taken in a random way.

Positive Feedback

The positive feedback is one of the most famous techniques of external audit in coca cola company because the feedback is direct from the external people like the associated which are connected with the organization so their feedback is more than important for the external corporate communication audit.there are some features of positive feedback that are : knowledgeable , courteous , prompt , friendly , caring/listening , informative , open and receptive , and accessibility/availability .

Notable Issues

There are some issues will raise in front of the company at the time of external auditing so this is the duty of planner that the issues will be notable and the remedial measures will have to adopt for the betterment of this.

Conduct an external corporate communication audit

After planning the external communication audit of coca cola company its time to conduct that audit in a successful manner so here are some points which can gives us a maximum help in conducting the external audit in coca cola company:

Objectivity

Time availability

Knowledge from other organization

Credibility/ expertise

Objectivity

The basis of external audit should be strong enough to recognize the objectivity of the the audit.

Time Availability

The audit is a lengthy procedure because it is an method to rate the communication and cheek all the procedures on which the corporate communication is being done so the process is time consuming that is why the external corporate communication audit is being in a maximum time spam . so that there should be proper checking can be done of the communicatin and can rate the over all communication of corporate on the basis of the outcomes.

Knowledge from other organization

Today’s world is based on the competitive advantage and any one has to be survive than they must analyze itself with the side of its competitor means knowledge and suggestions regarding the self communication of any corporate is essential and work as a morale booster to speed up the communication procedure.

Credibility & Expertise

If the audit is conducting than there should be one thing in mind that the credibility will also be shown in a bigger manner so that the auditor can get the maximum impression of the communication of the corporate. So that in audit the corporate can be avail the positive points regarding the communiqué.

Critically evaluate the effectiveness of current levels of practices.

The auditoria procedure is finding the information and help from association personnel of the company .The task of the authority of the auditing is the ctically analyse the presnt practices of communication process .

The education bend for external examine provider can be sheer.

prudence might be dishonored if external individuals have access to disposed in rank.

A considerable budding inconvenience of private auditing.

If there loop wholes is filled than there should be the best corporate communication can be done in the organizations.

LO 4. Be able to plan the development of a corporate communication strategy

Content

Plan the objectives of a corporate communication strategy

Select the audience to influence with a corporate communication strategy

Plan appropriate measure to monitor a planned corporate communications strategy.

Plan the objectives of a corporate communication strategy

Corporate communications is the combination of integrity, alignment .Communications also chains management and HR initiatives in equipping staff with the acquaintance and enthusiasm to execute their roles efficiently in coca cola.

1.1.1 Classification of the planning project methodology

Scope for the strategy of communivation?

Master Plan of communication strategy of coca cola?

 

Event, issue, or program plan on communication strategy of coca cola?

What is the decision-making process of coca cola

Who?

 

When?

 

How?

Methodology of coca cola comunication

Define planning approach and process of coca cola

 

Define required planning product or output of coca cola

Desk-top review stage

Review all relevant strategic documents of coca cola

Corporate strategy, business plans, program plan

 

Review is used by the planner of coca cola

to notify sympathetic of planning and transportation culture

 

to situate strategic advice

 

to extend interview map

Select the audience to influence with a corporate communication strategy

Success of corporate communcation is based upon on the audience on the other hand we can say that the supporters for the successful communication. There are seven types of audience of coca cola company that are as follows:

Employees

Sales Forces

Management Groups

Distributors

Business Partners

Internal Customers

Shareholders

Employees: The coporate communication is based on the employess of the organization because without the support of the employees the organization can not allocate or communicate the information to rest of the workers. So there should be effective and effeicient audience in the corporate communication so that they can communicate the infrmation to all the associates of the organuzation in a healthy manner.

Sales force: The sales force is the secpond important part of the corporate communication because the information shoul be very effectively communicateive towards them reason being tha they are the root to make profit. So it iod very importana t to make them a part of the effective corporate communication.

Mnagement Groups: Mahnagement gropups are the part of the corporate communication or would say that the one of the important audience of corporate communication because being a corporate entity it is very important to allocate the information to the other corporate sectrors. So that there should be increment in the healthy corporate competition.

Distributors: The distributors are also very important part of the corportae communication so the organization must give the concrete informatio to them so that they can perform the task effecietly.

Business partners: the information shold be circulated to the partners of the business as well, because the partners are the utmost mnagement of the organiztion so to circulate the information to them is very necessary.

Internal customers: Internal customers are all about the exsiting customers. to satisfy the exsisting customers is the basic need of the organization so it is very important to give them the right and appropriate information to the internal customers.

Shareholders: The shareholders also known as the stake holders of the company so to give the information to the stake holders is very essential because the the extreme power regarding the organization is with the shareholders. It is the compulsion to give each and every informatio should be communicate there reason being ther are the one of the most important audienec of corporate communication.

It is very effective to sustain the audience of corporate communication if the organization wants to sustain at last.These audience in coca cola can perform their task or porks in six main different areas that are as follows:

Live meetings and events

Audience works in six main areas:

Live meetings and events

Communication planning

Print, multimedia, and video

Interactive communication

Branding

Plan appropriate measure to monitor a planned corporate communications strategy.

Polite communication enables the companies to determine, scrutinize, harmonize & manage

their corporate communications. There are certain measuers to monitor & planned corporate communications of coca cola company, Corporate communication strategy and planning approach of coca cola company is structured as follows:

strategic configuration

stakeholder association

cultural arrangement

communication integrated estimation

Development of communications approach

Development of communications map

Development of stakeholder meeting plan

Development of communication dominance

escape of communications diagram

Aftyer these measurable factors regarding the strategy monitoring now the second most imporetant sector is related with the technology sector because there are several problems regarding the technmology so it is a effective to use some measures regarding to improve the corporate communication process. The measurable factors are as follows:

independently track messages sent to Active Directory Dynamic Groups and Lists

path interior email open rates with the accuracy

limit contented admission to in-network employees only for domestic communications

subdivision, separation or business unit managers can monitor specific user & group activity

Organize users and mechanize sharing of content by region and/or business unit

Corporate branded opt-out footer, opt-out/subscription pages, email and tracking domains

Dedicated marketing mail server & IP options for high-volume, external communications

Server option install in-house, behind your firewall— email data is secured inside your network