Master of Arts in Communication : Corporate Communication Studies

Course : Principle of Corporate Communications (1409PCC06)

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Session Topic : Corporate and Marketing
Communication
Course: Principles of Corporate
Communication
By Dr. Nico Wattimena Ph.D MCIPR
LSPR eLearning Program
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Hal 3
Corporate and marketing communication,
Can be valuable strategic tools
Defined depending on the type, size and
mission of an organization.
Marketing Communication usually encompasses
promotional activities related to,
Sale or Provision of product or services, or
Fundraising or enrollment solicitation.
Corporate & Marketing Communication: Tools & Definitions
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Hal 4
Corporate Communication,
Addresses broader stakeholder interests,
internal and external to the company,
Often includes mandatory functions related
to government regulations and financial
reporting requirements.
Corporate & Marketing Communication: Tool
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Hal 5
Corporate Communication strategies and
function focus on,
Building,
Maintaining and
Defending..
the reputation of for-profit corporations
as well as nonprofit institutions.
Corporate reputation: Strategies & Function
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Hal 6
Corporate Communication managers usually,
Report directly to, and receive directions from the
Companys President or Chairman,
Charged with development and implementation of
strategies and communication programmes
Such programmes should position the company in a
positive light with various external stakeholders
(government regulatory agencies, the public at large).
Corporate reputation: Corp Communication Managers
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Hal 7
Question: How much is taken on in-house ?
Answer: Depends on the organization and its needs
for flexibility in programming.
A corporate communication staff often will be,
Surprisingly small,
In charge of distributing fuctions to other
departments and,
Called to assist in situations of : crisis management,
event planners and community relations.
Corporate Communication: Specialties
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Hal 8
Corporate communication function:
Not usually expected to produce
revenue
Marketing communication activities:
most certainly are expected to
produce revenue.
Marketing Communication: Producing revenues
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Hal 9
Marketing communication managers and
staff. Usually assigned to :
A marketing, product or service brand
manager or,
Recruitment or fundraising team or,
Develop revenue steams from sale of
products or services or,
Increase incoming donated funds.
Marketing Communication: Roles
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Hal 10
Most prominent marketing communication
functions: Product advertising and public
relations, conducted heavily with broadcast, print
and online media to reach consumers.
Advertising vs PR
Advertising: involves purchased space for article
placements,
Public relations: involves seeking free space for
article placements.
Marketing Communication: Primary functions
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Hal 11
In some instances,
Developers of collateral materials dominate
marketing communications activities. Examples:
Brochures, Catalogues, Recruitment materials
Event planners play significant roles.
To oversee extensive use of outside advertising and
public relations agencies, companies may use,
In-house departments or,
Marketing communication managers.
Marketing Communication: Activities
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Course : Principle of Corporate Communications (1409PCC06)