Master of Arts in Communication : Corporate Communication Studies

Course : Principle of Corporate Communications (1409PCC07)

elearning.lspr.edu
Session Topic : Corporate Communications
Strategy Framework
Course: Principles of Corporate
Communication
By Dr. Nico Wattimena Ph.D MCIPR
LSPR eLearning Program
Powered by HarukaEdu.com - 1409PCC07-
Hal 3
Corporate Communications strategy framework,
A tool for planning communication with
employees, customers, suppliers and investors.
Can be used to,
1. Build a better understanding of the firm
2. Enhance firm reputation with parties whose
attitudes & actions influence business success.
Identifies each stakeholder groups to be
influenced
Describes attitudes stakeholders want (from
the firm).
Corporate Communications: Strategy Framework
Powered by HarukaEdu.com - 1409PCC07-
Hal 4
Current and Prospective,
Employees: should have confidence in the firm
and consider it a great work place.
Customers: should believe the firm meets their
needs with quality works & excellent service.
Suppliers: should feel that working with the
company is good for their business.
Investors: should be confident the firm is well
managed & has good future prospects.
Corporate Communications: Stakeholders
Powered by HarukaEdu.com - 1409PCC07-
Hal 5
To develop a communication plan, conduct
research on,
Actual attitudes of each stakeholder group
and compare the result with the target.
Check publications that each group reads, to
find references to the firm and its products.
Look for similar information on social
networking sites and ask clients attitudes.
Communications Plan: Research
Powered by HarukaEdu.com - 1409PCC07-
Hal 6
By identifying areas where the
company is misunderstood or unknown,
it can establish,
1. Communication tasks and,
2. Properties.
Communications Plan: Research Areas
Powered by HarukaEdu.com - 1409PCC07-
Hal 7
The framework provides with clear view of the
people that needs to be influenced and the
scale of the work involved in meeting the
companys goals.
A firms communication strategy to be
developed in alignment with the firms
business strategy.
Corporate Communications: Strategy
Powered by HarukaEdu.com - 1409PCC07-
Hal 8
If the business strategy is to expand by attracting more
clients or enter new markets, the communication
strategy must,
Focus on:
1. Building positive attitude among clients &
prospects;
2. Attracting high-caliber employees;
3. Convincing investors to back the company.
Adopt : a strategy of expanding the operations to
meet strong demand from the market.
Corporate Communications: Strategy - Example
Powered by HarukaEdu.com - 1409PCC07-
Hal 9
To put the communication strategy into action, the framework
should include,
1. Information on how to reach important groups and,
2. Messages that will appeal to them.
To communicate with clients,
Use research on publications they read and,
Plan a series of press releases on :
1. New product development;
2. Quality initiatives; or
3. Improvements in different aspects of customer service.
Corporate Communications: Messages
Powered by HarukaEdu.com - 1409PCC07-
Hal 10
Key messages would include: We..
are an innovative company
take quality seriously and,
are commited to excellence in
client or customer service.
Corporate Communications: Messages - Examples
elearning.lspr.edu
Associate Partners :
Powered by HarukaEdu.com
Course : Principle of Corporate Communications (1409PCC07)