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Summary introduction to corporate communication
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- North-West University (NWU)
This document is a detailed summary of all the chapters covered in coms 124. It includes explanations and definitions.
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Com s 121 notes:Study unit 1:
W h at is Com m un ication ?
Communication is more than just sharing information; it's how we connect and
express who we are. It happens in many ways:
B ody lan guage (like gestures or facial expressions)
Clothin g choices (the way we dress)
Sign s and sym bols (road signs or company logos)
Em ojis (used in texting)
Types of Com m un ication :
1. In tr aper son al Com m un ication : Talking to yourself, thinking, or self-
reflection.
2. In ter per son al Com m un ication : Talking with others, face-to-face or over
the phone.
3. Sm all Gr oup Com m un ication : Communicating in groups like team
meetings.
4. Public Com m un ication : Speaking to an audience, like a presentation.
5. Mass Com m un ication : Using media (TV, radio, social media) to reach
large audiences.
W h at is Cor por ate?
The term "corporate" relates to:
Cor por ation s : Large companies or businesses.
Or gan ization s : Any structured group, such as companies or institutions.
In stitution s: Long-established organizations that serve a specific purpose,
like a university or a hospital.
Cor por ate Com m un ication
Corporate communication is a m an agem en t fun ction that coordinates how a
company communicates internally and externally to maintain a positive reputation
with its stakeholders.
K ey Elem ents of Cor por ate Com m un ication :
It's about m an agin g the com pan y's im age .
, It helps communicate with different groups (employees, customers, media,
etc.) in a clear and consistent way.
H istor ical B ackgr oun d:
In the 1970s, companies mainly used public r elation s (PR) to
communicate with the media.
Over time, as companies dealt with more groups (stakeholders),
communication expanded beyond PR, leading to cor por ate
com m un ication .
Man ager ial Activities in Cor por ate Com m un ication
To ensure successful communication, managers engage in activities such as:
Plan n in g: Developing a communication strategy.
Coor din atin g: Ensuring all departments communicate consistently.
Coun sellin g: Offering advice on communication matters.
Tactical Skills : Creating and sharing messages effectively.
K ey Cor por ate Con cepts Defi ned
Mission : The organization's purpose or reason for existence.
Vision : What the organization aims to achieve in the future.
Cor por ate Objectives : Specific goals that help achieve the mission.
Cor por ate Iden tity: How the organization presents itself.
Cor por ate Im age : How the public views the organization.
Cor por ate Reputation : The overall trust and respect the organization earns
over time.
Stakeholder s: Anyone who has an interest in the organization, like
employees, customers, or investors.
Cor por ate Com m un ication Goals
Corporate communication aims to:
Plan : Structure communication efforts.
In itiate : Start communication with internal and external audiences.
Develop: Build relationships with stakeholders.
, In tegr ate: Ensure all communication is aligned and consistent.
Man age : Oversee communication activities.
Cor por ate Com m un ication vs. B usin ess an d Man agem ent
Com m un ication
Cor por ate Com m un ication : Focuses on the or gan ization 's im age and
how it interacts with all stakeholders.
B usin ess/Man agem en t Com m un ication : More technical, involving
writing, presentation skills, and daily operations.
Tr en ds in Cor por ate Com m un ication
1980s: Communication was primarily through PR.
1990s/2000s: Communication became more integrated, focusing on media
relations and corporate identity.
2010s: Strategic corporate communication became essential, involving a
broader range of stakeholders and tools.
W h at is In tegr ated Mar ketin g Com m un ication (IMC)?
IMC combines different marketing tools (advertising, PR, sales promotions) into a
clear and consistent message across all platforms. This ensures the company's
message is understood and recognized by its audience.
Featur es of IMC:
Clear communication objectives.
Consistent messaging.
Using different media (social media, TV, ads) together for maximum impact.
Dr iver s for In tegr ation :
1. Mar ket-based Dr iver s : Stakeholders demand transparency, and internal
and external communication becomes connected.
2. Com m un ication -based Dr iver s : Repetition and consistency make
messages more effective.
3. Or gan ization al Dr iver s : Integration improves efficiency and provides clear
direction.
Stakeh older Theor y
Stakeholder theory emphasizes that an organization should treat all stakeholders
fairly. By doing so, these stakeholders will respond positively. Examples include:
, Em ployees: Share valuable insights and remain loyal.
Custom er s: Buy more products or services.
Com m un ities: Provide support like incentives or resources.
Sh ar eholders: Invest more in the company.
Excellen ce Theor y
This theory explains how public r elation s helps organizations be more effective by
improving communication and building relationships with stakeholders. It
emphasizes:
Eff ective com m un ication
Tw o-w ay com m un ication : Promoting dialogue between the organization
and stakeholders for mutual understanding.
Or gan ization al success : Achieving goals through good communication
practices.
Tw o-W ay Com m un ication Models
1. Tw o-W ay Sym m etr ical Com m un ication : This model focuses on dialogue
and mutual understanding with stakeholders.
o Example: A company resolves a public issue through open discussions.
2. Tw o-W ay Asym m etr ical Com m un ication : The company persuades the
public to behave in a way that benefits the organization.
o Example: Marketing campaigns convincing customers to buy a product.
Str ategic Com m un ication
Strategic communication involves using communication to fulfil the organization's
m ission and achieve its goals. It includes various disciplines, such as:
Mar ketin g: Promoting products or services.
Public Relation s: Maintaining relationships with key groups.
Political Com m un ication : Influencing public policy.
Str ategic Man agem ent in Com m un ication :
Evaluation : Analysing internal and external factors affecting the
organization.
Plan n in g: Creating strategies for communication and competition.
Im plem en tation : Putting those strategies into action.
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