Corporate Communication

Detailed Notes

Clarify and discuss the purposes of corporate communication strategies

In definition, corporate communication encompasses the entirety of a company’s endeavors to have communication that is not only efficacious but also effective in attracting revenues. In particular, it can be delineated as a tool utilized by corporate managers in the way that they make certain that all kinds of internal and external communication are in synchronization in the most efficacious manner. The general purpose of corporate communications strategy is to institute and sustain positive engagement between the company and its stakeholders (Cornelissen, 2011). In addition, the purpose of the corporate communication strategy takes into account the promotion of effectual corporate principles and beliefs, a comprehensive distinctiveness, a fitting and capable association with all channels of communication and instantaneous, responsible means of communicating in all circumstances (Cornelissen, 2011). The organization in consideration is Coca Cola Company. In particular, the company’s communication strategy is considerably diversified because it has business operations across the globe and therefore, in every nation, it necessitates a dissimilar but well organized communication strategy. However, it is all linked to the general objective of the company (Nuez, 2003).

Provide an assessment of how corporate communications link to corporate objectives

Corporate communication strategies have a significant role to play in realizing corporate goals and objectives. In particular, communication becomes a bit problematic and delicate in a setting with a great deal of partakers, vying to show their advantage to the common group of consumers. contemporarily, methods of communication with consumers carries a great deal of value. For this reason, numerous communication strategies are advanced to promote product. For instance, Coca Cola disseminates its products as appealing and luring through sponsorship of different events, for instance global football tournaments as the World Cup (Nuez, 2003).

Provide an analysis of the relationship between corporate communication and corporate branding

The marketing approach in the contemporary lays more emphasis on branding by means of identity and distinctiveness. In particular, corporate branding is an element employed by organizations whose effective use in a communicational setting can result in the organization realizing its corporate goals and objectives. Corporate branding aid managers to help build the company’s communication strategy aimed towards developing the image of the company in a constructive way. In the case of Coca Cola Corporation, the correlation and rapport that exits between branding and different strategies of departments within the organization is imperative and vital. In this organization’s corporate strategy, it can be perceived that there is a connection amidst the point of marketing and promotion, the target audience, and the publishing timing. Strategy is a wide-ranging conception and model upon which an organization relies for its feasibility and sustainability (Essays, UK, 2013). It can be perceived that an effective corporate communication strategy can result in the organization’s growth, and its branding in particular is a vital component linked to realize its corporate goals and objectives. In particular, through proper branding and communication, an organization is able to convey its products and serving as distinctive, and thereby result in becoming the consumers’ favorite in purchasing. For instance, the main product of the company, Coke, is conveyed as unique from other brands, not just by packaging, but also in terms of taste and color. It is also emphasized in its communication, such as “Taste the feeling.”

Section 2 — Report

Structured Plan

A communication audit is a wide ranging assessment of an organization’s capability to convey, receive and disseminate information with different audiences within the organization as well as externally (Downs and Adrian, 2004). In making a plan for an internal as also external corporate communications audit, the following aspects will be undertaken within the structured plan:

1. Ascertaining the main area of focus. It is imperative to note that a communication audit assesses both the fortes and the downsides of the communication strategies and process as well as its overall implication. A single communication report cannot cover every single aspect and therefore there is the need on concentrating on one distinctive area.

2. The use of suitable evaluation techniques

It is imperative to utilize techniques that are fitting and reliable. Some of these techniques will include interviews, questionnaires, observation and also network and content analysis.

3. Projecting the time series

It is imperative to note that, normally, majority of audits that are conducted are done so over an extensive period. Therefore, what is set to be achieved ought to be pinpointed against the respective, corresponding period, and therefore undertaken in a sequential manner.

Techniques, Processes and Time Scales to be employed

The purpose of an internal communication audit is to ascertain facts in addition to assessing what it is like within the corporation. Coca Cola Company is a huge organization employing more than 120,000 personnel that take part in the work operations and practices. In order to investigate facts, different interviews will be undertaken with senior executives and communication managers for the internal audit. This would help indicate the perspectives of the personnel with regard to the communication strategy precisely. On the other hand, as for the external audit, this will encompass interviews with various vendors, different outlets of media and also other stakeholders. The main components that will be employed in the audit are both qualitative and quantitative surveys. The latter will provide detailed data whereas the former will encompass a discussion on the different personnel experiences with the communication strategy. Lastly, once the data obtained is analyzed, results obtained will be summed up and delineated as a report and thereafter reports given.

Report and Critical Evaluation

In Coca Cola Company, the personnel revel in communication and dialogue that is welcoming, warming, comfortable as well as honest and transparent. The extensive advertising unit enthuses and stimulates perceptibility, easy accessibility to the viewing areas and free flow of communication. In particular, the area for the Chief Executive Officer is, to some extent, detached from the overall operational and working area. However, he is accessible at all times, if not for cases that necessitate some sort of privacy. The flow of communication within the organization moves in a horizontal manner, circumventing redundant conduits so as to execute and finish tasks and duties. On the other hand, in an external sense, communication undertaken by the organization with other stakeholders is crafted with due care before it is executed. In addition, there is guarantee of reliability and dependability at all times (Twum, 2013).

Section 3 — Plan Corporate Communications Strategy

This section will encompass planning a corporate communications strategy. There are different objectives of a communication strategy as outlined below:

1. To make certain communication is a linked part of the strategic planning framework.

2. Enhance stakeholder understanding and have an accomplishment against mutual objectives.

3. Enable better engagement with the community in which the organization serves and also increase accessibility for all stakeholders with regard to services.

4. Facilitate in creating consumer satisfaction and also generate and maintain confidence from the public.

5. Another goal of the corporate communication strategy is that is entails comprehensive information regarding the organization’s overall aim, which is imperative to attain the mission and vision at hand (Adrian and Downs, 2004).

Having outlined the objectives of the corporate communication strategy, particular audiences/recipients will need to be informed of the strategy. One of such recipients / audiences will be the consumers. Consumers are targeted audiences as the organization has to communicate its products and strategies to them in a clear manner to them so as to maintain a strong and loyal consumer base. The other selected audiences are company’s personnel, who, by having an effective corporate communication strategy will be able to realize the objectives set by the corporation. The third audience encompasses the executive leaders, whose fitting leadership can be attained by engaging dialogue with audiences, put together their communication, and employ the individual dynamism to invoke due diligence, passion and commitment in the success of the company (Adrian and Downs, 2004).

Lastly, there are ways that will be employed for monitoring the efficacy of the corporate communication strategy and the measures that will be employed. One of the ways is looking at the profiles of employees and personnel. As pointed out by Eisenhauer (2015), in having an efficacious communication strategy, the personnel will present their complete profiles. This will help in monitoring in the sense that it aids in engagement and communication between personnel and peers. Another way is setting benchmarks. It is imperative to note that every organization is unique and there is no general solution (Eisenhauer, 2015). Therefore, in having benchmarks, the organization will be able to have points of reference, and thereby have an understanding of the progress of the communication. Another approach is through observing employee engagement levels. A corporate communication strategy can only prosper if the organization consists of engaged personnel (Eisenhauer, 2015). Lastly, there is the aspect of concentrating on the organization’s success. This is a suitable way of monitoring the success and effectiveness of a communication strategy in the sense that if things are spiraling and increasing to greater heights, then the communication is flexible, resilient and strong enough to meet the upcoming expectations. The lack of productivity can, more often than not, be equivalent to the lack of an effective corporate communication strategy (Eisenhauer, 2015). In addition, there will be different ways of measuring the outcomes. One of the ways will be through surveys and outcomes. Through this approach, the organization will be able to assess the effectiveness of the corporate communication strategy through questionnaires and interviews, which will be able to outline the level of success and any areas of change. Another way will be through the use of qualitative and quantitative measures and also measuring inputs, outputs as well as outcomes. Lastly, there is the use of both formal and informal knowledge channels.

References

Adrian, A. D., Downs, C. W. (2004). Assessing Organizational Communication: Strategic Communication Audits. New York The Guilford Press.

Cornelissen, J. (2011). Corporate Communication: A Guide to Theory and Practice. London: SAGE Publications.

Eisenhauer, T. (2015). 15 Ways to Measure the Effectiveness of Internal Communications within Your Company Intranet. Axero. Retrieved 9 July 2016 from: https://axerosolutions.com/blogs/timeisenhauer/pulse/325/15-ways-to-measure-the-effectiveness-of-internal-communications-within-your-company-intranet

Essays, UK. (November 2013). Purpose of Corporate Communication Strategy Marketing Essay. Retrieved from https://www.uk***.com/essays/marketing/purpose-of-corporate-communication-strategy-marketing-essay.php?cref=1

Nuez, S. (2003). Communication Strategy: Coca Cola Communication Plan in UK. Bristol University.

Twum, M. A. A. (2013). Auditing Internal Communication Channels of the Coca-Cola Bottling Company of Ghana Limited (Doctoral dissertation, University of Ghana).