This paper covers all the essential basics of corporate communications, including the relationship between corporate communications and corporate branding, the evaluation of communication channels and a stakeholder analysis.
The purpose of corporate communications is to allow a company or organisation to communicate both profitably and effectively. A company depends largely on its relations with its stakeholders - clients, community, employees, suppliers etc - in order to realize its objectives. Corporate communications is used to motivate and inform employees and stakeholders and is a tool used to persuade and lead customers. It is there to provide public information, be a press agentry and create two-ways asymmetric to enhance the understanding of stakeholders.
Corporate communications is used as a tool for Public Relations as it involves constructing relations with consumers and responding to their inquiries. The company’s website, email and social media presence allows customers to engage and the company can thus monitor and respond to stakeholder interactions. All of these two-way interactions must be done timeously in order to be effective and to reinforce the public image created by the company.
It is used to create channels between the different authority levels of a corporation, which is essential for the success and growth of a business: top managers need to be aware of every aspect of their company and lower staff are going to work harder if they feel their ideas and grievances are being heard.
Depending on how well a company communicates its vision and strategy with its resource holders, determines the success of its efforts to influence context and reputation about the company and how it functions. Therefore, corporate communications is a key tool in allowing effective and timely distribution of information between the different staff levels of the company, the general public and stakeholders.
Table of Contents
- TASK 1
- Explain the purpose of corporate communications
- Assess how corporate communications link to corporate objectives
- Analyse the relationship between corporate communications and corporate branding
- Analyse the reasons why business organisations conduct internal and external corporate communication audits
- The importance of corporate communication to the success of Investec Bank
- TASK 2
- Corporate communications internal and external audit plan
- Internal corporate communications audit for Investec Bank
- External corporate communications audit for Investec Bank
- TASK 3
- Audience and Stakeholder analysis
- International and cultural issues
- Evaluation of communication channels (relating to stakeholder groups)
- Develop appropriate measures to monitor the effects of a planned corporate communication strategy
- Cost-benefit analysis
- Evaluation of the effectiveness of current levels of organisational corporate communications for Investec
Objectives and Key Themes
This text aims to provide a comprehensive analysis of the role of corporate communications within a business organization, focusing on its importance to achieving corporate objectives and branding, as well as the necessity of internal and external communication audits. The work specifically explores these themes in the context of Investec Bank.
- The importance of effective corporate communication for achieving corporate objectives and building a strong brand image.
- The connection between internal and external communication audits and improving communication effectiveness.
- The significance of clear and consistent communication for building trust with stakeholders.
- The challenges and opportunities presented by international and cultural differences in communication.
- The importance of assessing and evaluating the effectiveness of communication channels and strategies.
Chapter Summaries
- Explain the purpose of corporate communications: This chapter defines corporate communications as a key tool for effective and profitable communication with stakeholders. It emphasizes the crucial role of communication in building relationships with clients, employees, suppliers, and the community, motivating and informing stakeholders, and creating a transparent and accountable corporate culture.
- Assess how corporate communications link to corporate objectives: This chapter explores the direct link between corporate communications and the achievement of corporate objectives. It outlines how clear and consistent communication can improve employee motivation, productivity, and job satisfaction, fostering a positive working environment and contributing to the success of the organization.
- Analyse the relationship between corporate communications and corporate branding: This chapter examines the integral role of corporate communications in reinforcing and promoting the company's brand and reputation. It highlights the importance of aligning communication strategies with brand strategy, positioning, identity, and messaging to build trust and confidence in the company's products or services.
- Analyse the reasons why business organisations conduct internal and external corporate communication audits: This chapter delves into the significance of communication audits as a means of evaluating current communication techniques and identifying areas for improvement. It highlights the importance of communication audits in understanding communication challenges, improving communication relationships, and restructuring communication programs to enhance effectiveness.
- The importance of corporate communication to the success of Investec Bank: This chapter examines the specific application of corporate communication principles within Investec Bank, emphasizing the importance of open and frequent communication channels across departments, hierarchical levels, and with customers. It highlights how effective communication contributes to the bank's success by fostering collaboration, knowledge sharing, and a sense of shared purpose.
- Corporate communications internal and external audit plan: This chapter presents a detailed plan for conducting both internal and external communication audits for Investec Bank. It outlines the specific goals, methodologies, and data collection techniques for each type of audit, aiming to provide a comprehensive assessment of the bank's communication effectiveness.
Keywords
This work focuses on the core concepts of corporate communications, including its purpose, strategies, and impact on corporate objectives and branding. Key themes include communication audits, stakeholder engagement, internal and external communication, building trust, and the use of various communication channels.
- Citar trabajo
- Jade Shalala (Autor), 2019, Corporate Communications. Purpose and Audit Plans, Múnich, GRIN Verlag, https://www.grin.com/document/917025