corporate communication for managers

CORPORATE COMMUNICATION

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• This is the communication(s) issued by a corporate / organization / body / institute to all its public(s). Publics here - can be both internal and external. Corporate communications serves as the liaison between an organization and its publics.

• Organizations can strategically communicate to their audiences through public relations and advertising. This may involve an employee newsletter or video, crisis management with the news media, special events planning, building product value and communicating with stockholders or shareholders, clients or donors.

Basic Communication Skills

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The 4 basic communication skills are:1. writing.2. speaking. 3. listening. 4. Reading.A person who communicates well will

succeed in his /her academic work and professional life. Communication skill is an important managerial / leadership skill.

Basic Communication Skills …. contd

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WRITINGThe writer needs to know the

following aspects before he/she commences to write so as to write a readable writing.

Know the audience. These are the some of the

demographic attributes about the audience that are helpful to know:

Age, education, income and gender,

Interests, opinions, values and Knowledge of the topic – determine

the Fog index, which is the level of sophistication of the audience. Obviously, the reading level for high school teacher and University professor is different. Be aware of audience you are targeting.


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WRITING …… CONTDThese are the common types of audiences : Laypersons – No motivation to read Expert – interested in process and detailExecutive - wants to know the bottom lineUser- wants to know how to use the informationComplex - Fits more than one typeMixed - all the types in the audience e.g.

readers’ of daily news paper.


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WRITING …… CONTDKnow the purpose of the

write up. – What your writing should do? These are some of the purposes of most professional and or business writing. Also bear in mind the tone of the message.

Inform, Persuade, TeachEntertain and record or document


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WRITING …… CONTDKnow the power of words to express and not impress.Write with clarity that is the opposite of ambiguityEconomy use of words - Use no more words than it is

necessary. Cardinal rule: try to keep sentences under 17 words in length.

Use straightforwardness, keeping subjects near the verbs.Avoid these:- wordiness and redundancy; trites and clichés;

negative writing by featuring positive; passive voice by using active voice; noun and adjective stacks, use one word rather than many descriptions; italics and ALL CAPS.

The writer should work on the structure and the style of the document be it a letter, a paper, a memo and a circulars. Either in soft or hard form.


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WRITING …… CONTDThese are the tips:Use easy formats to guide the reader.Apply the power of visual, spacing and heading.Know where to start and when to stop.Always brush up your grammar.Use the action verbs

Key tip: The writer should keep the reader in mind and write effectively.


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PUBLIC SPEAKING Public speaking is skill that can

be learned. There are many tricks of the “trade” that can be perfected with practice. One the first things (rule) journalists are taught and we pass on to the students of Communication is that every story must cover:

Who? What? Why? When? Where? How?Mnemonic : 1Hubby with 5Wives


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ACTIVE LISTENING You need to be become more

aware of your listening habits. How do you assess your listening habit?

“Bad” listening e.g. responding to interruptions, taking phone calls, reading other materials, giving short unresponsive answers, or bringing up other topics.

Consequences of “Bad” listening are: reduced motivation, decreased personal and organizational performance.

“Good” listening habits e.g. paying attention and responding to his/her concerns.

Communication Skills …. contd

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Communication Skills …. contd

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EFFECTIVE READING

The activity of somebody who reads.

The act of reading something.

Way of understanding of something.


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Advanced Communication Skills

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8 C’s of Corporate communication

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1. Credibility – Communication starts with climate belief.2. Concise – Giving only information that is necessary and

important using few words.3. Context – A communication program must square with the

realities of its environment.4. Content – the message must have meaning for the receiver

and it must be compatible with the persons’ value system.5. Clarity – message must be put in simple terms. No ambiguity.6. Continuity and Consistency – communication is an unending

process. 7. Channels – established channels of communication must be

used.8. Capability of the audience – communication must take into

account the capability of the audience.

Corporate Communication: Disciplines and their Interrelationships

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Corporate Communication: Disciplines and their Interrelationships … contd

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1. PUBLIC RELATIONSEDWARD LOUIS BERNAYS and IVY

LEDBETTER LEE are considered the founding fathers of modern public relations, in the early 1900s.These two Gurus defined public relations as

“a management function which tabulates public attitudes, defines the policies, procedures and interests of an organization. . . followed by executing a program of action to earn public understanding and acceptance“.

Corporate Communication: Disciplines and their Interrelationships .. contd

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The Public Relations Society of America (PRSA) defines PR as "Public Relations helps an organization and its publics adapt mutually to each other.“ According to the PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation.

UK Chartered Institute of Public Relations (CIPR) defines PR as “the role of managing relationships with a whole range of key stakeholders”.

A management function that helps organizational objectives, define philosophy and facilitate organizational change.


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Wikipedia, the free encyclopedia defines PR as the practice of managing the flow of information between an organization and its publics. Public relations - often referred to as PR - gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations places exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press, and employee communication.

• PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. A number of specialties exist within the field of public relations, such as Media Relations, Investor Relations or Labor Relations.


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Development of PR in the Corporate /Academia World There is growth of Public Relation courses around the World.

Full-time undergraduate and graduate course are providing a pool of knowledgeable entrants to the industry and part-time courses for working practitioners are helping to improve standards of qualifications and performance.

• These courses demonstrate that PR is beginning to fulfill one of the key requirements for gaining recognition as fully fledged profession: i. that is a solid, articulate knowledge-based discipline. ii. building its own ‘body of knowledge’ through research and

curricula development for the courses. This commitment to education and training depicts a level of maturity in the industry and mirrors the development of other professions such as Law, Medicine, Engineering and Accountancy.


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Development of PR in the Corporate /Academia World .. contd

• PR has not only arrived but it is also thriving and making headway into heights where other professions are.

• PR professionals are being employed (and / or self-employed) in virtually all forms of organizations set-ups and management.

• For example according to the UK Chartered Institute of Public Relations (CIPR) all the FTSE 100 companies have PR Departments and PR is one of the top three careers choices for graduates. Also an increasing number of Communicators are full board members within companies and, in the public sector, the developing stakeholder engagement provided opportunity for PR Professionals.


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Development of PR in the Corporate /Academia World .. Contd

• Today Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values." Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics.

• Building and managing relationships with those who influence an organization or individual’s important audiences has a central role in doing public relations.


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What is a Public?This is a group of people who share a common

problem or goal and recognize their common interest.

Three (3) types of Publics1. Latent Public – is not a ware of the need to

change or act.2. Aware Public – recognizes a need but is not

prone to any action.3. Active Public – is aware and ready to do sth.


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What is a Public?Which Channels that commonly used to influence the Publics ?i. Mass media – electronic and print such as radio, TV,

newspapers, podcasts, ii. Biased intermediaries – individuals and / or groups that

stand to benefit from another’s adoption e.g. Merchandisers

iii. Unbiased Intermediaries - individuals and / or groups that do not have vested interests or beneficiary from another’s adoption e.g. Government Agencies

iv. Significant Others – Friends, relatives and other who are esteemed / admired by the Potential adopters.

v. Personal Experience – the school of hard knocks or ….. The best teacher!


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Elements of PR Process PR is a process that involves a series of actions,

changes or functions that bring about a result. The process consists of four key elements. These elements are :

• R – Research – What is the situation?• A – Action or Program Planning – What is to be done?• C – Communication or Execution – How will the public

be told?• E – Evaluation – Was the target audience reached?

And what was the effect?Mnemonic R.A.C.E.


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2. PR versus Marketing Marketing – this is the Art and Science of finding,

retaining and growing profitable customers. Marketing Mix has 4 major activities described as the 4ps in Marketing Profession; These are Product, Price, Promotion and Place (distribution).


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3. PR versus Advertising Advertising – this is one of the elements of the 4Ps -

Promotion in the Marketing mix. It is to tell the public about a product in order to encourage / woo them to buy or to use. Also to let people to be aware something is going to happen before it occurs.

Unlike advertising or marketing, PR :- i) is more “soft sell” than “hard sell.” ii) emphasizes information and persuasion as

opposed to packaging and paid media. iii) emphasizes diplomacy as opposed to force. iv) owing to its subtleties is occasionally viewed

either as “propaganda” or, “spin”.


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4. PR Vs. Propaganda Propaganda is the intentional manipulation of public

opinion without regard for what is accurate or true.Although PR has certainly been misused from time

to time, its record of historical achievement suggests a much deeper and abiding respect for and adherence to openness and honesty in its dealings and communications. PR has blossomed as a professional endeavor in the 20th Century, most conspicuously in the United States and other Europe, but its roots, both philosophical and pragmatic, can be traced throughout civilization.


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6. PR vs Journalism. Journalism is the work of collecting and writing

stories for newspapers, magazines, radio or television.

Similarities in Both: Writing is a common activity and also their job is the

same in many ways: interviewing people, gathering and synthesizing large amount of information, write in news-worthy style (journalistic), trained to produce good copy and on-time.

The misconception that a PR professional is a “journal-in-residence” for an Media Organization.

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Areas of Difference PR JournalismScope Needs strategic thinking, problem-solving and management

skills.Needs Journalist writing and media relations.

Objective Gather facts and information for the purpose of informing and changing the attitude of the Publics. Are advocates.

Gather and select information to provide the public with news. Are objective observers.

Audience Segment audiences by demographic and psychological characteristics and the messages are tailored to address the concerns or interest for maximum mutual benefits.

Mass –audience readers / news viewers, listeners. The audiences are not defined.

Channels Employ (hire / buy space) from the media houses that publishes and or broadcasts their work. Also uses brochures, pamphlets, posters, radio, TV, Internet.

By their employer’s media that publishes and or broadcasts their work.

References

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Fitzgerd Suzanne Sparks, (2005), Schaum’s quick guide to great business writing, Tata-McHill, New Delhi .

Lamerton Jacey, (2004), Collins complete guide public speaking, Harper Collins publishers, Glasgow,

Free encyclopedia Wikipedia.

Parting Shot

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You never get a second chance to make a good first impression.

When should put your best foot forward? When should present yourself in a way most

likely to gain favourable attention? Answer: Every time. All the time.

corporate communication for managers

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