The structure of the Corporate Communication Thomas Barat

1
The structure of the Corporate
CommunicationThomas Barat
Integrated Corporate Communication
Internal communication
External Communication
2
The theory of the corporate circles
MANAGEMENT
Marketing
Public Relations
Human Relations
Personal Marketing
Corporate PR
Employee Relations
Product
Place
M
HR
Labour
i
i
Organisation Developm.
Price
Product PR
Promotion
Ownership Relations
External
Internal
M i Market influence HR i Human Relations
influence
3
The structure of the corporate communication(The
main fields)
Internal Communication
External Communication
Public Relations
Human Relations
Marketing Communications
Promotion, DM, POS, etc.
Advertising
External relations Consumer relations, Product
marketing PR, Media relations, Financial
relations, etc
Aid Policy
Crisis Management
4
The structure of the Public Relations
Public Relations
Business, Non-profit-,
Public life, Personal
Internal PR
External PR
Employee Ownership Corporate PR
Product PR Relations Relations
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The structure of the internal communication
Leaders- employee
Leaders leaders
Leaders - Owners
Employee - employee
Leaders - trade union
Internal organisation
Crisis Management
Aid Policiy
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The structure of the external communication
Industrial relations
Professional relations
Financial Relations
Consumer Relations
Media Relations
Public Affairs
Issue management
Crisis Management
Aid Policiy
7
The structure of the financial relations
Financial governmental relations
Financial organisation relations
Investment, Investor relations
Shareholders relations
8
The structure of the media relations
Publishers Relations
Editorial Relations
Relations with Journalists
Publicity
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The interpreter on the bridge
Public Relations
message
news
sender
receiver
feedback
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Reputation management
The scale of the reputation
Negative
0 point
Positive
Bad reputation
Optimal Situation
totally rejected, partly rejected, unaccepted,
known, well-known, acknowledged, appreciated,
honoured
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Reputation management

• supported
• cooperative
• trusted
• appreciated
• understood
• mutually
• informed

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Reputation management

• The reputation depends on
• What we think, what we do, how we behave?
• What others think or suppose about us in general?
  How others respect or judge us?
• What do they say about us?

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The tools of the effective Corporate
Communication Public Relations
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Personal Communication
News
message
Public opinion, Environment
News
message
Organisation
News
message
Mass communication
News
message
News
15
message
Some methods of external communication
News
message
Behaviour coordination
News
message
message
News
Personal contancts
Organisation
Public opinion, Environment
Market influence
message
News
message
Group communications
News
message
News
Lobbying
Aid policy
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The path of the news from the sender to the
receiver
Organisation
News Agency
PR Agency
message
News
Readers, Listener, Viewer
dustbin
message
News
Media
message
News
message
News
dustbin