Michael B. Goodman, Ph.D.

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Corporate Communication Practice and Pedagogy at
the Dawn of the New Millennium
Michael B. Goodman, Ph.D. Bahcesehir University,
Istanbul, Turkey 18 June 2007
Corporate Communications Institute Dr. Michael B.
Goodman, Director www.corporatecomm.org
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Overview

• Corporate Communication in 2006
• Ten Implications for Corporate Communication
• Skill Set for Corporate Communications
• Strategic Functional Areas Managed by Corporate
  Communications
• Corporate Communication Institute Research
• Expectations of Corporate Communication
• Measures for Corporate Communication
• John Gilfeathers Basics
• What Corporate Communication Leaders Do

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What Is Corporate Communication in Western
Publicly-Traded Companies ?

• Corporate communication is the term used to
  describe a variety of strategic management
  functions. Depending on the organization,
  corporate communication includes public
  relations crisis and emergency communication
  corporate citizenship reputation management
  community relations media relations investor
  relations employee relations government
  relations marketing communication management
  communication corporate branding and image
  building advertising. (Goodman, 2006)

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• Corporate Communication Practice and Pedagogy at
  the Dawn of the New Millenium, Corporate
  Communication An International Journal (2006 3)
• Implications for Corporate Communication
• 1) The need to build trust with all internal and
  external audiences
• 2) The expectation by the corporation to
  accomplish more with less
• 3) The demand to build a responsible and
  accountable global corporate culture in response
  to a hostile environment for multinational
  corporations

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• Implications (continued)
• 4) The perception of the corporate communication
  executive as counsel to the CEO and manager of
  the companys reputation
• 5) The understanding of the global impact of the
  local act, and the local impact of the global act
  
• 6) The demand for greater transparency and
  disclosure has made media relations more complex
  and strategic

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• Implications (continued)
• 7) The expectation that the company be a good
  citizen and make money
• 8) The reality of global terrorism makes crisis
  communication planning a critical success factor
  for corporate communication professionals
• 9) The understanding of transparency as a best
  practice strategy for corporate reputation
  management
• 10) The knowledge that writing remains the core
  skill for corporate communication

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Skill Set for Corporate Communication

• Integrity Honesty
• Global mindset objective perspective
• Business orientation Project management
• Critical analytical thinking problem-solving
  synthesizing
• Communication Media skills Listening
  Persuasion
• Grace under pressure Confidence, composure,
  compassion

• Resilience Positive attitude
• Energy, discipline, passion
• Leadership Team player
• Intelligent Innovative Creative
• Social-ability Emotional Intelligence
• Mentoring Coaching Quick study
• Strategic thinking
• SOURCE Goodman, CCIJ, 2006

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Strategic Functional Areas Managed by CC

• Media Relations --
• Public Relations --
• Crisis Communication --
• Executive Communications (Speeches) -
• Employee Relations (Internal Communication)
• Communication Policy and Strategy
• Internet Site
• Intranet Site
• Identity
• Issues Management
• Corporate Citizenship (Philanthropy)
• Advertising
• Corporate Culture
• Investor Relations

• 95.7
• 95.7
• 93
• 92.5
• 90.3
• 90.3
• 87.1
• 82.8
• 73.1
• 71
• 59.1
• 55.9
• 48.4
• 25.8
• SOURCE Goodman, CCIJ, 2006

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Corporate Communication Institute Website

• Corporate Communication Practices Trends 2005
• Executive Summary and Acknowledgment of Sponsors
  (.pdf format, 334K)
• Survey Instrument (.pdf format, 129K)
• CCI Study 2005 Survey Data Final Report, March
  2006 (.pdf format, 181K)

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Expectations of Corporate Communication

• What can corporate communications and public
  affairs do?
• What can relationships accomplish?
• What influence can corporate communication have?
• What are the measures of corporate communication
  performance?

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Measuring Communication

• Successful Communication Measures
• Outputs
• Outtakes
• Outcomes
• Outgrowth

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• Outputs What has been said
• Ads
• Brochures
• Articles/news stories
• Clips
• Content analysis
• Exhibition booths
• All forms of communication

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• Outtakes What the audience has understood
• Message recall
• Assimilation of key facts
• Outcomes What has the communication created
• Leads
• Consideration
• Sales
• Stock price
• Changes in awareness, attitudes, behavior

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• Outgrowth Cumulative effect of all
  communication
• Impact of communication on the organizations
  reputation among all constituencies or
  stakeholders
• Return on Investment
• Revenue generation
• Cost reduction
• Cost avoidance
• Value Creation Increased worth of the enterprise

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John Gilfeathers Basics

• 1 A good reputation is better than a poor one
• 2 Reputation vs. Brand
• Brand Equity deals with ONLY Customers and
  Prospects, and ONLY one behavior BUYING
• In a crisis BRAND does not respond, the
  Corporation does
• 3 Corporate Reputation involves Multiple
  Constituencies
• 4 Reputation is multi-dimensional

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What Does a Corporate Leader Do?

• Demand high ethical standards
• Exude believability
• Communicate clearly
• Retain, motivate and inspire their employees to
  meet the challenge
• Assume responsibility and accountability by
  everyone inside the company, and out, because
  everyone expects a corporation, and its leaders,
  to do so.

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• The act of clear and honest communication is
  essential to building, maintaining, or restoring
  a relationship of trust.

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Tesekkur Ederim