CORPORATE COMMUNICATION FUNCTION

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CORPORATE COMMUNICATION FUNCTION
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PR to CorpComm

• PR, the predecessor to the corporate
  communication (CorpComm), grew out of necessity.
• When companies needed other communications
  activities PR took them on.

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• Marketing is the management process that
  identifies, anticipates and supplies customer
  requirements efficiently and profitably
• CorpComm deals with events and publicity
  relating to new or existing products and
  customers.

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• PR Weeks Corporate Survey 2002 revealed that
  over half of the heads of corporate communication
  departments oversee communications functions that
  include
• media relations crisis management
• employee comm. reputation management
• community rel. product/brand comm.

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The best approach to build a CopComm function is
to begin with the most global and strategic
issues and then move into narrower aspects of the
function
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Identity and Image

• Image is the corporation as seen through the eyes
  of its publics.
• An organization can have different images with
  different publics.
• - Market research needed

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Identity and Image

• Identity consists of a companys defining
  attributes such as its people, products and
  services.
• Unlike image, the organizations identity
  shouldnt vary from public to public.

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CORPORATE REPUTATION
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Community Relations Corporate Social
Responsibility Corporate Philanthropy-readings-