KEY CONCEPT IN CORPORATE COMMUNICATION

KEY CONCEPT IN CORPORATE COMMUNICATION

BY SHILLA FLORA .M. BAPRM 42669 (21^th May)

Is the set of activities involving in managing and orchestrating all internal and external communication aimed at creating favorable point of view among stake holders on which the company depends. It is the message issued by a corporate organization, body, or institutes to its audiences such as employees, media, channel partners and general public. Organization aims to communicate the same message to all of its stakeholders and transmits coherence, credibility and ethics. Also Corporate Communication helps Organization to explain their mission and vision and values into cohesive messages to stakeholders. This concept of Corporate Communication could be seen as an integrative communication structure linking stakeholders to the Organization.

The following are the key concept in corporate communication;

a.       Mission; this is a written declaration of an Organization core purpose and focus that normally remains unchanged over time. It saves as filters to separate what is important from what is not, it clearly state which markets will be served and how and it also communicate a sense of intended direction to the entire organization. In other word it can be called as Company Mission, Corporate Mission or Corporate Purpose. It also answers the question as why do this Organization/Company exist and what is their nature of operations.

b.      Vision; refer to an aspiration description of what an Organization would like to achieve or accomplish both in the mid-term or long-term future. It intends to serves as a clear guide for choosing current and future courses of action. This is also a written statement written or declared by the Company/Organization to describe to the public or even their business partners on their desired future which an Organization/Company desired to reach it.

c.       Corporate Strategy; this is a process of determining goals to be achieved in the foreseeable future. It consist of Management fundamentals, assumptions about the future economic, technological and competitive environments, secondly it consist of setting of various goals to be achieved within a specified timeframe. Third selecting of alternative strategies to reach the goals and the last one is formulating and implementing the operational to achieve the goals.

d.      Corporate Identity; this refer to the uniqueness of an Organization which different it’s from other organization. It includes things like combinations of colors schemes, designs words, logo, name, slogan and etc. It a visual statement that communicate business policy and enduring how the firm views itself, how it wishes to be viewed by others and how others recognize and remember it.

e.       Corporate Image; it’s an immediate perception image or mental picture that springs up at the mention of the firm’s name. It a composite psychological impression that continually changes together with the firm’s circumstances, media coverage, performances and pronouncements.

f.       Stakeholders; refer to a person or group of people that has an interest or concern in an Organization.  Stakeholders can affect or be affected by the organization’s actions, objectives and policies. Examples of stakeholders include creditors, directors, and employees, owners, suppliers and Government with its Agencies.

g.      Issue; refer to unsettled matter or disagreement. In other words it can be said as the point of discussion or dispute. Also issue it can be an offer of securities (shares/bonds) to general public through stock exchange or selecting a group through a private placement.