Corporate Communication - Essay Example

Corporate Communication Name Instructor Course Date Executive Summary 3 Problem Statement 4 Data Analysis 4 Key Decision Criteria 6 Alternative Analysis 7 Recommendations 8 Action and Implementation Plans 8 Work Cited 10 Table of Contents Executive Summary 3 Problem Statement 4 Data Analysis 4 Key Decision Criteria 6 Alternative Analysis 7 Recommendations 8 Action And Implementation Plans 8 Work cited 10 Executive Summary The corporate communication case is critical, and any organization must be aware of the best approach to use so that to achieve success. First of all, communication is continuously improving and evolving and therefore the business must be at par with it. The corporation needs to communicate with various environmental groups which are enabling, input, output, comparable, and normative. Each group affects the business in different strategies such as exist, legal, and voice which in turn can influence the other group. As a result, various approaches to communication have been devised depending on intention, ultimate and intermediate effect. The primary reason for communication is informing, however, must be accompanied by others such as exploration, relationship, and negotiation. The study recommends the use of the approach that combines all activities. The implementation process starts by exploring the environment, creating a relationship and later allowing negotiations. Corporation Communication Problem Statement Corporate communication is significant to any corporation. As a result, a company needs to understand the best approach to communication with its environment such as the government. Communication is a complex and difficult process though it is continuously evolving and improving. Notably, communication is a major determinant of success within any corporation. The purpose of this case report is to: Describe the approaches that can be employed to gain successful corporate communication. Discuss the various environmental groups that greatly influence the decisions of the business. Provide the recommendation of the best approach to communication. Provide an objective analysis of the best technique to choose for communication for all groups. Describe the implementation process, any costs involved and benefits. A case analysis is a valuable tool for management, and in particular, for this instance, it will provide a framework to be followed to achieve successful business operation. Once a company is aware of how to be connected to the environment, then they are better placed to provide for the services of their stakeholders. Data Analysis This case, in particular, uses literature review to understand and investigate the corporate communication. van Woerkum and Aarts (197) stated there are many authors out there studying on the same topic, however, majority stress that organizations seek survivability when it comes to the environment. Consequently, many models have been developed though in some of the stakeholder groups such as consumers and the government. This article, in particular, takes a systematic review of all the stakeholder's groups and brings out the core dependencies. Additionally, it gives the impacts of each communication strategy so that the company can know what they are up to before they adopt any process. van Woerkum and Aarts (198) stated that the Esman and Bruhns (1996) model describes the success that has been achieved in the corporate communication. The model explains how the surrounding group each influences the business through different strategies. The policies can exist such as withholding finances; legal such as filing lawsuits; and voice such as creating a bad reputation. In this context, only the stakeholders that affect the business are discussed excluding the employees who are considered as part of the firm. Therefore, the groups found are enabling such as government agencies, input such as shareholders, output such as consumers, comparable such as competitors, and normative such as media. Each of this group has a direct influence on business and therefore the need for communication orientation. Notably, it is easier for one of this group to cause trouble for the organization with the others (van Woerkum, and Aarts 199). The organization can adopt many approaches for communication to avoid trouble with these surrounding groups. van Woerkum and Aarts (199) stated that the main criteria include the first one that cuts across the various channels such as face-to-face communication which depends on the intentions of the sender. The second approach depends on the ultimate aim, for instance, persuasion, information, and mobilization. van Ruler (2004) in her "communication grid" sought to differentiate belief and intelligence where information is the basis of every communication. However, each informing is followed by another underlying intention. van Woerkum, and Aarts (200) that ultimate effect accompanies the argument between the facts that informing gives rise to the third approach which emphasizes that communication has an intermediate effect. As a result, communication is necessary to maintain effective communications without any source of conflicts. Apart from informing, they are other activities that are facilitated by communication. These activities include interaction, negotiation, relation, and exploration. Sutcliffe (2001) illustrates the modality of exploring while Grunig and Grunig (1992, p. 320) discuss interactive modalities, Ledingham (2003) relating modalities, and Pruitt and Carnevale (1993) negotiation perspective (van Woerkum, and Aarts 200). Key Decision Criteria The type of connection that the organization seeks is what enables them to select the appropriate communication modality. van Woerkum and Aarts (200) stated that the exploring pattern allows the organization to get rid of any uncertainties by getting and understanding the relevant knowledge. The firm’s aspects that facilitate such an activity are the market research, government watchdogs, and informal opinions. In reference to Sutcliffe (2001), van Woerkum, and Aarts (200) emphasize that the strategic decision making in an organization is based on information gathering and processing. Exploration, in turn, enables the business to understand its perception in the outside world. In short, exploration could be the most successful procedure of corporate communications. Further after investigation, the company must inform the environment about themselves. Informing the surrounding environment about the company plans is equally significant to exploration. Businesses can adopt any procedure such as press releases among others to ensure that they convey the information they want to the stakeholders. Nevertheless, the stakeholders can inform the others about what is happening within the organization especially, with the growth of the internet and other information technologies. When the firm starts the conversation, it creates the situation of stakeholders as passive receivers which later creates different perceptions. Nonetheless, this is not an effective communication, since an effective one requires co-production or rather involvement of both parties (van Woerkum, and Aarts (201). In short, informing results to the creation of awareness and a reputation for the organization. Alternative Analysis Informing must be accompanied by another activity to achieve the intended purpose. First of all, reporting means that an organization seeks to maintain and to develop a relationship with the receiver. A company might find transparency and openness through activities such as advertising their products. Relations are created through techniques such as direct e-mails, text messages, newsletters among others. Evidently, the methods are not entirely informational; however, they tend to show the stakeholders that the company values them Informing must be accompanied by another activity to achieve the intended purpose. In short, these procedures seek interactions which later lead to closeness. The proximity facilitates making of the long-term mission of the organization (van Woerkum, and Aarts 207). Another successful activity is negotiation process within the organization. Not only does it inform but clears all the unrealistic expectations of the firm by the environment. Information offered in media releases is accurate and an initial introduction, however, it can be made helpful by integrating subsequent negotiation phases. Talks allow the different groups to understand the business better, for instance, the consumers can get more information about the goods and services sold by the organization (van Woerkum, and Aarts 207). Finally, a business can seek to inform that contains relationship and negotiation. van Woerkum and Aarts (207) noted that these techniques cause challenge of creating a good rapport while at the same time negotiates on the conflicts of interest. Nevertheless, establishing a good relationship is inherently related not only to functional bargaining but also a relationship of trust and predictability (van Woerkum, and Aarts 208). Recommendations First of all, the company should undertake an in-depth exploration to know and understand the surrounding environment. Each group within the environment should be critically analyzed, for instance, if it is the government, which regulations are mandatory. The organization should select the best communication approach to the stakeholders. In this case, I recommend that the corporation not only informs the surrounding environment about their company but should seek relations and give opportunities for negotiations. Action and Implementation Plans Since the firm is conversant with its surrounding environment, they are sure about which communication channels are effective. In the internet era, most of the surrounding conditions are connected through the social media, and therefore, the company can send direct emails to its stakeholders. Notably, the direct emails are cheaper and faster than the other channels of communications. The company should attend trade fairs among other organized community shows to enable negotiations with its stakeholders. The shows will give the company an opportunity to interact with many interested parties in a minimal cost compared to attending to each at different periods. The implementation process should start by creating a list of the various groups and identifying the planned trade fairs. Once the company has a list of the stakeholders and their emails, it can create monthly communication plans about their progress. Additionally, they can set aside resources to attend the trade fairs accordingly. Work Cited van Woerkum, Cees, and Noelle Aarts. "Staying connected: The communication between organizations and their environment." Corporate Communications: An International Journal 13.2 (2008): 197-211. Read More