Corporate Communication Strategies Name: Institution Course Code: Instructor: Date: 1. Introduction Corporate communications has over the decades grown to be one of the most valuable management and strategic tools in any organization especially if it is well aligned to the overall strategy of a company and meant to improve and enhance the strategic positioning of the organization (Argenti, Howel and Beck, 2005)…
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Since corporate communication is continually evolving, it is imperative the corporate communication strategies used by organizations be up to date, strategic and effective in meeting an organization’s strategic objectives. This research paper investigates the corporate communication strategies employed by organizations that focus on enhancing organizational corporate strategies and goals, and further evaluates the corporate communication functions and channels that enhance such strategies in communicating with different stakeholders such as employees, shareholders, customers, suppliers, among others. Furthermore, the paper analyses the role and significance of corporate communication strategies focusing on corporate reputation, corporate identity and crisis management. 1.1 Corporate Communication Overview and Definition Hasanbegovic (2011, pp. 39) defines corporate communication as goal oriented activities which involve managing all external and internal communications within an organization, aimed at placing an organization in favorable light with its stakeholders. This definition is supported by Hawabhay, Abratt and Peters (2009, pp.12) who in their research note that corporate communication encompasses both external and internal communication channels that align organizational strategic objectives. Such communication need to be systematically integrated in order to prevent a fragmented and blurred image of the company. Various scholars have looked at the link between corporate communication and corporate strategy, concluding that organizations have the ability to develop a competitive advantage not only through the use of organizational resources effectively to achieve desired outcomes, but also through managing communication among different stakeholders in a company aimed at molding the perception and interpretations of the organizational stakeholders (Halliburton & Ziegfeld, 2009; Forman & Argenti, 2005; Hawabhay, Abratt, & Peters, 2009). Such communication also helps form long term relationships with the key stakeholders who shape the organisation’s reputation and image. Corporate communication strategies have mainly been linked to organization’s reputation building. Forman and Argenti (2005, pp. 248) makes this connection noting that the primary role of corporate communication is to develop and enhance the organization’s reputation, thereby creating a competitive advantage for the firm as the firm reduces the firm’s transactions. Corporate reputation defined as the ‘perceptual representation of the company that defines the overall appeal of the organization to the key stakeholders relative to other rival companies (Hasnbegovic, 2011, pp. 39), is clearly a central focus in any corporate communication strategy. From the above definition it can be noted that in order to develop and maintain a favorable corporate reputation, then corporate communications are directed at influencing the perceptions of different stakeholders on how an organization is viewed. This clearly implies therefore, that the central purpose of corporate communication function in an organization is to manage the impression of a company’s stakeholders on order to enhance the reputation of the
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IMC is presented in a definite way so that it would reinforce the organization’s core brand message. The main goal of this concept is to integrate different marketing communication aspects including advertising, direct marketing, public relations, online marketing, and social media networking so as to capture market attention effectively and maximize cost effectiveness.
Oxfam uses various strategies to deal with the problem of fundraising (Oxfam, 2012). Some of the strategies currently used by the firm are advertising on the television and websites of various partner companies and sending emails to various individuals and organizations that intend to provide financial support to the NGO (OUP, n.d.).
The study will employ the use of a case study to analyze these two types of strategies and in this regard, the research will use Tata Motors Limited to answer research questions that pertain to these two forms of strategies. The research paper will commence by analyzing the business-level strategy of Tata Motors Limited after which it will analyze the corporate level strategy of the company and then stipulate which of the strategies applied by the firm is the most essential for the long-term success of the company.
3M is present across the world in six diversified business segments. The businesses in which 3M operates are Health Care, Display and Graphics, Industrial and Transportation, Consumer and Office, Electro and Communications, as well as Safety, Security and Protection Services.
The author of the paper tells that with the advent of globalization, it is necessary to come up with appropriate strategies so as to acquire a competitive advantage over rivals. Furthermore, the emergence of the rising markets in former developing countries presents an opportunity for expansion into these countries and also developing nations.
S&W and Makatume are market leaders in PEPT industry. Both of them operate on the global scale and have a strong brand image maintaining excellent product quality and service. As a multi-national conglomerate, S&W has dominant shares in all the markets. In Japan, Makatume market share is 50%, and it is the second retailer in the USA.
This section will provide a brief introduction on corporate communication strategies, the purpose of the paper and the significance of conducting the research on corporate communication strategies
This section will provide an overview of the
te communication, put simply, is the total of a corporation’s effort to communicate effectively and profitably” and this term is “used to describe a wide variety of management functions related to an organisation’s internal and external communications” (Goodman, 1994
Apple has a strong turnaround, a complex and unparalleled innovative design, applications, media content and unmistakable sleekness. Because of these qualities, some critics and analysts argue that despite these positive
Thus, corporate responsibility (CR) has been associated with positive values and exemplifies the activities and intentions of an organization in respect to their societal duties. This paper focuses on the importance of CR communication, strategies for communication, and the stakeholders involved.
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