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Transcript

Corporate
Communication

start

ETLV
Terminales STMG

What is Corporate Communication ?

lesson

Definition and types

Corporate communications are all about how companies interact with various stakeholders through internal and external communications.

Stakeholders are customers and potential customers, employees, investors, the media and the general public, government agencies, and regulators.
Corporate communication covers a broad range of responsibilities.
The two main types of corporate communication are internal and external communications.

Internal corporate communication is the key to building a strong company culture, while external corporate communication shapes the company’s image.

Both internal and external corporate communications are particularly important in times of crisis. Internal communications ensure that everyone is on the same page about the crisis situation, while external communications can help convey appropriate messages to the public. One example of successful crisis management comes from Maple Leaf Foods in Canada. When a listeria outbreak was linked to the company’s products, they managed the crisis using clear communication. The CEO publicly apologized, the company quickly acted to recall the items, and the tone of their messaging was transparent and accountable throughout.

Why is corporate communciation vital to companies ?

CORPORATE BRANDING

defines who they are, their products, their message, and their overall goal to the general public. It is how they are defined in the media and how they are viewed

CORPORATE IDENTITY

the uniqueness of the organization. This is related to the corporation's image, both externally and internally, and its reputation.

CORPORATE RESPONSIBILITY

the company's commitment to societal issues :sustainability, supporting movments, promoting well-being, education...

COPORATE REPUTATION

Reputations are not only defined by the general public, but by the corporation's stakeholders and investors

CRISIS COMMUNCIATION

a public challenge to the corporation's reputation and image ( criminal allegations, media attacks, inquiries, violation of regulations ex : environmental ones)

Mindmap and example of case study

What you will have to research

current flagship product

Do they communicate their financial results ?

Organisational culture and values

Strategies

An example of case-study

A case study on Toyota from 2012

Your turn

Select a company and research their corporate communication

Share your work on google drive with florence.hugounenc@gmail.com

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