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Cross Functional Communication

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pondicherry university

The document discusses different types of communication that are important for organizations, including cross-functional communication, marketing communication, project management communication, human resource communication, and financial communication. It provides examples of how different companies implement various communication strategies and processes to share information across departments, with customers, employees, stakeholders, and investors.

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CROSS FUNCTIONAL COMMUNICATION
Role of communication
Functions of corporate communication
 
 
 
E- business implementing &managing E-bus. operations and collaborations Suppliers and other business partners Supply chain management Procurement, distribution & logistics Manufacturing & production Engineering & research A/C & Finance Customer Relationship Mgt. Marketing sales customer service Consumer & bus. customers extranets Co. boundary extranets Intranets intranets
Marketing communication/ Integrated Marketing communication Peter Drucker – “The purpose of business is not to make a sale, but to make and keep a customer.” Communication channels are exploding and fragmenting. Most brands have moved beyond basic category benefits & want to connect with consumers at a deeper level.
Example- Coke resorted to a brand campaign that touted ‘ sabka thanda ek ’, harping on the unity that the drink brings among people………..a typical take off on the desi ingredient of ‘unity in diversity’. Sabka thanda ek strengthens the universal appeal of the brand amongst the consumers. McDonald’s emotional themes appeal to consumer’s needs. McDonald’s communication strategy does not rely solely on advertising, but also on sales promotion such as, sweepstakes, contests, and coupons –support the benefits that advertising conveys .
Marketing communication process Source ( Marketer) Encoding (advertising agency/sales person/ marketer Transmission Mass media/ Sales people/ stores Decoding consumer FEEDBACK Action (direct Feedback) Indirect feedback
source encoding transmission Decoding Define objectives Develop Message- Communicate benefits Transmit message to consumers Exposure Perception And Interpretation Of message Poor Product concept Message unrelated Failure to Reach Target audience Lack of Credibility/ Advertising wear out Marketing communication process Implementation of comm. process Barriers to communication
Project management communication Projects – small, medium, large Project management refers to all systems and techniques used by the organizations to effectively monitor the status of projects through various kinds of status reports , and also to see that there is sufficient communication within the functional areas involved in a particular project.
Small & Medium Projects- Project team members send a status update to the project manager. The project manager sends a status update to the project sponsor and stake holders. Large projects- Who is the stake holder? for each stakeholder, brainstorm how to fill the communication need.develop the communication strategy and plan. For Ex. Delhi Metro project being carried out in the NCR puts in a good amount of effort focused on building market reputation as a world class commutation service.
Human Resource Communication Human Resource communication refers to the techniques and processes used by organizations across the world when communicating with their employees about issues related to the – Employees’ appointments Promotions Compensation packages Training Personalized counseling Retirement benefits Other employee benefit programs.
For Ex. Nissan Motors UK’s training department conducts a training need analysis to assess individual employee needs and to organize training programs. The dept. concentrates on – Technical development-teaching skills related to robotics and electrics. People development Understanding processes- workshops covering safety, production operations etc. Computer skills Trainee development- courses for graduate trainees ranging from accountancy to team building.
Financial Communication It is about conveying all financially sensitive information and data of the last year which includes- Company’s overall performance Major capital expenditures undertaken Profitability performance Stock market performance etc.
Financial communication lets you know - The company at a glance The chairman’s message The outlook The key figures Share price information Balance sheet, income statements, Investor relation releases The financial calendar The trading worldwide The merger Corporate governance
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Cross Functional Communication

  • 3. Functions of corporate communication
  • 4.  
  • 5.  
  • 6.  
  • 7. E- business implementing &managing E-bus. operations and collaborations Suppliers and other business partners Supply chain management Procurement, distribution & logistics Manufacturing & production Engineering & research A/C & Finance Customer Relationship Mgt. Marketing sales customer service Consumer & bus. customers extranets Co. boundary extranets Intranets intranets
  • 8. Marketing communication/ Integrated Marketing communication Peter Drucker – “The purpose of business is not to make a sale, but to make and keep a customer.” Communication channels are exploding and fragmenting. Most brands have moved beyond basic category benefits & want to connect with consumers at a deeper level.
  • 9. Example- Coke resorted to a brand campaign that touted ‘ sabka thanda ek ’, harping on the unity that the drink brings among people………..a typical take off on the desi ingredient of ‘unity in diversity’. Sabka thanda ek strengthens the universal appeal of the brand amongst the consumers. McDonald’s emotional themes appeal to consumer’s needs. McDonald’s communication strategy does not rely solely on advertising, but also on sales promotion such as, sweepstakes, contests, and coupons –support the benefits that advertising conveys .
  • 10. Marketing communication process Source ( Marketer) Encoding (advertising agency/sales person/ marketer Transmission Mass media/ Sales people/ stores Decoding consumer FEEDBACK Action (direct Feedback) Indirect feedback
  • 11. source encoding transmission Decoding Define objectives Develop Message- Communicate benefits Transmit message to consumers Exposure Perception And Interpretation Of message Poor Product concept Message unrelated Failure to Reach Target audience Lack of Credibility/ Advertising wear out Marketing communication process Implementation of comm. process Barriers to communication
  • 12. Project management communication Projects – small, medium, large Project management refers to all systems and techniques used by the organizations to effectively monitor the status of projects through various kinds of status reports , and also to see that there is sufficient communication within the functional areas involved in a particular project.
  • 13. Small & Medium Projects- Project team members send a status update to the project manager. The project manager sends a status update to the project sponsor and stake holders. Large projects- Who is the stake holder? for each stakeholder, brainstorm how to fill the communication need.develop the communication strategy and plan. For Ex. Delhi Metro project being carried out in the NCR puts in a good amount of effort focused on building market reputation as a world class commutation service.
  • 14. Human Resource Communication Human Resource communication refers to the techniques and processes used by organizations across the world when communicating with their employees about issues related to the – Employees’ appointments Promotions Compensation packages Training Personalized counseling Retirement benefits Other employee benefit programs.
  • 15. For Ex. Nissan Motors UK’s training department conducts a training need analysis to assess individual employee needs and to organize training programs. The dept. concentrates on – Technical development-teaching skills related to robotics and electrics. People development Understanding processes- workshops covering safety, production operations etc. Computer skills Trainee development- courses for graduate trainees ranging from accountancy to team building.
  • 16. Financial Communication It is about conveying all financially sensitive information and data of the last year which includes- Company’s overall performance Major capital expenditures undertaken Profitability performance Stock market performance etc.
  • 17. Financial communication lets you know - The company at a glance The chairman’s message The outlook The key figures Share price information Balance sheet, income statements, Investor relation releases The financial calendar The trading worldwide The merger Corporate governance