Session 8: Corporate Identity
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This document discusses corporate identity and corporate communication. It provides definitions of corporate communication as managing all internal and external communication to establish favorable reputations with stakeholders. It lists the key aspects of corporate communication including public relations, media relations, corporate design, and issues management. The document also discusses the importance of company profiles in communicating with stakeholders and provides tips for writing concise, accurate company profiles that highlight a company's mission, achievements, and employees.
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Session 8: Corporate Identity
- 1. Session 8 Corporate Identity
- 2. Corporate Communication Knowledge in CorComm CEO Actual field GAP!
- 3. Dev’t of Corp Comm Public Relations Media Relations More than just Public Relations Corporate design, corporate advertising, internal comm to employees, issue & crisis management, media relations, investor relations, change communication, public affairs. Focuses on the organization as a whole, on the important task of how an organization presents itself to all its key stakeholders – internal & external.
- 4. Corp Comm Raised! Corporate Communication Human Resources Finance
- 5. Definition Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent. “ “
- 6. Key terms • Complex in nature • Demands an integrated approach • Works to harness the strategic interests of the organization at large
- 7. The stakeholders Consumers Public Investors (potential) Government Company Profile Newsletter Publication or Trade Publication Employees Shareholders Annual Report Shareholders External Internal
- 8. Company Profile • What does it do?
- 10. Structure
- 11. What is important to highlight?
- 12. Lesson Learned / Tips
- 13. 5 Tips to Write a Company Profile 1 Keep your company profile concise. Remember that many readers will simply scan the profile, digesting key phrases and concepts. 2 Aim to present the main elements of the corporation’s operations and objectives with a positive spin. The profile should make the company look good. 3 Get creative with the company profile. It should be professional, but it also needs to grab reader’s attention. Use compelling words & phrases to make your text stand out. Use graphics and diagrams to break long text. *)Adapted from wikihow.com
- 14. 5 Tips to Write a Company Profile 4 Stay flexible. Be sure to keep your corporate profile up to date. Remember that business grows and changes over time. 5 Keep the company profile honest and accurate. Consumers, analysts and members of the media will likely do a little research to confirm what they read. *)Adapted from wikihow.com
- 15. 6 Elements in a Company Profile 1 Start with simple corporate information. Incl.: company name, locations, type of business. Include information on the corporate structure – whether it’s private, public or partnership. Explain how it’s governed: is there a BOD, or someone who makes major decision. 2 Disclose relevant financial data. Include revenues, profits, assets and information on tax filings. Any mergers or acquisitions should also be noted. 3 Account for corporate policies and how relationships are maintained with investors, shareholders and other stakeholders. *)Adapted from wikihow.com
- 16. 6 Elements in a Company Profile 4 State the mission of the company and what products or services it provides to its customers & clients. This is the most important part of the company profile! Include the vision and goals of the company as they pertain to the mission statement. This will help readers understand where the business plans to go and why. 5 Call attention to important achievements & milestones. Brag a little! Important partnerships, success stories, giving back to communities. *)Adapted from wikihow.com 6 Talk about the employees. It’s about people who make the business run. Talk about your highly trained staff and what you do to keep morale & standards high.
Editor's Notes
- Corporate communication is still undervalued. Eventhough people and CEO understands the importance of “company’s reputation”, but the role of corporate communication is still undervalued.