Internal Communication

INTERNAL COMMUNICATION:
Internal communications, also known as employee relations, includes all communication within an organization. Internal communications may be oral or written, face to face or virtual, one-on-one or in a small group.
As companies focus on retaining a content workforce they must think strategically about how they communicate with employees through internal marketing. While strong internal communications have always generated a more engaged, productive, and loyal workforce the 21st century business trend of flat organizations, in which organizations have fewer levels of management and more empowered workers at all levels, has further necessitated strong communication channels between management and employees to maintain employee trust and loyalty. Often internal communications is a collaborative effort between the corporate communication and human resources departments, as it covers topics from employee benefit packages to the company’s strategic objectives. More and more, companies are making sure their employees understand new marketing initiatives being externally communicated and are uniting the workforce behind common goals and objectives.

Effective internal communication - which can be said to be "downward, upward, and horizontal" - is a vital means of addressing organizational concerns. Good internal communication helps to establish formal roles and responsibilities for employees.
To illustrateITC Windsor Manor Sheraton group of hotels as an example; heading the advice of a respected consulting group Winsor Manor for a two year period will focus primarily on improving its internal marketing in a large scale effort to improve its image. Having workforce, staff alike believing in and advocating a strong image of Windsor Manor will prove to be far more influential than any promotional campaign or television advertisement could dream of being. I think this philosophy holds true on a much grander scale, having employees believe in the organization and having them feel the organization is socially responsible is of utmost importance to its relative success. If your own employees do not believe in the message you’re selling it will be increasingly difficult to get your constituents to. I genuinely feel that having an open organization, in which information is freely shared, will help to avoid rumors and inaccurate information from being distributed and help create a more efficient communications environment.



Links

www.sieler.com/india/06.html
http://www.cnbc.com/
http://images.google.co.in/

Media Relations

In corporate communication, one of the most critical areas is the media relations department. This is only department from where investors, consumers, suppliers, retailers can receive information and build image of the business. It deals with issues rather than specifically with products or services. It involves two ways communication between organization and it’s public. Moreover, media relations require listening to the constituencies on which the organization depends and then it analyses and understands the behaviors of those audiences. Only then, organizations undertake effective public relations campaigns.

The main goals of the media relations are to create, maintain, and protect the organization reputation, to enhance its prestige and to present a favorable image .Media relation involves public, employee, financiers, community, government and political relations and consumer education. Media relation involve several tools with the proper use of each tool, an organization can reach its goal.

Corporate Advertising vs Product Advertising

CORPORATE ADVERTISING:
Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation as a whole and it should “brand” company.

Corporate advertising campaign should be strategic and consistent. Corporate advertising should present a clear identity for the organization based on a careful assessment of its overall communication strategy .Many company’s use corporate advertising to strengthen their identity. If an organization identity is very different from how it is perceived externally for instance it can use corporate advertising to close the gap. A good corporate advertising campaign can stimulate their interest to take a close look at a particular corporation. Corporate advertising is paid from corporate communication department budget or it is paid by CEO’s office.

Example: Kotak Mahindra had lavish corporate campaign. And it tried to position itself as a one stop destination for all kinds of financial services. It has its tagline “Think investment, Think Kotak “.Kotak corporate campaign focuses on driving home the company’s philosophy of increasing the wealth of customer rather than merely preserving it.
http://www.thehindubusinessline.com/catalyst/2006/02/16/stories/2006021600070100.htm
PRODUCT ADVERTISING:

Product advertising is undertaken by companies seeking to increase the sales of a particular product by emphasizing its features and benefits. A company’s marketing department is typically responsible for product related adds.

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Identity,Image and Reputation

IDENTITY:
A company’s identity and image are two most critical components of the corporate communication function has to deal with. Company’s identity is the visual manifestation of a company’s reality conveyed through organization name logo,motto,products,services,buildings,uniform,and all other tangible pieces of evidence created by the organization and communicated to a variety of constituencies. Identity should stand in line with the company’s core values, philosophies, standards and goals.

Methods used by many companies to manage identity process.
Conduct an identity audit: The company should find out how the public views the organization and what it symbols represent to different constituencies.
Set identity objectives :The goals should be set by senior management and must explain how each constituency should react to specific identity proposals.
Develop and design names: The company should ensure that name and logos continue to reflect the company’s reality.
Develop prototypes: Consultants develop models arising the new symbols or name.
Launch and communicate: Reporters should be informed about the new identity.
Implement the program

IMAGE:

Image is a reflection of an organization identity. An organization image is how constituencies perceive the organization based upon all messages , it sends out through names,logos,self-presentation ,employees etc.

Image is formed from some or many out of intended communication, unintended communication, word of mouth, reputation, transaction and post transaction experience. Many of these are out of control but with proper communication organization can build and improve an image.

REPUTATION:

When an organization identity and image are aligned ,the foundation for a solid reputation exists. Reputation is build up over time .A strong reputation is important for a firm because it calls attention to a company’s attractive features.

From my personal experience, when i go to buy any clothes the things which come to my mind is the advertisements of levis or the hordings put up. So this image, the identity and Reputation plays a vital factor in any situation, maybe in buying shoes, clothes or any products.

Corporate Communication Relevance

The importance of relevant communication is rising today. It is absolutely vital for a company to have a strong corporate communication function. This relates relevance to corporate communication. Corporate communication includes both internal and external communication. Internal communication deals with its own employees, employers, managers whereas external communication deals with suppliers, investors, shareholders, government and wider public. Nowadays the profit is not only the goal of a company . they are building good relationships with other corporate. The value of organization is the combination of what it receives and the way it receives. There are several reasons why relevance is particularly important when communicating with other corporate, such as,
To understand corporate needs
To get corporate attention
To target corporate selectively
To motivate corporate
To provide a superior corporate experience.
To create effective communication with corporate, an organization should pay attention to many factors such as demand of customers, employees needs etc. effective communication is costly and complex.

In corporate communication a critical question arises that is whether to keep all communications focusing on centralizing the activity under one senior officer at headquarters or decentralizing the activities and allowing individual business units to handle communications. Global events and economic trends effect decision about the structure of an organizations communication function. For example, September 11, 2001 attack teaches companies the importance of expecting the unexpected crises.

Effective design of corporate communication has many advantages:
It gives organization increased distinction, remembrance and recognition.
It gives organizations style, quality and personality.
It gives tangible representation of organization to constituents.
It helps the growth of organization in wide range of marketing.
It provides a focus that helps a group that defines its business mission and goals.

Communication Technologies

There are many forms of communication we use today. The use of internet ,phone, fax are in entire rise. Internet has changed the way the business function today .The internet enables the company executive to communicate extensively with the different constituencies: no matter where they are located. The use of e-mail today is becoming more and more effective form of communication and also it is easiest way of communication. The use of phone is becoming popular now-a-days. As many companies are spread world-wide, it is not possible for face-to-face communication as it involves high cost of travel. Video conference is also used extensively as this helps to who you are speaking to. The choice of communication channels is dictated by technology, one must carefully select the proper channel that would be best to reach the public.

Communication for a company consists of 2 parts:
INTERNAL COMMUNICATION: It occurs when the company communicates with the employees on a day to day basis. The employees need to be informed in order to align their vision with that of company’s. The company uses the communication technology to a great effect to communicate with the employees. The different technologies they employ are e-mail, video conferencing, instant messengers and blogs.
EXTERNAL COMMUNICATION: It occurs when the company wants to communicate with its constituencies outside the company. The different constituencies may be investors, community, consumers, shareholders, and partners. The communication technologies used to communicate with are the media, internet, and so on. The external constituencies’ needs to be kept informed to the company affairs in order to keep them with the company.

The advancement in technology has made the communication much easier, faster, and reliable and above all eliminated the geographical barriers of distance, time and region. The technology is developing so fast that still we are in process of understanding one; the other is ready and out in market.

Communication Theories

Communication root lies back to thousands of years to the ancient Greece. Communication was then called as Rhetoric. Rhetoric was considered the art of talking, using language to persuade the audience to do something. Aristotle defines the composition of every speech. It consists of a speaker, a subject, and a hearer.

Modern theorists have dealt with the communication theory .They have found out communication is a information related behavior. It is a necessary life process .There is 3 main types of communication. They are interpersonal communication, machine related communication and mass communication. Interpersonal communication is to compare it with other forms of communication with interpersonal communication, we can examine how many people are involved, how physically close they are to one another, how many sensory channels are used and the feedback provided. Machine assisted communication can be defined as communication with the help of different tools. Such as computer, mobile phones, and telephone. When a sender distributes messages to more than one person simultaneously is called mass communication.

There are various communication theories explained by different people.
Harold Lasswell explained communication model in 1948 referred to us as transmission model of communication. A speaker initiates a message and gives it through a medium /channel to the audience. The goal of communication is to get a desired effect from the audience.
Shannon & weaver’s model introduced in 1949. They are known as the fathers of information theories and they have focused on the noise source in communication.
Schramm’s first model was introduced in 1954 and focused on signal.

He has also introduced the second model with field of experience.


He also introduced the third model with feedback. He was known as father of information




Katz & Lazarsfeld’s model was introduced in 1955 . It was the first model to deal with mass media and communication in organization.
Kincaid’s convergence model was introduced in 1979 and included mutual understanding where participants create and share information to reach a common goal.
All these models are very useful in organization and offer convenient ways to think.