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The structure of the Corporate Communication

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Thomas Barat
Thomas Barat

The structure of the Corporate Communication Lecture

BusinessTechnologie
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Fibraco The structure of the Corporate 1www.fibraco.hu The structure of the Corporate Communication Thomas Barat Integrated Corporate Communication Internal communication External Communication
Fibraco The structure of the Corporate 2www.fibraco.hu Product Price Place Promotion M i Marketing Public Relations Human Relations External Internal HR i MANAGEMENT Personal Marketing Organisation Developm. Labour Corporate PR Product PR Employee Relations Ownership Relations M i = Market influence HR i = Human Relations influence The “theory of the corporate circles”
Fibraco The structure of the Corporate 3www.fibraco.hu The structure of the corporate communication (The main fields) Internal Communication External Communication Promotion, DM, POS, etc. Advertising Crisis Management Aid Policy External relations Consumer relations, Product – marketing PR, Media relations, Financial relations, etc Public RelationsHuman Relations Marketing Communications
Fibraco The structure of the Corporate 4www.fibraco.hu The structure of the Public Relations Internal PR External PR Business, Non-profit-, Public life, Personal Employee Ownership Corporate PR Product PR Relations Relations
Fibraco The structure of the Corporate 5www.fibraco.hu The structure of the internal communication Leaders- employee Leaders – leaders Crisis Management Leaders - Owners Employee - employee Leaders - trade union Internal organisation Aid Policiy
Fibraco The structure of the Corporate 6www.fibraco.hu The structure of the external communication Industrial relations Professional relations Crisis Management Financial Relations Consumer Relations Media Relations Public Affairs Issue management Aid Policiy
Fibraco The structure of the Corporate 7www.fibraco.hu The structure of the financial relations Financial governmental relations Financial organisation relations Investment, Investor relations Shareholders relations
Fibraco The structure of the Corporate 8www.fibraco.hu The structure of the media relations Publisher’s Relations Editorial Relations Relations with Journalists Publicity
Fibraco The structure of the Corporate 9www.fibraco.hu Public RelationsPublic Relations sender receiver message newsnews feedback The interpreter on the bridge
Fibraco The structure of the Corporate 10www.fibraco.hu Reputation managementReputation management The scale of the reputation:The scale of the reputation: Negative 0 point PositivePositive Bad reputation Optimal Situation totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
Fibraco The structure of the Corporate 11www.fibraco.hu supported cooperative trusted appreciated understood mutually informed Reputation managementReputation management
Fibraco The structure of the Corporate 12www.fibraco.hu Reputation managementReputation management The reputation depends on: 1. What we think, what we do, how we behave? 2. What others think or suppose about us in general? How others respect or judge us? 3. What do they say about us?
Fibraco The structure of the Corporate 13www.fibraco.hu Publications Audiovisual Media Others Personal Communication Events The tools of the effective Corporate CommunicationThe tools of the effective Corporate Communication Public RelationsPublic Relations
Fibraco The structure of the Corporate 14www.fibraco.hu OrganisationOrganisation messagemessage message message messagemessage messagemessage News News News News News Personal CommunicationPersonal Communication Public opinion, Environment MassMass communication communication
Fibraco The structure of the Corporate 15www.fibraco.hu OrganisationOrganisation messagemessage messagemessage messagemessage message message messagemessage messagemessage messagemessage News News News News News News Public opinion, Environment Market influence Lobbying Personal contancts Personal contancts Aid policy Group communications Some mSome methodsethods of external communicationof external communication Behaviour coordinationBehaviour coordination
Fibraco The structure of the Corporate 16www.fibraco.hu messagemessage messagemessage messagemessage messagemessage News News News News News AgencyNews Agency dustbin dustbin Readers, Listener, Viewer OrganisationOrganisation PR AgencyPR Agency MediaMedia The path of the news from the sender to the receiver

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The structure of the Corporate Communication

  • 1. Fibraco The structure of the Corporate 1www.fibraco.hu The structure of the Corporate Communication Thomas Barat Integrated Corporate Communication Internal communication External Communication
  • 2. Fibraco The structure of the Corporate 2www.fibraco.hu Product Price Place Promotion M i Marketing Public Relations Human Relations External Internal HR i MANAGEMENT Personal Marketing Organisation Developm. Labour Corporate PR Product PR Employee Relations Ownership Relations M i = Market influence HR i = Human Relations influence The “theory of the corporate circles”
  • 3. Fibraco The structure of the Corporate 3www.fibraco.hu The structure of the corporate communication (The main fields) Internal Communication External Communication Promotion, DM, POS, etc. Advertising Crisis Management Aid Policy External relations Consumer relations, Product – marketing PR, Media relations, Financial relations, etc Public RelationsHuman Relations Marketing Communications
  • 4. Fibraco The structure of the Corporate 4www.fibraco.hu The structure of the Public Relations Internal PR External PR Business, Non-profit-, Public life, Personal Employee Ownership Corporate PR Product PR Relations Relations
  • 5. Fibraco The structure of the Corporate 5www.fibraco.hu The structure of the internal communication Leaders- employee Leaders – leaders Crisis Management Leaders - Owners Employee - employee Leaders - trade union Internal organisation Aid Policiy
  • 6. Fibraco The structure of the Corporate 6www.fibraco.hu The structure of the external communication Industrial relations Professional relations Crisis Management Financial Relations Consumer Relations Media Relations Public Affairs Issue management Aid Policiy
  • 7. Fibraco The structure of the Corporate 7www.fibraco.hu The structure of the financial relations Financial governmental relations Financial organisation relations Investment, Investor relations Shareholders relations
  • 8. Fibraco The structure of the Corporate 8www.fibraco.hu The structure of the media relations Publisher’s Relations Editorial Relations Relations with Journalists Publicity
  • 9. Fibraco The structure of the Corporate 9www.fibraco.hu Public RelationsPublic Relations sender receiver message newsnews feedback The interpreter on the bridge
  • 10. Fibraco The structure of the Corporate 10www.fibraco.hu Reputation managementReputation management The scale of the reputation:The scale of the reputation: Negative 0 point PositivePositive Bad reputation Optimal Situation totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
  • 11. Fibraco The structure of the Corporate 11www.fibraco.hu supported cooperative trusted appreciated understood mutually informed Reputation managementReputation management
  • 12. Fibraco The structure of the Corporate 12www.fibraco.hu Reputation managementReputation management The reputation depends on: 1. What we think, what we do, how we behave? 2. What others think or suppose about us in general? How others respect or judge us? 3. What do they say about us?
  • 13. Fibraco The structure of the Corporate 13www.fibraco.hu Publications Audiovisual Media Others Personal Communication Events The tools of the effective Corporate CommunicationThe tools of the effective Corporate Communication Public RelationsPublic Relations
  • 14. Fibraco The structure of the Corporate 14www.fibraco.hu OrganisationOrganisation messagemessage message message messagemessage messagemessage News News News News News Personal CommunicationPersonal Communication Public opinion, Environment MassMass communication communication
  • 15. Fibraco The structure of the Corporate 15www.fibraco.hu OrganisationOrganisation messagemessage messagemessage messagemessage message message messagemessage messagemessage messagemessage News News News News News News Public opinion, Environment Market influence Lobbying Personal contancts Personal contancts Aid policy Group communications Some mSome methodsethods of external communicationof external communication Behaviour coordinationBehaviour coordination
  • 16. Fibraco The structure of the Corporate 16www.fibraco.hu messagemessage messagemessage messagemessage messagemessage News News News News News AgencyNews Agency dustbin dustbin Readers, Listener, Viewer OrganisationOrganisation PR AgencyPR Agency MediaMedia The path of the news from the sender to the receiver