Business of all sizes spend a tremendous amount of money every year to carve a place for their products and services in the fragmented and highly competitive global marketplace. In this presentation, I explain corporate communications from the stakeholder's point of view. I contend that corporate communications should be seen as an ongoing, simultaneous, and overlapping conversation between companies and their audiences (both internal and external).

1. Corporate Communications:
In the Name of Stakeholders
By Koffi Alain Sessi

2. ~ $14 Billions

3. $437.5 Millions to each
American citizen

4. $2Everyone
On Earth

5. Why?

6. Perception is Reality

7. Company
Internal
Audience
External
Audience

8. Employees
Customers
Company
Suppliers Investors
Gov
Community

9. Employees

10. Suppliers

11. Customers

12. Investors

13. Government

14. Community

15. ?So
what
is
Corporate
Communications

16. Corporate communication is a management
function or department, like marketing, finance, or
operations, dedicated to the dissemination of
information to key constituencies, the execution
of corporate strategy and the development of
messages for a variety of purposes for inside and
outside the organization.
-­ Financial Times
“
”

17. Corporate communications aims to
positively impact the perception
stakeholders have of a company.

18. 4Areas
of
FOCUS

19. Media
Inquiries
Media
Packets
News
Monitoring
Press
Conference
News
Release
Public Relations

20. Customer
Support
Printed
Materials
Ad
Campaigns
Product
Promotions
Social
Media
Marketing Communications

21. HR
Policies
Employee
Productivity
Structure
Employee
Recognition
Payroll HR Communications

22. Bad
Citizenship
Difficult
Succession
Disaster
Handling
Security
Breach
Social
Scandal
Crisis Communications

23. Foundation

24. Culture

25. FedEx
will
produce
superior
financial
returns
for
shareowners
by
providing
high
value-­‐
added
supply
chain,
transportation,
business
and
related
information
services
through
focused
operating
companies.
Customer
requirements
will
be
met
in
the
highest
quality
manner
appropriate
to
each
market
segment
served.
FedEx
will
strive
to
develop
mutually
rewarding
relationships
with
its
employees,
partners
and
suppliers.
Safety
will
be
the
first
consideration
in
all
operations.
Corporate
activities
will
be
conducted
to
the
highest
ethical
and
professional
standards.
FedEx

26. Use
our
pioneering
spirit
to
responsibly
deliver
energy
to
the
world.
ConocoPhilips

27. Democratize
professional
technology
learning.
Pluralsight

28. Organizational Rhetoric

29. Deming’s View

30. “Quality
begins
with
intent,
which
is
fixed
by
management.”
-­‐Dr
W.
Edward
Deming

31. Lessons from the trenches

32. BP Oil Spill

33. The Chevy Disaster

34. VolksWagen
(The Car of the People?)

35. “Tell the truth, tell it first,
and tell it your way.”
-­ Jaime Rupert

36. Thank you!!