Corporate Communication in Intercultural Contexts by malj

VIEWS: 2 PAGES: 7

									 Unit 3

The Structure of Corporate Communication

 Subfunctions of corporate communication
 Media
 Relations between texts: Intertextuality
 Integrated corporate communication
 Centralisation vs decentralisation
 Key factors in developing a corporate
  communications strategy

                                             1
Subfunctions

                    Corporate
Corporate image
                  advertising and   Media relations
  and identity
                    advocacy


   Marketing         Financial         Employee
communi-cations   communi-cations   communi-cations


  Community          Corporate         Crisis
   relations        philanthropy    communication


                                      Government
                                        affairs
                                                      2
Marketing Communications




                           Product
              Customer     publicity
    Product   relations
     adver-
     tising



                                       3
Types of advertisements

 TV commercials     Web pages
 Magazine and       Banner ads and banner
  newspaper ads       links
 Advertorials       Intermercials
 Infomercials       Screen savers




                                              4
Integrated Communication



          Content


          Form


          Time




                           5
    Centralization versus Decentralization


                 Factors to be considered:
   Company size
   Geographic dispersion
   Diversity of products and services
   Historical reporting relationships
   Relative strengths of different departments
   Degree of commitment to creating a cohesive
    communication function

                                                  6
Key Factors ...

...in developing a corporate communication strategy:




                                           Delivering
                                           messages
                          Analyzing
      Setting an                            appro-
                           consti-
       effective                            priately
                          tuencies
     organisation
       strategy

                                                        7

								
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