CORPORATE COMMUNICATION

Corporate Communication Strategies

Contents

Introduction1

Task1.1: Discuss the purpose of corporate communication strategies1

1.2: Assess how corporate communications link to corporate objectives1

1.3: Analyze the relationship between corporate communication and corporate branding2

Task 2.1: Plan an internal corporate communications audit2

2.2: Conduct an internal corporate communications audit3

2.3: Critically evaluate the effectiveness of current levels of practice3

Task 3.1: Plan an external corporate communications audit4

3.2: Conduct an external corporate communications audit4

3.3: Critically evaluate the effectiveness of current levels of practice4

Task 4.1: Plan the objectives of a corporate communication strategy4

4.2: Select the audiences to influence with a corporate communications strategy5

4.3: Plan appropriate measures to monitor a planned corporate communications strategy5

Conclusion5

References6

Corporate Communication Strategies

Introduction

The purpose of this paper is to study a case study about “H.J. Hinchell”, which is a multinational company based in UK. The core business of the company is food processing and manufacturing whose headquarters is situated in the United States. This paper aims to answer fundamental questions related to communication strategies which play a crucial role in the success and development of an organization. According to the case, H.J. Hinchell has been losing market share to its competitors due to ineffective communication strategies. The emphasis will be given to the corporate communication strategies, communication audit, and external communication audit and its effectiveness. Finally, the paper will seek to develop objectives of corporate communication strategies.

Task1.1: Discuss the Purpose of Corporate Communication Strategies

There is a significant role of corporate communication strategies toward the success of the business. It contributes in the internal operations of the business, ensures that the business processes are effective and efficient. The communication strategies entail that the employees' roles are clearly defined and communicated which is mostly done from top level to bottom level. The corporate communication strategies must be aligned according to the different members of the organization who may not have similar interests. For instance, there may be stakeholders such as employees, consumers, shareholders and the media. For any company, it is imperative that it forms a positive brand image of the company by having cordial relations with the media (Alvesson & Dan 2000, Pp. 125).

Figure 1

1.2: Assess How Corporate Communications Link to Corporate Objectives

There is a significant relationship between corporate communication and corporate objectives. The management needs to make sure that corporate objectives are communicated to the middle and lower management so that the strategies are aligned to the overall corporate objective. Furthermore, if these objectives are not communicated effectively, then it may cause barriers to strategy implementation. There is a difference between corporate objectives and strategies as the former are precise and specific and developed with respect to value. For instance, corporate objectives may incorporate future revenue targets, percentage growth, market share in a market, or creating more value for shareholders than before. Therefore, organizations have a strong link between corporate communication and corporate objectives. In order to have effective and efficient business operations, the management needs to communicate corporate objectives to the entire domain of the organization (Bhattacharya & Sankar 2004, ...