1. Understand the Importance of Corporatecommunication

Alfred Nobel Open Business School Switzerland

CorporateCommunicationStrategies

Tounderstand the importance of corporatecommunication and howitlinkstocorporateobjectives. Toconduct an audit internal and externalcorporatecommunications, and to be abletodevelop an effectivecorporatecommunicationsstrategy.

IndicativeContent

1. Understand the importance of corporatecommunication

Aims of corporatecommunications

•Providesinformationtostakeholders, communicatescorporatevision and strategy, reinforcespublicview of the organisation, linksto PR strategy

Reinforcingcorporateobjectives

•Communicates and reinforcesstrategicobjectives, reinforcescorporateculture, promotesaccountability, prioritisesstakeholdercommunication and influence

Reinforcingcorporatebranding

•Promotesbrand and reinforcesstakeholders’ view of company performance and value(s), preventsdilution / erosion of the corporatebrand and identity / linkstobrand management strategy

2. Be abletoconduct an internalcorporatecommunications audit

Planning

•Selectingappropriateresearchtechniques, identifyingformal and informalinternalinformation and communicationflows, Identifyinginformation and data management processes, identifyingknowledge management processes

Conducting an internal audit

•Informal versus formal, e.g. water-cooler, email, conferencing and meeting; vertical versus horizontal, e.g. management communications, corporatenewsletters, departmental, interdepartmental and team meetings; control of information and data, processingdata

Evaluatingeffectiveness

•Benchmarking, questionnaires, focusgroups, participant, observation/ethnography, surveys and interviews

3. Be abletoconduct an externalcorporatecommunications audit

Planning

•Selectingappropriateresearchtechniques, identifyingexternalinformation and communicationflows, identifyinginformationchannels and barriers, identifyingcommunicationrisks

Conducting an external audit

•Supplier and customercommunications, e.g. networking, conferences, partnerships and JVs; publiccommunications, e.g. marketing and advertising, newsitems and online e.g. web-pages, forums, socialmediasuchasTwitter, Facebook, Tumblr etc., institutionalrelationships (includingprofessional, government and industrybodies, universities and communities); knowledgedevelopment and management e.g. supplychainintegration, crowdsourcing, collaboration

Evaluatingeffectiveness

Surveys and interviews, questionnaires, focusgroups, participantobservation/ ethnography, processingresearch

4. Be abletoplan the development of a corporatecommunicationstrategy

Strategicobjectives

•Strategyformulation, implementation, measurement and monitoring of strategicaims

Audienceanalysis

•Stakeholderanalysis, international / culturalissues, evaluatingcommunicationchannels (inrespect of stakeholdergroups)

Monitoring, review and feedback

•Developingcommunication and stakeholderengagementplan, surveys, focusgroups and interviews, measuringcommunicationoutcomes, monitoring online customerinteraction, quantitative and qualitativemeasures, measuring ROI

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