corp com struct
TRANSCRIPT
Fibraco Communication International
The structure of the Corporate Communication 1www.fibraco.hu
The structure of the Corporate Communication
Thomas Barat Professor of Corporate Communication
Budapest College of Management
Integrated Corporate
Communication
Internal communication
External Communication
Fibraco Communication International
The structure of the Corporate Communication 2www.fibraco.hu
Product
Price
Place
Promotion
Mi
Marketing Public Relations Human Relations
External Internal
HRi
MANAGEMENT
PersonalMarketing
OrganisationDevelopm.
Labour
Corporate PR
Product PR
EmployeeRelations
OwnershipRelations
M i = Market influenceHR i = Human Relations influence
The “theory of the corporate circles”
Fibraco Communication International
The structure of the Corporate Communication 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 Communication International
The structure of the Corporate Communication 4www.fibraco.hu
The structure of the Public Relations
Internal PR External PR
Business, Non-profit-, Public life, Personal
Employee Ownership Corporate PR Product PRRelations Relations
Fibraco Communication International
The structure of the Corporate Communication 5www.fibraco.hu
The structure of the internal communication
Leaders-employee
Leaders – leaders
Crisis Management
Leaders - Owners
Employee - employee
Leaders - trade union
Internal organisation
AidPoliciy
Fibraco Communication International
The structure of the Corporate Communication 6www.fibraco.hu
The structure of the external communication
Industrialrelations
Professionalrelations
Crisis Management
FinancialRelations
Consumer Relations
MediaRelations
Public Affairs
Issue management
AidPoliciy
Fibraco Communication International
The structure of the Corporate Communication 7www.fibraco.hu
The structure of the financial relations
Financial governmental
relations
Financial organisation
relations
Investment,Investorrelations
Shareholdersrelations
Fibraco Communication International
The structure of the Corporate Communication 8www.fibraco.hu
The structure of the media relations
Publisher’sRelations
EditorialRelations
Relations withJournalists
Publicity
Fibraco Communication International
The structure of the Corporate Communication 9www.fibraco.hu
Public RelationsPublic Relations
sender receiver
message newsnews
feedback
The interpreter on the bridge
Fibraco Communication International
The structure of the Corporate Communication 10www.fibraco.hu
Reputation managementReputation management
The scale of the reputation:The scale of the reputation:
Negative 0 point Positive Positive
Bad reputation Optimal Situation
totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
Fibraco Communication International
The structure of the Corporate Communication 11www.fibraco.hu
supported
cooperative
trusted
appreciated
understood
mutually
informed
Reputation managementReputation management
Fibraco Communication International
The structure of the Corporate Communication 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 Communication International
The structure of the Corporate Communication 13www.fibraco.hu
PublicationsAudiovisual
Media
Others
Personal Communication
Events
The tools of the effective Corporate Communication The tools of the effective Corporate Communication Public RelationsPublic Relations
Fibraco Communication International
The structure of the Corporate Communication 14www.fibraco.hu
OrganisationOrganisationmessagemessage
messagemessage
messagemessage
messagemessage
News
News
News
News
News Personal CommunicationPersonal Communication
Public opinion,
Environment
MassMass communicationcommunication
Fibraco Communication International
The structure of the Corporate Communication 15www.fibraco.hu
OrganisationOrganisation
messagemessage
messagemessage
messagemessage
messagemessage
messagemessage
messagemessage
messagemessage
News
News
News
News
News
News
Public opinion,
Environment
Market influence
Lobbying
Personal contanctsPersonal contancts
Aid policy
Group communications
Some mSome methodsethods of external communication of external communication
Behaviour coordinationBehaviour coordination
Fibraco Communication International
The structure of the Corporate Communication 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