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Applied management project - Dissertation Example

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Applied management project

The emergence of corporate communication was brought about by the need of organisations to build and maintain relationships with its key stakeholders in order to sustain the survival of the organisation's business in its respective industry. The management of communication functions has evolved from fragmented disciplines into a holistic setting. Previously, organisations have made use of communication disciplines as individual units that would serve its distinct purpose in line with the employed strategies. Through the course of communication development, organisations have realized the importance of an integrated approach towards managing communication functions. ...
Aims and Objectives Communication is not just an integral factor between personal relationships and groups, it also applies to organisations. Success cannot simply be measured by performance and quality; it can be culminated through proper communication to form a clear and lucid relationship between firms and its publics. Most companies fail to see the importance of what integrated corporate communication can do to improve their businesses (Van Ruler & de Lange 2003). At present, the prevailing principle in regards to the basis of an organisation's survival in the industry depends on how it is perceived by its key stakeholders, which comprises of both internal and external publics. Internal audiences are investors, stockholders, shareholders and employees; whereas external audiences are the consumers and other members of the community such as the government, institutions and media (Argenti, Howell & Beck 2005). Such principle had been further proved by recent events such as corporate crises, recession, financial crisis and the liberalism of trade. These have led to the decisions of senior executives among leading organisations to fortify the reputation of their firms and place significant emphasis on it as one of their key strategic goals. This goal entails the process of formulating, maintaining and protecting the reputation of the firm. Such objectives are the core tasks of a corporate communication specialist. In spite of significance highlighted on the organisation's image and reputation, the purpose and the benefits provided by corporate communication is yet to be fully grasped (Marchand 1998; Van Ruler & de Lange 2003; Argenti et. al 2005). This concern has made specialists ...Show more


Applied Management Project Corporate Communication Table of Contents Abstract 4 Aims and Objectives 5 Literature Review Corporate Communication 6 Emergence 11 Evolution 13 Types of Corporate Communication 17 Functions 17 Corporate Branding 22 Corporate Image 26 Corporate Reputation 27 Tools 30 Integrated Communication 32 Drivers for Integration 37 Market and Environment based 39 Communication 40 Organisational 41 Catalysts for Integration 43 Regulation 44 Sophisticated, overlapping stakeholders 44 Organisational Development 45 Technology 46 Approaches to Integration 46 Achieve through reporting relationships 47 Create Informal Communications Councils 48 Create a Communications Integration Man…
Author : rmcglynn
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