Forms of Corporate Communication

FORMS OF CORPORATE COMMUNICATIONS
MARKETING COMMUNICATIONS
Marketing communications can fall into the same meaning as advertising. Advertising is the
most common marketing term that organizations and even members of the public understand and
evaluate, it has come across people at least a number of times in their everyday lives.
A marketing communication tool can be anything from: advertising, personal selling, direct
marketing, sponsorship, communication, promotion and public relations
marketing communication( MC ) are made up of the marketing mix which is made up of the
4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of the 7P's:
Price, Promotion, Place, Product, People, Physical evidence and Process, for a service based
business Marketing communications consists of 5 key factors, persuasion and information,
objectives, contact points, stakeholders and marketing communication activities. Firstly all
marketing communication's goal is to persuade their target audience to change their attitudes and
behaviour towards the organization
As business becomes increasingly global with greater access to Internet, mobile phones and
social media, new challenges exist with communication professionals to inform people in
particular foreign markets to facilitate business activity. Shifts in the global economy and access
to new markets lead also to greater demands for product shipping and services delivered to
customers in foreign markets. To be effective, communication strategies must converge with
marketing objectives while also account for local languages, dialects and cultural norms.
Integrated Marketing Communications (IMC)

Integrated marketing communications (IMC) is a communication process that entails the
planning, creation, integration, and implementation of diverse forms of marketing
communications.
IMC unifies and coordinates the organizations marketing communications to promote a
consistent brand message. Coordinating the brands communications makes the brand seem more
trustworthy and sound as it is seen as a 'whole' rather than a mixture of different messages being
sent out. The IMC perspective looks at the 'big picture' in marketing, advertising and promotions
In communication studies
ORGANIZATIONAL COMMUNICATION
Organizational communication is the study of communication within organizations.
The flow of communication could be either formal or informal.
Formal Communication
Communication which follows hierarchy at the workplace is called as formal

communication. Employees communicate formally with each other to get work done
within the desired time frame.
Informal Communication
Employees also communicate with each other just to know what is happening around.
Such type of communication is called as informal communication and it has nothing to do
with designation of individuals, level in the hierarchy and so on.
Direction of Communication Flow
i. Upward Communication
Flow of information from employees to managers is called upward communication.

Upward communication takes place when employees share their views with their
managers on their nature of work, job responsibilities and how they feel about the
organization on the whole.
ii. Downward Communication
Downward communication takes place when information flows from managers to the
subordinates.
Managers often give orders and directions to their subordinates as to what to do and how
to do various tasks. Such type of communication is called downward communication.
Interorganization Communication
 In Business
 B2B (business-to-
business)
 B2C (business-to-
consumers) 
 B2E (business-to-
employees)
 B2G (business-to-
government)
MANAGEMENT COMMUNICATION
Email
In today's business environment, email makes up a large part of how organizations and teams
communicate. In many cases, this makes for efficient quick communications or dissemination of
information. But there a few rules. Don't get too wordy. The more complex the writing and the
longer the paragraphs, the more difficult it can be for employees, or even other managers to
understand. In fact, bullet points can be great for clarity. Don't overuse email. Every medium has
its strengths and weaknesses, and managing by email can be damaging. Face-to-face
communication and phone conversations may be more time consuming and perhaps occasionally
uncomfortable, but they have the ability to convey depth and meaning that email lacks.
One-on-One Communication
Managers must be able to communicate face-to-face with their subordinates. Often they have
peers and superiors with which to interface. Effective managers create comfortable rapports with
their key contacts to foster openness. They also must understand people's different personalities,
communication styles and find ways to convey information so that their listener understands.
Confirming that the other party understands is also a good practice. In turn, a good manager must
also be a good listener to hear what's going on in their business and with their team--also
confirming and clarifying to make sure they have understood their people.
Presentations
Increasingly, managers in the corporate world find themselves needing to deliver presentations--
whether for training employees, reporting on progress to upper management or in
communicating with other departments. Power Point skills are usually a must as is the ability to
speak calmly, clearly and to hold composure when in front of an audience. Organizing thoughts
and information in a sequence that is logical and ingestible to the audience is also critical to
success in presenting.
Written Reports
In most cases, managers have managers. They may also have investors, community members,
and boards of directors with questions and interests. Often written reports are part of the
mechanisms by which companies work. Managers must be able to effective write about their
progress, challenges, budgets, operations, human resource issues, legal matters. Clear,
professional, well worded and concise writing are assets. When reading a report, readers usually
want clear, easy-to-understand and brief, to the point writing.
Spreadsheets
Numbers are a language unto themselves. Most managers must become fluent. The modern
business world works of spreadsheets and reports often generated from spreadsheets. When
working with budgets, revenues, costs, margins, profit and loss statements, and even internal
tracking tools, spreadsheets are critical. Many businesses, especially s

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FORMS OF CORPORATE COMMUNICATIONS

Integrated Marketing Communications (IMC)

Organizational communication is the study of communication within organizations.

The flow of communication could be either formal or informal.

Communication which follows hierarchy at the workplace is called as formal

Direction of Communication Flow

Flow of information from employees to managers is called upward communication.

ii. Downward Communication

whether for training employees, reporting on progress to upper management or in

want clear, easy-to-understand and brief, to the point writing.

tracking tools, spreadsheets are critical. Many businesses, especially s

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