CORPORATE COMMUNICATION
Corporate communication
is the set of activities involved in managing and orchestrating all internal
and external communication aimed at creating favorable point of view among
stakeholders on which the company depends on. Corporate communication is a
management function or department like marketing, finance, or operations
dedicated to dissemination of information to key constituencies, the execution
of corporate strategy and the development of messages for a variety of purposes
for inside and outside the organization. Organizations aim to communicate the
same message to all stakeholders to transmit coherence, credibility and ethics.
Corporate
communication helps organization explain their mission; combine its main
visions and values into cohesive message to stakeholders. The concept of
corporate communication could be seen as an integrative communication structure
linking organization to stakeholders.
The
mission of the specialization in corporate communication is inspired by the
belief that sustainable communication is essential for healthy organization.
This sustainability need to establish within a context that is characterized by
two fields of tension. Firstly, there is tension between organization and its
environment, example issues of positioning reputation and starategy.Secondly,
there is tension of keeping things running
smoothly within an organization where a broad range of interest are at
stake example those of stake holders different department.
In
corporate communication there are concept such as identity, trust, image and
reputation, they play a central role. Many organizations would want to establish
a positive image in the eyes of key stake holders and to be seen as trusted and
informed customers in public affairs. While measures such as public image
campaign a clear and appropriate visual identity and a code of conduct for personnel
can help to achieve this, these various aspects of image have to constantly be brought
into the line with organizations over role identity. Walking on identity is
therefore a complicated and energy intensive process.
Within
an organization it is important to consider how employees work together whether
or not they exchange information, they are perceptions and attitudes, they are satisfactions
with the relationships in the organization and the meaning they attach to the
work they do. This means considering aspects such as identification compliance
and well being. In this light, internal communication is so much more than
simply providing information. It also involve encouraging optimum corporation
and collectively creating setting in which employees can flourish.
As
a communication professional you will not only be responsible for communication
channel within organizations but you will also be expected to address communication
at a strategic level. Given the wide range of factors affecting organizations,
this specialization includes theories from corporate and organization
communication, as well as management and organization science. It also explores
a range of research traditions from large scale quantitative research to detail
qualitative studies.
The
theory, tools and perspective of corporate in organizational communication are
all present In this specialization to facilitate your development as
communication professional with the practical insight to deal with complex communication
issues in modern organizations.
BY: NYANGE LINDA
BAPRM-42653
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