CORPORATE COMMUNICATION

A corporate communication strategy framework is a tool for planning communication with your employees, customers, suppliers and investors. You can use the framework to build a better understanding of your company and enhance your reputation with people whose attitudes and actions influence the success of your

Stakeholders

The communication strategy framework identifies each of the groups you must influence and describes the attitudes you want them to have. Employees and prospective employees should have confidence in your company and consider it a great place to work. Customers should believe you meet their needs with quality products and excellent service. Suppliers should feel that working with you is good for their business. Investors should be confident that your company is well managed and has good prospects for the future.

Research

To develop your communication plan, find out more about the actual attitudes of each group and compare the results with your target. Research the publications that each group reads and check them to find references to your company or your products. Look for similar information on social networking sites. Ask sales representatives for their views on customers’ attitudes. By identifying areas where your company is misunderstood or unknown, you can establish communication tasks and set priorities.

BENEFITS OF CORPORATE COMMUNICATION

Strategy

The framework provides you with a clear view of the people you have to influence and the scale of the work involved in meeting your communication goals. You can now develop a communication strategy that aligns with your business strategy. If your business strategy is to expand by attracting more customers or entering new markets, your communication strategy must focus on building positive attitudes among customers and prospects. You may need to adopt a strategy of expanding your operations to meet strong demand from the market. Your communication strategy should focus on attracting high-caliber employees and convincing investors to back your company.

Messages

To put the communication strategy into action, the framework should include information about how to reach the important groups and the messages that will appeal to them. To communicate with customers, for example, use your research on the publications they read and plan a series of press releases on new product developments, quality initiatives or improvements in different aspects of customer service. Key messages would include “we are an innovative company,” “we take quality seriously” and “we are committed to excellence in customer service.”

BY MDODO REBECCA J

BAPRM 42614