THE PURPOSE OF CORPORATE COMMUNICATION

THE PURPOSE OF CORPORATE COMMUNICATION

Purposes of Corporate Communications

Corporate Communication is the total of a corporation’s efforts to communicate effectively and profitably. Obviously the action that any particular corporation takes to achieve that goal depends in large part on the character of the organization and its relationship with its stakeholders (suppliers, community, employees, and customers). In practice, corporate communication is a strategic tool for the contemporary corporation to gain a competitive advantage over its competitors. Managers use it to lead, motivate, persuade, and inform employees and the public as well.

The four public relations models show the evolution of the corporate communication function. They can also be regarded as 4 different world-views, indicating the different purposes that organizational members see for the corporate communication function.

1. Press agentry:  purpose of corporate communication is publicity à trying to gain coverage from the mass media in almost any way possible. This model describes the purpose of corporate communication as being publicity, trying to gain coverage from the mass media in almost any way possible. It serves a propaganda function and spreads the faith of the organization involved, often through incomplete, distorted, or half-true information. Press-agentry is a one-way model where information is given, but the organization does not seek information from stakeholders.
2. Public information: In this one-way model, communication is seen as the dissemination of information through the mass and controlled media such as newsletters, brochures, direct mail or the Internet. Negative information is rarely volunteered. In this one-way model, communication is seen as the dissemination of information (not necessarily with a persuasive intent) through the mass and controlled media such as newsletters, brochures, direct mail or the Internet. Negative information is rarely volunteered.
3. Two-way asymmetric: information flows between the organization and its stakeholders, but is imbalanced in favor of the organization. In this two-way model, information flows between the organization and its stakeholders, but is imbalanced in favor of the organization. This model is not confined to the dissemination of information and research plays a key role. However, research here is (only) used to determine the most appropriate channels and messages to persuade stakeholders to behave as the organization wants, without the organization itself changing its behavior.
4. Two-way symmetric: communication consists more of dialogue than monologue. In this two-way model, communication consists more of dialogue than monologue. Communication efforts are described in terms of its research base as well as the use of communication in improving understanding with key stakeholders. It presents the classic win-win situation, and implies that both the organization and its stakeholders are benefiting. The organization is adjusted to fit the environment. This requires bargaining, negotiating, and using strategies of conflict resolution to bring symbiotic changes in the ideas, attitudes, and behaviors of the organization and its stakeholders.

In conclusion, the corporate communication models indicating the different purposes that organizational members see for the corporate communication function in the organizations.

 

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