Corporate Communication Strategies

AimsTo explore the skills necessary to analyse corporate
communication needs and risks, and to be able to
develop an effective corporate communications
strategy
Unit Level7
Unit CodeM/602/2086
Guided Learning Hours30
Credit Value10
Unit Grading StructurePass
Assessment GuidanceN/A
Learning Outcomes.Assessment Criteria.
The learner will:The learner can:
1. Understand the1.1Discuss the purpose of corporate
importance of corporatecommunication strategies
communication1.2Assess how corporate communications link to
corporate objectives
1.3Analyse the relationship between corporate
communication and corporate branding
2. Be able to conduct an2.1Plan an internal corporate communications
internal corporateaudit
communications audit2.2Conduct an internal corporate communications
audit
2.3Critically evaluate the effectiveness of current
levels of practice
3. Be able to conduct an3.1Plan an external corporate communications
external corporateaudit
communications audit3.2Conduct an external corporate communications
audit
3.3Critically evaluate the effectiveness of current
levels of practice
4. Be able to plan the4.1Plan the objectives of a corporate
development of acommunication strategy
corporate communication4.2Select audiences to influence with a corporate
strategycommunications strategy
4.3Plan appropriate measures to monitor a
planned corporate communications strategy

Indicative Content

Understand the importance of corporate communication

 Aims of corporate communications

 Provides information to stakeholders, communicates corporate vision and strategy, reinforces the public view of the organization, links to PR strategy

 Reinforcing corporate objectives

 Communicates and reinforces strategic objectives, reinforces corporate culture, promotes accountability, prioritizes stakeholder communication and influence

 Reinforcing corporate branding

 Promotes brand and reinforces stakeholders view of company performance and value(s), prevents dilution/erosion of the corporate brand and identity/links to brand management strategy

 Be able to conduct an internal corporate communications audit

 Planning

 Selecting appropriate research techniques, identifying formal and informal internal information and communication flows, Identifying information and data management processes, identifying knowledge management processes

 Conducting an internal audit

 Informal versus formal, eg. water-cooler, email, conferencing and meeting; vertical versus horizontal, eg. management communications, corporate newsletters, departmental, interdepartmental and team meetings; control of information and data, processing data

 Evaluating effectiveness

 Benchmarking, questionnaires, focus groups, participant, observation/ethnography, surveys, and interviews

 Be able to conduct an external corporate communications audit

 Planning

 Selecting appropriate research techniques, identifying external information and communication flows, identifying information channels and barriers, identifying communication risks

 Conducting an external audit

Corporate Communication Strategies Supplier and customer communications, eg. networking, conferences, partnerships, and JVs; public communications, eg. marketing and advertising, news items, and online eg. web-pages, forums, social media such as Twitter, Facebook, Tumblr, etc, institutional relationships (including professional, government and industry bodies, universities and communities); knowledge development and management eg. supply chain integration, crowd sourcing, collaboration

Evaluating effectiveness

Surveys and interviews, questionnaires, focus groups, participant observation/ ethnography, processing research

Be able to plan the development of a corporate communication strategy

 Strategic objectives

 Strategy formulation, implementation, measurement and monitoring of strategic aims

 Audience analysis

 Stakeholder analysis, international/cultural issues, evaluating communication channels (in respect of stakeholder groups)

 Monitoring, review, and feedback

 Developing communication and stakeholder engagement plan, surveys, focus groups and interviews, measuring communication outcomes, monitoring online customer interaction, quantitative and qualitative measures, measuring ROI

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