SCHOOL OF MANAGEMENT

GAUTAM BUDDHA UNIVERSITY

CORPORATE COMMUNICATION
End-Term Review and Follow-up

Submitted To: Dr. Om Prakash

Submitted By: Shyamveer
16/IMB/045
Ques:1 Define and discuss Corporate Communication.
Ans: Corporate communication is the act of creating, developing and keeping up a corporate
character or brand picture. At its simplest is a primarily a mechanism for developing and
managing a set of relationships with public or stakeholders who could affect the overall
performance. These relationships must be viewed in a long-term strategic fashion.

The top administration or key business administrators play a powerful and nuanced job in
forming the corporate communication plan of an association. The communications group will
follow their lead, and regularly utilize higher-ups and top administration as a component of
their battles. The executives can offer key sources of info and recommendations to tweak
explicit projects and impart key hierarchical features. The communications group takes these
bits of knowledge and deciphers them for their crowd of customers, clients and workers. The
connection between upper administration and the communications group is fundamental to
sharing corporate successes.
A very much oversaw, adaptable and continued corporate communication practice can
procure both medium and long haul benefits. It empowers a company to have a particular
character in a swarmed and seriously serious commercial centre condition. Customers are
increasingly faithful to the company and by and large feel positive about purchasing or
devouring the company's items and administrations. Business speculators remain focused on
putting resources into the company. Investors stay certain about the capacities of key
administrators, and the long haul possibilities and benefit of the company.

Building a Reputation

It encompasses methods and processes in promoting a company’s credentials, its

positioning pitch and its acceptability in the marketplace. It involves a series of planned,
interconnected activities and programs to communicate and engage with internal employees
and externally with partners, customers and other stakeholders.

Building Corporate Identity

Corporate communication is generally acknowledged as the best possible method of

building long-term corporate identity. A well-articulated and consistent corporate
communication strategy, along with larger advertising and PR campaigns, reinforces a
positive image about your company.

Building an Influence

The top management or key business executives play an influential and nuanced role in
shaping the corporate communication agenda of an organization. The communications team
will follow their lead, and often use higher-ups and top management as part of their
campaigns

Supporting the Corporate Communication Team

The in-house corporate communication department is the key enabler of any corporate
communication effort. A senior executive and the brand communication manager devise,
develop and revise various initiatives. They understand the need to be flexible and account
for evolving business environments and contextual organizational shifts

Ques 2. What are the Core Functions of a Corporate? Discuss and elaborate.

The basic core functions of a corporate are the main objectives of any organization to be
completed to compete with other rival organizations of the same industry.

The basic core fuctions of a corporate are:

● Produce profits
● Cut costs
● Reduce Risks

Internal Employee Communications

In addition to conveying a company’s messages to external audiences, corporate
communicators may also be called on to function as employee communications managers,
which includes designing printed publications and writing emails to announce company
news, benefits information and training opportunities. Corporate communicators may
facilitate focus groups to learn what issues matter most to front-line employees.

Produce Profits
The main motive of any working organization is to produce profit. It initiate, undertakes and
empowers business initiative driven by the market strategy. A corporate’s continued
existence is assured by its sustained profit making ability within the maintenance of law.
Corporate make new inventions and business strategies that build on the customer
relationships.

Cut costs
It is very important for every organization to work at its best with most efficiency that they
spend less and earn more. Reducing operational spends, while ensuring that revenue
generated are constant or on the increase. The organization has to do all the major role like
doing things efficiently with making profit and building sustainable customer relationship.
Reduce Risks
It is very important for a working organization to keep their corporate away from any kind of
risk that demolish the curriculum of working environment to reduce business risk. In a global
market, a corporate achieves this by establishing strategic alliance, market partnership and
distribution networks.
Companies are using different business strategies geared to reduce risks.
In such a competitive marketplace it has become clear that alliance, associations, networks
and partnerships are the way ahead, when it comes to producing profits, cutting costs and
reducing risks.

Ques3. Define and discuss Spectrum of Audiences for a Corporate?

Corporate communication strategies become simple, focussed and potent, with the above
approach in mind. Internal communication are strategic initiatives for the ‘inner circle’ that
increase the involvement and motivation of the corporate’s immediate audience.

An internal audience, almost always, shares a symbiotic relationship with its corporate. It is
intrinsically linked with the existence and growth of corporate. Internal audience need to have
a ‘pride of association’ with their corporate organization. External audience are centeral to
the future growth of the corporate. The challenge here is to consistently disseminate
information about the corporate’s brand and its core messages.

Audience Spectrum is the most precise apparatus the part has ever needed to help target
audiences, and incorporate a more extensive open. Audience Spectrum profiles the populace
at family unit and post-code levels and can be utilized as a device for prospecting and
information labelling just as profiling and mapping.

Audience spectrum includes distinguishing the audience and adjusting a discourse to their
inclinations, level of getting, mentalities, and convictions. Adopting an audience-focused
strategy is significant in light of the fact that a speaker's effectiveness will be improved if the
presentation is made and conveyed in an appropriate way. Recognizing the audience through
broad research is regularly troublesome, so audience adjustment frequently depends on the
sound utilization of creative mind.

Ques4. Discuss three factors that fuelled the evolution of 21st century business.

Corporate are taking a 360-degree look around the public domain to find emerging audience-
groups to which corporate brands need to be communicated. The lead to quantum leaps in the
number of audience a corporate address.

Corporatization
On the chequered playing fields of global business, the most enduring victories go to the
master corporate strategists. Their grandmaster-like vision builds on the business learning of
the past, seizes market opportunity of the present, and rides the crest of future growth.
Corporatization is the planned use of business growth strategy in a corporate to radically
improve its efficiency and profitability.

Digitization
The techno-leaps included the invention and spread of photography, telegraph, telephone,
wireless and submarine cables that spanned continents. The new things which include
satellite television, networked computers, fax machines, ISDN and allied digital technology.
Digitization has led to, what media academic ‘the growth of dependency on international
flows of specialised financial scientific information’.

Globalization
In this if we expand global meant ‘think global, act local’. An approach that corporate that
corporate communicators the world over have put to powerful use.
‘Think global, Act local’ provides direction to both profit and non-profit organizations that
are attempting to build their presence. The expansion of businesses over states and countries
are the spread of globalization over world

These all factors led to the expansion of the 21st century business, due to these factors the
speed of growth of organization expansion increases at that time.

Ques5. What do you mean by Traditional Media and New Media?

Traditional media, or as some refer to as old media, has been used in the
marketing/advertising world for years. When related to advertising, traditional media
encompasses that of television, newspaper, radio and magazine ads. These forms of
communication are the steadfast ways that businesses have reached both consumers and
other companies for decades. They are the roots of advertising and the most common form
utilized by businesses on a daily basis. Though traditional media is effective, over the
course of the last few years we have seen more and more businesses utilizing new media to
reach its target audiences.

Traditional media mostly include the non-digital advertising and marketing methods
Traditional media is:
⮚ Television advertisements
⮚ Radio advertising
⮚ Print advertising
⮚ Direct mail advertisements
⮚ Billboards and off-site signs
⮚ Cold calling
⮚ Door-to-door sales
⮚ Banner ads
Companies have used such methods for so long to reach out customers and motivate or attract
them to use their product or services. Due to the usage of these methods it really do attract
customers and this led to the rise of new media and digital marketing which is the innovation
on traditional media.
New Media is also called the digital media in which the more use of visualization is used
over the internet and other social platforms.
The new media includes:
⮚ Search engine optimization
⮚ Pay-per-click advertising
⮚ Content marketing
⮚ Social media
⮚ Email marketing

Many of these methods have been used around for several years but got knowing recently. So
of we compare these methods to the traditional media they are misleading somewhere as they
are in evolving state.

Hence according to this the media plays a very crucial role in the working of any kind of
business to build new clients getting leads and to get a great outcome over your organization.

Ques6. Discuss and elaborate on the ‘Network Society’.

In the globalising society, these spaces lose their power to constrain individuals: people can
communicate without personal contact via the global net of mass media, phone, fax and
computers and are less and less linked by a common history and shared face-to-face
relationships. At the same time, pre-existing traditions cannot avoid contact with, or being
influenced by, distant values and forms of knowledge.
The concept of the network society is relatively associated with interpretation of the social
implication of globalization and the role of electronic communication technologies in society.
A society whose social structure is made up of networks powered by micro-electronics-based
information and communications technologies.
One of the most important impact of globalization is the way it enables us to create
economic, social and political relationships that are less and less bounded by where we are
located at any given time - or in other words, by our spatial location. In traditional societies,
different social relations, customs, and culture exist in separate spaces and individuals have to
conform to most powerful expectations and rules - for example, in families, villages, towns,
cities, and nation states.

A key aspect of the network society concept is that specific societies are deeply affected by
inclusion in and exclusion from the global networks that structure production, consumption,
communication and power.

Ques7. Evaluate the impact of Globalization on the 21st Century Business.

Advances in transportation and telecommunication infrastructure have been major factors
in globalisation in the 21st century. Globalisation presents a number of challenges to
modern organisations and leaders which must be carefully managed to allow an
organisation to meet its goals, mission and strategies. While there is no one leadership style
or theory that is a fit for all organisations, each theory has its merits.
The Full Range Leadership Model and Complexity Leadership Theory both present
effective ways to utilise human resources to achieve organisational goals (Burchell, 2009)
but differ in their foundational differences and research methodologies. This essay will
review both models and their effectiveness for dealing with the challenges presented by
globalisation. The Full Range Leadership Model developed by Avolio and Bass (2004)
attempts to depict the range of leadership styles from non-leadership to more
transformational.

Economic is equal to no national economy is an island as all economic are aligned as all
economic are aligned with global order serious threat and challenge to the humanity
Globalization gives access to the world market to transitional countries. They need to adapt
their production capability, their prices and their product quality to be competitive with the
nations of the developed countries.
Globalization changed and continues to change the whole world over business workover.
Globalization creates greater opportunities for firms in less industrialized countries to tap into
more and larger markets around the world. Thus, business located in developing countries
have more access to capital flows, technology, human capital, cheaper imports and larger
export markets.
Globalization allows businesses in less industrialized countries to become part of
international production network and supply chains that are legs of trade.
The main impact of globalization over industry are:
● Few cultural barriers
● Creation of a global village

Ques8. Discuss the attributes to effective corporate communication.

Corporate always revolve around successful communication, be it non-verbal, verbal written,
analogue or digital.
Great communication in business is indispensable to building up connections, affecting
exchanges, effective selling, conveying introductions, critical thinking and numerous
different parts of a manager's or salesperson's job. While viable and useful preparing is a
significant guide to improving business communication aptitudes, the best communicators
show certain characteristics which empower them to sharpen and augment their capacities.
By embracing these attributes, anybody ought to have the option to impart all the more
unhesitatingly and adequately.
 The basic attributes to an effective corporate communication are :
1. Proactive participation
Good communicators proactively seek out opportunities to develop their skills by, for
example, appropriately contributing their opinions and knowledge in group discussions or
meetings rather than simply sitting back and letting the conversation flow around them.
Other opportunities might include volunteering to chair a meeting or steering group or to
give a speech or presentation. Being proactive rather than waiting to be asked to contribute
suggests a communicator that is both capable and confident in their abilities.

2. Ability to learn from others

Improving business communication is a journey rather than a destination; there are always
effective skills and strategies that can be learned from others and adopted for an individual's
own use. Successful business communicators are willing to be mentored by those with greater
skills and experience, will seek out training and development opportunities and will actively
further their knowledge by reading around the subject.

3. Listening, rather than hearing

Being a good listener is a hallmark of a successful communicator. Unlike simply 'hearing',
listening involves taking in information, processing it, understanding its context and meaning
and using these to form reasoned, intelligent responses. Often an unskilled communicator will
only 'hear' what is being said and will second-guess the context and meaning in a bid to
interject with a response. An inability or unwillingness to listen properly can lead to
misunderstanding and a breakdown in business communications.

4. Willingness to practice communication skills

Every communicator can improve with practice, and the most successful communicators will
practice every aspect of their daily communications from refining their telephone technique
and manner to honing their public speaking or presenting skills to drafting and re-drafting
documents and emails until the tone, style and content are optimal.

5. Staying focused
Communicating effectively in the typical work environment demands that you pay attention
to whoever you are communicating with and don't lose focus as a result of distractions such as
a ringing phone or incoming email. In group communication situations such as meetings or
presentations, nerves or anxiety can cause loss of focus that is detrimental to communication;
successful communicators will adopt strategies to help them overcome these distractions.
Good business communication skills are a valuable asset that every leader, manager or
salesperson should aspire to obtain. For those who are simply unable to attend classroom-
based courses, Maguire Training's comprehensive E-learning platform provides a range of
modules aimed at developing and improving business communication skils whilst allowing
delegates to learn as and when it is most convenient for them.

Ques.9 Define and discuss functions of Organizational Communication.

Control: Organizations have rules and processes that employees must follow,
communicated to workers to keep order and equity operating within the system. For instance,
if an individual has a grievance about her job task, the organization might dictate that the
grievance first has to be addressed with a supervisor. If it goes unresolved, the next step in
the process might be to file a complaint that is reviewed by a committee. This is an example
of an organization leveraging their communication processes to keep order and ensure
grievances are heard fairly.

There’s an informal version of control within an organization, too. A department member

might be too eager to please the boss, staying late and producing more than the others on his
team. The other team members might pick on that eager individual, make fun of him, and
very informally control that person’s behavior.

Motivation:

Goals, feedback and reinforcement are among those items communicated to employees to
improve performance and stimulate motivation. Organizations are likely to exhibit a bit of the
“control” aspect in communicating goals to individual contributors, transferring information
via a chain like the management by objective process we discussed in an earlier module.
Feedback and reinforcement can also be a formal controlled process (via a mid- or end-of-
year performance review, for example) but it can also occur in informal ways. When a
manager passes an individual, she might stop and say, “Hey, I heard from Fred today about
how well you did presenting to his group. Great job! We’ll try to find other opportunities for
you to get in front of a crowd.” That would be an informal version of feedback and
reinforcement that acts as a motivator.

Information :

Organizations need to keep their employees informed of their goals, industry information,
preferred processes, new developments and technology, etc., in order that they can do their
jobs correctly and efficiently. This information might come to employees in formal ways, via
meetings with managers, news and messaging via a centralized system (like an intranet site),
or it could be informal, as when a team member on the assembly line suggests a quicker way
to approach a task and gets his coworkers to adopt the method.

Emotional expression:

Communication is the means by which employees express themselves, air their grievances,
and interact socially. For a lot of employees, their employment is a primary source of social
interaction. The communication that goes on between them is an important part of an
organization and often sets the culture of the organization.

There is not one function of organizational communication that’s more important than
another—an organization needs to have all four of the functions operating well.

Ques10. Discuss the significance of the symbolic capital (i.e. Identity, Image, and
Reputation) for sustainability of a business.
Corporate reputation:

CORPORATE IMAGE
Wei (2002) notes that the term ‘image’ is
often used interchangeably with ‘identity’
and ‘reputation’. Drawing on the work of
Aristotle (1991) in the field of rhetoric,
Wei sees image as consisting of the ele-
ments of the audience and persuasion.
Whetten et al. (1992) define image as the
way in which management would like out-
siders to view their organization. Abratt
(1989: 68) draws on Bernstein’s definition
of image as ‘not what the company
believes it to be, but rather, the feelings
and beliefs about the company that exist in
the minds of its audiences’ (Bernstein,
1992). A special issue of the European Jour-
tinguish between identity and image:
Hatch and Schultz (1997) note that there is
limited understanding from within market-
ing in terms of how internal organizational
factors impact on organizational image,
with the emphasis instead on the external
images constructed by customers, suppliers
and other publics. Conversely, organiza-
tional studies literature concentrates almost
solely on internal factors. Christensen and
Askegaard (2001: 292) discuss corporate
identity and corporate image from a
semiotic perspective:
‘At the turn of
IMAGE
Wei (2002) notes that the term ‘image’ is
often used interchangeably with ‘identity’
and ‘reputation’. Drawing on the work of
Aristotle (1991) in the field of rhetoric,
Wei sees image as consisting of the ele-
ments of the audience and persuasion.
Whetten et al. (1992) define image as the
way in which management would like out-
siders to view their organization. Abratt
(1989: 68) draws on Bernstein’s definition
of image as ‘not what the company
believes it to be, but rather, the feelings
and beliefs about the company that exist in
the minds of its audiences’ (Bernstein,
1992). A special issue of the European Jour-
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based on
CORPORATE REPUTATION
Bennett and Kottasz (2000) trace the devel-
opment of corporate reputation theory
from the 1950s’ focus on corporate image
to the 1970s and 1980s, where identity and
communication were to the fore, through
to the 1990s and corporate brand manage-
ment and reputation. Image and reputation
are seen as different concepts, with the
former relating to current beliefs about an
organization and the latter focusing on
interpretations of an organization based

Corporate reputation
This study regards corporate reputation to be the opinion that stakeholders form and the
assessment they make of an organization – based on what they believe the organization
stands for and their associations with it – rather than their mere awareness of it (Chun,
2005:105; Fombrun & Van Riel, 2003:230). In this study, corporate reputation is regarded as
a means to an end – to lead to stakeholders’ trust and therefore to their continued support and
commitment to helping ensure the long-term sustainability of the organization. Corporate
reputation (one that will lead to stakeholders’ trust and thus to their continued support and
commitment to ensuring the long-term sustainability of the organization) is defined by this
researcher as the collective assessment that all relevant internal and external stakeholders
make of the trustworthiness of an organization; of its character, which influences their
decision to trust and their actions to support the organization

Corporate identity:

The concept of corporate identity is not regarded as an element, but as the sum total of the
interaction of all three reputation elements discussed above, namely reputation promise,
culture and image; where the three key elements are presented as parts of a puzzle that
together make a whole and collectively constitute and present the underlying core or basic
character, the actual identity, of an organization (Barnett et al., 2006:33). This symbolic that
the strength of an organization’s core identity is determined by the level of strategic
alignment between what the organization wants to accomplish in future (reputation promise),
how it behaves (culture) and how it presents itself (image) to its stakeholders

The concept of intended image refers to how an organization expresses and differentiates itself
in relation to its stakeholders (Alvesson 1990; Olins, 1989; van Riel and Balmer, 1997). It is
the
distinctive public image that a corporate entity communicates that structures people’s
engagement
with it (Cornelissen, Haslam & Balmer, 2007

Q11. What are key functions of Organizational Communication?

Control:
Organizations have rules and processes that employees must follow, communicated to
workers to keep order and equity operating within the system. For instance, if an individual
has a grievance about her job task, the organization might dictate that the grievance first has
to be addressed with a supervisor. If it goes unresolved, the next step in the process might be
to file a complaint that is reviewed by a committee. This is an example of an organization
leveraging their communication processes to keep order and ensure grievances are heard
fairly.
There’s an informal version of control within an organization, too. A department member
might be too eager to please the boss, staying late and producing more than the others on his
team. The other team members might pick on that eager individual, make fun of him, and
very informally control that person’s behavior

Motivation:
Goals, feedback and reinforcement are among those items communicated to employees to
improve performance and stimulate motivation. Organizations are likely to exhibit a bit of the
“control” aspect in communicating goals to individual contributors, transferring information
via a chain like the management by objective process we discussed in an earlier module.
Feedback and reinforcement can also be a formal controlled process (via a mid- or end-of-
year performance review, for example) but it can also occur in informal ways. When a
manager passes an individual, she might stop and say, “Hey, I heard from Fred today about
how well you did presenting to his group. Great job! We’ll try to find other opportunities for
you to get in front of a crowd.” That would be an informal version of feedback and
reinforcement that acts as a motivator.

Information :
Organizations need to keep their employees informed of their goals, industry information,
preferred processes, new developments and technology, etc., in order that they can do their
jobs correctly and efficiently. This information might come to employees in formal ways, via
meetings with managers, news and messaging via a centralized system (like an intranet site),
or it could be informal, as when a team member on the assembly line suggests a quicker way
to approach a task and gets his coworkers to adopt the method.

Emotional express:
Communication is the means by which employees express themselves, air their grievances,
and interact socially. For a lot of employees, their employment is a primary source of social
interaction. The communication that goes on between them is an important part of an
organization and often sets the culture of the organization.

There is not one function of organizational communication that’s more important than
another—an organization needs to have all four of the functions operating well.

Q12. Define and discuss the process of external communication process with reference
to corporate communication initiatives.

Community relations: Every business organization has to maintain a relation with the
common people of the society so as to achieve the organizational goals. External
communication helps to keep a link with the people.

Collection of information: The main objective of external communication is to collect the

information from outside the organization.

Contracts with customers: Every organization should know the taste, liking and disliking of
its customers to increase the sale of its products or services. So, external communication is
necessary to contract with customers.

Relations with suppliers: Every organization has many suppliers form that it collects raw
material or finished goods to run the business. So there must be a good relation between the
firm and its suppliers.

Relation with financial institutions: One of the most important objectives of external
communication is to keep a link with banks, insurance and other financial institutions.
Relation with government: Every organization should obey the rules and regulations of the
government. So, through external communication it can keep the relation with
government agencies.

Shareholder relation: Shareholders are the owners of the company. The board of directors is
liable to inform all the business affairs to the shareholders. External communication is a must
in this regard.

Q13. Discuss the role of Communication in development of a business.

Exchanging information: Communication is mainly the exchange of information between

two or more parties. Through communication, organizations exchange information with
internal and external parties. Communication also brings dynamism in organizational
activities and helps in attaining goals.

Preparing plans and policies: Communication helps in preparing organizational plans and

policies. Realistic plans and policies require adequate and relevant information. The
managers collect required information from reliable sources through communication.

Execution of plans and plaices: For timely implementation of plans and policies, managers
must disseminate those in the whole organization. In order to disseminate the plans and
policies to the internal and external parties, managers rely on communication.

Increasing employee’s efficiency: Communication also helps in increasing the efficiency of

employees. With the help of communication, organizational objectives, plans, policies, rules,
directives and other complex matters explain to the employees that broaden their knowledge
and thus help them to be efficient.

Achieving goals: Effective communication helps the employees at all levels to be conscious
and attentive. It ensures timely accomplishment of jobs and easy achievement of goals.

Solving problems: Through various communication channels, the managers can be informed
of various routine and non-time problems of the organization and accordingly they take the
necessary actions of steps to solve the problems.

Making decisions: Making timely decisions requires updated information. Through effective
communication, managers can collect information from different corners and can make the
right decisions.

Improving industrial relation: Industrial relation is the relation between workers and
management in the workplace. Good industrial relation is always desired for business
success. Communication plays a vital role in creating and maintaining good industrial
relation.

Publicity of goods and services: In the modern age, business is becoming highly
competitive. Almost very competing manufacturer produces products of common
consumption. However, all of them cannot sell equally well. The organization that can
communicate better, can also sell better.

Removing controversies: Effective communication allows smooth flow of information

among various parties involved in the negotiation or transaction. As a result, conflicts,
controversies and disagreements can be resolved easily.

Ques14. What is the concept behind marketing communication? Discuss.

Marketing communication involves sharing of meaning, information and concepts by the

source and the receiver about the products and services and also about the firm selling
through the devices of promotion via, advertising, publicity, salesmanship and sales
promotion.
In marketing the source is the marketer who desires to promote the product. Marketer
delivers a message to a receiver, who is the target market segment. Message is received and
integrated by consumers and if their predisposition becomes favorable, they decide to
purchase. Feedback is the reverse flow of communication to the marketer.
Marketing communication may be distorted particularly when a message passes through a
number of channels. Noise is a major injurious. Noise can arise due to faulty transmission,
faulty reception. Competitive communication constitutes the most serious noise.
While ‘planning communication strategy’ the word communication holds the centre linking
both planning and strategy. Communication has enabled homo-sapiens to progress both by
transmitting knowledge and being a channel for addition of this knowledge. It encompasses
within itself the potential for generating change as well as development of behaviour and
response systems.
What holds true for mankind applies equally to both organizations and marketing strategy.
Our study of ‘communication’, however, is often limited by the definition we give it.
Marketing communication, as we define it, remains always a subset of the company’s
communication, it does not result from formal planning but is something that is informally
achieved.

Q15. What are the characteristics of effective marketing communication?

Continuous Process:
Communication is a continuous process. It is a never ending process. Just as the regular
circulation of blood is essential for human life, similarly the on-going circulation of
information and ideas is essential for an organisational activity. An organisation cannot exist
without communication.
Two or More Persons:
For communication to be effective there must be at least two persons because no single
individual can have an exchange of ideas with himself. A listener is essential to receive one’s
ideas. So, there must be at least two persons- the sender of information and the receiver of
information

Pervasive Function:
Communication is a pervasive function. It applies to all the functions of management and to
all the levels of authority. It is a universal element in the management process.
Exchange of Ideas:
The exchange of ideas is essential for communication. In other words, it can be said that
communication cannot be thought of in absence of the exchange of ideas. In order to
complete the process of communication, there must be an exchange of messages, orders,
facts, feelings, ideas, etc., between two or more than two persons.
Mutual Understanding:
It means that the receiver should receive the information in the same spirit with which it is
being given. Communication is incomplete if it does not create a correct understanding of the
message. It is essential for the process of communication that it is more important of
understand it rather than carry it out.
Direct and Indirect Communication:
Communication can be direct as well as indirect. Direct communication means face-to-face
conversation with others while indirect communication is through other means of
communication.
Q16.What is Marketing Communication Mix?
The communication mix refers to specific methods used to promote the company or its
products to targeted customers. Some depictions of the promotional mix include five
elements, while others add a sixth – event sponsorship. In the era of mass communications
and emerging mobile technologies, an organization must build an adequate mix of marketing
communications, in order not to drown in a sea of information. This will be made in a
relation with the good interaction of objects and forces, influencing the management outside
the company, and marketer ability to establish and maintain successful corporations with
target customers.
Marketing communications of an organization is a complex of measures, techniques and
methods by which information about goods, services or brand of the company reaches its
users. Philip Kotler and Kevin Lane Keller define marketing communications as "the means
by which firms attempt to inform, persuade and remind their customers - directly and
indirectly - of products and brands they sell.” Marketing communications represent the voice
of the company and its brands, they are the means by which the company can establish a
dialog and build a relationship." As per Mladen Velev, they are public communication and
unlike other types of communication (technical, biological, transport, etc.) are characterized
in that the sender and receiver of information are people or groups of people.
They are a form of propaganda that tries to influence the pre-selected audience in order its
response, in favorable to the company way. This is achieved by transmitting the dosage
information and striking. Marketing communications have primarily economic objectives and
achieving their companies spend funds, which in some cases are significant. "Marketing
communications directed their efforts to target consumers by developing and implementing
programs, fully in line with their character, striving to form in them and preferred brand
loyalty and generate demand."i

Q17. Elaborate salient Brand-elements.

Brand image:
Brand image is the idea of the brand that people develop in their minds. It also dictates what
they expect from the brand. For instance, Rolls Royce has the image of a luxury car maker.
So, it cannot be making a budget car even if there is a market. Its existing premium customers
won’t take it kindly as it dilutes the said image. It’s hard and sometimes impossible to change
brand image, so it’s best to know what you’re aiming at, before you invest hard earned
dollars.

Brand positioning:

Positioning is the way a product is placed in the market. It basically defines what segments of
the market it is targeting. For instance Virginia Slims is a cigarette targeted at women. Basic
ingredients in all cigarettes are same but this one has been positioned to attract women by
making it slimmer in size and making the packaging sleeker. 

Brand personality:

Brand personality is just like the personality of human beings. It is certain emotional or
personal qualities that we associate with a particular brand. For example we can associate
youthfulness with Pepsi or ruggedness with Wrangler. Every element of the brand identity
including the colour of the logo and the typography on the brand name adds to the
personality.

Brand equity:

Brand equity is the value of a brand. It may include tangible financial value such as market
share and revenue as well as intangible aspects such as strategic benefits of the brand. For
example Apple is a major technology brand and people perceive it is a premium, cutting edge
manufacturer of quality products. So, it is not only the sales but the sheer image that takes the
equity to a different level altogether.

Brand Differentiation:

Differentiation, as the word suggests is how a brand stands out in the crowd. For instance
Dell Computers lets people choose their components and assemble their own system, thus
making it different from others who just sell readymade machines at the shop with no scope
for customization.

Brand communication:

Brand communication is the message it delivers through various sources like adverts,
brochures, punchlines and hoardings. If the brand has to grow, it must be able to clearly
communicate its core benefits to the customers.

Brand gap:

Brand gap is the difference between what a brand promises to deliver in its communications
and what it actually does. For its own sake, the gap should not be very high. A successful
brand must be able to deliver what it promises. No amount of advertising or content
marketing efforts can save a bad product.. 

Brand extension:

Brand extension is basically the idea of going beyond ones origins and exploring newer
fields. For example Google started as a search engine. But now it provides many other
services including emails and mobile operating systems. This is how it has extended the
brand but it must be done in a manner so that the existing operations complement the newer
initiatives. Google gained market intelligence through its search operations and this is what
enabled it to develop other services. Films sell merchandise like clothes or toys pre/post
release, which are also extensions as they go beyond the main product (the film).

Q18. What is Corporate Branding? Define and discuss advantages of Corporate

Branding

Corporate Branding is an act of using the brand name of the company in the overall

advertising efforts and all the communication to the stakeholders. It is the intangible attitude
and spirit behind the company that gives it a distinguishing identity in the industry and in the
minds of consumers. It is the much broader concept as compared to promoting
the products and services of the company.  

ADVANTAGE OF CORPORATE BRANDING

Long-term Planning:

Establishing a corporate brand requires a commitment to a long-term plan for marketing and
product consistency. Focusing on the future, while managing day-to-day operations, helps
focus on quality, orient employee energy and drive the company toward a shared vision. The
corporate brand influences both the core of the company as much as the customers.
Identification:

A color scheme, logo and consistent imagery allow customers, partners and employees to
immediately recognize products or company information. The images help maintain
consistency between product lversion changes and different markets. The physical
identification and characteristics allow customers to easily pick out a company’s product in a
crowded marketplace for purchase. Effective corporate branding helps the “image” of the
company stick in the mind of the consumer.
Targeting:

Corporate branding allows marketing efforts to easily target the most appropriate segments
for product offers. The branding distinguishes a company by lifestyle, geography and socio-
economic factors. Branding helps consumers select products appropriate for their needs,
desires or wants. The branding also supports the pricing strategy for the target market. For
example, a luxury brand presents a refined, high-class image to justify a high price point.
Market Share:

Expanding into new geographic markets or consumer segments is challenging, especially if

competition is already high. Corporate branding helps pave the way for a company to
increase its market share through expanding its product footprint. An established, known
brand requires less marketing effort to sell the company, products and services to a new
market. A strong brand image coupled with a desired, quality product may infiltrate an
established market and quickly take market share and increase the company’s profits.
Company Personality:

Effective corporate branding defines a business’s personality. The identity dictates types of
employees, the look and feel of products, product packaging and physical store
characteristics. These attributes allow customers to identify and relate to a company by giving
it recognizable, even human-like, qualities. Companies can be energizing, compassionate or
reliable. Customers who can relate to a company make an emotional attachment. Strong
connections lead to high customer loyalty, increased profits and beneficial word-of-mouth
advertising.

Q19. Discuss factors of Resistance to Change.

The threat of comfort. 

 Organizational changes in many cases result in personal discomfort and make employee’s life
more difficult. They make a transfer from the comfort of the status quo to the discomfort of
the new situation. Employees have the skills to do an old job without some special attention
to accomplishing the task. Each new task requires forgetting the old methods of doing the job
and learning new things that lead to waste of energy, and causes dissatisfaction;

 Job’s security.

Organizational change can eliminate some workplaces, can produce technological excess,
layoffs and soon. Job’s security simply is one of the causes of resistance to change;

 Reallocation of resources.

With organizational changes, some groups, departments or sectors of the organization can
receive more resources while others will lose. So, this will bring resistance from the
individuals, groups or departments who will lose some of their currently available resources.

 Already gained interests of some organized groups in the company.

Organizational change can make new groups more significant for the success of the
organization. That’s a big threat for old coalitions that will cause resistance to change in those
groups that will become more insignificant with the proposals;

 Implications on personal plans.

Organizational change can stop other plans, projects or other personal or family activities. In
such a way this become one of the causes of resistance to change for those persons who will
be reached by this change;

 Too much dependence on others.

In an organization, there are employees who too much depend on other individuals. This
dependence is based on the current support that they receive from powerful individuals. If the
change process brings the threat of that dependence, it will cause resistance to change of
those persons that will be threatened by this change;

 Misunderstanding the process. 

Organizational individuals usually resist change when they do not understand the real

purpose of the proposed changes. When employees don’t understand the process, they usually
assume something bad. This will cause resistance to change;

 Mistrust to initiators of change.

When employees don’t have trust in the initiators of the process, the process will not be
accepted and this will cause resistance to change;
Q20 .Describe the role of Communication in three stages of Organizational Change.

Unfreezing:
Before you can cook a meal that has been frozen, you need to defrost or thaw it out. The
same can be said of change. Before a change can be implemented, it must go through the
initial step of unfreezing. Because many people will naturally resist change, the goal during
the unfreezing stage is to create an awareness of how the status quo, or current level of
acceptability, is hindering the organization in some way. Old behaviors, ways of thinking,
processes, people and organizational structures must all be carefully examined to show
employees how necessary a change is for the organization to create or maintain a competitive
advantage in the marketplace. Communication is especially important during the unfreezing
stage so that employees can become informed about the imminent change, the logic behind it
and how it will benefit each employee. The idea is that the more we know about a change and
the more we feel it is necessary and urgent, the more motivated we are to accept the change.

Changing:
Now that the people are 'unfrozen' they can begin to move. Lewin recognized that change is a
process where the organization must transition or move into this new state of being.
This changing step, also referred to as 'transitioning' or 'moving,' is marked by the
implementation of the change. This is when the change becomes real. It's also, consequently,
the time that most people struggle with the new reality. It is a time marked with uncertainty
and fear, making it the hardest step to overcome. During the changing step people begin to
learn the new behaviors, processes and ways of thinking. The more prepared they are for this
step, the easier it is to complete. For this reason, education, communication, support and time
are critical for employees as they become familiar with the change. Again, change is a
process that must be carefully planned and executed. Throughout this process, employees
should be reminded of the reasons for the change and how it will benefit them once fully
implemented.

Refreezing:
Lewin’s called the final stage of his change model freezing, but many refer to it
as refreezing to symbolize the act of reinforcing, stabilizing and solidifying the new state
after the change. The changes made to organizational processes, goals, structure, offerings or
people are accepted and refrozen as the new norm or status quo. Lewin found the refreezing
step to be especially important to ensure that people do not revert back to their old ways of
thinking or doing prior to the implementation of the change. Efforts must be made to
guarantee the change is not lost; rather, it needs to be cemented into the organization's culture
and maintained as the acceptable way of thinking or doing. Positive rewards and
acknowledgment of individualized efforts are often used to reinforce the new state because it
is believed that positively reinforced behavior will likely be repeated.

Q21. Define and elaborate on Public Diplomacy.

Public diplomacy, also called people’s diplomacy, any of various government-sponsored

efforts aimed at communicating directly with foreign publics. Public diplomacy includes all
official efforts to convince targeted sectors of foreign opinion to support or tolerate a
government’-s strategic objectives. Methods include statements by decision makers,
purposeful campaigns conducted by government organizations dedicated to public
diplomacy, and efforts to persuade international media to portray official policies favourably
to foreign audiences.

There are two basic kinds of public diplomacy.

The first is branding, or cultural communication, in which the government tries to improve its
image without seeking support for any immediate policy objective. States use branding
strategies to foster a better image of themselves in the world. Ideally, branding creates
general goodwill and facilitates cooperation across a variety of issues. It also helps to
maintain long-term alliance relationships and undermine enemy propaganda.
Diplomacy in its multilayered meaning represents a formulation and implementation of
foreign politics, technique of foreign politics, international negotiations and professional
activity, which is being performed by the diplomats (Benk, 1997: 255-262; Nicolson,
1988/1939: 3-5). Diplomacy can be simply defined as a primary method with which foreign
politics is realized and as normal means of communication in international relations 1994:
109). In representation of one of the authors »the (foreign) politics is a formulation and a
direction; and the diplomacy a communication and realization. It is a lubricant for the
machinery of foreign politics« (Olson, 1991: 60). Diplomacy is responsible for managing the
relations between countries and countries and other actors through the assistance of advice,
design and realization of foreign politics, coordinating and ensuring specific and wide
interests (Barston, 1988: 1). A diplomatic activity is meant for advancement of national
interests with practices of persuasion (Smith, 1999). in international relations, public
diplomacy or people's diplomacy, broadly speaking, is any of the various government-
sponsored efforts aimed at communicating directly with foreign publics to establish a
dialogue designed to inform and influence with the aim that this foreign public supports or
tolerates a .

Q21. What do you understand by Corporate Advocacy? What are its salient takeaways?

Corporate advocacy, sometimes referred to as corporate activism, is a term that is used to

describe a company’s proactive and visible involvement in advancing what it perceives as the
common good – either through communications or a concrete action. A concept that works
alongside and describes the purpose behind a company is that of purpose marketing, which
for some companies can also include socially-responsive communications. Corporate
advocacy relates to a company’s active involvement in public discussion and its contribution
to solving social issues.
In other words, it encompasses more than just traditional charity. In addition, corporate
advocacy doesn’t necessarily concern strategic corporate social responsibility which strives to
link CSR as closely as possible to the company's day-to-day operations. When making a
statement, a company might make donations to a cause that it considers important, or it may
draw topics of discussion from its own corporate responsibility agenda, but this need not be
the case. Corporate advocacy is based on societal issues that companies identify with, and so
attempt to address by stating their views – for example, by sharing their perspective in public
discussions, by taking concrete actions through their marketing or public affairs, or by
otherwise visibly expressing their opinions. Companies across the globe can now be seen
addressing societal issues that are not directly linked to their business. By taking a stand and
participating in public discussions, they are also presenting their own values to the wider
world. Often the statements companies make are motivated by a desire to stand out in public
discussions on topics that are important to their stakeholders.

Q22. What are emotional phases of organizational change? Discuss Kubler- Ross Grief
Model in this context.

The emotional stages of organizational change when it is perceived as negative by the

individual are: denial and anger, bargaining, depression, revising, deserting and acceptance

 Ross grief model

The Kubler - Ross Change Curve which is also known as the 5 stages of grief is a model
consisting of the various levels or stages of emotions which are experienced by a person who
is soon going to approach death or is a survivor of an intimate death. The 5 stages included in
this model are denial, anger, bargaining, depression and acceptance. This model was
introduced by and is named after Elisabeth Kubler-Ross in a book called ‘Death and Dying’
which came out in the year 1969. This book, as well as the model, was inspired by her
association and work with patients who were terminally ill. The psychiatrist Kubler-Ross got
inclined towards this subject because of lack of research and information on the subject of
death and experience of dying. She began her research by analyzing and evaluating those
who were faced with death, but the examination took the form of a series of seminars and
then patient interviews, etc. later on.

After the book ‘Death and Dying was published, the concept or the model was widely
accepted, and it was found that it was valid in a majority of cases and situations relating to
change. This model and her research also improved the overall understanding as well as the
procedures followed in medical care. The 5 stages, according to her are transferable to
different ways and degrees and may vary from person to person. Besides those who are faced
by intimate death, this model also holds true in the case of others who may be faced by less
serious physical conditions or trauma. Some of these situations or cases include injury,
disability, work issues, relationship problems and financial problems, etc.
  Stages of grief model

1 .Denial: The Stage of shock or denial is usually the first stage in the Kubler-Ross Model
and is mostly short-lived. This is a phase during which one puts on a temporary defense
mechanism and takes time to process certain disturbing news or reality. One may not want to
believe what is happening and that it is happening to him/her. It can bring about a dip in
productivity and the ability to think and act. After the initial shock subsides, one may
experience denial and may remain focused on the past. Some people tend to remain in the
state of denial for a long time and may lose touch with reality.

2 .Anger: When the realization finally hits, and one understands the gravity of the situation,
he/she may become angry and may look for someone to blame. Anger can be manifested or
expressed in many ways. While some take out the anger on themselves, others may direct it
towards others around them. While some may be angry at life in general, others may blame
the economy. One always tends to remain irritable, frustrated and short tempered during this
stage.

3 .Bargaining: When the stage of anger passes away, one may start thinking about ways to
postpone the inevitable and try to find out the best thing left in the situation. Those who are
not faced by death but by another trauma may try to negotiate in the situation and come to a
point of compromise. Bargaining may help to come to a sustainable solution and might bring
some relief to those who are moving close to what they wish to avoid altogether. The search
for a different outcome or a less traumatic one may remain on during this stage.

4 .Depression: Depression is a stage in which the person tends to feel sadness, fear, regret,
guilt and other negative emotions. He/she may have completely given up by now and may
now reach a dead end from where the road only seems dark. One may display signs or
indifference, reclusiveness, pushing others away and zero excitement towards anything in
life. This may seem like a lowest point in life with no way ahead. Some common signs of
depression include sadness, low energy, feeling demotivated, losing trust in god, etc.

5. Acceptance: When people realize that fighting the change that is coming into their life is
not going to make the grief go away, they resign to the situation and accept it completely.
The resigned attitude may not be a happy space but is one in which the person may stop
resisting change and move ahead with it.