Definition

Stakeholde
rs
Objectives
of Corporate
Communicat
ion
Role of Corporate Communication (Aditya
Birla) Identity, Trust, Image & Reputation
Tools of Corporate
Communication Marcomm vs
Corp.comm
Corporate communication is a set of activities
involved in managing and orchestrating all
internal and external communications aimed
at creating favourable point of view among
stakeholders on whom the company depends.
 Corporate
Communications
Internal
External
Employees, Agencies, Channel
Shareholders Partners, Media,
Government, Industry
Bodies, Educational
Institutions and
general public
The department usually oversees
communication strategy, media relations, crisis
communications, internal communications,
reputation management, corporate
responsibility, investor relations, government
affairs and sometimes marketing
communication.
to promote the company behind the brand
to minimize discrepancies between the
company's desired identity and
marketing communication
to delegate tasks in communication
to formulate and execute effective procedures
to make decisions on communication matters
to mobilize internal and external support
for corporate objectives
“Corporate Communications is a service-oriented support
function. Its main business is to enhance the Aditya Birla brand
credibly, every which way. The function works to strengthen the
Group's competitive advantage through proactive, two-way
communication among its multiple internal and external
stakeholders. In doing so, it strives to raise the Group's profile
and enhance its image.

Corporate Communications is the pivot, which imparts the

Group identity to the Group companies and businesses through
multiple communication strategies, leveraging the Aditya Birla
brand equity.
The function is responsible for media relations across the entire
Group. It assists the top management's interface with the
outside public, comprising besides media, professional bodies
and institutions who have the potential to impact the Group's
image.

Corporate Communications provides Group companies and

corporate functions with strategic advice and professional
inputs in their communication processes. Alongside, its portfolio
of services includes internal communications, corporate
intranet, corporate branding, image measurement,
publications, websites, creative arts, supporting Investor
Relations and building up the Group's archives.”
Marketing Corporate
Communication Communication
Customer Multiple Stakeholders
Positions a product or Positions an entire
service organization

Needs to be consistent Needs to be consistent with

with product/brand corporate
attributes identity/corporate brand
attributes
Identity
Trust
Image
Reputatio
n
Corporate Logo
Stationary (Letterhead, visiting card,
bills, memos etc)
Corporate fonts
Code of Conduct
(HR) E-mail
Etiquette
Templates for
Communication
Internet and Intranet Branding
Corporate Collaterals (Brochure, Newsletter,
Magazine)
Vehicle Branding
Store/Site
Signage
Advertising, PR, Direct Marketing,
Investor Relations, Exhibitions etc
The past few years have been dominated by
seismic cultural shifts brought about by digital
technologies, new communication channels and
nonstop chatter across multiple social networks.
This new "conversation economy" is an always-on
world where stakeholders can create and
distribute content, react to messages in real time
and skip messages that fail to add value.
Companies face unique challenges in this new
communications environment. One person can
alter a long-standing corporate reputation with a
few keystrokes or by posting a mobile video short
on YouTube. Corporate reputation is hard won
and easily eroded. Protecting it has never been
tougher. With online activism, social media
scrutiny and 24/7 global news, companies require
intelligence, insights and advice to make the
decisions that matter.
 On October 24, Cyrus Mistry was ousted
from the chairmanship of Tata Sons in a
boardroom coup and replaced by his
predecessor Ratan Tata. Ever since, Bombay
House, the headquarters of Tata Group, has
been the epicentre of action

http://www.moneycontrol.com/news/business/bat
tle-royale-a-timelinetata-mistry-saga-so-
far_7915601.html
 Nestlé spent three decades building a beloved
noodle brand in India. Then the world’s biggest
food and beverage company stumbled into a
public relations debacle that cost it half a
billion dollars. A cautionary tale of mangled
crisis management on an epic scale.

http://fortune.com/nestle-maggi-noodle-crisis/
John Kimberly (Wharton Professor) recommends
a five-point crisis management strategy for
companies in such situations to restore
credibility: “One, acknowledge that there is an
issue that needs to be examined carefully. Two,
buy time to get the facts. Three, do not deny
involvement/responsibility. Four, do not attempt
to estimate the magnitude of the problem. And
five, commit to a speedy but thorough
investigation.”