BKK 10403

Course code : BKK 10403

Course title : Introduction to Corporate Communication
Number of unit : 3 (2+1)
Prerequisite : Nil
 RULES AND REGULATIONS OF THIS CLASS

• BE PREPARED WHEN YOU COME TO CLASS, READ ALL

THE MATERIALS BASED ON THE SYLLABUS GIVEN TO
YOU
• IT IS COMPULSORY TO ATTEND ALL CLASSES. PLEASE BE
PUNCTUAL
• RELAX AND ENJOY THE LECTURE, IF YOU DO NOT
UNDERSTAND, PLEASE ASK.
• PLEASE ADHERE TO THE DEADLINES OF ALL THE
ASSIGNMENTS.
• BE ETHICAL AND DISCIPLINE YOURSELF I.E. RESPECT
YOUR LECTURER AND PEER.
 EVALUATION

INDIVIDUAL ASSIGNMENT 15%

GROUP ASSIGNMENT 20%

PRESENTATION 10%

TEST I 15%

FINAL EXAMINATION 40%

CHAPTER 1
Introduction to Corporate Communication
Why do we need Corporate
communication?

 Thechanging environment for

business!
 Introduction
 Corporate Communication (CC) is a complex and distinctive
management discipline.
 In 1970s, CC is referred as ‘Public Relations’. It is described as
communication with stakeholders but it is largely consist of
communication with press.
 Later, other stakeholders (internal and external)started to
demand more information from the company – practitioner
started to look at communication is more than just ‘public
relations’.
Definition and Concept of
corporate communication
 ‘Corporate’ is originally come from Latin word for body
(corpus) and for ‘forming into a body’ (corporare). 
emphasize the unified way of looking at ‘internal’ and
external’ communication discipline.

 Corporate communication  can be characterized as a

management function that is responsible for overseeing
and coordinating the work done by communication
practitioners in different specialist disciplines.
 Definition & Concept of
corporate communication
 Corporate communication (CC) is a complex and
distinctive management discipline, which here refers to
public relations management incorporating all strategic
and managerial functions of communication in light of
corporate identity, image, reputation, crisis and risk, and
marketing communication.

 Definition of Corporate Communication:

Van Riel (1995): “integrated approach to all
communication produced by an organization, directed
at relevant target group”.
 Definition & Concept of corporate
communication
 The concept of corporate communication is based on the following
definition of public relations:-

a) The art and social science of analyzing trends, predicting their

consequences, counseling organizational leaders and
implementing planned programs of action which will serve both
the organization and the public interest (Jefkins & Ugboajah, 1986).

a) A communication function of management through which

organisations adapt to, alter or maintain their environment for the
purpose of achieving organizational goals ((Long & Hazelton,
1987).

a) The management function that establishes and maintains mutually

beneficial relationships between an organization and the publics
on whom its success or failure depends (Cutlip, Center & Broom,
2013).
 Theories of
corporate communication
 Most of modern theories associated with communication
are created by Aristotle.
 There are three parts that Aristotle use to describe the
components of speech:

A speaker/ a corporation
A subject (message)
A person or group
 Theories of
corporate communication
 Harold Laswell proposed a communication model
that can be summarized as “who says what in which
channel to whom with what effect”.
 Shannon and Weaver include a noise source in the
model.
 In 1956, George Gerbner emphasized the important
role that perception plays in communication as well
as the transactional nature of communications.
Corporate Communication Strategy
Framework

Communicates through messages…

The To its
corporation constituencies
…

Who then
respond to…
Corporate Communication Strategy

 Factors that determines an effective corporate

communication:-

 Determining objectives
 Deciding what resources are available
(money, human resources, technology
and time)
 Diagnosing the organization’s
reputation.
Analyzing the stakeholders

 It is important to analyze your stakeholders.

 - Who they are? – Each message are for different
stakeholders – need careful analysis – not fixed –
flexible.
 What each stakeholders think about the
organization?
 What each knows about the organization?
 Model of corporate communication
 Corporate Communication Strategy Framework

Messages

 What is the best

communication channel?

Corporation  How should the organization Constituencies

structure the message?
 What does the organization want  Who are the organization’s
each constituency to do? constituents?
 What resources are available?  What their attitude about the
 What is the organization’s organization?
reputation?  What is their attitude about the
topic?
Constituent’s Response

 Did each constituency respond in

the way the organization wished?
 Should the organization revise the
message in light of the
constituency responses?
 MAJOR STAKEHOLDERS OF
CORPORATE COMMUNICATION
Employee

Customers Investors

Financial
Organization Media
Company

Suppliers Community

Governmen
t agency
 Secondary
 Traditional media Tertiary
 Suppliers
Primary  Primary and
 Creditors
 Employees secondary
 Government
 Customers constituents’
(local, regional,
 Shareholders social media
national)
 communities connections
 Individual
bloggers and
activists
STAKEHOLDERS
Communication Channel
 Delivering message (choosing communication channel)
appropriately involve TWO STEP ANALYSIS.

Two Step Analysis

How? What Approach?
• Choose communication • Indirect approach
channel. • Direct approach
• Organization needs more • No message.
options on
communication channel.
Framework for Strategic
Communication

STRATEGY CONSTITUENTS

Based on: Including:

MESSAGES
• Markets • sent by messengers • Customers
• sent through media/channels • Employees
• Products/Services
• Research & Dev • Shareholders
• Operations • Suppliers
• Finance • Competitors
FEEDBACK
• Organization/ • Community
• Management • Other
 Corporate Communication
Problem and issue in Malaysia

 Many communication practitioners have not fully

grasped the original standard of corporate
communication motto. (Matera & Artigue, 2000).

 Lack of quality of professionals and experience amongst

communication practitioners (Danker, 2003; Allan, 2003;
Lim, 2002).

 Lack of regulation which would enhance corporate

communication’s professional status (Danker, 2003).
 TUTORIAL

 Draw a picture to show the stakeholders for each of the

organization below. Present your ideas to class.

1) Universiti Sultan Zainal Abidin

2) Bank Rakyat
3) Petronas
4) KFC
5) Media Prima Berhad
The MAGIC happens
when you step outside
your comfort zone~

THANK YOU