Communication
Introduction3
The Functions and Tools of Corporate Communications.5
Regulation of Basic Communication Strategies.7
Internal Communications System8
References..10
There is no company that would be competitive and holding the leading positions in the market without a flexible dynamic system of communication links. In recent years, the term “communication of the company” was confirmed in professional language. It is used in different contexts, but in any case it is the modern and systematic approach to solving the traditional problems – advertising, design and marketing. Currently, there is no doubt that modern communication is a fundamentally new phenomenon that creates new values, changing technologies, product configuration, and the system of cooperation with the clients. But the company is always engaged in communication. Each enterprise is built around and inside interaction system, which is designed to assist the business in achieving its strategic and operational objectives.
The lack of effective communication leads to the fact that the organization becomes unmanageable. Therefore, the considerable time of the leaders should be devoted to the establishment and implementation of these processes. The efficient executives are those who have particular skills in communications. They are aware of the nature and outcome of the communication process, have developed forms of written and oral communication, as well as the electronic means of communication.
The relevance of this topic is caused by several reasons. Firstly, it is impossible to build an effective business without a strong corporate spirit, teamwork and shared values. Second, the corporate communications become the important instrument in the competition for qualified personnel. Implementation of internal PR program allows increasing the non-material component of motivation and save money on finding new employees. Third, internal communication can help employees understand the corporate culture, goals and values. Therefore, the primary purpose of this research is the investigation of corporate communications.
The Definition of Corporate Communication
First, it is necessary to analyze the definition of corporate communication. Communication is a stable relationship between the participants of the administrative process, presenting the interdependent phases of work with information. Communication can be defined as the exchange of information and understanding of the process between two or more participants in order to motivate a particular behavior or influence. The purpose of the communication process is to ensure the understanding of information. However, the exchange of information does not guarantee that understanding and effective communication between the parties of the exchange. The exchange of information takes place only in the case when one side provides the information and the other receives it. Therefore, effective communication requires the certain communication skills, abilities, and understanding to each participant.
The organization operates in an environment that is volatile and uncertain. Thus, the various communication means constituting its external environment should be used for the successful operation under these conditions. One of the main tasks is to set a relationship with the existing and potential customers. This relationship can be established with the help of marketing tools: advertisement, PR (public relations), reports on the company's activities in the media, the image of the organization, participation in exhibitions and through trade organizations.
There are communications between an organization and its environment, within organizations, between higher and lower levels of administration, and between different specialized units of the organization. In recent years, many organizations have created special units for the collection and processing of information coming from the external environment. It helps to create the strong connection with the customers and respond to their needs. These factors present the basis for the long-term survival of modern organizations. The company also maintains contacts with representatives of state and political structures from the lobby, supporting various political actions. There is a wide variety of other forms of communication between the organization and its external environment.
Therefore, it is necessary to understand the meaning of corporate communications. Corporate Communications mean the internal and external information, which is addressed by the management of the company to its employees, the target audience, as well as the key partners. So, this information management system is aimed at creating the company's image, getting the sequence of the actions, explaining their goals and objectives, formulating values and beliefs into a single coherent concept and show the ethical standards of the company. However, it is necessary to understand that the corporate communications are not the analog of PR technologies. Corporate Communications mean a subsystem of Public Relations and involve their expansion. PR is the management of information, which is addressed to the external environment, mainly the media and consumers.
The Functions and Tools of Corporate Communications
Corporate communications instruments can be divided into internal (managers, staff) and external, which include the general public, governmental agencies, and media (Johan, Noor, 2013). Corporate Communications is a function of the manager, or the whole department, and are understood as operations dedicated to the dissemination of information among the key audiences, execution of corporate strategy and development of messages for various purposes within the organization and outside it. So, this definition combines all the major components of corporate communication. In our opinion, the essence of corporate communications is to build the effective channels for receiving and transmitting important information, which contributes to the development of not only the organization but also promotes personal growth of each employee, the development of a sense of responsibility, the creation of a team spirit. Besides, this concept includes the division of all employees of the values and standards of the corporate culture of the organization, the formation of a common socio-psychological climate, as well as the goals and mission of the organization.
Corporate communication is a constitutive component of the culture of organizational performance and corporate relations. Therefore, it includes the following functions: 1) regulating the core communication strategies; 2) regulation of relations with the media; 3) management of crisis communications; 4) creation of a favorable social and psychological climate; 5) Change Management.
Corporate identity is the significant element of the corporate communication. Corporate identity is considered as the subject of social and cultural relations, which is characterized by individual perceptions of corporate reality, as well as its interaction with the community and personal perception in society. Corporate identity is an integral part of corporate communication because it is a person, which has the individual characteristics, socio-cultural values and it is the central point to the corporate communication.
Besides, Corporate Communications mean the process of facilitating information and knowledge sharing with certain internal and external groups and individuals who directly interact with the company. This definition is connected to the internal communications management from the standpoint of sharing knowledge and solutions among employees, suppliers, investors, and partners of the organization. The examples of such the communication include annual reports, Intranet, electronic and printed newsletters. Annual reports are the tools of corporate communications, which allow you to send information related to the activities, processes, and results of the company. The Corporate Intranet system is used to formalize the processes for inquiries and statement on the submission of applications to the project, which are created for the potential suppliers in tenders and auctions.
One of the purposes of corporate communication is the creation of the company's reputation among stakeholders, rather than creating a brand in marketing communications (Wills, 2012). The organization is using electronic and print letters for posting information about new jobs, as well as the exchange of experience in human resource management practices.
Regulation of Basic Communication Strategies
Proper management of communication strategies promotes the disclosure of hidden potential, which allows the company to move to a new level of communication due to the transformation of the closed and rigid system, with the old ineffective methods and ways of regulation of communication flows in an open, communicative space. Open to the communications structure is constantly evolving and seeking the best ways to create a good atmosphere in the team. Besides, this structure can adapt to constantly changing conditions due to a competent search of appropriate solutions to the communicative situations. The optimal choice of communication strategy allows the company to increase the company's productivity, identify the new resources for the effective management of the organization, and reduce the level of authoritarianism / conservatism in decision making. Besides, it helps to integrate each cell of the enterprise into one unit ranging from professionals, managers and ending with partners, suppliers, and customers.
The efficient strategy of communication allows the organization to adapt to changing circumstances, identify meaningful communication connection and prioritize this area, and reveal the hidden potential of corporate communications (Steyn, 2000). Consequently, strategic planning prospects are the major stimulant to improve the efficiency of the organization and team building. According to Dolphin (2000), the director plays the significant role in the development of communication strategy.
Internal Communications System
This communication is called interlayer. It includes vertical communication or communication on the downlink and uplink. Its subspecies are the communication between the leader and subordinate, and communication between the leader and the group. Horizontal communication means the exchange of information between the different departments (Frederick, 2015).
Internal Communications System means a set of information channels, allowing transfer of business information, intellectual and emotional content within the organization among the employees (Herle, Rustema, 2012). So, the internal corporate communication includes the communication of top managers, line managers, and employees of specialized units engaged in working in the organization.
Exchange of information on the uplink usually occurs in the form of reports, proposals, and explanatory memoranda. The transmission of such information significantly affects the productivity and the whole atmosphere in general.
The organization consists of many divisions. Therefore, there must be a horizontal communication or communication between the different departments. Usually, the communicative activity within the company, for example, a meeting on the production of a new product or quality problems, involves not only the heads and specialists of production but also marketers, economists, various committees and experts.
References
Dolphin, R. (2000). Is Corporate Communications A Strategic Function? Management Decision, 38 (2). Retrieved from https://core.ac.uk/download/files/14/334528.pdf
Frederick, A. (2015). What Are the Functions of a Corporate Communication Department? Retrieved from http://smallbusiness.chron.com/functions-corporate-communication-department-23716.html
Johan, M., Noor, A. (2013). The Role of Corporate Communication in Building
Organization’s Corporate Reputation: An Exploratory Analysis. Interdisciplinary Journal of Contemporary Research in Business, 4 (12). Retrieved from http://journal-archieves31.webs.com/1230-1240.pdf
Herle, M., Rustema, C. (2012). Corporate Communication Worldwide. Retrieved from http://www.noordhoffuitgevers.nl/nuweb/assets/Inh_H1_9789001802448_corperatecom_worlwide_noordhoff.pdf
Steyn, B. (2000). Model for Developing Corporate Communication Strategy. Communicare, 19 (2). Retrieved from
http://repository.up.ac.za/bitstream/handle/2263/6090/Steyn_Model(2000)a.pdf?sequence=2
Wills, M. (2012). Corporate Communications for the 21st Century. Retrieved from https://www.pwc.com/gx/en/xbrl/pdf/corporatecommunications_21st_century.pdf
