The Organisational Communication Structure Although Undergoing Change Means the Same for all

by Sunanda K. Chavan on Thursday 27 January 2011, 4:01 PM | Category: Marketing| View: 1717 views

 The Organisational Communication Structure Although Undergoing Change Means the Same for all  





Winning communications demand a sound structure and strategies that are driven by a company's business objectives. Successful corporate communications in today's business environment require more than discrete messages. Structuring and staffing departments for greater productivity. There needs to be increased focus on listening to the voice of the customer. This includes not only what they are saying, but also what they are doing (data). While the Web has given the customer the upper hand with regard to message control, it has given corporate marketing the upper hand with data. The Web provides a rich and real-time environment to see what works, and to then be able to quickly adjust marketing activities accordingly.

Devising work processes that stimulate the flow of communications

Enhancing a company's awareness of its communications function

Developing communications strategies tied to business objectives along with plans to implement them

Creating clear, concise and persuasive content

The responsibilities of corporate communication are therefore:

to flesh out the profile of the "company behind the brand" (corporate branding);

to develop initiatives that minimize discrepancies between the company's desired identity and brand features;

to indicate who should perform which tasks in the field of communication;

to formulate and execute effective procedures in order to facilitate decision making about matters concerning communication;

to mobilize internal and external support behind corporate objectives.

to coordinate with international business firms

Corporate marketing must become more interdisciplinary than its interdisciplinary legacy encourages. Emerging media has allowed the consumer to be exposed to and affected by brand conversations from people they trust the most: people just like them. If marketing has become more conversational among important audiences, then marketing departments must also become more conversational.

Integrated communication can be achieved in various ways. The main four practices are:

application of visual identity systems (sometimes referred to as "house style")

use of integrated marketing communications;

reliance on coordinating teams;

adoption of a centralized planning system.

Those conversations should begin with interdisciplinary discussions within the marketing function. Sales and marketing need to talk. Marketing and IT need to talk. Sales promotion and brand managers need to talk. And everyone needs to be talking about to how to improve the brand experience for customers and prospects.

What marketers have lost in top-down control with marketing, they can now partially recoup with bottom-up marketing fed by data that turns into knowledge, which, in turn, can quickly be converted into insight for the next marketing cycle. Online measurement systems, on-demand CRM platforms, feedback loops, and other data inputs can provide much more dependable, useful and immediately actionable information than was possible in the previous mass-media, spend-and-hope era of marketing.

Corporate communications needs to become more aware of its digital footprint and plan accordingly. In was only a few years back that digital marketing got about as much attention as Milton in the movie Office Space. Things have moved swiftly since then, and digital marketing has figuratively moved from an office in the boiler room to a corner office in the executive suite. Digital has literally become the game-changer for companies looking to reinvent the marketing equation.

Internal Corporate Communication

Internal corporate communication means the communication within a particular company. Some of the commonly used tools for internal communication can include business meetings, conferences, interviews, presentations or print media like brochures, newsletters, memos, or business letters. Corporate communication is used to make announcements, take decisions and in general share information, views and opinions within organization. Corporate communication is a great way to create a conducive work atmosphere, thus increasing the productivity of the organization. Depending on the direction of communication, internal corporate communication can be further classified as horizontal or vertical communication – horizontal referring to communication within peers and vertical referring to communication within different hierarchies in the organization.

External Corporate Communication

External corporate communication process includes communication of the corporate organization with its current/potential investors, customers and other corporate entities. The external communication is responsible for the way the company portrays itself to the entire corporate world. Thus, external corporate communication is instrumental in creating the brand image or brand identity. The advertisement campaigns and promotional events can be included in external corporate communication as well. Television ads, newspaper ads, radio jingles, promotional events, or even business proposals, affiliation or partnership proposals are included in external corporate communication. Anyone involved with corporate communications needs to be aware of their receivers' habits and idiosyncrasies before deciding on message and medium. It wouldn't make sense to use technology-based communications with an audience who's not tech-savvy without first providing them with adequate training; or to post an important announcement on a bulletin board when most users rely solely on their intranet for news. An understanding of the audience will help determine the best medium to use in order to get your message across.


While determining the structure of communication the objectives of the same should also be determined which might include:

 excellent service to customers/clients/donors,

 customer loyalty,

 increased program enrolment,

 centralization of the communications effort,

 increased employee teamwork,

 improved employee retention and recruitment,

 improved program delivery,

 visibility for the organization, and

 influence on media, customers/clients/donors, and other audiences.

With the influence of communication all over and the objectives being set let us now jump to the conclusion saying that although the styles and era in communication undergo change the essence and the objective behind the same will remain the same. 


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