Nowadays, companies are facing with a the fast development of technology to increase the speed of data and information flow. With these challenges, the communication with state holders become more demanding and necessary for corporates. From the term "publics relations" of the 70s, which mainly focus on communication with the press, companies and organizations are changed to "corporate communication". This is when corporates starting to building the image of the organization as a whole and how to presents itself to all its key stakeholders. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
Corporate communication includes corporate design, corporate advertising, internal communication to employees, issues and crisis management, media relations, investor relations, change communication and public affairs. In the other words, "corporate communication can be recognised as a management function that is responsible for overseeing and coordinating the work done by communication practitioners in different specialist disciplines such as media relations, public affairs and internal communication." (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009). We can also approach this term as an management tool to achieve harmonisation of all the used form of internal and external communication to create a favourable basis for relationships with dependent groups. It involves a lot of activities like: planning, coordinating and counselling the CEO and senior managers in the organization as well as skills in producing and disseminating messages to relevant stakeholder group. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
We can give it a simple definition: Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining the favourable reputations with stakeholders groups upon which the organization is dependent. (Joep Cornelissen - Corporate Communication A guide to theory and practices, 2009)
How to communicate with different stakeholders?
How to communicate with different stakeholders?
Stake holders for corporate communication can be classified in Stakeholder salience model
1. Dormant stakeholder: have the power to impose their will on others but have no interaction with the organization
2. Weak stakeholder: Those who posses legitimate claims but have no power to influence the organzations
3. Demanding stakeholders: Those who have urgent claims but neither power or legitimacy to enforce them.
4. Dominant stake holders: who have both powerful and legitimate claims: strong influence: employees, customers, owners and investors
5. Dangerous stakeholders: who have power and urgent claims, they may resort to coercion and even violence. Ex: Philips, in the march 2002, an armed invidual held several people hostage in Rembrant tower in Amsterdam to protest against flat screen TVs
2. Weak stakeholder: Those who posses legitimate claims but have no power to influence the organzations
3. Demanding stakeholders: Those who have urgent claims but neither power or legitimacy to enforce them.
4. Dominant stake holders: who have both powerful and legitimate claims: strong influence: employees, customers, owners and investors
5. Dangerous stakeholders: who have power and urgent claims, they may resort to coercion and even violence. Ex: Philips, in the march 2002, an armed invidual held several people hostage in Rembrant tower in Amsterdam to protest against flat screen TVs
6. Dependent stakeholders: lack power but urgent claims like local community near factories
7. Ultimate stakeholders
Most of the time we will not directly communicate with dorment, weak and demanding stakeholder. We will focus on communicate with the rest.
To communicate with stakeholders we can follow the stakeholder communication: from awareness to commitment firgure:
Effective communication
In the video below, we can easy found out how we create a effective communication for corporate is great a story that enhance an emotion that the brand want to present
7. Ultimate stakeholders
Most of the time we will not directly communicate with dorment, weak and demanding stakeholder. We will focus on communicate with the rest.
To communicate with stakeholders we can follow the stakeholder communication: from awareness to commitment firgure:
Effective communication
In the video below, we can easy found out how we create a effective communication for corporate is great a story that enhance an emotion that the brand want to present
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