Introduction A communication plan plays an integral role in the success of any business project. This plan is mainly used to describe how the organization's stakeholders among other interested publics either internal or external will be kept informed during the business project Society for Human Resource Management, Stakeholder identification The recall project of the company will be influenced and affected by various interested groups both internal and external.
Critically analyse the use of corporate communication for CSR. Discuss the use of intranets, newspapers and annual reports as a corporate communication medium for the use of CSR.
Use of corporate communication for Corporate Social Responsibility Corporate communication is used for making aware of the organizational to the internal stakeholders like the employees and external stakeholders like community vendors, media and investors.
Cornelissen also affirms that effective communication in the corporate organization must be consistent and controlled that results in better employee relations and engagement with public or media relations in a professional way. Moreover, Reilly and Hynan also depicts that companies communicate with media, government agencies to handle relations in the community for charitable and voluntary reason.
The mode of corporate communication with the stakeholders for making then knowledgeable can be in both ways- formal and informal. Kim portrayed these formal communications are the professional way to convey message and knowledge to the people.
Formal communications comprise of the employee handbook, memoranda and employee reviews journals especially CSR report also called a sustainability reportwhere the importance of CSR activities and their experience in CSR approaches along with the information about economic, environmental, social and governance performance are published.
On the other hand, Cornelissen criticizes the fact that in recent time people are more concern towards digital entertainment technology; thus, using social media, online advertisements, e-mail contents and other can be used to communicate with them.
Moreover, Colleoni also depicts that personal or ad hoc conversations can be considered as informal communication mode where the organization gets the advantage of communicating with the target audience directly and take their feedback in real time.
Schmeltz illustrates that high-profile organization uses CSR Communication Strategies for attaining better recognition not only among their employees but also in the community. These organizations announce and explain the process, goals and benefits that they are going to get.
They also emphasize on the tailor-made communication approaches so that effective communication can be established among the employees, major stakeholders and opinion leaders. Moreover, Reilly and Hynan depicts that organization can associate with NGO and other charitable institutes like old-age home, orphanage or schools during this training period.
The primary objective behind this activity is that their employee can gain knowledge about making the living standard of the needy people better and provide them the required facility through which they can improve their condition fulfill all their basic requirements.
It has to be understood that corporate communication is limited to very few people. In the past two decades, the importance of corporate communication has increased.
Most corporate executives have been benefited from the use of corporate communication using it as an integrated and systematic framework for better cohesion Kim et al.
With a better approach towards corporate communication, the internal as well as the external stakeholders can be easily influenced and manipulated to some extent. It helps to deliver a collective message from the end of the management of the organization.
If the antecedent of the use of corporate communication has to be recognized, it can be said that it is important to set a strategic plan before the application of any communication technique.
For obvious reasons, it depends on the nature of the organization and the industry that the strategy or the plan is made. With the increasing competition in the market as a result of globalization, supplying quality product does not remain the sole responsibility of an organization.Corporate communication is used for making aware of the organizational to the internal stakeholders like the employees and external stakeholders like community vendors,media and investors.
Philips Case Study Swot Analysis; Hsbc Case Study Swot Analysis; media and investors. Cornelissen () also affirms that effective communication in /5(14K). Case Study Philips NV.
1. Describe changes in Philips environment occurring during the 's and 's (a) Philips operates in a very competitive market domestic and internationally. Case Study Philips, Cornelissen Words | 3 Pages. Questions for reflection 1. Describe the vertical and horizontal structuring of corporate communication within Philips.
What can you say about the effectiveness of these structures in the light of the company`s repositioning around sense and simplicity and its increased focus on managing its. A communication plan plays an integral role in the success of any business project.
Cornelissen () argues that it is an essential document for complex and high-risk company tasks and as such it is imperative for the person left with the responsibility of preparing the communication program to. Pages. S13 Professor Joep Cornelissen Corporate Communications Theory and Practice Uploaded by.
Database of FREE marketing essays - We have thousands of free essays across a wide range of subject areas. Sample marketing essays! | Page 52 Case Study: HSBC Balance Scorecard. 1 INTRODUCTION According to Cornelissen Joep( p.5), a likely characteristic of corporate communication is that it can turn out to be complex in nature.