1.2.1 Corporate Communication
Corporate Communication is how retain a business on message, with one and all speaking the same language. It’s not just how the organization speaks to the marketplace, which is known as Branding, or how the organization deals with the media, where it’s called Public Relations. Corporate Communication involves the market, the media, investors, communities, and the staff itself, through training sessions and messaging that always reinforces the mission and vision of the organization. Upon scholars Gray, (1998); Davis and Miles (1998)
Corporate Communications should:
- Describe what the organization does
- Articulate the primary customer benefit
- Create credibility with users and staff
- Produce an expressive connection
- Appeal curiosity about the organization and its products and services
- Motivate action
Most often the marketing and communication team maintains control over the messaging that appears in organization materials, online, in sales proposals, on signs, buildings and vehicles, and in media coverage. The executive staff is also responsible for corporate communication, since for most businesses, the truest messaging comes from the top.
In an organization the corporate should be aware also of the importance of communication between departments. This communication has changed the operation of the business in order to face the globalization challenges. Corporate communication plays an important role in the public relations, marketing and management.
1.2.2 Corporate Personality
Fombrun, (2001), says from the organizational behavior point of view that the corporate personality plays the role of building and constructing reputation to measure image and identity from one side and the stakeholder’s public relations from the other side. The image is the combination of symbol and needs, element of trust to give the organization its credibility.
Corporate personality has been defined as the human characteristics or traits that can be attributed to a brand such as friendly, accessible, down to earth, and creative.
A corporate personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century organization must carefully manage its corporate personality.
A whole greater than the sum of the parts, A corporate personality is defined in terms of three main dimensions, each of which can be defined in terms of two key traits: the heart (passionate and compassionate), the mind (creative and disciplined) and the body (agile and collaborative).
Importantly, the effects of these three pairs of corporate personality traits are enhanced by each other. In other words, corporate personality traits can have a multiplicative or interactive effect, not an additive effect.
1.2.3 Relationship Management
The Relationship Management as Philip, (2004) says is a tactic engaged by an organization in which a nonstop level of engagement is sustained between the organization and its audience. Relationship management can be between a business and its customers (customer relationship management) and between a business and other businesses (business relationship management).
Relationship management is a focus of the financial and investing industries as a way to identify possible cross-sales of products and services
Relationship management creates a partnership between the organization and its audience rather than consider the relationship merely transactional. Consumers who feel that a business responds to their needs are more likely to continue using the products and services that a business offers. Moreover, retaining a level of communication with consumers allows the business to identify potential sources of costly problems before they come to a head.
1.2.4 Corporate Social Responsibility
Corporate Social Responsibility is the inventiveness to evaluate and take responsibility for the organization’s effects on the environment and influence on social wellbeing. The term mostly applies to organization hard work that goes further than what may be required by regulators or environmental protection groups.
Corporate Social Responsibility may also be referred to as “Corporate Citizenship” and can include earning short-term costs that do not offer an immediate financial benefit to the organization, but instead encourage constructive social and environmental change. CSR treats international needs that influence positively the corporate reputation every act and project in the organization should hide behind it a vision for the benefits of the organization and the humanity as all.
Organizations have a lot of influence in the public and in the national economy. They control a lot of assets, and may have billions in cash at their disposal for socially conscious investments and programs. Some organizations may engage in “green washing”, or simulating interest in corporate responsibility, but many large corporations are dedicating real time and money to environmental sustainability programs, and various social welfare initiatives to benefit employees, customers, and the community at large.
A suitably applied CSR perception can carry along a variety of competitive advantages, such as enhanced access to capital and markets, increased sales and profits, operational cost savings, improved productivity and quality, efficient human resource base, improved brand image and reputation, enhanced customer loyalty, better decision making and risk management processes.
1.2.5 Corporate Image
Corporate image is the sum of associations, characteristics and attributes that exist in audiences’ minds regarding the organization or entity. These tend to be ‘right brain’ associations with emotions tied strongly to each. It is declared that the organization external image starts with organization internal stakeholders, especially its employees and how they perceive the organization, their behavior affects an organization image especially in service and education institution. Customer expects a lot, but if the service differs or doesn’t meet expectations, reputation is damaged the external image is the mirror of identity.
Corporate Image is the mental picture that springs up at the mention of an organization’s name. It is a composite psychological impression that continually changes with the organization’s circumstances, media coverage, performance, pronouncements, etc. Similar to an organization’s reputation, it is the public awareness of the organization rather than a reflection of its actual state. Unlike corporate identity, it can change overnight from positive to negative to neutral. Large organizations use various corporate advertising techniques to enhance their image to improve their desirability as a supplier, employer, customer, etc.
1.2.6 Ethical Identity
Business ethic of an organization is influenced by the communication between it and its stakeholders. We talk about the performance, style and communication that represent the organizational ethical principles. Stakeholders approach should be apt to connect ethics with performance. Some studies showed that respectable reputation leads to a lesser turnover and the relation customer / employees is very critical, all employees who work or are with contact with their customers we call them battle zone workforce and they should respect the ethics of work.