4th BBA Bangalore City University

1. UNIT 1: CORPORATE COMMUNICATION
By,
Bharath.S
Assistant Professor,
Brindavan College, Bangalore – 63

2. Meaning:
Corporate communication is a set of activities involved in managing and composing all
internal and external communications aimed at creating favourable point of view among
stakeholders on which the company depends. It is the messages issued by a corporate
organization, body, or institute to its audiences, such as employees, media, channel partners
and the general public. Organizations aim to communicate the same message to all its
stakeholders, to transmit coherence, credibility and ethics.
The broad field of corporate communications cannot be precisely defined. In principle, the
measures are too diverse and overlap with many other areas of a company, such as marketing.
In principle, however, corporate communication encompasses all communication that a
company conducts. This can be found both internally, in the way employees are addressed,
and externally, if business partners (as in B2B marketing), customers (as in B2C marketing),
or media (as in PR) are the addressees.
In the sense of a corporate identity, corporate communication should create a uniform image
on all channels. The homogenous communication strategy should, for example, also reflect
company culture and specify the type of conversation. The aim of corporate communication
is to be able to control the effect as efficiently as possible through a uniform communicative
appearance.
If one does not pursue a consistent strategy in all available ways, one either gives away
potential or torpedoes their own efforts. To achieve this – especially in larger companies –
different departments need to pull together. That’s why changing corporate communication is
not a quick task. If you want to strategically adapt your corporate communication and bring it
into line, you will have to deal with a longer process.
Definitions:
According to P.Jackson, Corporate communication is “the integrated approach to all kinds of
communications produced by ab organization, directed at all relevant target group. Each item
of communication must convey and emphasize the corporate identity”
According to Joseph Fernandez, “ corporate communication is a long-term strategic initiative
taken by a corporate organization to communicate the core brand and its core messages to a
spectrum of audience in a globalized market environment. At its core corporate
communications is very simple, the way a corporate communicates”

3. The various characteristics of corporate communication are mentioned below:
1. Formal Communication:
Most of the corporate communications are formal in nature. Orders, instructions, information,
suggestions, etc. are sent, maintaining formal procedure in a systematic way. If has to pass
through several organisational stages.
2. Informal Communication:
The size and structure of a corporate organisation being large and complex, informal
communication or grapevine communication among different groups of employees takes
place side by side with formal communication.
3. Internal and External Communication:
Exchange of information with a large number of people within and outside the business is
required in corporate communication. Internal communication with the managers and
employees, and external communication with the customers, vendors, distributors,
competitors, investors, government offices, etc. are made.

4. 4. Oral and Written Communication:
While oral communication is used for closer and internal communication with the employees,
written communication is made with the outsiders and distant people.
5. Wide Coverage:
Corporate organisations are large and a wide range of people are required to be covered in
communication. People within the organisation at different levels in different departments
and a large number of people outside the organisation are required to be communicated
within the course of running the activities of the organisation.
6. Means of Communication:
Phones, face-to-face conversation, e-mail, fax, telegrams, memos, website, internet, video
conference, etc. are used as the mediums or channels of corporate communication.
7. Feedback:
As in the case of other communication, feedback is an essential element of successful
corporate communication. It is a two-way process of sending information and receiving
response. Through feedback the sender can know the reaction’ of the recipient and take
necessary action.
8. Long-term System:
Corporate organisation has a perpetual existence. So, corporate communication is not a
temporary arrangement. It is a long-term system or process. Communication is carried out
continuously through a stable process.
9. Continuous Flow of Communication:
In a corporate organisation, flow of communication is continuous and uninterrupted;
continuous due to the organisation’s perpetual existence, and uninterrupted owing to
following the formal or official channel.
10. Reliable Information:
In a corporate organisation, information is collected through various sources and decisions
are taken after necessary scanning, scrutinizing, etc. to make the information dependable and
correct.
Importance of Corporate Communication:
Communication has an important role to play in the corporate world. With the increase in the
complexities of activities in modern business, its importance is growing day-by-day. To
achieve the objectives of the organisation, co-ordination among the persons and departments
within the organisation and establishment of connecting link with the outside world are very
much necessary.

5. Motivating the employees for better and greater performance, facilitating group performance,
controlling their activities, taking corrective measures, wiping out misunderstanding,
maintaining peace, establishing discipline, and, above all, ensuring the quality of work within
the organisation is possible through effective communication.
Establishing link with the outside world—with the customers, vendors, investors, bankers,
similar business organisations within and outside the country, various departments of the
government, etc. also depends on communication. Corporate business houses are, in most
cases, engaged in international business. Excellence in communication in such cases is a
basic need.
They are required to make corporate presentation of their goods and services, inform and
report, explain change, interact with the colleagues, motivate and support the staff, supervise,
organise and co-ordinate a course of action, build and maintain relationship with overseas
clients, participate in meeting, introduce themselves as business houses, promote a sales
drive, make market research, cope with mixed language problem interacting with the foreign
colleagues and so on. All these activities require communication skill.
Phone, e-mail, fax, office memos, verbal communication, etc. are the internal means of
corporate communication. External communication depends on phones, letters, fax, website,
internet, video conferencing, etc.
Modern technologies in communication have made the communication process speedy. It is a
boon to corporate communication because a slightest delay in making decision may place one
in a difficult position—behind one’s competitors.
The importance of corporate communication may be described as follows:
1. Internal Co-ordination:
To fulfil the objectives of the organisation, co-ordination among the employees is necessary
and to co-ordinate various activities communication is essential. Corporate organisation being
large in size, division of work and specialisation in activities are the characteristics of such
organisation. Communication helps to co-ordinate such activities and to develop co-
operation.
2. Connecting Link with the Outside World:
In a corporate organisation, communi-cation with the external people, such as customers,
vendors, investors, competitors, government departments, etc. are essential. Even connecting
links with the foreign counterparts and centres are necessary for proper functioning of the
organisation.
3. Motivation:

6. Communication helps to motivate the employees to obey the orders and directives of the
management authority. The feedback of the employees also enlightens the managers. The
interaction between the managers and the employees improve the relation between them and
encourage all to devote themselves fully to achieve the objectives of the organization.
4. Effective management:
George Terry’s remark that communication works as a lubricant to increase the efficiency of
management is applicable to corporate organisations more appropriately. Communication
supplies the managers and employees with the information, co-ordinates and motivates the
employees.
This results in co-operation and better performance, resolves conflicts, builds confidence and
ultimately develops efficient management. The managers, supervisors and executives get
instructions, orders, messages, etc. from their superiors through communication, become
aware of their duties and responsibilities and exact performance from their subordinates.
Thus, communication stimulates efficient management.
5. Decision-making and Implementation:
The success of any corporate organisation depends largely upon decision-making. Right
decision-making, again, depends upon correct and timely information which is obtained
through communication. Again, implementation of the decision requires proper
communication.
The managers convey the procedure of implementing the decision through communication
channels and evaluate the work of the employees. Thus, corporate communication has a
meaningful role in decision-making and its implementation.
6. Leadership:
The manager communicates orders and instructions to the subordinates, who, in turn, carry
out the instructions and sometimes send feedback in the form of suggestions, grievances and
complaints. The manager tries to remove the inconvenience as far as possible. The entire
process establishes the basis of leadership.
Lack of communication creates distrust, doubts and misunderstanding among the
subordinates. Proper communication helps to remove them and create an environment of
mutual co-operation, trust and dependence and, ultimately, achieve acceptance of the
leadership of the official head.
7. Corrective Measures:

7. In a corporate organisation the number of employees is large. Everybody’s performance may
not achieve required standard and some corrective measures may become necessary. Such
measures against the employees not performing their duties properly can also be taken
through communication. Communication thus protects the interest of the organisation.
8. Speed:
Speed is the key word of today’s corporate world. Modern technologies have made
communication faster. Now, no one has to wait for weeks or months for a reply letter. E-mail,
fax, internet, etc. have made communication almost instant. Immediate flow of information
helps in taking correct decision in time and anticipates solution to a probable problem.
9. Discipline and Peace:
Maintenance of discipline in large corporate sector is difficult. Control over a large number
of managers and employees is not an easy task. But regular communication (Two-way)
between the management authority and the workers creates a healthy human relation and
sense of co-operation, assistance and unity. Thus, peace is established and discipline is
maintained within the organisation.
10. Training:
Communication is necessary in imparting training to the managers, supervisors, executives
and general employees to upgrade their knowledge and skill of performance in order to meet
the needs of the changing corporate world.

8. Guidelines for Effective Corporate Communication
Corporate communication to be effective should follow some guidelines stated below:
1. It should be simple. Jargon and buzz words create confusion and difficulty in
understanding.
2. It should be concise. Repetition of words and unnecessary explanation are to be avoided. It
should be kept in mind that more communication is not necessarily better communication.
3. It should be clear in meaning and free from ambiguity.
4. The message should be courteous, no matter whether it is being sent to the subordinates, to
the superiors, or to the peer persons. It is to be remembered that courtesy begets courtesy.
5. The communication should give correct information in proper time and in right manner.
6. It should be complete in all respects. Before communicating one should check whether the
following ‘5 Whs’ are answered: Who, What, Where, When and Why.
7. Corporate communication should be consistent to the norms of the organisation. It should
keep track of the previous communication and maintain a continuity.
8. Metaphors, analogy or examples are sometimes necessary to bring out the meaning of
communication easily. So, appropriate use of these is recommended for better
communication.
9. Repetition of the key message is necessary in some cases. To become sure about the
success, the communicator sometimes repeats the key message.
10. An effective communication should have proper feedback. Two-way communication
should be encouraged.
11. Proper planning before communication is necessary. The success of the entire
communication process depends largely on planning in advance.
12. effective channels should be chosen and established to make the corporate
communication successful.
Segmenting Stakeholders in Corporate Communication
A company has different stakeholders like investors, vendors, shareholders, employees,
customers, clients, etc. Stakeholder segmentation is the process of putting the stakeholders in
the right groups based on their influence, persona, roles, interest, financial stake, etc.
Both external and internal communication are of significant importance for business growth
and performance.

9. Vertical - communication between employees on different hierarchical positions
Downward - communication from managers or leaders to employees
Upward - communication from employees to managers or leaders
Horizontal - communication between individuals on the same hierarchical positions
External communication can be formal and informal.
Formal external communication is the very first step in creating the appropriate company
image. It includes anything from carefully created letters, reports, presentations or web pages.
The main goal of external comms is to inform the outside world an important message about
the work and quality of the organization.
Informal external communication is a form of communication which organizations can’t
regulate directly.
12 Reasons Why External and Internal Communications Need to Work Together
1. Better strategic alignment
If external and internal comms departments don’t work together as a team, it is impossible to
achieve strategic alignment among various stakeholders.
2. Aligning brand image from the inside out
Businesses have traditionally viewed external communication as their primary focus,
forgetting that their internal audiences are just as important.

10. 3. Unified internal and external messaging
It is not uncommon to see that internal and external messages are not completely aligned. For
example, if the company shares conflicting information with its employees and investors,
they may have to deal with several unhappy and unmotivated stakeholders, which could lead
to bigger issues.
4. Understanding audiences
Businesses need to look at both the internal and external audiences together to have a unified
and well-set communication strategy.
For example, if a company is developing its brand message, it’s essential to create talking
points for both internal and external use. This approach helps creating messages that appeal
to the employees and motivates them to do their jobs.
5. Having everyone on the same page
External communications should ensure that IC department is aware of external campaigns
and other efforts.
Furthermore, internal comms is responsible for communicating those efforts to employees.
This is the only way for employees to be on the same page and understand the goals behind
those efforts.
In order to achieve this, it is extremely important to have all communication platforms
integrated so that information can be easily found and shared.
6. Building trust among employees and customers
Building trust in the workplace is one of the primary goals for employers across the world.
When messaging towards employees and external shareholders, such as customers, is not
unified, organizational distrust is inevitable.
Today, very few employees trust their employees, and one of the main reasons for that is
because internal and external communications are not unified.
External and internal comms departments should do a better job making sure not to deliver
contradictory messages to their audiences.
This is one of the main reasons why companies are now combining internal communication
with PR and external communications.
7. Helping employees to become brand ambassadors
Having employee advocates is extremely valuable. Brand ambassadors can help your
company get more brand awareness, generate more sales and attract more talent to your
organization.

11. 8. Staying up-to-date with the company news and industry trends
Both internal and external communications departments have a job to communicate
effectively trends and important events happening in the industry and the company itself.
Therefore, they should be aligned about delivering the same information to employees and
customers.
Whatever you are trying to communicate to your customers, employees should be aware of it
as well.
Make sure, however, about the information overflow. Not every employee needs to know
everything. Too much irrelevant information has a negative effect on employee engagement.
For that reason, internal communications departments should consider implementing internal
communications technology that enables employees and managers to create personalized
news feeds based on interests and priorities.
9. Creating more engaging content
Employees want to know about their achievements and good results. On the other side,
external communications have a lot of insights from the company’s customers.
So why wouldn’t internal and external comms work together to create inspiring customer
stories?
These two departments can together create and deliver content that employees are always
happy to engage with.
today, it is not uncommon to see internal and external joining forces to create more shareable,
engaging and usable content.
However, this can be extremely hard to achieve, especially at large corporations, without the
right internal communications tools.
If all your employees are not connected with a single communications platform, no one can
make sure that the right message reaches the right employees.
10. Creating a sense of teamwork
Creating a sense of teamwork is one of the best ways to spread positivity in the workplace.
While internal communications have a strong impact and influence on employees, external
communications have it on current and potential customers.
11. Handling rapid corporate changes more efficiently
Effective change management is not easy to achieve. However, it is much easier when
internal and external communications departments work closely together.

12. Critical company events such as digital transformation or mergers and acquisitions affect
both internal and external company’s shareholders.
Often times, external comms are the first point of contact for the outside world. In many
situations, these messages should also reach internal comms and employees.
Take for example, changes being implemented with your products or services. In this
situation, external comms will be the first one to find out about the customer feedback, and
that feedback should immediately be delivered to internal comms and employees affected.
12. Building a strong community around your brand
Your communications play a critical role when it comes to building long-term relationships
with your employees and your customers.
Indeed, creating a positive employee experience and delivering a great customer service is all
about communicating with your audiences in an effective way!
Scope of corporate communications
1. Managing communication of fulfilling the communication management function.
2. Dealing with controlled and uncontrolled media.
3. Serving both internal and external audience.
4. Proactive communication planning.
5. Advocating communication strategies and tactics.
6. Dissemination of persuasion and information.
7. Branding images and reputation.
8. Branding products and services.
9. Monitoring the responses from audiences and markets.
10. Counselling and advising senior executives.
11. Managing issues and responding to crisis situations.
12. Lobbying for favourable stances for the organization.
13. Organizational image creation and maintenance.
14. Organizational presence building and monitoring.
Memos
Memo is the short and popular form of memorandum. It is a written tool for internal
communication. It rarely goes outside the organization. Memos are primarily written for
exchanging information relating to the day-to-day functions of the organization.
Used for
• Issuing order, instruction, advice, policy etc. to the subordinates.
• Informing any change of policy to the members of the organization.
• Giving or seeking suggestions, recommendations or explanations.

13. • Seeking help or information etc
Features of Memo:
1. Nature: Memo is mainly a written method of internal communication. It is used to
exchange information related to internal activities of the organization between the
superiors and subordinates.
2. Nature of the parties involved: Memo is generally exchanged among the various internal
parties of the organization. No external party can be the part of memo.
3. Definite structure: Memo is prepared by following a definite structure. Title, names of the
sender and receiver, date, subject, body and sender’s signature are the various parts of
memo.
4. Types: On the basis of the destination, memo may be of three types namely, upward
moving memo, downward moving memo and horizontally moving memo.
5. Formality: Since memo is a method of internal communication, it is less formal.
However, in preparing an upward-moving memo a minimum degree of formality should
be followed as it goes from subordinates to the superiors.
6. Conciseness: Memo is generally written concisely. Whatever the subject matter of a
memo is, it is written directly and briefly.
7. Mentioning a specific issue: An individual memo should contain only a single issue. If an
individual memo contains more than one issue, they should be mentioned in separate
paragraph.
8. Expression of courtesy: Though memo expresses the message directly and concisely, it
maintains courtesy and modesty in expressing the message.
9. Nature of the message exchanged: The information exchanged through memo is related to
the internal activities of the organization. It does not carry any personal information.
10. Preserving information: Since memo is a written document, it can be preserved for future
use if necessary.
Examples:
MEMORANDUM
To: All Staff
From: Tanya Smith, CEO
Date: July 18, 2018

14. Subject: NewTech Software Issues
It has come to my attention that many employees are having trouble using our recently
acquired NewTech sales management software because it currently creates duplicate client
entries. Some of you have stopped using the system altogether. We want this software to help
you do your jobs better, not to take up more time. Therefore, it is fine to hold off using it until
we resolve the technical issues with NewTech staff.
Formal & Informal reports:
Formal and informal reports are the two most common types of business reports. When a
report is highly structured and is relatively long in size, it is called a formal report. On the
other hand, when a report is less structured and is short in size, it is called an informal report.
These two types of reports differ in many ways. Major distinctions between them are as
follows:
1. Formal Report – The reports that are prepared in prescribed forms, according to some
established procedures to proper authorities are called formal reports.

15. 2. Form of the report: Formal report is highly structured and is prepared in a prescribed
format. Most Formal report is always written in a manuscript (narrative style) format.
3. Purpose: Formal report is written to help management in making long term and
strategic decisions.
4. Objective: Objective of the formal report is to assist decision making by providing an
effective recommendation.
5. Length: It is long in size. Size of a formal report is large. It generally includes some
particular pages (e.g. prefatory page) that do not appear in short reports.
6. Distribution: In most cases, formal reports are circulated to top-level executives and
outside parties.
7. Nature of problem: Formal report deals with complex and non-recurring problems. It
is analytical and systematic in nature. It deals with key complex problems.
8. Frequency of writing: Formal report is written very infrequently.
9. Writing responsibility: This type of report is usually written by internal or external
experts.
10. Use of visual aids: This type of report makes extensive use of visual aids to present
the facts and findings.
11. Writing Style: This report follows inductive (indirect) and impersonal writing style. A
formal report on the other hand, after analyzing and interpreting the conclusion of the
draw and makes recommendations.
12. Recommendation: Recommendation is an essential part of a formal report.
Informal Report – An informal report is one that is prepared not by following any prescribed rule or
formality.
1. Form of the report: Informal report is less structured and it is less important to follow the
prescribed format. Most Informal reports are written in memorandum and letter formats.
2. Purpose: The main purpose of an informal report is to present the facts that help managers
in making thy-to-thy business decisions.

16. 3. Objective: Conveying routine messages and to help routine functions are the basic objectives
of the informal report.
4. Length: It is short in size. An informal report is short in size. This report writing is generally
complete in a page or two.
5. Distribution: Short report is usually circulated within the organization.
6. Nature of problem: Informal report deals with less complex and recurring problems. It is not
methodical in nature. This report deals with the schedule matters.
7. Frequency of writing: It is written very frequently even daily a weekly.
8. Writing responsibility: These reports are usually written by a subordinate.
9. Use of visual aids: This type of report seldom uses visual aids.
10. Writing Style: This report follows deductive (direct) and personal writing style. Informal
reports follow deductive writing styles. A short report highlights facts and specific
recommendations. It avoids analysis and inclusion of supporting information.
11. Recommendations: Recommendations are not required in an informal report.
Circular Letters
Circulation is must communicate with mass people and therefore there is the emergence of the
circular letter which is effective, popular, and cheap to circular message. In detail, a circular letter is
a letter used to convey any individual, organizational or social message, which is commercial or non-
commercial in nature, to a large number of people is known as a circular letter.
Circular Letter definition according to J. H. Jains quoted, “The advancement of a business through
the easiest and fruitful way is known as circular letter.”
Circular Letter definition in accordance of Prof W.J Weston said, “Circular letter is one which is
meant to be read by number of correspondents. It is of the nature of an advertisement and is usually
a business announcement or an attempt to advance business.”
A circular Letter sample announcing the opening of a branch in a city
The Electronic World
2/6, Mohakhali, Dhaka-1212
Dear Customer,
We have come to your City
Do you wish to come to your home?
Just within five years of being established, the Electronic World has
made a name in the supply of anything and everything in electric
domestic appliances. Having won the recognition of our customers in
Chittagong for our goods and service, we have now opened a new
outlet in your city, at the address given above.
The Electrical World is the largest traders of all types of electrical
appliances for your home. It will be a pleasure to assist you in the

17. purchase, fitting, and maintenance of your domestic electrical
equipment. You will get specialized service from us in installing
various electrical appliances at your home.
Whatever you are planning to buy this month, you can make a choice
from our wide selection of refrigerators, washing machines, blender,
oven, toaster, mixers, grinders, TV, VCD, DVD, air conditions, etc.
We have different models and brands for the mentioned appliances.
We hope our product will provide you the” best service in the city.
As we always look for the benefits and satisfaction of customers, you
can enjoy credit services, guarantee and warranty at our shop made
for you.
You are most welcome to our showroom at the above-mentioned
address. You will be glad each and every time when you will visit your
shop: The Electronic World.
Yours cordially,
S. A Khan
Marketing Manager
The Electronic world.
Circular letter format announcing a change in premises of a business
Standard Chartered Bank
15th July 2004
Dear Valued customers,
WE HAVE MOVED
From our old address at 35/1,
Dhanmondi Complex to Shopping Corner
I 2 Corporation Road
Dhanmondi
In the last twenty-five (25) years we have grown with your patronage
and cooperation-So much that our old premises became too small for

18. us. Many a time it was so crowded in the bank that customers feel out
of sorts.
Now you can feel it pleasant to bank on our new premises with more
facilities made for you. Now we have ATM (Automated Teller
Machine) services, credit card, services, call center facilities, and
other new products for your satisfaction.
Our interior and exterior display is attractive and you will find comfort
when you will be available to pass your valuable time for banking. A
visit to a standard chartered Bank is a total experience with all sorts of
modern Banking.
Remember, our Telephone number for Dhanmondi Branch remains
the same i.e. 8612345-9. Call us for any type of query regarding your
banking.
Make standard Chartered Bank a trusted banking Partner of Yours.
Cordially Yours,
Mr. Junaid Mashroor
Branch Manager, Dhanmondi
Standard Chartered Bank.
A circular letter example announcing the development of a new machine
Dear Patron, we have for you some
RED HOT NEWS
It is so hot,
I can’t hold it
I am looking to forward this news to you as soon as possible.
Let me first tell you something about the past. As you know, with a
view to expanding our line of products, we started to manufacture
‘Lexmart’ Printer. We had many problems to face because we always
wanted to keep our reputation high in the market.

19. As the printer printed five papers in a minute, it raised questions from
the aspect of modern technology. Now you can get printed 15 papers
in a minute from our new machine ‘Lexmart-100’ which is designed
and manufactured by us recently. Such a machine is now available in
every shop selling computer accessories.
This is the hard work of our research and development (R & D)
division whose technical concept has really created an impression in
the world of technology. The new printer has an artistic look with the
finest quality of output. Such a machine will play a vital role in the
office as well as for personal use.
If you are planning to, buy a new printer, please visit is not usually
followed by to, e.g.: I visited my mother on the weekend.”>do visit our
showroom or our authorized outlets and justify your need for the
performance of our new printer.
Yours sincerely
Printer�s World Ltd.
A circular letter template announcing a reduction in prices
Liberty Mart
Dealers of Exclusive Wear
5 Dhanmondi, Dhaka-1213
10th May 2020
Dear Customer,
We offer you Hazard Shirt ………………………………
Regular price Tk. 600 for only winter Tk. 300
That’s right ……………….. You can get Hazard Shirt at Half Price.
We have many other products to offer you at extraordinarily
REDUCED PRICES. But when it begins on 15th May 2012. Why?
First, it is the Tenth (10th) Anniversary of your store serving you with
desire exists, but it is somewhat unusual. We suggest you use the
verb want or the expression would like, e.g.: I would like to participate
in your contest.”>full desire to satisfy you always.
Secondly, we have decided to make room for the new arrival.

20. To avoid the rush of customers, we have different timings for your
shopping at a reduced price- 8 am to 10:30 am and 8:30 pm to 9.30
p.m. Delay may disappoint you as stocks are limited.
This offer is valid only up to 31st May, 12. So, HURRY UP and visit us
with your family and get the pleasure of modern shopping at your
famous shop: ‘Liberty Mart.’
Yours sincerely
Liberty Mart
Writing Press Releases
A press release is a written communication that reports specific but brief information about an
event, circumstance, product launch, or other happening. It's typically tied to a business or
organization and provided to media through a variety of means.