TOPIC 1: FOUNDATION OF CORPORATE COMMUNICATION

In this topic, you only need to know 4 elements:

1.
2.
3.
4.

Definition of corporate communication

Functions of corporate communication
Identify audiences
How corporate communication can improve organisational sustainability

1. Definition of corporate communication.

- the total communication activity generated by a company to achieve its planned
-

objectives Jackson,(in Van Riel & Fombrun, 2007)

the set of activities involved in managing and orchestrating all internal and
external communication aimed at creating favourable starting points with
stakeholders on whom the company depends Van Riel and Fombrun (2007)

2. Functions of corporate communication

- 5 key functional units (refer page:8, figure 1.3)
i.
Administration
ii.
Marketing services and sponsorship
iii.
Media
iv.
Brand management
v.
Advertising
3. Identify audiences
- There are 3
i.
In-house practitioners
a. Can divided into two sub-groups
In-house public services
(according to Abdullah, 2008)
b. Corporation employ a substantial number
In-house private services
of communication executives for objectives such as:1. Promoting corporate image
2. Internalising branding and supporting the selling of products and
services.
ii.

Corporate communication consultants

a. The first communication consultancy established in Malaysia was
ERIC WHITE in 1965. Now there are about 45 local and foreign
communication firms operating in Malaysia such as Hill & Knowlton,
Burston Marstellar, Weber Shandwick, Edelman Worldwide and GCI
Worldwide.
b. According to Idid

(2004), many local communication firms have

affiliated with foreign consultancies, especially from US and UK which

they also provide a broad range of functions of reputation management,

investor relations, online PR, image and identity management.
iii.

Academics
a. Since 1970s, PR/ corporate communication education has been
established in this country under the departments or school of mass
communication or business schools in various local universities and
colleges.
b. Most of academics hold highly academic credentials such as Master or
PhD degree. Some of them are employed based on their working
experience.
c. Universities and colleges offer undergraduate and postgraduate degrees,
including PhDs, in corporate communications and organisational
communication.

4. How corporate communication can improve organisational sustainability

- The values of corporate communication are seen through the lens of internal and
external stakeholders of the corporation.

TOPIC 2: HISTORY AND DEVELOPMENT OF PUBLIC RELATIONS &

COMMUNICATION MANAGEMENT
In this topic, you only need to know 2 elements:
1. Difference between PR and corporate communication (CC)
2. Importance of corporate communication
1. Difference between PR and CC

a. PR PR is the management function which evaluates public attitudes, identifies

the policies and procedures of an individual or an organisation with the public
interest, and executes a programme of action to earn public understanding and
acceptance (Cultip et al.,2006, p.4)
b. CC Corporate communication is a management function that offers framework
for the effective coordination of all internal and external communication with the
overall purpose of establishing and maintaining favourable reputation with
stakeholder groups upon which the organisation is dependant. (Cornelissen, 2008,
p.5)
Differences between PR & CC
PR
CC
Public needs and attitudes; public interest; Focuses on stakeholder groups.
public understanding and acceptance.
Identifies policies and procedures.
Effective coordination of communication.
Image
building
emphases
external Favourable reputation internally externally.
relations.
Supports top management.

Strategic role in top management.

Similarities between PR & CC

PR
A management function
2. Importance of corporate communication

CC
A management function

TOPIC 3: ETHICS AND PROFESSIONALISM IN

CORPORATE COMMUNICATION
In this topic, you only need to know 2 elements:
1. Definition of ethics and professionalism.
2. Importance of ethics and professionalism.
1. Definition of ethics and professionalism.
i.
Ethics as a guide to professional practice and to provide the basis for
-

enforcement and sanctions.

application of moral values in practice. (Cultip et.al,2006, p.122)
ii.
Professionalism
occupational ideal for many non-professionals and is likely to become the ideal
for more with the advance of industrialisation and proliferation of technologically
based occupations. (Kultgen, 1998,p.9)

2. Importance of ethics and professionalism.

3. Importance of the code of ethics - adherence to a set of professional norms (Cultip,
2006)

TOPIC 4: MANAGING IDENTITY, IMAGE AND REPUTATION

In this topic, you only need to know 4 elements:
1.
2.
3.
4.

Definition of corporate identity

Concept of corporate image
Definition of corporate reputation
Importance of managing corporate identity, images and reputation

1. Definition of corporate identity

- visual manifestation of the companys reality (Argenti, 2007)
- Model of corporate identity are:
i.
Symbolism visual design for example corporate logos and the house
ii.

style (uniform, stationery etc) of the organisation.

Communication internal & external forms of communication tools such
as event, corporate and product advertising, sponsorship, publicity and

iii.

promotions are used to influence consumer.

Behaviour- behaviour of employees, ranging from top management
personnel to lower management and clerical workers such as cleaners.
Directly and indirectly affect a companys image.

2. Definition of corporate image

- a reflection of an organisations identity (Argenti, 2007)
3. Definition of corporate reputation
- a subjects collective representation of past images of an organisation that is
-

established over time (Cornelissen, 2008)

Advantages of having good corporate reputation:a. Employees motivated to work hard, job satisfaction.
b. Customers purchase the companys products with confident (high level of
repeat sales)
c. Investors attracted to invest more in the company.
d. Media journalists encouraged to produce more positive news coverage about
the company
e. Financial analysis give better and more favourable coverage and

recommendations.
4. Importance of managing corporate identity, images and reputation.