1. Developing Effective Corporate Communication CiM David Phillips

2. The dimensions of corporate communication Define corporate communication Character->Brand/identity->image Communication methodology/channel Communication mix: management organisational & marketing Corporate values Ethics CSR

3. Publics/stakeholders Identification Internal External Value chain Community Regulatory Regulation (Report & Accounts) Change management (including changed management) M&A’s IPO’s Issues based

4. Campaign or continuous Who what where when How and especially why. Believable Strategy driven Remember that this is part of identity/image Reputation IP into gold

5. Measure and evaluate Benchmark and monitor Plan for issues management Integrate with other activities

6. Workshop 1 Identify scope of corporate communications for Toyota Identify corporate communication activities of Cheltenham and Gloucester BS Review how Virgin implement corporate communication as part of its integrated communication activities.

7. Workshop 2 Review Shell www.shell.cm Review http://realenergy.shell.com/?lang=en&page=homeFlash#Eureka Using the above model: Explore how Shell communicated corporate responsibility Identify how significant Corporate Responsibility is to Shell Explicate why corporate responsibility as positive opportunities for organisations to act and be seen to act in a socially responsible manner.

8. Workshop 3 Scope and potency of Symbolism Collect information about an organisation of their choice. They should visit the website and print off information relating to the organisation’s name, font, logo, strapline, colours, architecture, workwear, signage and other forms of visual communication. Debate the symbolic items relating to each organisation should be presented. Students should discuss what they observe and strive to understand levels of symbolic consistency, possible meaning and any other factors that stakeholders might observe.

9. Examples http://cbi.housestylemanual.com/ www.thelewispartnership.co.uk/resources/branding/manual.pdf http://socialmediagovernance.com/policies.php

10. Review Did you explorethe various ways in symbolism is used by organisations to communicate their identity demonstrate the importance of consistency throughout all forms of symbolic communication establish the importance of symbolism as a means of increasing levels of employee bonding and stakeholder recognition.

11. Workshop 4 Different approaches for different stakeholders What differences in approach would there be for investor focused employee focused customer focused or government focused and contextually determined.

12. Review Did you... explore the specific ways in which tools and media are mixed to convey messages to and with targeted audiences Aquire knowledge about the goals of these specific programmes clarify the dimensions and characteristics of public relations, corporate advertising and sponsorship based communication

13. Workshop 5 Crisis management See : http://www.icmrindia.org/casestudies/catalogue/Business%20Ethics/The%20Firestone%20Tire%20Controversy‐Business%20Ethics.htm http://www.awpagesociety.com/site/resources/journal_fall0008 http://wps.ablongman.com/ab_baldwin_commtheo_1/17/4502/1152742.cw/index.html

14. Review Have you been able to: examine the phases associated with organisational crisis • confirm the importance of scanning the environment and planning for organisational crisis • clarify the significance of corporate communications through each phase of a crisis.