Communication Portfolio Assignment 7
Drgraham27
EssenceofCorporate.pdf
Language in India www.languageinindia.com ISSN 1930-2940 16:4 April 2016
N. Pratheeba
Essence of Corporate Communication 118
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Language in India www.languageinindia.com ISSN 1930-2940 Vol. 16:4 April 2016
D. Nagarathinam, Ph.D., V. Ramkumar, Ph.D. and R. Vani, M.A., M.Phil. (Eds.)
New Perspectives in ELT ===================================================================
Essence of Corporate Communication
N. Pratheeba ===================================================================
Abstract
Corporate communication revolves around the written skills of the people involved in it.
Unlike creative writing, it needs to be specific and accurate. It must be succinct and crisp
because people do not have time to read round about circumlocutory writing in this age of
information overload. In addition to flawless language, corporate communication ought to be
polite and courteous without being blatant. This paper attempts to delineate the essential
approaches, namely, the ‘you approach’ and the ‘we approach’ that will help the writer to reach
the target audience in a seamless manner.
Key words: communication, business, corporate, vision, retail communication, direct approach,
“you approach”, “we approach”, Bad News Messages
Introduction
Corporate communication revolves around the written skills of the people involved in it.
Unlike creative writing, it needs to be specific and accurate. It must be succinct and crisp
because people do not have time to read round about circumlocutory writing in this age of
information overload. In addition to flawless language, corporate communication ought to be
polite and courteous without being blatant. This paper attempts to delineate the essential
approaches, namely, the’ you approach’ and the ‘we approach’ that will help the writer to reach
the target audience in a seamless manner.
Definition of Corporate Communication
The Financial Times defines Corporate Communication as a management function or
department, like marketing, finance, or operations, dedicated to the dissemination of information
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N. Pratheeba
Essence of Corporate Communication 119
to key constituencies, the execution of corporate strategy and the development of messages for a
variety of purposes for inside and outside the organization.
Knowledge Vision for Corporate Communications defines it in the following manner:
Corporate Communication is how you keep up a business on message, with everybody speaking
the same language.
Communication is the life blood of all organizations. It is the medium through which
companies large and small access the vital resources they need in order to vibrate (Cees et.al
2007). Further, the communicator must know when and what to communicate. This involves
analysis, judgment, counseling and planning - in addition to and prior to communicating
(Newsom, 2014).
Types of Corporate Communication
The Internet technology has altered corporate personae and the mode, channels and
methods of corporate communication and feedback. It has minimized the power distance and
ushered in a new type of relationship between corporations and their relevant publics. (Ihator,
2001) Corporate Communication can be internal or external, vertical or horizontal, company to
client, client to company, company to service providers, service providers to company and so on.
Internal communication is important for building a culture of transparency between management
and employees, and it can engage employees in the organization’s priorities. (Mishra, 2014) It
can be in the form of manuals, reports, proposals, memos, magazine articles, business letters,
complaint letters, quotations, orders, and such. The essence of Corporate Communication is such
that it is always formal in all respects. Understanding the target audience lends a helping hand to
determine the tone and level of formality. It needs to focus on the recipient's demands and
interests rather than that of the sender. Though corporates need to talk a lot about their
company's profile, products and available service, it has to be done in such a way that the needs
of the target readers are fulfilled. The executive staff are also responsible for corporate
communications, since for most businesses, the real message comes from the top rung of
administrators.
Effective Corporate Communication
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Essence of Corporate Communication 120
Corporate communication is both the newest and perhaps the least understood. It is
related to the other sub-disciplines like management communication, business communication,
and organizational communication. (Paul, 1996) Corporate Communication can be termed good
if it follows the seven C's of communication, it has to be brief and precise. It has to be factual,
unambiguous, accurate and relevant to both the company's and target audience's needs and
requirements.
Corporate Communication should be objective, detailed and well documented. In
addition to the above mentioned factors, it needs to be homogeneous. Interpersonal Intelligence
serves as an essential Factor for Effective Corporate Communication. In a nutshell, Effective
Corporate Communication explains the benefits of the primary customers. It also helps to
establish credibility among the various user segments and the company staff. Last but not the
least, an effective corporate communication invokes curiosity about the company and products in
the midst of prospective customers and motivates them into action. Rather, the purpose of
corporate writers is to influence public opinion and attitudes, particularly among potential
investors, in ways that create support for organizational practices or undermine opposition to
them. (Conaway et al., 2010)
The following approaches will help the writer to achieve his end or drive home his facts.
It is equally applicable to all involved in corporate communications.
Direct Approach or the YOU Approach
Executives employ a variety of communication methods, including face-to-face
communication, to communicate with employees. The executives’ chosen communication
strategies aim to build trust and engagement with employees. (Mishra, 2014) Good News
Messages and Direct requests that do not require any convincing can be classified under this
approach. It can be used in the following situations, but not limited to documents regarding
claims and complaints, appointments, orders, reservations, request for action and promotion and
inquiries about goods, people or services. It can start with the main idea of request or any good
news. Devices for easy reading like bulleted lists, numbered questions, brochures, catalogues,
news bulletins, can be used then and there. And stylistic features that give more importance to
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Essence of Corporate Communication 121
the usage of the Second Person You pronouns rather than First person Pronouns will lend a
professional YOU attitude to the document under consideration. Prof. Hurley says, “A polite
closure that ensures a clear action (what action you want the reader to take and when) and an
easy action (enclosing reply envelopes, phone numbers, fax, e-mail IDs etc., will really work
wonders.”
Indirect Approach or We Approach
Bad News Messages and Indirect requests that do not require any convincing can be
classified under this approach. It can be used in the following situations, but not limited to
documents regarding refusal of claims, credits and complaints, declining services and favour,
cancellation of already placed orders etc., and inquiries about damaged goods, or unavailability
of services. It can start with the buffer paragraph of appreciation, or any positive note. Devices
for easy reading like needed details, answers to relevant questions pertaining to the document
under consideration can be used then and there. And stylistic features that gives more importance
to the usage of First Person I, WE pronouns rather than Second Person You pronouns will lend a
professional WE attitude to the document under consideration. As mentioned earlier, a polite
closure that ensures a clear action (what action you want the reader to take and when) and an
easy action (enclosing reply envelopes, phone numbers, fax, e-mail IDs etc., are mandatory in
this approach also.
A judicious use of both the approaches mentioned above will definitely lend a
professional look to the written document under creation.
Examples
Bus pass will not be issued unless you submit the No-Dues Form.
As soon as the required documents are submitted by you, we will promptly deliver the Bus pass.
Compulsory attendance effected a full auditorium.
Auditorium was full since everyone attended the meeting.
You have withheld the results of thirty students.
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We have not yet received the results of thirty students.
Your indifferent attitude has caused this problem.
A little more care would have avoided this problem.
The sentences in bold imply a impolite tone whereas the un-bolded sentences imply a
more polite tone.
Five Golden Rules to Make Your Writing Rock
Most people know English when they hear it. It is everyday language, free from the long
words, and technical terms, that plague the prose of scientists, engineers, economists, doctors,
lawyers and writers in their specialized disciplines. (Newsom, 2014) The five golden rules given
below will definitely help make your corporate writing rock:
1. Follow the KISS principle in writing. (Keep it Short and Simple.)
2. Be stringent with words by avoiding cluttering phrases and neoplasms (redundant phrases).
Strunk and White advocated" using scissors on the manuscript, cutting it to pieces and fitting the
pieces together in a better order."
3. Prefer right ordering and proper emphasis. Follow the basic rule - adverb of manner is to be
followed by adverb of place and time.
4. Express Negative ideas with words that carry a positive connotation instead of expressing it
blatantly.
How to express a negative idea (Bowen, 2006):
Negative ideas expressed blatantly Negative ideas expressed politely
The results were bad. The results were not very good.
Their machinery is very old-fashioned. Their machinery is not very modern.
The catalogue is very dull.
The catalogue is not very interesting.
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We got rather a cool reception.
We did not get a very warm reception.
We are dissatisfied with the service we have
received so far.
We are not very satisfied with the service we
have received so far.
We are unhappy with some of the terms of the
agreement.
We are not very happy with some of the terms
of the agreement.
We made very little impact on the society. We did not make much impact on the society.
He takes no interest in what we do. He does not take much interest in what we do.
There is no alternative. There are not many options available.
There is nothing we can do about it. There is something we can do about it.
5. Be tactful by the optimum use of modal verbs and suitable modifiers.
Statements perfectly consistent with what you know might be inconsistent with what you
do not know. (Cess, et al., 2007) Usage of modals and modifiers comes as a handy tool in such a
tricky situation. Strategic information packaging, gatekeeping, timing and controlled reactive
communication become more difficult to manage in the information age. (Ihator, 2001)
Being Tactful (Bowen, 2006)
Blunt statements Tactful statements
Your order is going to be late. Your order may be slightly delayed.
We want you to reply at once. (would/grateful) We would be grateful for an immediate reply.
You have made a mistake in the invoice.
(there/seem)
There seems to be a mistake in the invoice.
You still owe us Rs.35,000 You still owe us Rs.35,000
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Essence of Corporate Communication 124
You have not given the discount you promised
us.
We do not seem to have received the discount.
Our tuition fee will go up from January 2016. There may be a slight increase in tuition fee
from January 2016.
You have not enclosed the complete list as
requested by us.
You do not seem to have enclosed the
complete list as requested by us.
The delivery will be late due to some problems
in the computer.
You may experience difficulty in the delivery.
You have withheld the result of 50 students. We have not yet received the result of 50
students.
You must use the new sports complex.
(whenever/need)
You may use the new sports complex
whenever you need.
Conclusion
Corporate Communication is an area that is very diversified in nature. Adopting the right
mix of the We and You approach will certainly boost the image and brand the image of the
company in the midst of prospective clients.
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References
1. Conaway, Roger N.; Wardrope, William J. Do Their Words Really Matter? Thematic Analysis
of U.S. and Latin American CEO Letters International Journal of Business Communication April
2010 vol. 47 no. 2 141-168
2. 2. Paul A. Argenti Corporate Communication as a Discipline: Toward a Definition
Management Communication Quarterly August 1996 vol. 10 no. 1 73-97
3. 3. Karen Mishra,Lois Boynton, Aneil Mishra Driving Employee Engagement:
The Expanded Role of Internal Communications International Journal of Business
Communication April 2014 vol. 51 no. 2 183-202
4. Newsom, D. & Haynes, J. 2014, Public relations writing: Form and style, 10th edn,
Wadsworth Cengage Learning, Boston, CA.
Language in India www.languageinindia.com ISSN 1930-2940 16:4 April 2016
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Essence of Corporate Communication 125
5. van Riel Cees, Cees B.M. Van Riel, Charles J. Fombrun. Essentials of Corporate
Communication: Implementing Practices for Effective Reputation Management. Routledge,
2007
6. Bowen, T. Build your Business Grammar Cengage Learning, 2006
6. Communication style in the information age Augustine S. Ihator
Corporate Communications: An International Journal 2001 6:4, 199-204
7. www.lovewonder.sg1006.myweb.hinet.net/.../Strunk&White
8. www.lexicon.ft.com/Term?term=corporate-communication
9. www.knowledgevision.com/...knowledge-vision/knowledgevision.../corp.
10. http://emedia.leeward.hawaii.edu/hurley/eng209w/index.htm
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N. Pratheeba
Professor
Department of English
Kamaraj College of Engineering and Technology
Virudhunagar
Tamilnadu
India
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