for Prof washington
hafiahayar
mgt505_w6_p2.pptManagérial and Business Communications
MGT 505
External Communication: Messaging External Publics
Stuart, B. E., Sarow, M.S., and L. Stuart. (2007). Integrated business communication in a global marketplace. Hoboken, NJ: John Wiley & Sons.
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Welcome to managerial and business communications. In this lesson we will be discussing external communication messages.
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Topics
- The introduction to recognizing publics
- Forms of corporate messaging
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The following topics will be covered in this lesson:
Introduction to recognizing publics and
Forms of corporate messaging.
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Introduction to Recognizing Publics
- Customer is the focus
- Primary publics
- Target markets
- Loyal employees
- Secondary publics
The primary focus of integrated communications is the customer, but other groups or individuals – publics – also influence an organization’s well-being.
Customers are stakeholders, or primary publics, that affect, or are affected by the actions and reactions of an organization. The way an organization manages its relationship with its stakeholders determines its brand equity or the value of the brand. A strong brand with great equity ads to the total value of an organization beyond its physical assets used to manufacture and deliver services.
As a rule, customers are generally the most important stakeholders and are often called the target markets.
Loyal employees are informed employees and can be public relations ambassadors for organization. Good internal communications helps employees feel connected to their work and the company’s mission.
Organizations also need to be concerned about secondary publics or groups that are not stakeholders but that may be crucial to a company’s reputation.
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Forms of Corporate Messaging
- Different forms or modes of delivery
- Vision statements
- Mission statements
- Marketing
- Public Relations
- Advertising
Now let’s discuss forms of corporate messaging. All communication efforts must work together to deliver a message that is more than the sum of its many parts. Corporate messages reach targeted publics in different forms and via many channels or modes of delivery. We’ll now discuss some of those forms.
The first form is vision statements. An organization’s vision statement is a guideline for long-term success. It is a blueprint for the future.
The next form is mission statements. A mission statement articulates the goals and objectives of the organization and concisely states why the company exists.
Marketing is another form which is a function that researches and develops strategies to answer the needs, wants and desires of the consuming public and uses these findings to design, package, promote, distribute and sell a product or service.
Next is public Relations. Public relations has four primary functions in a business organization including: to anticipate social change, to monitor institutional policy, to evaluate organizational performance, and to act as the primary communication agent for an organization.
Advertising is one of the most useful and common persuasive communication tools. Some functions of advertising include: to introduce a new or sell an existing product or service; to build and maintain a brand image; to post job openings; to fulfill legal notification requirements; to announce bond issues or product recalls; to offer apologies; to state company position on current topics and to promote special offers like coupons and sales.
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Forms of Corporate Messaging, continued
- Promotions
- Direct marketing
- Corporate communications
- Media relations
- Investor relations
- Public relations
- Cause-related marketing
Another important tool to the integrated business communication process involves promotional activities. Consumer sales promotions seek to encourage customers to try a product they don’t currently use or normally purchase. Trade promotions offer incentives to retailers, distributors, dealers or salespersons to increase sales or stimulate excitement.
Direct marketing is another way corporate messages reach targeted publics. Direct marketing through print or electronic media enables the customer to order and purchase a product by phone, electronic media or the Internet.
Another form is corporate communications. Corporate communication functions include media relations, investor relations, public affairs, communication relations and cause-related marketing.
Some additional forms are as follows: Media relations involves establishing a symbiotic relationship with medial outlets. Investor relations work to build and maintain positive relationships with shareholders and the financial community at large. Public affairs are defined as efforts related to public policy and corporate citizenship. And cause-related marketing is the strategic positioning and marketing tool that links an organization or brand to a relevant social cause or issue, for mutual benefit.
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Protecting a Brand
- Brand is valuable
- Creating a product that resonates
- Brand management
- Registered trademark
- Product advertising, packaging, point-of-sales images, customer service, prices, performance, social causes
Brand name is worth more to an organization than any other physical or financial asset. The process of branding involves creating a product that resonates with customers. Brand management is a crucial function of integrated communications and involves a continued financial commitment as well as consistent policy efforts.
The common definition of a brand is a registered trademark of goods or services. Brand also includes product advertising, packaging, point-of-sale images, customer services, prices, performance, social causes, and a range of other emotional experiences that a customer mat have with a particular product.
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Check Your Understanding
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Summary
- The introduction to recognizing publics
- Forms of corporate messaging
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We have now reached the end of this lesson. Let’s take a look at what we’ve covered.
First, we learned to recognize publics. Recognizing the publics that are important to your business and understanding how to communicate with them is vital to an organization’s success.
Then we discussed the different forms of corporate messages. Corporate messages must reach these identified targeted publics. Corporate messages take many different forms and use a variety of channels. To ensure that your publics understand your product, your service and your company, all messages must speak with one voice. All communication efforts must work together to deliver an integrated message that is more than just a sum of the parts.
This completes this lecture.
