Communications is that what binds the world. Even though it is easy to give a simple answer when asked what communications exactly is, it is difficult to explain it so that it is understood clearly. There is a lot you need to consider with it. There are different areas concerning communications and very diverse functions in this area. Through this research report we will have a glimpse in the world of communications and with it more knowledge and understanding about it.
Corporate communication exists of different fields, which together have the purpose to make an image and identity of a company and its product. Corporate communication is a management instrument that combines all forms of direct communication and gears them for one another. Reputation is very important. The first goal of corporate communication is to improve the reputation of a company. A corporate reputation is a cognitive representation of a company’s ability to meet the expectations of its stakeholders.
A company benefits from a favourable reputation by becoming the first choice of customers, investors, suppliers and employees. A corporate reputation creates shareholder value, because it contributes in and of itself to the company’s competitive position. A company benefits from its reputation, because:
· It improves cash flows and profitability;
· It acts like a barrier that impedes rivalry;
· It provides a company an enhanced license to operate; and
· It raises a protective shield against downturns and crisis.
A company which is specialised in corporate communication is for example: The Corporate Communication Centre. C.C.C. is a joint initiative of the Erasmus University (Rotterdam, The Netherlands) and the business community. The centre tries to co-ordinate all the communication activities within a company and gives advice on communication policies and the organisation of communication methods. C.C.C. also offers training in corporate communication, executive courses and in-company courses.
Companies as Shell, Unilever, Compaq Computers and Ernst & Young have a good reputation. They are multinational enterprises. They need a good reputation to be the number one in their field. Especially Shell, because its product (fuel, gasoline) is bad for the environment. But by introducing Shell “Pura”, which is better for the environment, Shell is different from other gas stations. This is an example of corporate communication.
Corporate communication is found in all sectors of society. Think of hospitals, travel organisations, commercial services industries, industrial companies, universities, air companies, telecom companies and so on. Every company needs a specific image to be successful in their field.
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