Trigger 1

Corporate Communication

I start approaching this subject by trying to explain the definition of corporate communication, then looking at what is included in corporate communication and what is it used for.

Cees van Riel defines corporate communication in his book Essentials of Corporate Communication (2007) as following: 
Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends. 

Claire Koeneman from Hilton+Knowlton Strategies says that the main goal of corporate communication is the advancement and protection of an organizations corporate goals, corporate brand or reputation.
She states that a strong corporate character (brand, reputation and organizational behavior) is an opportunity and an advantage for organizations and it helps them to more effectively engage global audiences, create interactive conversations with target audiences. 

Internal communication

The definition of internal communication by education-portal.com:
"Internal communication is the transmission of information between organizational members or parts of the organization. It takes place across all levels and organizational units of an organization."

External communication

The definition of external communication by education-portal.com:

"External communication is the transmission of information between a business and another person or entity in the company's external environment. Examples of these people and entities include customers, potential customers, suppliers, investors, shareholders, and society at large."

Goals of internal communication

In van Riels book it is mentioned that effective internal communication fulfills four roles:

• Efficiency: Internal communication is used primarily to disseminate information about corporate activities.
• Shared meaning: Internal communication is used to build a shared understanding among employees about corporate goals.
• Connectivity: Internal communication is used mainly to clarify the connectedness of the company's people and activities.
• Satisfaction: Internal communication is used to improve job satisfaction throughout the company.

Goals of external communication

In short, he goal of external communications is to promote the company and increase revenue.

Communication channels

Internal:

1. Team meetings
2. Email
3. Intranet
4. Video
5. Print magazine
6. Notice boards
7. Text messages
8. Events
9. Open forum
10. site visits by manager
11. Web-casting

External

1. Public relations statements
2. press releases
3. marketing materials
4. commercials
5. articles and books 
6. Website

How to create a powerful story

To create a powerful story you should first think of the following things:

People: Who are the people that manufacture your product or provide your service, what makes them special, where do they come from how do they work.

Purchasers: Who are your customers and what makes them special? Why do they buy your product or service? How does your product or service help them? What do they like or hate about your product/seervice?

Product: What is special about your product and the way its made or delivered? What do you do different than your competitors? How or why it was designed the way it is? When was it designed, and how has it changes? Who developed or designed it?

Process: How do you manufacture or structure your product/service? How does the process differ from competitors?

It is also important to keep the story quite simple, as the simpler stories are usually easier to remember. The story doesn't have to be told simply, but the essence has to be uncomplicated (for example grimm brother stories: don't talk to strangers)

A good story is also shareable, so it can easily become viral and as many people see it as possible.

How to use emotion in corporate branding

Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. (Wikipedia)

Examples of ways to use emotions in marketing by Alyssa Gregory:

1. Create a story about how your product can save a day.
2. Use past events to stoke fear (if it happened to others it can happen to you)
3. Make customers feel your service is essential and that the payoff is huge, so clients have no guilt in buying from you.
4. Show passion and enthusiasm and other emotions when speaking, so customers believe that you speak from the heart.
5. Make a dramatic video that shares a story that is touching or fear-inducing.
6. Be inspirational and talk to your prospects one-on-one, walking them through the process of working with you and outlining all they have to gain
7. Create a character that mirrors your prospects and use it/him/her as your business mascot, providing a familiar touch point, answering questions, and solidifying your brand

Commercial example

Sources: 

Cees van Riel Essentials of Corporate Communication. Routledge, 2007

http://www.hkstrategies.com/service/corporate-communications

http://www.ijirs.com/vol3_issue-5/8.pdf

http://education-portal.com/academy/lesson/internal-communication-in-an-organization-definition-strategies-examples.html

http://education-portal.com/academy/lesson/what-is-external-communication-in-business-definition-strategies-examples.html

http://www.instruxion.com/external-communication/

https://www.melcrum.com/research/strategy-planning-tactics-intranets-digital-social-media/choosing-right-communication

http://smallbusiness.chron.com/importance-business-communication-channels-117.html

http://contentmarketinginstitute.com/2012/10/create-powerful-content-marketing-stories/

http://www.digitalsparkmarketing.com/creative-marketing/better-story/

http://en.wikipedia.org/wiki/Emotional_branding

http://www.sitepoint.com/how-to-use-emotional-marketing/