Unit 14: Corporate Communications A/506/3875

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  1 Understand the importance of corporate communication

1.1 Discuss the purpose of corporate communication strategies
1.2 Assess how corporate communications link to corporate objectives
1.3 Analyse the relationship between corporate communications and corporate reputation
2 Understand the dimensions of corporate communication processes
2.1 Examine the reasons for the different types of corporate communication
2.2 Evaluate ways in which the effectiveness of corporate communication processes can be measured
2.3 Discuss the purpose of a communication audit
2.4 Discuss how a corporate communication process can be improved
3 Understand how to plan the development of an organisational communication strategy
3.1 Develop objectives and success criteria for a communication strategy
3.2 Analyse communication messages and their relevance to different audiences
3.3 Discuss communication methods and techniques used to address different stakeholders
1 Understand the importance of corporate communication
Purpose: creates an effective bridge between the organisation and the public; creates and reinforces a positive image about an organisation; effective and timely dissemination of information; smooth and affirmative relationship with all stakeholders (internal and external); allows all employees to understand the vision and direction of an organisation; encourages understanding of communication tools and techniques; sophisticated approaches to global communication; two-way communication channels
Links to corporate objectives: supports strategic goals and objectives; supports management and human resources initiatives; helps employees understand organisational strategic goals and objectives and the reasons behind them; promotes strong corporate culture, company loyalty, corporate philosophy, corporate citizenship; promotes transparency and accountability; focuses efforts and resources on the activities and audiences most likely to have the biggest impact on the organisation
Links to corporate reputation: perception of key stakeholders; creating a positive reputation; building confidence and trust; important for growth and survival
2 Understand the dimensions of corporate communication processes
Reason for communication: inform; exchange information; share information; motivation; involvement; participation; developing a learning organisation; personal development; team development; building intellectual capital; knowledge management; supporting decision making; supporting work operations; information (clear, accurate, up to date, relevant, fit for purpose, timely, cost effective); relative for audience; relative for situation
Methods for measuring effectiveness: planning and launching, surveys, questionnaires, panels, interviews, critical incident analysis, network analysis, participant observation, document review, focus groups; online methods e.g. online surveys, questionnaires, video conferencing; survey participants, channels for distributing survey questions, how to receive completed questionnaires, evaluating, reporting
Purpose of communication audit: internal; external; identify strengths and weaknesses; effectiveness of communications; identify areas for improvement; identify barriers to communications; quantitative and qualitative data; outcome of audit, identify areas where improvements are needed
Improvements to communications: setting objectives for improvement; alignment with business goals; improved speed; improved accuracy; improved detail; improved clarity; consistency; completeness; timeliness; availability of information to users (employees, managers, customers)
3 Understand how to plan the development of an organisational communication strategy
Strategy for effective communications: objectives; context; medium; audience; implementation; monitoring versus evaluation; feedback processes; setting and measuring outcomes; action planning; agreeing timescales; cost benefit analysis; feedback systems; surveys and interviews; measuring inputs; processes; outputs and outcomes; quantitative and qualitative measures; 80/20 rule; disseminating awareness; sustainability
Message: context; target audience e.g. age group, gender, culture; audience knowledge; relevance; purpose of communication; chosen medium; style; language features e.g. lexis, collocation, idiomatic expressions, modes of address;
Communication methods: types of communication e.g. report, letter, presentation, meeting; information required by different stakeholders; formal; informal; passive text; factual texts; technical vocabulary relevant to purpose; persuasive techniques

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