... |H&M Corporate Communication Strategy | |Instructor’s name: |Mr. Vasilios Zoumbos | |Student’s name: |Eleni Vasiliou | |Date: |21/03/2014 | |Comments: | | |Grade: |/100 | Title Page 2. Communication H&M Corporate Communication Strategy Table of Contents 1. Introduction.…………………………………...…….……………………………...4 2. Corporate Communication Strategy of H&M.......................................................5 3. External and Internal Communication............................................……………...6 4. Media Communication Plan…….………………………………………………...6 5. Corporate Identity, Image and Reputation………………………………………8 6. H&M Promotion strategy ……………………………….………………………....
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...FROM ‘STRATEGY’ TO ‘CORPORATE COMMUNICATION STRATEGY’: A CONCEPTUALISATION Paper delivered at the 9th International Public Relations Research Symposium, held at Lake Bled from 4-7 July, 2002 Benita Steyn APR Lecturer Dept of Marketing and Communication Management Faculty of Economic and Management Sciences University of Pretoria SOUTH AFRICA 0002 (27 12) 420-4040 w (27 12) 362-5085 fax bsteyn@hakuna.up.ac.za TABLE OF CONTENTS 1. 2. 2.1 2.2 2.3 2.4 INTRODUCTION DEFINITION OF TERMS CORPORATE COMMUNICATION PUBLIC RELATIONS STRATEGY STAKEHOLDERS AND PUBLICS 1 1 1 1 2 2 3. APPROACHES TO THE ROLE OF BUSINESS IN SOCIETY AS A METATHEORETICAL FRAMEWORK 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 THE SHAREHOLDER APPROACH THE SOCIAL RESPONSIBILITY/ETHICAL APPROACH THE CORPORATE SOCIAL RESPONSIVENESS APPROACH THE CORPORATE SOCIAL PERFORMANCE APPROACH THE STAKEHOLDER APPROACH THE ISSUES APPROACH THE ‘CORPORATE COMMUNITY’ APPROACH CONCLUSION 2 2 2 3 3 3 4 5 6 4. STRATEGIC MANAGEMENT AS A THEORETICAL FRAMEWORK 6 6 8 8 8 9 9 10 11 11 11 11 11 11 12 12 12 12 13 13 13 14 14 14 14 15 4.1 STRATEGY AS THE MAJOR CONCEPT 4.2 THE CONTEXT OF STRATEGIC MANAGEMENT 4.3 THE LEVELS OF STRATEGIC MANAGEMENT 4.3.1 Enterprise strategy 4.3.2 Corporate strategy 4.3.3 Business-unit strategy 4.3.4 Functional strategy 4.3.5 Operational strategy 4.3.6 Conclusion 4.4 THE PROCESS OF STRATEGIC MANAGEMENT 4.4.1 Environmental analysis 4.4.2 Goal formulation 4.4.3 Strategic thinking and...
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...Introduction: A strong corporate correspondences system helps associations viably speak with inward and outer stakeholders, including representatives, merchants, clients and the general population on the loose. At the point when done successfully, it streamlines correspondences among business capacities, helping administration, human assets and showcasing keep up a brought together voice and reliable messages. Creating a robust corporate correspondences system can help a business flourish by keeping the immoderate mix-ups that unavoidably come about because of miscommunication. LO 1: Understand the importance of corporate communication 1.1Discuss the purpose of corporate communication strategies Corporate Communication is the aggregate of a partnership's exertions to convey viably and gainfully. Clearly the activity that any specific organization takes to accomplish that objective depends in extensive part on the character of the association and its association with its stakeholders (suppliers, group, workers, and clients). In practice, corporate correspondence is a vital device for the contemporary company further bolstering addition a good fortune over its rivals. Directors use it to lead, rouse, induce, and educate representatives and people in general also. (Knaap and Judith, 2003) Motivation behind corporate correspondence is reputation à attempting to addition scope from the broad communications in very nearly any way that could be available...
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...ASSIGNMENT 1 CHAPTER/TOPIC: INTRODUCTION TO CORPORATE COMMUNICATIONS ASSIGNMENT NAME: “CORPORATE COMMUNICATIONS IN ORGANISATIONS” INSTRUCTION: 1. Assignment must be completed in A4 size report writing. 2. Each student is required to submit an individual report that consists of the topic conducted with a minimum page of not LESS THAN 10 pages (excluding content page and covers). 3. Mode: Individual 4. Form of submission: Submit the hardcopy version of the assignment with a PURPLE coloured cover (front & back). 4. Date of Submission: 27 July 2015 (MONDAY) DURING CLASS (4.00PM – 6.00PM) ONLY. 5. Any late submission, 2 marks will be deducted for each day. ** If you have any difficulties in submitting the assignment according to the date given, please come and discuss with me. QUESTION: Corporate communications is a management function used in many organisations. Choose one organisation that interests you from any industry and explain the functions of corporate communication used in that organisation. FORMAT OF THE REPORT: • Front cover/Back Cover (in RED) • Table of content 1.0: Introduction 2.0: Content 3.0: Conclusion 4.0: Appendices 5.0: References • References (no wikipedia) References should be in APA format. • Contents : Font Arial (size 10), justify text paragraph, 2.0 spacing including page numbers on each page. • Titles/Subtitles...
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... British Airways Corporate Communication Contents 1. Summary ......................................................................................................................................... 3 2. Introduction .................................................................................................................................... 4 3. Corporate Communication Strategy ............................................................................................... 5 4. External Communication................................................................................................................. 7 5. Internal Communication ..................................................................................................................... 8 6. Corporate Image, Identity and Reputation ..................................................................................... 9 7. Conclusion..................................................................................................................................... 11 8. Biblograpghy .................................................................................................................................. 12 Any organisation that fails to realise the need and importance of communication (corporate communication) is certain to fail in this highly competitive corporate world. An organisation needs to define their corporate image as a means to...
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...or more specifically advertising of Best Buy. The company understands the need to create effective advertising in the present competitive market environment (Balmer & Illia, 2012). No doubt a company needs to improve its product line and quality of those products to capture customers and potential market. Besides this, it is equally important for firms to focus on the advertisement strategies to highlight own potentials and effectiveness and represent theses to the world by means of improved advertisement. The Company understands the local culture of the two nations and therefore develops its advertisement strategies according to it. This gives the company a competitive advantage of satisfying customers deeply-rooted to their culture (Balmer & Mukherjee, 2006). While adopting advertising strategies, the company Best Buy pays great attention to some of the key requirements like that of command for attention, showcasing the product benefits extensively, proving the benefits, persuading people to grasp the benefits, and finally call for actions (Dawkins, 2005). The advertisement strategies are such that customers pay increased attention to the ads and within them inculcates the demand for the products. It clearly represents the benefits of the products so that customers may easily relate to the requirements. The company has made good use of the mobile marketing (Gandini, 2006). It has been...
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...Referral From Last Submission 3.1: Plan an external corporate communications audit An external corporate communication audit requires for corporate communication for developing strategy. Knowledge in communication is required for executives to develop proper communication strategy and determine main issue for developing functions for major public issues. The proper strategy ensures inner messages for communication that perceive intended audience. For developing a corporate communication strategy, organization is not necessary and required to develop process. The productive strategy is affected by the organization as a whole performance evaluation to determine strategic goals. It is important for developing internal and external environment....
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... 3 2. Corporate communication, Corporate objectives & Branding 4 3. Internal Communication 7 4. External Communication 9 5. Corporate communication Strategies 11 6. Conclusion 13 7. References 14 Introduction Future of an organization will depend on how it is viewed by its key stake holders such as shareholders, customer, investors & employees. It has become one of the core objectives to building, maintaining & protecting the reputation of the company by the corporate communicators, considering the globalization & current financial down turn. Further corporate communication can be consider as a strategic tool for an organization to gain a competitive edge over its rivals. Effective communication is required to achieve the goals...
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...Equalities Impact Assessment Corporate Communication Strategy and Action Plan Date: March 2009 EQUALITY IMPACT ASSESSMENT Equality Impact Assessment - Policies | | | |Title of policy being assessed: |Corporate Communication Strategy/Action Plan | |Department and Section: |Chief Executive’s | | |Public Relations | |Names and roles of officers completing this assessment: |Head of Public Relations | |Contact Telephone Numbers: |0116 305 6272 | |Date assessment completed: |5th March 2009 | |Defining the policy | | ...
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...some holistic approach to social responsibility and this was indicated by the mission statement. The social values were embedded deeply in the company’s culture and also the business. Antoine Roboud, who was the CEO, communicated the vision of Danone double commitment to the economic performance and social responsibility in 1972. According to the senior leadership, the social responsibility was the basis to the purpose of Danone as the economic performance. This was the double project and it stipulated some equal respect for the social influence and the financial results of the business decisions (Marquis, Et al, 2010). To Communicate or Not to Communicate? Dannon should begin to proactively communicate to consumers its CSR plans. Communication with the consumers will improve on various issues with customers. First, it improves education on nutrition and health. If Dannon will communicate with customers, company’s CSR activities and Dannon being the nonprofit organization with some...
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...Catastrophe disasters will happen in the establishment of an organization and can immediately affect the corporate image, which can directly impact the financial stability of the organization. This crisis involves a recent explosion at one of the plants at the XYZ Corporation and will require the development of an external relations strategy in order to rebuild the corporate image of the organization. The goal of the XYZ Corporation will be to develop a communications and external relations strategy to explain the events that led up to the explosion at the plant and explains the steps that will be taken to fix the problem. The external relations strategy will coordinate the dissemination of information and effectively manage the crisis. An effective communication channel is needed to establish positive feedback throughout the organization. So then, a team is created specifically to implement these channels. This communications team will be responsible for assessing the situation, developing and implementing the communication plan and following up on the success of the plan. The communication team will develop a plan of action that will result in a more positive corporate image. This team will consist of: top executives from the XYZ Corporation, a PR person will be identified and the communication nodes will be determined. The PR will be used to establish the credibility of the corporation and to persuade the public to take a more positive view of the corporation. The team...
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...Corporate Reputation Review Volume 10 Number 3 Academic Research Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory W. Timothy Coombs Department of Communication Studies, Eastern Illinois University, Charleston, IL, USA ABSTRACT Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication. Corporate Reputation Review (2007) 10, 163–176. doi:10.1057/palgrave.crr.1550049 KEYWORDS: crisis communication; crisis man- agement; reputation INTRODUCTION Crises are taken as a threat to the organizational reputation. Crises damage the reputation and such changes can affect how stakeholders interact with the organization (Barton, 2001; Dowling, 2002). Postcrisis communication can be used to repair the reputation and/or prevent reputational damage (Coombs and Holladay, 2005). The field of crisis...
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...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
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...(20%) of their employees during a hard time for the company and corporate America. Agilent uses various communication strategies such as open communication channels, consistency, training sessions and empathy towards the employees being laid off to help manage and communicate the change within the company. The key observations made will be analysed in this report, and recommendations will be given to senior managers to further enhance the effectiveness of how to manage and communicate change at Agilent Technologies. Introduction Agilent Technologies is a spinoff of Hewlett-Packard that was established 1999. Agilent is facing a problem of having to lay off 8000 (20%) of their employees in 2001, during a hard time for the company and corporate America. Agilent faces the hard challenge of having to further reduce the workforce in November 2002 by cutting 2500 more jobs, and a further 4000 jobs in February 2003. Analysis of Issues You cannot over-communicate when you are asking your organization to change. Every successful executive, who has led a change management effort, makes this statement. (Heathfield, 2010, p.10) The most important strategy used by Agilent Technologies was open communication channels. Agilent was consistent in having the open channels, and in turn gained and kept the trust of the employees, regardless of the announcement of mass scale layoffs. Agilent did the imperative thing in communication, which is making the employees feel as though they are part of...
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...The Missing Link; How Corporate Social Responsibility Increases Market Value Bachelor Thesis Marketing Supervisor: Ph.D. Ernst Osinga 2009/2010 ANR Name E-mail Subject : 888692 : Puck van den Biggelaar : P.vdnBiggelaar@uvt.nl : Marketing and firm value Subject Area : Marketing corporate social responsibility and market value Study Program: International Business 1 Abstract Corporate social responsibility is profitable for a company, but only when the following requirements are met. First the CSR strategy has to be properly motivated, thus the goal of the CSR should not be profit generation. Second the level of trust of customers should be high enough so that customers will not respond skeptical to the CSR strategy. Third the company should be innovative and not be exposed to too much risk. If these requirements are met it is necessary to choose a CSR strategy that fits the brand and to use the right communication strategy. Only then will market value rise as a result of the higher level of customer satisfaction CSR creates. 2 Table of content Chapter 1: Research proposal 1.1 The problem background 1.2 The problem statement 1.3 Research questions 1.4 Academic relevance 1.5 Managerial relevance 1.6 Overview of the rest of the chapters Chapter 2: Corporate social responsibility from the consumer perspective 2.1 Introduction 2.2 CSR and customers Chapter 3: Consumer reactions and attitudes towards trust, communication strategy and fit 3.1 Introduction 3.2...
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