Corporate Communication Research paper

Corporate Communication Research paper

Introduction

Corporate communication is the movement of information by a firm, either internally, or externally. Internal communication includes horizontal and vertical communication, both of which involve interaction within the organization. External communication, on the other hand, consists of the potential investors, the stakeholders, the media, tax regulators, the government, and the general public. A firm’s mode of communication depends on the audience of the specific information and may take the form of a financial report, an electronic mail, a verbal message, etc. (Stobierski. T, 2019). Corporate communication is a crucial element of running a company as it involves passing instructions to the employees and recording of reports to the management. It goes a long way in the success of a firm, being one of the main pillars of a successful firm.

Company overview

Taking the Abu Dhabi National Oil Company (founded in 1971) as a perfect example, the giant oil company ranked as 12^th largest energy company worldwide has put in place communications strategy, which defines both internal and external communications, horizontal and vertical communication. ADNOC defines its objectives in lowering its greenhouse gas (GHG) emissions levels by 25% by 2030, therefore, strengthening its rank as one of the least carbon-intensive oil and gas firms in the world. Raising the consumer traffic in their company, campaigning for their products and services, boosting its brand name and reputation, and promoting sales of oil both locally and internationally.

ADNOC’s main target being to refine oil for Abu Dhabi, and to export the Surplus, it uses technology as a tool for marketing to communicate and reach this particular target market. This is an essential aspect of external communication in the firm and is crucial in raising the sales of this Arabian juggernaut. The company, being an energy company, focuses most of its communication on the internet and social media, which has extensive coverage of potential consumers all over the world. This way communications and updates concerning oil production and refinery can get to customers within a matter of minutes

While public relations are a large part of ADNOC, both positive and negative news are broadcasted on the news for the general public and stakeholders. Though the media and public relations are a tool for better sales and marketing, it may also come as a setback.

Reputation

ADNOC has a renowned reputation in the world of energy and oil refinery, being the largest oil company in the world with a net income of Dh1. 17 billion. Founded in 1971, ADNOC believes in clean energy rather than a competitor’s focus and passion for innovation. Every worker recognizes these beliefs in amazon. Communicating the objectives to the workers is done mainly through vertical communication channels from the management to the workers. It is one of the biggest employers in the United Arab Emirates, with 55,000 employees in total, communication, therefore, becomes complicated by the use of its branch managers. They came up with an employee’s portal where all employees’ data is recorded and where all crucial massages and reports are sent to the employees. Every employee has a login password, which gives them access to news and any vital massages from the management, including memos, newsletters, and financial statements, and performance reports of the firm after every fiscal year. This channel is significant as it is the future of corporate communication in firms and to the general public.

Corporate communication Functions

It is, therefore, credible to say that organizational communication is crucial in the running of the daily activities of a firm.

Corporate Communication department is in charge of public relations and media. The media is a valuable tool that can build or destroy a firm. The press holds a public opinion, and their word is enough to cultivate doubt in the minds of consumers. Corporate communication, therefore, helps keep the public relations positive and to take control of the social media

Marketing and customer interaction is also an essential function of Corporate Communication. Although many firms still differentiate between the two, there is a fragile line separating the two aspects of communication, and most firms treat them just the same (Stobierski. T, 2019). The marketing strategy is developed on the foundation of corporate communication to the customers, and therefore it has to be rigid to convince the consumer of the quality of the product at hand

Apart from the external communication channels discussed above, it also plays a vital role by laying grounds for operational communication in the firm. Workers have to communicate, get work done, and to give instructions to their subordinates. Corporate communication is therefore as important in the running of the firm as accounts and Marketing and should have its strategy laid down and defined to ensure the smooth running of the firm

Recommendation

Although ADNOC is of the largest firm in its line of business, challenges area part of the daily running and has to be solved. Having open communication channels would have been helpful to acquire public opinion, and a customer’s say in any matter before deciding.  This will ensure high utility levels in the firm.

Reference

Tim Stobierski (July 18, 2019) WHAT IS CORPORATE COMMUNICATIONS? FUNCTIONS, CAREERS, AND SKILLS. Retrieved from https://www.northeastern.edu/graduate/blog/what-is-corporate-communications/

Mita Srinivasan (4 Apr 2020) Saudi Aramco and ADNOC top Middle East’s leading 50 brands in latest Brand Finance report. Retrieved from https://www.sme10x.com/10x-industry/saudi-aramco-and-adnoc-top-middle-easts-leading-50-brands-in-latest-brand-finance-report

Mita Srinivasan (31 Mar 2020) Survival of the fittest: Good governance and transparency in the workplace. Retrieved from https://www.sme10x.com/10x-industry/survival-of-the-fittest-good-governance-and-transparency-in-the-workplace