Corporate Communication Strategy

Corporate Communication Strategy

Corporate communication strategy can be described as a particular plan of action developed within an institution and focused at implementing essential organization objectives, mission as well as vision and attain long-lasting success. The establishment and evolution of the communication strategy within a particular institution may be described by several phases and practices that the institution should implement. The phases might contrast based on the organization and its industry, as well as the objectives that the organizations have set to accomplish. An effective corporate communication strategy is fundamental to ensuring the most recent, concise information happens to be always accessible and is forwarded to both internal as well as external audiences. To build an understanding of an organization and also, to improve its reputation with individuals whose attitudes and practices impact the success of the organization, a corporate communication strategy framework happens to be necessary. Henceforth, the present study focuses on evaluating the corporate communication strategy in Connolly Hospital as well as to propose effective communication strategies that may be implemented within the organization to accomplish its objectives.

Purpose of Corporate Communication Strategy

Corporate communication strategy happens to be the overall endeavour of an institution to practically and profitably communicate. Corporate communications tend to transfer the organization’s strategic message amongst its audiences which include consumers and potential institutions, workforce, regulators as well as shareholders. The existing communication generates and sustains the organization’s brand and assists everyone moves in unison with the objectives of the organization. Just like any other facet of the business, corporate communication strategies performance calls for examination; hence, goals are written to measure the success or failure. For an organization to accomplish its set objectives, it substantially depends on character as well as the interaction between the organization and its stakeholders. Henceforth, corporate communication strategy is a tactical instrument for an institution to gain a competitive advantage over its existing competitors, whereby it is utilized to encourage and inform employees as well as to guide and persuade consumers. Corporate Communication strategies tend to be positioned based on the different members of the institution who may not be necessarily be sharing similar interests. Some of the significances of corporate include Public information whereby communication is defined as information circulation through the media like newsletters or even brochures. Also, corporate communication strategy is essential since it serves as press agentry, whereby it attempts to receive mass media coverage in any given way. Press agentry, as a purpose of corporate communication, information tends to be provided, and no more information is gathered. Another purpose of corporate communication strategy happens to be defined as two ways symmetric whereby communication is considered to be more of a dialogue than a monologue. Within two-ways symmetric, efforts in communication are recognized based upon its research as well as using communication in improving relationships with stakeholders.

Assess How Corporate Communication Link to Corporate Objectives

There happens to be a secure connection between corporate communication strategies and corporate objectives, whereby corporate communication plays an essential role in achieving corporate objectives. Corporate objectives should be communicated to both the lower and middle management to ensure that the strategies are position per the corporate objectives. Besides, if corporate objectives are not effectively communicated to the concerned parties, they may lead to barriers to the implementation of the strategy. Consumer satisfaction tends to be a crucial corporate objective whereby communicating the features as well as the specifications of the product is actualized through practical corporate communication strategies. The length to which a particular consumer gets attracted to a specific product is closely associated with how effectively and vastly corporate communication strategies such as marketing and advertisement appease in the minds of the customers. Corporate communication techniques enable the accomplishment of corporate objectives whereby target consumers convey a clear image concerning the product through numerous corporate communication techniques and become more attracted to the particular product. This happens to increase the volume of the sales, market share, image of the brand and also profitability of the organization. Henceforth, corporate communication strategies convey an exceptional connection with the corporate objectives as well as its success. For effective and efficient operations of the business, the senior management should communicate corporate objectives to the whole institution domain.

Analysis of Relationships between Corporate Communication and Corporate Branding

Corporate branding tends to be constructed with a solid foundation of corporate communication techniques. An appropriate integration between corporate communication strategies and corporate branding is essential as it assists an organization in smoothly achieving its ultimate objectives. Most organizations target at developing most practical corporate communication techniques for an exceptional image of the brand since branding differentiates a particular institution’s product from similar existing products. Also, branding establishes a clear identity of the given product. Productive corporate communication gets to the consumer in a successful approach henceforth they point out the product’s unique and distinctive properties. Corporate communication is essential to corporate branding since it is through communication that an institution interacts with consumers, supplies as well as other stakeholders, both internal and external the given institution. Corporate communication is essential in building confidence in relation to the quality and performance of the product. For instance, when a given consumer has all the details concerning the product that happens to satisfy their needs, their confidence drastically improves concerning the product since their experience was similar to their expectation. Additionally, corporate communication strategies tend to be essential since they make sure that there is total adherence to guidelines of corporate branding and also clarifies and influences the strategy of the brand. Retention of customers is enabled through the application of the most active corporate communication and branding techniques.

Conduct an Internal Corporate Communication Audit

Demonstration of How to Plan an Internal Corporate Communication Audit

Any corporate correspondence procedure would not fill the need of every business adequacy. Henceforth, an organization performs both internal and external corporate communication audits to analyze the efficiency of a particular communication strategy. Connolly Hospital Blanchardstown happens to be the scope of the analysis whereby it is a significant training and health awareness institution that offers a variety of services to a diverse population of North Kildare, West Dublin as well as South County Meath. The evaluation can be conducted by analyzing the complicated areas of communication procedures and thereby formulating the central section of the corporate communication audit. Both formal and informal methods of research can be applied while evaluating Connolly Hospital’s communication audit, which includes interviews, focus groups, content analysis, observation, and questionnaires. Questionnaires can be distributed and received through random engagement with the participants. The entire process also requires a substantial amount of money for consumption and expenditures associated with bills and invoices within stationary or travelling. A credible and transparent communication with involved Connolly Hospital representatives would be useful in creating a smooth flow for the entire auditing process. For instance, a communication audit financial budget requires to be appropriately organizing before its conduct and validated by Connolly Hospital’s authorized personnel. For successful completion of the entire audit process, the time limit tends to be predetermined to give room for evaluation of every aspect within the auditing.

Conducting an Internal Corporate Communication Audit

The internal corporate communication audit focuses on identifying and analyzing the techniques within the internal corporate communication procedure, whereby it involves a series of steps to achieve the desired results. By referring both inward and outward communications, one needs to consider everything inclusive of Connolly Hospital’s standard pieces of branding like brochures and business cards. As described earlier, both formal and informal research techniques were employed within the study to get both the quantitative and qualitative data for practical evaluation. The first step within the internal communication auditing was to interview the senior management as well as the middle and lower employees to understand their perceptions concerning the existing communication strategies. Surveys, both online and in the form of questionnaires, were conducted to analyze the contrasting reactions on the process of communication within Connolly Hospital. The online survey was extracted from the institution’s online platforms such as website and social media. Through the surveys, quantitative data was drawn. The extraction of qualitative data analysis was accomplished through semi-structured interviews, group meetings, critical incident evaluation, document review and also through observation. Within Connolly Hospital, monthly magazines, newsletters, posters, memo, emails, online chats, videoconferences and teleconferences are frequently used channels of communication and essential items for evaluation of the communication audit. This was essential in understanding the Connolly Hospital’s key audiences as well as the impact of its process of communication. The outward look was focused on the clients as well as the community that primarily depends on Connolly Hospital for healthcare services. Questionnaires and semi-structured interviews were also applied to analyze the community’s and patients’ perception concerning the communication process within Connolly Hospital.

Critically Evaluating the Effectiveness of Current Levels of Practice

In examining the level of effectiveness within Connolly Hospital, the organization is significantly committed in that most of its objectives are accomplished through effective communication strategies. Effective communication between the senior management and the rest of the staffs is fundamental keeping in mind it is a healthcare institution hence errors in communication might lead to the patients’ health and life in general within the institution to be at risk. Connolly Hospital has integrated, and coordinated communication systems whereby information channels and flows effectively through the Unified Communication System Platform that provides urgent care services within the organization. Connolly Hospital also offers frequent training sessions to its employees concerning effective corporate communication strategies that are aligned with the objectives of the institution to enhance proper communication amongst the concerned stakeholders. Transparency, as well as clarity within Connolly Hospital, has enabled an effective transfer of information from various departments, this can be observed within fund allocation between the various dependants whereby there are management and control of funds appropriately.

Conduct an External Corporate Communication Audit

Demonstration of How to Plan an External Corporate Communication Audit

An external corporate communication audit provides an institution’s information to the respective external stakeholders like suppliers, consumers, the community, the media, as well as the government concerning the current communication techniques. The area of concern within the given evaluation was based on the external communication strategies that Connolly Hospital has engaged with its external stakeholders and also the community it serves. Various research techniques were employed, such as interviews, discussions, telephonic conversations, customer surveys, questionnaires, as well as focus groups. A SWOT analysis was conducted after that to understand Connolly Hospital’s strengths and weaknesses as well as opportunities and threats. The period allocated for each level within the process of external auditing was organized in advance to evade specific issues from occurring that may hinder the process from progressing.

Conducting an external Corporate Communication Audit

Performing an external corporate communication Audit comprises of various steps whereby the starting point happens to be recognition of fundamental elements within Connolly Hospital such as its symbol, logo, business cards, brochures, newsletters or even letterheads. Connolly Hospital external communication audit was conducted on a face-to-face interview with the involved individuals whereby the participants included the clients in Connolly hospital, its suppliers, as well as the individuals from the general community who sort for the services of the organization. Two types of surveys were conducted which included the online survey as provided by the media and Connolly Hospital’s website page as well as customer survey whereby it involved observation of the current external communication strategy of the organization. The evaluation of the previous communication audit was conducted to affirm that there were no existing loopholes or not researched areas within Connolly Hospital external communication audits. For instance, a minimal number of service providers within Connolly Hospital understands how to distribute, install, and also to maintain the Unified Communication System since it happens to be a new project within the organization. A SWOT analysis was conducted concerning the strengths, weakness, opportunities as well as threats that Connolly Hospital communication conveys over its competitors within a similar industry. Feedbacks and suggestions were from the concerned external stakeholders were received to get a clear understanding of the present external communication status within Connolly Hospital. For instance, a considerable number of respondents strongly felt that the healthcare organization could improve on its outpatient communication strategies.

Critically Evaluating the Effectiveness of Current Levels of Practice

It is considered to be of considerable significance to evaluate the current external communication practices within the organization to ensure that the business develops and thrives within the industry. The external surrounding of Connolly Hospital happens to be a crucial element whereby political changes, media, changing trends of the economy as well as increase in population calls for suitable external communication processes. The communication strategy with Connolly Hospital with the selected external stakeholders happens to be useful since most of the individuals were generally contented with the communication strategies. The main area of concern lies within outpatient communication strategies who believe that Connolly Hospital can improve whereby for instance some individuals fail to receive notifications and alerts on time concerning their health progress while sometimes it takes longer to get feedback from the organization. Suppliers who were involved during the auditing process stressed on the effectiveness of the communication strategies within the organization whereby they indicated that their mode of payment and also inquiries are highly recommendable since they are well planned and do not rely on emergency circumstances like other institutions. Through Connolly Hospital’s communication branding and imaging, the institution has an established mutual relationship with the local community since the institution has acknowledged the preferences and needs of the general community. For instance, when there happens to be a confirmed outbreak of a particular disease, Connolly Hospital takes it upon itself to inform the local community and the appropriate prevention methods.

Plan the Objectives of a Corporate Communication Strategy

The essence of corporate communication strategies within Connolly Hospital is that they lay out the proposed plan in which the given organization aims at communicating to both its internal as well as external stakeholders. In order to develop effective corporate communication strategies, one must keep in mind the effects of the proposed plan to the organization and its objectives. Before any form of communication commences, the primary focus would be to lay down and to recognize the objectives which include the mission, vision as well as values of the organization and to assert if they are recent. Objectives are essential towards the accomplishment of all corporate communication procedures hence ensuring that the vision and mission of Connolly Hospital are aligned with its objectives for them to be effective. Setting objectives conveys various benefits, as it enables stakeholders to acknowledge and comprehend what is being expected and strategized. The objectives of the company can be classified into three whereby the first one is reputation management in which in entails developing public relations goals to enhance the image of the hospital within the eyes of the stakeholders and attempts to enhance the organizational opinion. The second category involves relation management, whereby strategies are formed based on how Connolly Hospital establishes interactions with existing and potential shareholders through channels of communication. The final classification of objectives is referred to as Task management goals, whereby it is primarily focused on accomplishing the tasks that have been set. Monitoring and evaluating the effectiveness of the objectives after the first stage of planning can result in implementation and improvisation where necessary.

Selecting the Audiences to Influence with a Corporate Communication Strategy

There exist various audiences to impact with a given corporate communication strategy such as the workforce, potential clients customers, business partners, suppliers, and the general public. Through intensive research and survey of the market, Connolly Hospital will focus on the audience in which they target to reach as well as tactics and public strategies. The ideal audience in which Connolly Hospital aims at influencing with corporate communication strategies happens to be the workforce since they require updating regarding the hospital. Also, another ideal audience would-be customers or clients since they are fundamental to maximizing the profits as well as the revenues of the hospital. The application of media outlets towards promoting and publicizing the institution would attract a considerable number of potential clients.

Planning Appropriate Measures to Monitor a Planned Corporate Communications Strategy

Within the monitoring stage, the organizational management strives to ensure that Connolly Hospital stays on track and in line with its objectives as well as strategies. A corporate communication audit is conducted to evaluate the effectiveness of the proposed objectives with both the internal and external stakeholders/audiences. Open questions can be applied with practical prompts as well as benchmarks and where necessary one can get another person to do the work. The results would be discussed with key audiences such as the employees, investors, prominent political target as well as the media. To determine roles and responsibilities, competencies and skills that tend to be essential in accomplishing the hospital’s objectives are highlighted within the strategy

In conclusion, it is notable that corporate communication strategies are the primary basis of success as well as the growth of the given organization. When there exist effective corporate communication strategies by the organization towards its internal and external stakeholders, there is the generation of trust factors amongst the stakeholders hence resulting in the overall support of all the Connolly Hospital’s activities from the stakeholders. Transparency and timely communication of the details of the products to the consumers through various communication Zaklina Gregor Stapar Corporate Communication Strategies 12 instruments such as advertising and marketing techniques increase the image of the brand as well as the sales of the product. To understand the effectiveness of corporate communication strategies, both internal and external communication audits are conducted. Monitoring a planned corporate strategy is necessary for making improvements where errors exist