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Corporate Comms

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by

Swire SPO

on 17 June 2013

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Transcript of Corporate Comms

WHAT IS CORPORATE COMMUNICATIONs?
A
management function
or department like Marketing, Finance, Operations dedicated to the
dissemination of information to the key constituencies
, the
execution of corporate strategy
, and the development for a variety or purposes for
inside
and
outside
of the organisation.
CORPORATE COMMUNICATIONS
Understanding how it fits into the SPO big picture


C
orporate Communication is the whole range of activities involved in managing and orchestrating all
internal and external communications
aimed at creating a
favourable corporate reputation
among the
stakeholders
on which the company depends. The concept of CC could be seen as an
integrated communication structure
linking stakeholders to the organization
. Internal communications
,
investor relations
and
public relations
are three major parts of corporate communications.
Why do large companies need this function?
To
integrate
the

corporate communications strategy
to support the overall

business strategies
of the company
.
To
standardise
the
VOICE
o
f the
company
To ensure
consistency
of the use of the

SWIRE brand

and
communicating
across effectively
within the organisation
and
externally to our clients
and
key stakeholders
.
In today's global corporation, this function serves as the
conscience
of the corporation
and is responsible for the
organisation's
reputation.

Corporate Communications
usually encompasses
communication strategy
,
media relations
,
crisis communications
,
internal communications
,

reputation management,
investor relations
,
government affairs, sometimes
marketing communication
and
corporate social responsibility.
WHAT IS CORPORATE COMMUNICATIONS?
CORPORATE COMMUNICATIONS
Why do large or growing organisations need this function?
What will be the key objectives for the role in the next 12-24 months?
To work with
different departments
, HR, Marketing and others within the organisation to
formulate strategies
to ensure that the
brand image is upheld
.
What is Corporate Communications?
Key Components of Corporate Communications
Strategic Communications Planning
Crisis
Communications
Corporation Reputation
Internal Communications
Corporate
Branding
Phase One: Baby Steps (6 - 12 months)

Learning best practices of internal Corporate Communications, in the shipping industry and other industries

Strategic Communications Planning
Induction and learning about the Swire brand and how best to uphold to uphold the Swire brand.
Action Plan: Proposal of Corporate Communications strategy for SPO's top management review.
Internal Communications
Phase One: Baby Steps (6 - 12 months)
To review internal communications processes
Action plan: To propose recommendations for induction programmes and others.
Review SPOtlight
Action plan: To review current format and medium, to make it more reader-friendly. Explore partnerships with IHLs.
Phase One: Baby Steps (6 - 12 months)
Internal Communications
To create SPO Guiding Principles Handbook

Action plan: To create an SPO's Guiding Principles Handbook.
Proposed SPO Welcome Pack for new staff (Joiners' Pack)
Action plan: To propose a new staff induction welcome pack to replace the existing one.
Editorial support

Action plan: Corporate Comms to provide editorial support within SPO to ensure consistency of messages.
Proposal of new initiatives
Phase Two: Taking Flight (12 - 24 months)
Internal Communications
Launch of SPO Guiding Principles Handbook in English and other key languages
Launch of Welcome Pack/Joiners' Pack for staff and a special one for seafarers.

Proposal of new initiatives, SPO Beats

The SPO Family Bond Project
Revamp of SPOtlight
Positioning SPO as a dynamic and trusted offshore organisation,
one that is anchored by its strong traditions, yet progressive as a global organisation.
Phase One - Baby Steps (6 -12 months)

Review of current visuals, graphics, typography used

Action Plan: To propose ways to improve existing visuals for SPO management's review.
Review of publicity and marketing materials
Action Plan: To propose ways of improvements to ensure brand consistency.
Review of email signature for SPO staff
Action Plan: Standardisation of email signature for all staff.
Possible Initiatives in Phase One
SPO website -Injecting a personal touch
Action Plan: Commissioning a series of video clips and short stories to "humanize" the SPO corporate website.
Standardisation of for e-circulars
Action Plan: To introduce new mastheads for e-circulars for ease of communication.
Review of SPO Value Poster
Action Plan: Review of SPO core values poster and to suggest ways to revamp it to bring the core values to life.
Phase Two: Taking Flight
Launch of new SPO poster and value posters to reinforce branding
Standardisation of e-signature for email, creation of new mastheads for e-circulars etc.
New initiative: The SPO Story
A new corporate video to highlight SPO's history and accolades through our core values and staff. Presenting the SPO story at strategic offices and locations.

Revamp of MD's presentations
Corporate reputation
refers to the observers'
collective judgements

of a corporation based on
assessments
of
financial, social and evironmental impacts attributed
to the corporate organisation
over time.
Phase One - Baby Steps (6 - 12 months)
Media engagement strategies
Action Plans
Establishment of internal procedures for media coverage and media buys.
Key contact person for media queries.
Creation of SPO press kits with key info
To organise 1-2 media networking events, eg
Meet-the-MD session & Exclusive tour for Swire Marine Training Centre


Issue Exploration
Development
of plans
Approval by Management
Early Response Team
Communications
ready
CRISIS COMMUNICATIONS
Phase One - Baby Steps
Top issues document
Action Plan: To maintain the top issues document and ensure that it is updated on a regular basis.
Internal & External Messaging
Action Plan: To draft key messages as official statements for internal staff and external stakeholders.
Thank you


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