We have great pleasure in presenting First edition “Corporate Communication” written for students of PG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Corporate Communication. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Unit – 1 Foundations of Corporate Communication
Introduction
Meaning of Corporate Communication
Definition of Corporate Communication
Importance of Corporate Communication
Principles of Effective Communication
Communication Process and Models: Shannon-Weaver
Barnlund’s
Berlo’s SMCR Model
Source (encoder)
Message (content)
Channel (senses/medium)
Receiver (decoder)
Interactive Model
Transactional Model
Types of Corporate Communication: Internal and External
Barriers to effective Communication
Ways to Overcome them
Role of Communication in Organisational Success
AI Tools for Corporate Communication
Skill: Role Play / Case Study Activities to Understand Communication Process, Identifying Communication
Barriers, Complex Conversations
Multiple Choice Question (MCQs)
Review Questions
Unit – 2 Business and Professional Communication
Introduction
Verbal Communication
Non-verbal Communication
Types of Non-verbal Communication
Business Writing
Letters
Emails
Memos
Reports
Proposals
Executive Summary Writing
Communication Etiquette
Interpersonal Skills
Listening Skills in Management
Digital Communication Tools in Business
Cross-cultural Communication
Communication in Virtual Workplaces
Professional Communication on Social Media
Skill: Activity: Creative Writing, Letters, Emails, Reports, Proposals, etc., Workplace Communication, Virtual Meetings
Multiple Choice Question (MCQs)
Review Questions
Unit – 3 Corporate Communication Strategy and Stakeholder Communication
Introduction
Corporate Communication Strategy
Corporate Communication Structure
Corporate Communication Model
[Cees B.M. Van Riel, Charles J. Fombrun]
Internal: Employee Engagement & Communication
Corporate Culture
Communication Channels
External Communication Systems
Corporate Identity and Branding
Negotiation Skills
Conflict Management Communication
Skill: Case Study: Communication Planning & Organisational Communication Strategy Skills Role Play on Negotiation Skills & Conflict Management
Multiple Choice Question (MCQs)
Review Questions
Unit – 4 Business Presentation and Leadership Communication
Introduction
Principles of Effective Presentation
Planning a Business Presentation
Designing Effective Presentation Templates
Presentation Types
Informative
Persuasive
Sales / Marketing
Investor Presentations
Training Presentations, Presentation Tools
Professional Presentation Skills
Leadership Communication
Communication Styles of Leaders
Skill: Activities: Mock Boardroom Presentation, Role Plays on Leadership Speech Analysis, Communication Style of Global CEOs and Exploring AI Tools for Presentations
Multiple Choice Question (MCQs)
Review Questions
Unit – 5 Public Relations and Media Management and Corporate Ethics
Introduction
Meaning of Public Relations
Scope of Public Relations
Objectives of Public Relations
Role of Public Relations
Media Management
Types of Media Management
Corporate Media Strategy
Building Media Relationships
Interviews
Spokespersons
Press Releases
Press Conferences
Global Communication Trends
Crisis Communication Concepts
Crisis Communication
Reputation Management
Crisis Communication Planning
CSR Communication
ESG Communication
Ethical Issues in Corporate Communication
Communication During Organisational Change.
Skill: Conduct a Mock Press Conference, Role play on Spokesperson Training, Case Studies Analysis of ORM for Crisis Communication. Ex: Johnson & Johnson (Tylenol crisis), ESG Report Pitch, Ethical Issues like Volkswagen Emissions Scandal
Multiple Choice Question (MCQs)
Review Questions
