The various scandals in the financial world the stock market collapse, social plans to repeat ... all these elements make the image of the company despite negative budgets dedicated to communication over more important.
According to Philippe Boistel, lecturer in management science at Rouen, "The paradox is that communication is used simply as a tool [...] must be given to communication larger than the instrument that it is usually given in the facts. Communication is at the heart of company policy. As part of the triptych "strategy, structure, identity" of the policy is a resource that allows you to create a competitive advantage. This advantage is achieved by the support of all of its audiences (employees, employees, social partners, public ...) to the project (or vision) of the company, in turn, reflects their values. This form of business communication is called institutional communication.
Corporate communication is different institutional or commercial communication. Messages in this last refer to the products / services and trademarks of the company. By cons institutional communication has a more informative message focused on the company itself. The corporate communication has four main objectives: a role in supporting other forms of communication operational role of cross-project information (opening new industrial site, buy, merge ...), a proactive role in crisis a coordinating role in other forms of corporate communication. Corporate communication through various guides and actions in accordance with the strategy of image desired by the company.
Corporate communication can be done either through media advertising, either through the outside media.
Technical communication mass media advertising is buying space in the mainstream media (television, billboards, press, radio, and cinema) to broadcast messages from the company. The goal is to create and develop awareness and corporate image. In November 2002, BMCE Bank decides to launch an institutional campaign with an advertisement of 1min20 which incorporated all aspects of the bank. This spot has enabled the bank to anchor the brand territory BMCE.
For non-media means the press relations, event communications, and the Internet. Press relations are undoubtedly one of the tools to promote cheaper and more effective. The goal is to occupy the best media field by maintaining a stable relationship between the business sector and journalists (or changing it), hoping that the message be passed on to the final target. The event will brings is a great way to create a direct relationship with the professional or the general public. Two techniques are possible in the context of event communication: sponsoring and patronage. Under the sponsorship, the advertiser is promoting the event through participation physical or financial (or both). Whatever form of support, the sponsor is essential to remove a growth from his notoriety and its market share and improved its image. In Morocco, the chosen field of sport sponsorship is especially football. Coca-Cola, Sidi Ali, Morocco Telecom, all these companies sponsor sporting events nationwide. The sponsorship when its support is a material support without direct consideration by the recipient to a work or a person for carrying out activities of general interest. It appears that patronage is characterized by a lack of counterparty direct contrast to the sponsorship. In Morocco, patronage is still in its infancy. Most patrons are large companies and banking institutions that make philanthropy through foundations. Finally, the Internet is a technique increasingly used by businesses. Blogs, chat rooms, are used by companies to increase their notoriety and their closeness to the public at large.
Measuring instruments of corporate communications are available to enterprises. These tools enable him to calculate the return on investment in terms of image and reputation. The measure of the corporate image is the barometer image. This barometer is made by specialized institutions through interviews conducted with the target company. TNS provides TRI * MTM Corporate Reputation radar system which gives a panoramic vision is to calibrate the reputation on the various stakeholders in relation to the company. This tool makes it easier to identify targets to work first. To complete the picture or barometers studies limited image in question at lower cost, companies also have the choice between two options offered by the institutions: Studies in underwriting and omnibus studies.
In conclusion, the image conveyed by the firms is increasingly important because it becomes a criterion in purchasing decisions of consumers. The company is now obliged to inform the institutional to improve its image and ensure a significant reputation with the public. To do so, it has several techniques to implement institutional information and tools to measure their effectiveness.
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