Corporate Communication Audit and Strategic Planning

This report provides an in-depth analysis of corporate communication strategies within Future LTD Company. It explores the relationship between corporate communication and brand identity, emphasizing the significance of effective communication in achieving business objectives. The audit also addresses internal and external communication channels, highlighting their importance in addressing complaints and managing reputation. By understanding the impact of communication on different stakeholders, companies can develop targeted strategies to drive success.

Corporate
Communication

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
1.1 Purpose of Corporate communication...................................................................................3
1.2 Assessing the way corporate communication is associated to business objective................3
1.3 Analysing the relationship between corporate communications as well as corporate
branding......................................................................................................................................4
2.1 Analysing the reason for the fact that organisations conduct internal and external corporate
communication audits.................................................................................................................5
TASK 2............................................................................................................................................5
2.2 Planning an internal business communication audit for Future Ltd company......................5
TASK 3............................................................................................................................................7
3.1 The strategic objectives of a corporate communications strategy........................................7
3.2 Assesses the desired impact of a corporate communications strategy on.............................8
different audiences......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Corporate communication is defined as combination of activities which are to be
conducted by management team in an organisation for managing internal as well as external flow
of information. The objective of the corporate communication is to promote the company as well
as its product or services. Purpose of external communication is to create favourable point of
view among stakeholders on which the success of organisation depends. Corporate
communication provides an enterprise an opportunity to develop relationship with customer. It is
also recognised as the practice of developing as well as maintaining brand reputation. Corporate
communication also helps business entity in influencing consumer to buy particular goods or
services.
The purpose of the project is to identify the objective of corporate communication and
asses the way communications are related to corporate goals in context of future Enterprise LTD.
It also emphasizes on analysing the relationship between corporate communications as well as
corporate branding.
TASK 1
1.1 Purpose of Corporate communication
Corporate communication is considered to be as a part of management activities which
include flow of information within the several functional departments within an enterprise. This
type of communication can take place for the variety of purpose. It also includes flow of
information within or outside the organisation. The primary aim of corporate communication is
to support company in achieving business goals. Corporation communication is also recognised
as company ability to effectively communicate with internal as well as external stakeholders. The
important objective of corporate communication is to support business entity in developing as
well as enhancing the brand image (Conrad and Poole, 2012) The other purpose of corporate
communication is to support firm in promoting goods and services which are offered by
organisation. Corporate communication plays significant role in marketing and sales. The
corporate communication professionals are accountable for receiving calls of the clients and
people directly, respond to their inquiries. In big organisation which is operating at large scale,
corporate communication plays an essential part in employee communication system. Purpose of

the corporate or business communication is to deliver an enterprise strategic message to all its
stakeholders such as customers, shareholders, employees and regulators. Coordination of all
internal as well as external communication with the overall purpose of establishing and
maintaining favourable reputations with stakeholder groups. Growth as well as sustainability of
every company is based on the alignment, integrity. The other objective of business
communication is to support employees in a firm to identify their roles as well as responsibility
in driving company towards achievement of success. Future limited company has adopted
diversified corporate communication strategy which has allowed business entity to generate
brand awareness (Nakata, 2009)
1.2 Assessing the way corporate communication is associated to business objective
There is a huge value of communication in any company because an effective
communication lead to a better sharing of ideas which can further assist an organisation in
achieving all its targets and goals at a quick way. Both corporate communication and business
objectives are considered to be as integrated portion of each other. There is essential relationship
between corporate objectives and corporate communication. It is role of top level management to
communicate business objective to all members with in an enterprise. As this will help
employees in identifying their roles, responsibilities, activities that are to be conducted by
workers in order to drive firm towards achievement of business targets. It also supports manager
in formulation as well as execution of strategy, plans and policies. Lack of effective
communication may lead to barriers in implementation of strategies. The purpose of Future Ltd.
Company is to gain customer loyalty. Organisation also intends to provide satisfaction to clients
as well as stakeholders (Alvesson and Sveningsson,2015). Business can achieve all these targets
by sharing its intention with these people. Effective business communication is essential in order
to enhance brand image. This strategy will also support firm in influencing the customer to buy
company products which will further help organisation in fulfilling the objectives of increasing
sales as well as profitability. Effective as well as continuous communication will allow business
entity to identify the demand of customers and gain their loyalty by catering needs of clients.
Market share, percentage growth, increase in revenue as well as creating more values for
stakeholders are illustration of corporate objectives which assist in smooth functioning of
business. Collaboration. the basic mas well as important objectives of Future limited company is

to work in teams to complete the goals of their department or business. It is very essential for
cited venture to attain an effective communication as this will help in development as well
maintaining the strong commercial relationship which is important to expand business or foster
growth (Kreps and Neuhauser, 2010)
1.3 Analysing the relationship between corporate communications as well as corporate branding
In present highly business environment, strong business communication strategy can only
support company in developing as well as maintaining good brand image in the market. There is
significant as well as direct relationship between corporate communications and corporate
branding. Corporate branding is defined as the symbol which is utilised by company for getting
the recognition of customer in the market. Brand is essential as it assists business entity in
promoting products or services and generating the brand awareness among consumers in the
market. It acts as the reminder which reminds people about the existence of organisation.
Effective business communication assist company in developing the strong relationship with
client and influencing them to make frequent purchases of goods or services. It allows company
to deliver the message or business objective to stakeholders and gain their loyalty. Effective
communication also enables business entity to provide satisfaction to stakeholders. It also
provides organisation an opportunity to identify the demand of customers and fulfil the same
which will further assist an enterprise in improving the brand image and gaining popularity.
Effective communication is the quality which supports firm in differentiating itself from
competitor and also help an enterprise in attracting more number of customers. Brand
communication is defined as an ability of bridging the break in the perceptual experience of the
target audiences have about the brand (Cullen, et. al. 2017)
2.1 Analysing the reason for the fact that organisations conduct internal and external corporate
communication audits.
The reason behind execution of internal as well as external communication audit is to
identify the strength as well as weakness of company existent interior as well as exterior
communications. This audit is also conducted for recognising the present communication
practices and measuring its effectiveness. It is executed in order to find the performance gap and
for identifying the scope of implementation of new communication methods or techniques. This

assessment method is used as the tool for planning or creating the communication strategies
which can be used for improving brand image.
TASK 2
2.2 Planning an internal business communication audit for Future Ltd company
A communication audit is considered to be as an effective tool which indicates corporate
current communication practices as well as their effectiveness in terms of accomplishing set
targets. A communication audit can cover interior as well as outer communication as apart or
both based on the desirable result and the purpose of business. An audit assists management team
in an organisation in addressing the problem such as information duplication, blocks, barriers in
communication, misunderstanding etc. It is required by management team in a Future LTD
company to formulae formal as well as informal strategies when planning for a communication.
As this will assist management team in organising the assessment procedure in systematic as
well as effective manner. For example, the management team can use various methods such as
survey, interview, questionnaire for collecting qualitative as well as useful information (Martin
and Nakayama, 2010)
Corporate communication audit includes allocation of information within an enterprise so
that several activities within an enterprise can be perform in systematic as well as effective
manner. The objective of the internal communication audit is to ensure that other business
strategies are aligned to communication plan. Communication audit also helps management team
in identifying the ways to adjust communications plan in order to satisfy both internal as well as
external public communications needs. The corporate communication audit includes following
phases these are:
Identify the area for conducting audit: It is required b management team to gather all relevant
information related to the internal as well as external communication.
Purpose of the assessment or audit: To support employees more effectively in delivering
internal messages.
To coordinate active and future internal communication channels within an enterprise.

Collection of data or information related to past communications. In this audit qualitative
method will be used as it is incredibly helpful to provide context behind some of the numbers. It
also includes gathering the information about audience’s perception about the organisation.
Identifying the person who will conduct audit:In the future limited company management is
responsible for executing the internal communication audit (Argenti and Barnes, 2009)
Focus group- Employees working at lower level of management within an enterprise. This phase
is crucial as it will help in the reason for the ineffective flow of communication within a
company.
Analysing as well as responding to the queries of client: It is very much essential for
management team to focus on the customer queries during the assessment procedure. As this will
support business entity in maintaining brand image as well as reputation.
Conducting interview: This interview is conducted in order to identifying the area of
improvement and communication gap. It also assists management team in recognising the reason
for communication gap.
Focussing on media techniques: The business venture has planned to use social media as a
communication channel which has supported firm in reaching to the wide range of customer and
delivering them services as well as goods.
Swot analysis: It has been identified from the swot analysis that due to an effective
communication as well as marketing strategy, Future limited company has able to gain
popularity. These are the two factors which has supported business entity in generating brand
awareness and gaining popularity among customers.
Planning for future communication: This is the last phase which includes planning for using
communication techniques or strategies in the future. This is the method to communicate
efficiently because audit is a tool that can be utilised for checking of communication process
whether the communication related to the business is being done in a right and effective manner
(Cornelissen, 2008

TASK 3
3.1 The strategic objectives of a corporate communications strategy
In order of delivering message to audience which are strategic, to potential companies,
shareholders, employees and regulators including its consumers (Schmeltz, 2014). Future LTD
Company by this, name of brand is preserved effectively by moving towards mission and vision
of the company that have already decided to achieve successfully. The following are strategic
objectives of a communication of corporate that have detailed below in this report to know about
its performances.
Awareness: To detail about the position of company awareness created by being employee of
Future LTD Company as improvements can be explored by focusing on vision and mission with
the help of framing specific policies, procedures and strategies.
Goal-oriented action: The knowledge or issues that are related to the product and services of
Future LTD Company aren’t enough to know about mission. By engaging employees in
activities sufficiently should be focused to achieve the set goals. Also, performances and actions
should be based on the goal oriented.
Performance to budget: By positively concentrating on the activities of company profit is
highly maintained by future LTD Company even if, revenue exceeds its cost. By maintaining
activities of staff and rendering sufficient budget to them the activities and results are explored at
large (Hoffmann, and et.al., 2015).
3.2 Assesses the desired impact of a corporate communications strategy on
different audiences.
By knowing about different audiences the following are the positive impact those are
considered and focused by Future LTD Company. In the process of communication by
understanding different audiences, it is prominent to discuss the important topics by which trust
and loyalty can be maintained and need could be effectively fulfilled. Different kinds of attitudes
can be get aware by company and communication could be successfully planned. Also barriers
and hindrances can be noticed by addressing the complaints of different audiences.
Sponsors: They can also be called as the leaders of Company as with the help of effective
communication approaches can be made to invest or to be part of company. Sponsors can also

acts as management of company who involves in the affairs of the company also by being oly
sponsors; they can also focus on the profit and productivity of company.
Shareholders: Explaining mission and vision to the shareholders of Future LTD Company can
boost the profit and productivity by changing the perception of shareholders in order of making
aware about the position and needs and achievement of company (Birim, 2016).
Consumers: Positive impact on the consumers can be made with the help of effective
communications about the providing product and services and any other benefits. Without
consumers or clients of Future LTD company goals and objective cannot be achieved, this is
highly understood by company. Hence, by meeting the means of good communication,
consumers are made aware about the products and services that are provided by.
Employees: Effective communication with employees who are the prominent audiences of
corporate as they help company of Future LTD to bring out positive results efficiently is highly
impactful. Without effective communications the results cannot be achieved.
Impacted: By addressing to different kinds of audiences who possesses different attitudes and
perceptions may respond in terms of positive as well as negative. Mind set of audiences differ
with their various knowledge thoughts and views this results differently (JONES, Samy and
PEEROO, 2017).
Champion and allies: They are the one who take in initiative and interest in the success of the
Company and they get influenced by knowing about the stage of success which are explored
with the help of effective communications. Exposure about the brand and terms of meeting its
objectives creates interest about the success that are achieved by the company. By this way one
kind of audiences who are termed as champion and allies are influenced and targeted with the
help of communication.
CONCLUSION
In this report, it is detailed with the help of effective communication, goals and objective
scan be achieved. Also internal and external communication audit that are existing in Future
LTD Company has been detailed. Relationship or difference between corporate
communication and brand corporate has been given. Value of communication and impact on
different audiences by which company achieve the set objectives is highlighted.
Concentration made on overall need or purpose of communication and their impact which

could turn either positive as well as negative are highly considered by company by
addressing the complaints and other terms has been highlighted to know about its
performances.

REFERENCES
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