Corporate Communication Strategy

RUNNING HEAD: CORPORATE COMMUNICATION
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Corporate Communication Strategy
Report
System 0032
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Corporate Communication
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Introduction
Corporate communication becomes the important strategy for the top level
management as the modern business scenario is totally depended on the
communication strategy (Kim and Rader 2010). The concept of corporate
communication came into existence when communication becomes the key
area because of public relation. In other words the corporate communication
is taken as the function of management that is in charge of work done by the
different communication practitioners like public affairs, internal
communication and media relation (Argenti and Barnes 2009).The report
consists of the corporate communication strategy objectives and measures
that are necessary to monitor its impact on the audiences and on the
organization performance. Furthermore, a brief discussion on the
effectiveness of current communication strategy of coco cola is given.
Corporate Communication: It is the process of building the image of the
company in market. Corporate communication is the way of cultivating,
developing, and maintaining the brand image. A strong brand image of the
company is formed by a strong communication team, team takes initiatives
to mold image of the company, communicate with external and internal
audiences and to sustain long term positive reputation.
Corporate Branding: Branding refers to the promotion of brand of a
company in the market. The scope of corporate branding is broader than
branding of products and services. Corporate branding helps in improving
the profit margin, getting higher return on marketing investment and creates
a strong brand and share value.
Strategic Objective of Corporate communication strategy
The objectives of corporate communication strategy are to meet the
organization objectives and to connect the stakeholders with the common

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policy of organization. The strategic objectives of the corporate
communication strategy are:
 To make sure that communication becomes the part of the strategic
planning so that each plan can be communicated in an effective
manner to the stakeholders.
 To build or maintain public confidence and ensure customer
satisfaction through the proper communication pattern.
 Ensure community engagement to the greater level and make the
services accessible to all the stakeholders.
 Corporate communication main objective is to manage the internal
structure of the organization or promote internal communication so
that the workforce gets motivated, satisfied and knowledgeable
(Quirke 2017).
 To improve understanding of the shareholders and to make sure to
achieve the organization objectives by aligning it with the
communication strategy objectives.
 To provide consistent and clear message to the employees to do their
jobs in an effective manner in order to achieve the organization goals.
 To promote the culture, customs and skilled or suitable relationship
with all channels of communication and make sure to use the best way
to communicate in all the situations.
Coca Cola
The main objective of Coca Cola is to create value in the market and to make
a difference. Further, the company is looking forward to refresh the world
with its product offerings. Coca Cola aims to build its value at global
platform as a business that conducts business ethically and able to attain
sustainable growth to operate in tomorrow’s world.

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Here, communication strategies are formulated to capture attention of target
audience of the company. The corporate objectives give bases to the long
term strategies in order to attain organizational objectives communication
strategies are formulated. Coca Cola objective is to be a leader in the
market by delivering value to customers. Corporate communication helps in
building strong relationship, ideas and innovation, and strong teamwork and
achieving goals. Other communication strategies are interview with the
customers, media and non-government organization that will be helpful in
building up the reputation of the company. The use of color a way of the
company to communicate with its stakeholder groups, the color white and
red and the model wave is the part of company’s visual identity (Galpin
2019). Through these communication strategies Coca Cola achieved its
objective.
Coca Cola branding is the most powerful as the company has strong image in
the market because of its branding. The company builds its brand with a
simple and attractive message that is “enjoying a coke” so in order to build
brand image in the marketing communication plays an important role. In
order to set the image in market a company needs to choose a medium
through which its values and products awareness can be develop in the
market and this build the image of the company. Coca Cola use emotional
engagement and one brand strategy for branding. Further, the company
focus on its brand or individuality rather than focusing on a particular
product. Coca Cola used strategies such as hybrid manufacturing, family and
generic brand management. This indicate that in order to build strong brand
image in the market organizations need effective communication strategy as
poor strategies might leads to poor brand image.
Effectiveness corporate communication of Coco-Cola
Current corporate communication strategy of the Coco-Cola within the
company is stakeholder analysis where the stakeholders needs and attitude