Corporate Communication Strategies

This report discusses the importance of corporate communication strategies in maintaining effective communication within a company and with its stakeholders. It outlines key components of a communication strategy, identifies primary and secondary constituents, and emphasizes the role of internal and external communication in enhancing business relationships. The report also highlights the significance of media relations and awareness campaigns in promoting health-related products, specifically focusing on the Gardasil vaccine. By implementing effective communication strategies, companies can improve their brand image and market share.

Running head: CORPORATE COMMUNICATION
Corporate Communication
Name of the Student:
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Table of Contents
Answer to Question a:................................................................................................................2
Answer to Question b:................................................................................................................4
Answer to Question c:................................................................................................................6
References:.................................................................................................................................8

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Answer to Question a:
A communications strategy is ideally designed and implemented to assist a company
in maintaining communication in an effective way and also ensure that its successfully meets
it core organisational objectives in a strategic manner.
Key components that constitute the strategy
These are inter-related between the components are detailed below;
The above-mentioned framework is one of most popular model of communication-
based on the concept of Sender—Channel—Receiver
Feedback
Key constituents and receiver of the respective pharmaceutical company Gardasil
Primary constituents: Secondary constituents
i. Employees
i. New media and traditional media
ii. Consumers ii. Creditor
iii. Shareholders iii. Government

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iv. Communities iv. Supplier
The constituents both primary and secondary are dependent on each other. Employees
help in developing the product and provide services to the customers. Consumers invest in
the product and help in revenue generation. The shareholders show trust in the expertise of
the product developed and invest in the same and communities finally consume the vaccine
and educate the society. In addition, such strong association helps the organisation to improve
its overall brand image, which helps in increasing its overall market share. Thus, the
constituents are interrelated.
Secondly, new media, traditional media, Government, supplier and even creditor are
closely connected in order to ensure improvement in product movement and business. Both
traditional and new media focus on enhancing promotion and visibility of the product so that
consumers learn about the new phenomenal invention. Government is informed about the
issue by launching awareness generating campaign so that they help parents in investing in
vaccination. Suppliers and Creditors are also inter-related as they focus on product
arrangement and availability.
Internal and external stakeholders of the company include its vendors, consumers and
the external public with whom the company has to maintain communication on a regular
basis (Argenti, 2009).

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As far as the stakeholders for Gardasil in Singapore are concerned the company
should address the following three main groups of stakeholders and improve the vaccination
and healing from the medication;
Interrelation or differentiation between three major groups of stakeholders
Customers and vaccine
recipients
Parents of young girls Physicians and medical
practitioners
The customers are
considering the vaccination
from Gardasil and leading a
proper life. This is because
the vaccines are of superior
quality that matches the
needs of the customers.
The parents of young girls
are indulged into deciding if
they should focus on
vaccinating their children.
They often tend to judge the
importance of the
vaccinations to be provided
to their children.
They are of key importance
and are respected for
advising, recommending as
well as informing patients
about using the vaccine.
Since it has been established
that Gardasil could be used
as a vaccine to protect human
health from sexually
transmitted diseases, females
aged between nine to 26
years are the main
stakeholders as women
between 25 years suffer from
the highest rate of sexually
Several NGOs and social
advisors further suggest
parents about considering
vaccination to young women.
Besides this, another problem
faced by parents in Gardasil
vaccination is that the
Government do not allow
any discount on the purchase
or support with the fund
These physicians are
professionals and are
engaged into adopting
strategies to sell the product.
Thus the physicians
connected to the respective
field enlighten patients about
Gardasil vaccination
(Collins, 2010).

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transmitted disease. (Bunting & Cagle, 2016).
Answer to Question b:
As far as company’s efforts related to investors are concerned, it should be polite and
well maintained so that the company could get sufficient assistance from the respective
sources as and when needed. Investors generally include all those individuals and units that
could raise fund for the company’s business enhancement. Some of the mail financial support
involves the bank, shareholders, stakeholders and other small-scale investors who offer
support and this support is essential for maintaining proper business communication.
Internal communication is also essential for business management as it helps in
maintaining adequate relationship within the team of workers and internal stakeholders. As
far as company’s efforts are concerned, communications within the team that is both at the
internal and external level are to be maintained properly so that the relations with the public
and consumers is maintained in an impressive way (Hübner, 2014). Corporate
communication is a unique approach that enhances the company’s overall business image and
branding which in a way enhances revenue generation and sustenance of the brand in the
competitive business environment.

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Application of communication strategy is likely to guide content management, which
is to be carried out on digital as well as traditional channels. Since the medical company that
develops vaccine has a number of stakeholders they could easily maintain relationship with
the investors by emphasising on the use of internal mailers and HTML mailers for internal
communication while for external communication CSR events could be organised to generate
awareness regarding the need for vaccination (Oliver, 2012). From the perspective of
corporate social responsibility, the programmes and awareness campaigns should be planned
to educate society about the need for health-related vaccination.
Organising events with local social care houses and hospitals will help in generating
awareness about the need for the vaccination. Involving medical practitioners in this
communication campaign would further help in convincing customers and target clients such
as parents of young daughters about the need for such vaccination at an early age. Thus,
carving out unique events and programmes will slowly help in getting aids and financial
support for healthcare programme. Awareness generation campaign may be activated both
from traditional and new age Corp Com approaches such as, using social networking for
campaigning against sexual diseases would automatically help in attracting curious parents

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and clients who wish to lead a safe life. Besides this, the campaign will focus on creating
awareness about safe sex and need for vaccination, thus awareness generating videos or short
templates shall be shared to inform the public through social networking (Simonsen, 2009).
Such approaches will slowly help in changing the overall thought process of an individual.
Answer to Question c:
Corporate communication plan to maintain media relations:
Both traditional and new age media shall be targeted to continue the brand promotion
and communication. Press releases will be shared through leading journalists from newspaper
for placing the story along with initiating awareness campaign through writing about it in the
health care page. Press releases will automatically help in informing people from different
background and age group. Also in the broadcast media stories on awareness generation shall
be placed in the medical or healthcare programmes. Health care programmes are generally
organised in the afternoon or in the evening. During this phase, patients generally interact
with health advisor and medical practitioners. They help patients with adequate guidance
about the treatment and suggest medication. Thus organising such programmes with medical
practitioners or advisor will help in informing target customers in a defined way (Sung &
Cho, 2016). These unique campaigns and advices, as well as events at the social level, will
automatically help in generating awareness and ensure business enhancement in a responsible
way.
Simply developing a communication strategy is not enough; it has to be ensured that
the message is communicated in a proper way. On the online platform, two-way
communication is encouraged. Through one-on-one communication, people are advised and
they are involved in the usage of vaccination for experiencing healthy life in future. Apart
from these magazines is another way of sharing information with clients. Magazines could be

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utilised to present feature articles on human health and care and thus inform public about the
need and usage of vaccination in a defined way (Bunting & Cagle, 2016).
Apart from these approaches regular press releases shall be circulated discussion
session on health and vaccination will be arranged and organized on television and radio.
Such PR activities will help in generating awareness about the issue and inform about human
health through effective approaches.

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References:
Argenti, P. (2009). Corporate communication.
Bunting, M., & Cagle, J. (2016).Impact of brief communication training among hospital
social workers. Social Work In Health Care, 55(10), 794-805.
http://dx.doi.org/10.1080/00981389.2016.1231743
Collins, S. (2010). Corporate Social Responsibility and the Future Health Care Manager. The
Health Care Manager, 29(4), 339-345. http://dx.doi.org/10.1097/hcm.0b013e3181fa050e
Goodman, M., & Hirsch, P. (2012). Corporate communication. [New York, N.Y.]: Business
Expert Press.
Hübner, H. (2014). The communicating company. New York: Springer.
Idowu, S., Capaldi, N., Zu, L., & Das Gupta, A. (2013). Encyclopedia of corporate social
responsibility. Berlin: Springer.
Oliver, S. (2012). Handbook of corporate communication and public relations. London:
Routledge.
Simonsen, H. (2009). Communication policy, corporate language policy and corporate
information portal. Journal Of Communication Management, 13(3), 200-217.
http://dx.doi.org/10.1108/13632540910976662
Sung, M., & Cho, J. (2016). Corporate Communication Management on Social Networking
Sites: Analysis of Communication Strategies on Corporate Facebook pages. Journal Of
Communication Science, 16(4), 41. http://dx.doi.org/10.14696/jcs.2016.12.16.4.41
Van Riel C.B, F. (2013). Essentials Of Corporate Communication*.