Corporate Communication Strategies for Future Enterprises Ltd

This report provides a detailed analysis of corporate communication strategies, focusing on Future Enterprises Ltd. It begins by explaining the purpose of corporate communication and its link to corporate objectives, emphasizing the importance of clear and consistent messaging. The report then examines the relationship between corporate communication and corporate branding, highlighting the role of brand consciousness in a competitive market. Furthermore, it analyzes the reasons behind conducting internal and external corporate audits, assessing their impact on organizational performance. The report also includes a plan and conduct of both internal and external corporate communication audits for Future Enterprises Ltd. Finally, it outlines strategic objectives, assesses the impact on various audiences, and evaluates the effectiveness of current communication levels, providing a comprehensive overview of corporate communication's role in business success.

Running head: CORPORATE COMMUNICATION STRATEGIES
Corporate Communication Strategies
Name of the student
Name of the university
Author Note

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Table of Contents
Task 1.........................................................................................................................................2
Explain the purpose of corporate communication..................................................................2
Assess the manner in which corporate communication can link to corporate objectives......4
Analyse the relationship between corporate communication and corporate branding...........5
Analyse the reasons behind business organisations conducting internal and external
corporate audit........................................................................................................................7
Review the importance of corporate communication to the success of a named organisation
................................................................................................................................................9
Task 2.......................................................................................................................................11
Plan an internal corporate communication audit for a named organisation.........................11
Conduct an internal corporate communication audit for the named organisation................13
Plan an external corporate communication audit for a named organisation.........................15
Conduct an external corporate communication audit for the named organisation...............16
Task 3.......................................................................................................................................18
Explain the strategic objectives of a corporate communication strategy.............................18
Assess the desired impact of a corporate communication strategy on different audiences..20
Develop an appropriate measure to monitor the effects of a planned corporate
communication strategy........................................................................................................22
Evaluate the effectiveness of current levels of organisational corporate communication. . .24
Reference..................................................................................................................................26

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Task 1
Explain the purpose of corporate communication
The purpose of corporate communication can be considered as an alignment as well
as focus on the sustainability and development of a business. According to Einsohn and
Schwartz (2019), corporate communication in this case can be considered as an effective
management tool that allows and ties employees to undertake jobs that provide a positive
direction towards development. As stated by Balmer (2017) the purpose that can be
associated with the corporate communication can be related with the evolution of the
corporate communication in the organisations. Therefore, Palazzo et al. (2018) states that
corporate communication needs to provide a clear and consistent message so that any form of
inconsistency can be avoided.
With the sequencing of the planned messages, the processes involved in organisations
as well as communication can help in the motivation of following a logical structure related
to sending and receiving message. As stated by Zerfass and Sherzada (2015) corporate
communication can help in upholding a positive culture in the organisation. According to
Borner and Zerfass (2018), the positive culture can bring about stability in terms of
maintaining effective communication and supporting the management with knowledge that
can be effective in creating an impulsion in the respective job in a unique manner. Thus, from
the words of Balmer (2017) an alignment can be made with strategies used for evolving the
corporate communication function so that personal relation can be made with each of the
employees in organisations.
In the case of Future Enterprises Ltd, the corporate communication strategy can help
in indicating a strategy, which can help in the effective promotion of corporate customs. At

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the same time, as stated by McGinnis (2017) a logical structure of reference in terms of
understanding the job structure that is required to be maintained can be gained by proper
communication. Thus, from the analysis of Tran (2019) it can be said that maintaining the
structure of the organisation in terms of the communication between the employees need to
be maintained so that an accessibility about the effectiveness of the culture can be made.
Thus, it can be said that for Future Enterprises Ltd, the corporate communication can be
effective in terms of knowledge earned and creation of job impulse for the employees.
At the same time, corporate communication also indicates a promotion for an
effective corporate custom. As stated by Neill (2015) this indicates that an effective corporate
communication strategy can help in the development of a business along with the objective
and strategies involved. For a company like Future Enterprises Ltd, the corporate
communication can help in the development of communication strategy so that the
stakeholders that are vital for the organisation can be taken into consideration. Therefore, an
improvement of the objectives needs to be taken into consideration so that Future Enterprises
Ltd can be effective in understanding the growth of the company.
The diversification of the communication strategies that are adopted by Future
Enterprises Ltd can have a positive influence on the business as a whole. Thus, as stated by
Harrison (2016) the purpose of corporate communication is to ensure that proper relationship
between the employees and employers are made. For Future Enterprises Ltd, this particular
benefit can help in the development and growth of the company and ensure that a proper
method of brand recognition as well as communication can take place. Hence, a link can be
made between the corporate communication and the corporate objectives of Future
Enterprises Ltd.

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Assess the manner in which corporate communication can link to corporate objectives
The communication strategy of an organisation is subjected to perform an important
role in the achievement of the corporate objectives. According to Ellerup and Thomsen
(2018), one of the biggest challenges regarding communication is the fact that with an
increased number of participants the division of opinion as well as strategies are considered.
As stated by Crane and Glozer (2016) the value provided by each of the customer can be
related with the communication undertaken. Thus, significant relationship prevails among the
corporate objectives and corporate communication that is evident in the case of developing an
organisation.
It is the duty of the top-level management to ensure that corporate objectives are met
and are communicated clearly with the lower management. According to Pérez (2015), the
communication chain can follow direct interaction between the top and lower levels of an
organisation as well as undertake an indirect approach via the middle level. As stated by
Bolhuis de Jong and van den Bosch (2018) the lack of effective communication may lead to
the poor implementation of the strategies and thus an effective collaboration is required
between the corporate communication as well as the corporate objectives. Therefore, in this
regard, an analysis can be made about the effective manner in which Future Enterprises Ltd
can continue with the alignment of the corporate strategy with that of its objectives.
Balmer (2015) stated that a significant relationship between the corporate objective as
well as the communication that takes place in an organisation. As stated above it is the duty
of the managers of the organisations to undertake effective communication system and
consequently ensure growth of an organisation (Spear and Roper 2016). In the case of Future
Enterprises Ltd, the recent growth in the market in both the market that is in the local as well
as the international market can be considered based on the future revenue of the markets and
thus, can take into account effective communication system. However, consideration between

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the applications of corporate strategy needs to be undertaken to implement the
communication.
According to Farache, Tetchner and Kollat (2018), excellent communication
departments can be characterised by close alignments associated with communication targets
as well as business goals. For Future Enterprises Ltd, a link can be made with the
communication strategy in terms of maintaining the organisational goals and thus, solve
challenges related to the marketing problems associated with the professional world. Thus, a
fully aligned professional as well as communication strategy need to be taken into
consideration so that Future Enterprises Ltd can continue with its marketing perspectives.
Hence, as stated by Zerfass, Verčič and Wiesenberg (2016) the corporate objective can be
considered as a pre condition for value creating communication with the implementation of
common tools for gaining an advantage.
Overall, an assessment can be made about the positive link between corporate
communication as well as corporate objectives. According to Men and Tsai (2016), the
corporate communication can be taken into consideration based on the manner in which a
company develops strategies. Therefore, in the case of Future Enterprises Ltd, it is necessary
that a corporate strategy be taken into account, which can be used in a manner to identify the
future scope of marketing that the company possess. In the words of Hannington (2016), the
internal and external alignment can be considered as an effective tool for managing the
communications in the market.
Analyse the relationship between corporate communication and corporate branding
Based on the analysis of the links that exist between corporate communication and
corporate objectives, one consideration that can be made is on the relationship that exists
between corporate communication as well as corporate branding. According to Gao, Li and

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Ma (2019), corporate branding can be used as a symbol that helps in the identification of the
audience as well as create awareness based on the existence of an organisation. In the words
of Argenti (2018), the effective communication in an organisation can help in the
enhancement of corporate branding. Thus, as stated by Welford (2016) a positive relationship
exists between the corporate branding as well as the corporate communication.
At the same time, in addition to corporate branding, corporate image can be
considered. From the words of Kohler (2016), the corporate image can be considered as the
plans and objectives of an organisation, which includes the management styles,
communication as well as the services provided. In this regard, an assessment can be made
about the relationship of corporate branding and corporate communication in the case of
Future Enterprises Ltd. In the modern world, cutthroat competition exists between each brand
and organisation. As observed by Doran (2015) development of a strong brand consciousness
is necessary for success in a market. In the case of Future Enterprises Ltd, such brand
improvement and development is necessary so that the company can be successful in the
international market.
As stated by Martínez, Fernández and Fernández (2016) the intention of the market,
need to be unbreakable in a constant manner and can provide internal customers and
stakeholders with an opportunity to recognise the brand for purposes related to growth and
development. In this regard, an analysis of the brand recognition of Future Enterprises Ltd
can be made so that an understanding of the factors concerning the long-term success of the
organisation can be made. From the analysis made by Grayson and Hodges (2017) it can be
said that brand communication can be used to bridge the gap between the target audiences as
well as consider the long-term success required for gaining reputation in the market. Thus, as
pointed out by Köhler and Zerfass (2019) the relationship between corporate branding as well
as corporate communication can be considered as effective for marketers.

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In the words of Finch and Milman (2017), corporate branding promotion can be made
by effective corporate communication by creating a difference in a way, which can help in
the identification of the product and its uniqueness. For Future Enterprises Ltd value can be
added for considering a whole range of offers, which can be effective in understanding the
differences between the customers and the corporate objectives that are to be undertaken.
Thus, from the analysis, an overall assumption of the market can be made which can help
Future Enterprises Ltd to lead a corporation for meeting the corporate objectives. Therefore,
as stated by Velamuri et al. (2017) communication between people, both customers and
employees are required for the development of brand image.
Along with value addition, as stated by Banerjee (2017) it is necessary that Future
Enterprises Ltd understand the communication that exists between one another to understand
the link between the strategies so that relationship between the customers can be made. For
Future Enterprises Ltd, the management can link advertisements for promotion so that the
company can maintain effective communication and at the same time meet the objectives that
are required to meet the corporate objectives.
Analyse the reasons behind business organisations conducting internal and external
corporate audit
An audit is termed as a systematic and independent examination of books, accounts as
well as statutory records that are used to access the performance of an organisation. As stated
by Quirke (2017) a true and fair value associated with the concern of an organisation can be
taken into account via the auditing. In this regard, from the analysis of Doyle (2019) it can be
said that both internal and external auditing can be taken into account so that the progress of
an organisation can be accessed and rectifications can be made. Thus, in the case of Future
Enterprises Ltd, the application of internal and external auditing can be aligned with one
another to understand the performance of the company.

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As stated by Punjaisri and Wilson (2017) the reason behind the importance of internal
and external auditing can be understood based on the performance of the companies. For
Future Enterprises Ltd, the internal and external auditing can be taken into account based on
the financial assistance of a company as well as for maintaining the physical assets of the
company. From the findings of Crane and Glozer (2016), the importance of internal auditing
can be considered as vital for protecting a company from the finances it gains or losses along
with the physical assets that exists. Balmer (2017) stated that auditing could help in
understanding the area of weakness so that Future Enterprises Ltd can make proper
improvements.
As stated by Oltarzhevskyi (2019) companies undertake formal as well as random
auditing so that instances of fraud and errors can be analysed. In the words of Jacobs, Yu and
Chavez (2016), this can be considered as a way of making improvements in the management
of an organisation and thus can be considered as a way to maintain competencies within the
department. Therefore, it can be said that for Future Enterprises Ltd, the application of
internal audits can be considered as important for maintaining the honesty as well as the
integrity of the audits based on the importance provided by the employees. Along these lines,
an analysis of the external auditing can also be taken into consideration for understanding its
importance.
According to Lozano (2015), the external audits can be considered as important for
the independence of an organisation and to identify the threats that can be expected in the
outside world. As stated by Henisz (2017) the review is similar to the internal audit however,
errors and inconsistency within the external environment of a business is taken into
consideration. Therefore, for Future Enterprises Ltd, the external audit needs to be directed
towards the legal obligation of the business and the results obtained can help in understanding

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the activities of the shareholders. Thus, for Future Enterprises Ltd annual external auditing
can help in gaining a publication on the annual statement of the company.
Argyris and Monu (2015) observe that standard procedure as well as random
verification needs to be maintained in order to commence with the continuation of an audit.
As stated by Koehler and Raithel (2018) these are required for understanding the financial
assistance necessary so that transactions based on the financial resources can be involved in
understanding the activities of an organisation. In this regard, it can be said that the
importance of internal and external audit for Future Enterprises Ltd can help the company to
expand in the international market by understanding its potential in the industry
(Oltarzhevskyi 2019). Thus, the internal and external audits can be considered as important
for the development of Future Enterprises Ltd.
Review the importance of corporate communication to the success of a named
organisation
Glanfield et al. (2017) stated that the success of an organisation could depend upon
the manner in which effective communication is used for improving the brand image as well
as for formulating corporate strategies. In this case, the organisation in focus is Future
Enterprises Ltd, which can be considered as one of the highly growing companies in the
recent years. The fact that the company have undertaken growth and development in both the
local as well as the international market can be considered for understanding the corporate
communication that exists. Hence, an analysis can be made which can be useful to understand
the importance of corporate communication.
From the research made on Future Enterprises Ltd, it can be seen that effective
utilisation of strategies can help in the effective development of the organisation as well as
continue with the development of the practises within the department for maintaining

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customer satisfaction. According to Tran et al. (2017), corporate communication can be used
can be used to formulate strategies which can be undertaken for maintaining the loyalty of the
customers as well as for gaining company reputation. As stated by Balmer and Burghausen
(2015) the importance of such corporate communication can be made to identify the factors,
which influence growth and development in an international market.
Future Enterprises Ltd can maintain the organisational structure using effective
communication and at the same time can ensure that effectiveness of the culture is spread
across the international market. In the words of Balmer (2017), the corporate customer
associated with a company can be used in an effective manner, which can be attributed to the
communication strategy obtained for development. Thus, from the analysis of Puschmann
and Hagelmoser (2015) it can be said that corporate communication can help in maintaining
the objectives of a company. For Future Enterprises Ltd, the objective of being a stable and
reputed organisation in the international market can be attributed with the corporate nature
associated with scope and development of a project.
The corporate communication as well as the corporate objective can be linked with a
company by understanding the capability possess by the top-level managers. For Future
Enterprises Ltd, the relationship can be maintained by understanding the communication
system as well as the effective understanding of the future of the company. The revenue
collection of Future Enterprises Ltd can be made to understand the communication strategy
associated with the goals and challenges faced. In this regard, it can be said that for Future
Enterprises Ltd, the corporate communication can be used for enhancing the corporate
branding and at the same time, maintain a positive image in the international market.
As stated by Crane and Glozer (2016) conducting audit in an internal as well as an
external manner can be considered as one of the most important activities that are required