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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CORPORATE COMMUNICATION STRATEGIES
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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CORPORATE COMMUNICATION STRATEGIES
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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CORPORATE COMMUNICATION STRATEGIES
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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CORPORATE COMMUNICATION STRATEGIES
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

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for gaining success and for understanding the corporate capabilities. In the case of Future
Enterprises Ltd, the appropriate application of the internal and external auditing of the
company can be considered as positive mainly due to the improvements that are required to
be maintained in the future. Overall, it can be said that corporate communication can be a
success for Future Enterprises Ltd.
Task 2
Plan an internal corporate communication audit for a named organisation
In order to gain success in corporate communication it is necessary that allocation of
information for business progress need to be taken into consideration. At the same time, as
stated by Borner and Zerfass (2018) performing the tasks in an effective manner need to be
made so that corporate entities can plan an internal corporate communication for a timely
conducting of the communication. Thus, as pointed out by Pellecchia (2019) a plan need to
be made for understanding the corporate communication audit that is required to be
undertaken without much hazard in the process. In this regard, planning for internal corporate
communication can be taken into account so that a company like Future Enterprises Ltd can
maintain its success in the international market.
One of the steps that are required to be undertaken for planning the internal corporate
communication is that of maintaining regular updates related to the business. According to
Hannington (2016), an update on the status of the employee needs to be maintained so that
corporate initiatives and success can be maintained. For Future Enterprises Ltd, the company
can sent an e-mail to each of the individuals working in the company so that feedback
regarding the condition of the company can be gained. The information circulated need to be
frequented.

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Another planning activity that needs to be formulated is the fact that corporate
communication audit can consist of variety of research method for identifying the relevant
information for the research. According to Reilly and Larya (2018), collection and evaluation
of the past communications need to be maintained so that middle and lower level
management can be used in an effective manner for improving corporate communication. At
the same time, as stated by Salvioni (2018) financial updates necessary for maintaining the
revenue of a company. This can be considered as an effective factor for enhancing the
changes as per requirement of the company. For Future Enterprises Ltd, the application of the
internal communication for managing the financial updates of the organisation can be
considered as one of the effective manner for gaining the confidence of the employees.
As observed by Jain and Bain (2017) another plan that can be taken into consideration
is the fact that learning events and awards ceremonies can be considered so that
communication of the business strategies can be made. In the words of Ruff and Aziz (2016),
the learning events need to be directed in a manner that can help in the development of a
sense of conscience about the activities that are required to be done. According to Rubtcova
and Pavenkov (2018), the awards ceremony can be considered as a way to motivate the
employees for the services provided in the organisation. Such planning and effective strategy
adoption can be useful for Future Enterprises Ltd mainly due to the application of the
expansion of the company in an international market so that it can gain the support of the
employees.
Thus, in this regard, it can be said that for maintaining the internal corporate
communication, Future Enterprises Ltd can apply such methods to understand the
development of communication needed. The company requires the application of the internal
corporate communication in a manner, which can be used for being associated with the
progress of the company as well as for its development and growth after expansion. Thus, it

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can be said that internal corporate communication brings about the flaws in an organisation
and undertake important areas for maintaining audit.
Conduct an internal corporate communication audit for the named organisation
Based on the planning of the audit, it can be said that for Future Enterprises Ltd,
conducting an internal corporate communication can help in the understanding the strategies
that are required to be conducted. According to Massey and Wieder (2019), it is necessary
that internal corporate communication be taken into account for effective planning of
strategies. As stated by Einsohn and Schwartz (2019) conducting an internal corporate
communication can be considered as a way of understanding the events that are to be taken in
place an organisation with an understanding of the queries of the customers. Thus, for Future
Enterprises Ltd, the application of internal corporate communication can be taken into
account keeping in mind the application of the corporate audit.
As observed by Balmer (2017) conducting an internal corporate communication need
to be made by understanding the capabilities of a company. The manner in which Future
Enterprises Ltd can take into account the application of internal communication can be
understood by identifying the capabilities it possesses to continue with the communication. In
this regard, as stated by Palazzo et al. (2018) effort related to the application of the internal
communication can be taken so that the success and initiative undertaken by the company can
exist. According to Zerfass and Sherzada (2015), the circulation of information needs to be
frequent so that important messages can be passed to the employees and can be used for the
creation of tactics.
Therefore, for the success of Future Enterprises Ltd, prescribed format need to be
provided to the employees, so that recurrent information can be provided for maintaining the
assets of the company and for managing the effective motivation of the employees. As stated

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by Borner and Zerfass (2018) this can be done by conducting a team meeting or by
organising an annual recognition ceremony so that every employee can understand his or her
worth in the company. Thus, for the expansion as well as brand recognition of Future
Enterprises Ltd, the motivation of the employees is necessary so that proper expansion of the
international market can be maintained.
Financial updates can be maintained to understand the revenue of the company. For
Future Enterprises Ltd, the revenue goals of the company can be considered as one of the
most important factor so that promotion of individual employment can be taken into
consideration. Future Enterprises Ltd have been known to report against changes that have
been implemented for considering any form of impact of an organisation. Thus, any
announcement related to the changes in the internal polices of Future Enterprises Ltd, need to
be taken into consideration via providing learning activities within the organisation. Overall,
the planning of the internal communication process need to be made taking into account the
brand tactic in an individual manner.
As a conclusion it can be said that planning and conducting an internal
communication process can be taken into account based on the financial reputation. For
Future Enterprises Ltd, one of the considerations that are needed to be undertaken is the
revenue goals. The revenue of Future Enterprises Ltd rests on the internal capabilities of the
organisation. Thus, the internal corporate communication followed by Future Enterprises Ltd
need to be tactical as well as oversee the motivation required among the employees. Along
with the internal corporate communication, an analysis of the external corporate
communication can also be taken into consideration.

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Plan an external corporate communication audit for a named organisation
Communication is considered as an ongoing process that cannot be stopped for
gaining success. According to McGinnis (2017), the long-term sustainability for
communication can be conducted for maintaining the audit. The communication auditing can
help a company to maintain the external analysis of the company. Therefore, as stated by
Balmer (2017) the legal as well as the communication audit can be taken into account for
understanding the characteristics that are possessed by an organisation. Tran (2019) is of the
opinion that the auditing can be taken into consideration based on the arrangements made
with the financial resources of the company. At the same time, legal and ethical
considerations in terms of external audit can be made.
As stated by Neill (2015) planning of the external corporate communication can help
in the auditing of an organisation by maintaining certain steps. In the case of Future
Enterprises Ltd, the company need to undertake an analysis of the external factors that can
help the organisation to understand the activities. Therefore, as stated by Harrison (2016) one
of the simple and random manners by which external corporate communication can be made
is the analysis of the activities of an organisation. Thus, sampling of external corporate
communication can be undertaken for maintaining a steady relation between the internal and
external audit of the organisation (Ellerup and Thomsen 2018). For Future Enterprises Ltd,
positive feedback needs to be taken into consideration so that external audit can be continued
as a way of gaining trust between the employees.
The positive feedback can help Future Enterprises Ltd to understand and implement
the activities associated with communication. According to Crane and Glozer (2016), one of
the planning that can be undertaken is the fact that notable issues is required to be maintained
for analysing the external auditing of the market. As stated by Pérez (2015) positive feedback
can be associated with the prompt and friendly nature of the communication that is

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undertaken so that external corporate communication and its auditing can be taken into
effective consideration. For Future Enterprises Ltd, the external auditing can be taken into
account based on the remedial measures associated with the company.
At the same time, objectivity of the company needs to be maintained so that the
planning can be effected in a proper manner. One of the notable objectives that are required
to be undertaken by Future Enterprises Ltd is that in a new environment it needs to maintain
sustainability of the business. According to Bolhuis de Jong and van den Bosch (2018), the
external communication based on the sustainability of the business need to be communicated
with the Government of a country. As stated by Zerfass and Viertmann (2017) the auditing
can be considered as a lengthy procedure so that rate of communication can be maintained
and proper checking of the external environment can be taken into account. Thus, for Future
Enterprises Ltd, the auditing needs to be definite based on the outcome of the corporate
communication.
Overall, it can be said that a company like Future Enterprises Ltd can gain excess
information about a particular place based on an effective external communication. For the
development as well as growth in a foreign market, it is necessary that Future Enterprises Ltd
understands communication processes that are required to be maintained so that the company
can speed up its process of expansion. Thus, as pointed out by Balmer (2015) credibility of
the external sources needs to be taken into account so that communication procedure as well
as positive points regarding the practises maintained can be managed.
Conduct an external corporate communication audit for the named organisation
After the analysis of the planning associated with the external corporate
communication of Future Enterprises Ltd, conducting an audit test can be taken with respect
to the development of the company. According to Spear and Roper (2016), the planning can

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take into account, different communication segments based on which success and auditing of
the communication channels can be maintained. For Future Enterprises Ltd, conducting the
external corporate communication can be made check the presence of the communication
strategies in an effective manner. At the same time, Farache, Tetchner and Kollat (2018)
stated that one such application that can be associated with conducting the communication
strategy can be the fact that research on the international market can take place.
In the case of Future Enterprises Ltd, the company can be associated with the proper
arrangement as well as the alignment of the creditable sources that can be helpful for
communicating the corporate essence in a proper manner. As stated by Zerfass, Verčič and
Wiesenberg (2016) auditing can help in getting positive feedback from the market, which can
be useful for Future Enterprises Ltd in the future. The creditable information collected by
Future Enterprises Ltd, can be used in a manner to make effective points regarding issues
sustained within the company and its effectiveness in the market. This can be effective for
developing any mitigating strategies so that threat from the market environment can be
analysed.
At the same time, conducting an external corporation communication, require the
analysis of the external environment to the full (Men and Tsai 2016). Thus, one of the most
effective practises that can be taken into consideration for Future Enterprises Ltd is the
financial stability. In the words of Hannington (2016), the external corporation
communication can consider the techniques applicable for survey as well as gain feedback for
the corporate communication auditing. Thus, as stated by Gao, Li and Ma (2019) one of the
essentials for the marketing communications can be the external auditing so that remedial
measurements can be taken based on the positive feedback. In this regard, objective of the
company need to be maintained.

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CORPORATE COMMUNICATION STRATEGIES
Future Enterprises Ltd need to maintain its objectivity so that the company can ensure
proper expansion as well as settlement of the company can be made. According to Argenti
(2018), the successful manner by which maximum help can be gained from the external
sources can be taken into account based on the auditing conducting. In the words of Welford
(2016), the external communication usually denotes gaining the feedback of the target
customers as well as understanding the external audit of the organisation. Thus, as stated by
Kohler (2016) the external corporate communication audit can be considered as factors
affecting the style of communication within the internal perspective of the communication.
Therefore, from an overall analysis of the external corporate communication of Future
Enterprises Ltd, it can be said that the auditing is one of the most important aspects that are to
be undertaken by Future Enterprises Ltd. Without proper auditing, it can be difficult for the
company to gain any firm foothold in the international market. Conducting an external
corporate communication can be considered as problematic mainly because Future
Enterprises Ltd needs to understand the importance of internal and external auditing for the
benefit of the company. Thus, communication is an important activity for Future Enterprises
Ltd to gain success.
Task 3
Explain the strategic objectives of a corporate communication strategy
The strategic objectives that can be associated with the corporate communication
strategy can be the message of the company to the customers. According to Doran (2015), the
customers, potential company shareholders and the regulators of the company can be
considered as part of objectives for corporate communication strategies. As stated by
Martínez, Fernández and Fernández (2016) corporate communication performance can be

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considered as a performance requirement evaluation. Hence, the objectives of a corporate
communication strategy can include:
Awareness: The department dealing with the corporate communication set objectives
around the improvement of awareness between the audiences that are associated with the
objectives of an organisation. As observed by Grayson and Hodges (2017) in an organisation,
the communications can reach every employee mainly via meeting as well as notices
published in the bulletin boards. The objectives of an organisation can revolve around a
particular message that may be directed at the safeguard of a company. In this regard, as
stated by Köhler and Zerfass (2019) every objective needs to be met with precision so that the
development of a company can be established.
In the case of Future Enterprises Ltd, internal and external communication can be
considered for maintaining the awareness of the employees in terms of reactions related to
decision making. Thus, for Future Enterprises Ltd awareness based on the communication
channels can be associated with the corporate communication strategy. Moreover, as pointed
out by Finch and Milman (2017) another consideration regarding the maintenance of
awareness can be the fact that feedback collected from the customers may not be effective in
every way. Velamuri et al. (2017) is of the opinion that awareness based on the feedback that
are to be considered as well as the feedback that are to be rejected need to be considered by
organisations for development.
Goal-oriented action: Goal-oriented actions need to be based on the determination of
the people as well as the mission of the company. As stated by Banerjee (2017) one of the
tactical changes that are to be undertaken by Future Enterprises Ltd is the fact that employees
need to be more aware of the actions that are associated with the goals. In the words of
Quirke (2017), the application of goal-oriented action strategy can be considered as a

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CORPORATE COMMUNICATION STRATEGIES
strategic alliance for any company mainly because knowledge and skill set possessed by the
people cannot be enough to gain the support of the customers.
For Future Enterprises Ltd, developing a goal-oriented strategy can be considered as
beneficiary for the organisation mainly because management of the company in terms of
developing a strategic goal can help in the overall expansion of the business. For example, if
Future Enterprises Ltd aims to sale more than 50% of the product, it needs to ensure that
actions are adopted to reach the target. Therefore, from the analysis of Doyle (2019) it can be
said that the goal-setting objective of a company can be considered as essential based on the
communication measurement as well as the implementation in the overall business scenario.
Performance to budget: Another strategic objective that can be taken into
consideration is the fact that profit of the business need to be maintained within the budget.
According to Punjaisri and Wilson (2017), despite being involved in auditing, recruitment,
social work and other works, an organisation need to maintain its budget while continuing
with its business. This is required to secure the future of the company (Crane and Glozer
2016). The financial balance need to be maintained by considering the performance budget so
that reflection on the return on investment can be made. As observed by Balmer (2017) other
objectives include the number of media inquires as well as training of the people. For Future
Enterprises Ltd, the performance to budget is essential as it focuses on the expansion of the
company in the international market.
Assess the desired impact of a corporate communication strategy on different audiences
Corporate communication requires the effective application of strategies that can be
used in an explicit manner by the managers of an organisation. Dhir (2019) stated that one of
the characteristics of corporate communication is the fact that it helps in the development as
well as maintenance of corporate identity. Therefore, in the words of Yamashita (2018) it is

22
CORPORATE COMMUNICATION STRATEGIES
necessary that corporate communication strategy be developed which can help in the
addressing the different audiences that are associated with an organisation. According to
Zerfass and Viertmann (2017), the association can be made after conducting an external
audit, which can be used to define company images along with internal and external
audiences.
A strong corporate communication strategy helps in the formulation of strategies that
can be used for enhancing the communication between the internal and the external
audiences. Balmer (2017) state that strategies such as assessing the areas of improvement
along with the current performance of an organisation need to be taken into account so that
information related to improvement of work can be formulated. Therefore, as observed by
McGinnis (2017) an understanding of the information as well as changes required for
conducting an organisational development need to take place based on the strategies formed
along with the areas of improvement. Hence, strategies based on media coverage can be
considered for audiences that reside at a considerable distance.
In the case of Future Enterprises Ltd, the strategies that are to be taken into account
also need to be based on the demands and requirements of the audiences. As identified by
Neill (2015) the level of organisational performances needs to be accessed in a manner that
can help in the improvements of the areas associated with organisational improvements. It
has been seen that Future Enterprises Ltd has been successful in its business and due to this;
the company have been able to formulate strategies related to expansion. According to
Hannington (2016), corporate communication strategies for the audiences include regular
interaction with the target customers so that an understanding can be made about the
requirements.

23
CORPORATE COMMUNICATION STRATEGIES
Future Enterprises Ltd however, need to be aware of the daily communication that is
required in a business and based on the communication undertaken, it can continue to
develop its impact in the international market. The requirements of the target audiences can
be accessed by understanding and undertaking an assessment of the responses collected from
the feedback. For Future Enterprises Ltd, delivery of complex programs across the
organisations to maintain its cultures along with the challenges undertaken can be considered
as important strategy defining activities in the business. Thus, a measurement of the results
related to the strategies can be taken into account.
Overall, it can be said that for the success of Future Enterprises Ltd, it is necessary
that the company continue to develop its strategic plans taking into account the demands of
the audiences. This can help the company to comply with the recent changes and ensure that
proper management of the organisation along with its culture is undertaken. Koehler and
Raithel (2018) stated that the corporate communication strategy could be used for
establishing any form of complex programmes required for the implementation of strategies
and for measuring its effectiveness. According to Guiso, Sapienza and Zingales (2015),
effective communication can be essential for maintaining tactical steps and to ensure that
awareness about the audiences be maintained.
Develop an appropriate measure to monitor the effects of a planned corporate
communication strategy
A planned corporate communication strategy can have a deep impact on the
development of an organisation and the overall success that can be associated with it.
According to Hickman and Silva (2018), one of the effective measures to monitor the effects
of a planned corporate communication strategy can be a polite way of speaking with the
customers and other stakeholders so that determination as well as management of activities
related to corporate success can be determined. As stated by Farache, Tetchner and Kollat

24
CORPORATE COMMUNICATION STRATEGIES
(2018) this can be effective in trying to plan an approach for corporate communication. Thus,
a proper assessment can be made to understand the potential measurement initiatives that can
be taken by a company for its success.
The assessment based on Future Enterprises Ltd, can help in the analysis of the
factors, which are essential for its success along with the overall activities that are involved.
According to Zerfass, Verčič and Wiesenberg (2016), one of the measurements that are
needed to be considered is the fact that stakeholder association is required to be undertaken,
so that the company can continue with its progress and development in the modern world. As
stated by Velamuri et al. (2017) communication as well as an integrated estimation of the
demands of the customers can be considered as manner in which effective planning as well as
measurements of corporate communication can be maintained. Thus, it can be said that for
the development of success in the international market, Future Enterprises Ltd can consider
the implementation of such measures.
Another approach that can be taken into consideration by Future Enterprises Ltd is the
assessment and development of communication map. According to Quirke (2017), the
communication map can be considered as a part of an organisational culture, which helps in
assessing the different types of communication that is to be undertaken. In this regard, for
Future Enterprises Ltd the formulation of communication map can be considered as a way of
understanding its business in a manner, which can be capable of providing a proper
relationship with the customers. In this regard, it can be said that development of a proper
communication can be considered as a way of identifying the elements associated with the
strategies of an organisation.
Therefore, as stated by Martínez, Fernández and Fernández (2016) based on the
analysis, it can be said that effective communication approach can be a measurement criteria

25
CORPORATE COMMUNICATION STRATEGIES
for the development of organisations and its success. As stated by Köhler and Zerfass (2019)
one of the main considerations that are to be taken into account is the improvement of the
facilities of an organisation along with the manner in which it can be used for continuous
development of resources. For Future Enterprises Ltd, maintaining proper stakeholder
communication and gaining effective results can be considered as a strategic advantage for
Future Enterprises Ltd.
Evaluate the effectiveness of current levels of organisational corporate communication
Organisational corporate communication possesses opportunities for the success as
well as threatens the existence of failures. Therefore, as stated by Oltarzhevskyi (2019) one of
the organisational corporate communication strategies that are required to be taken into
account is the fact that proper community relation be maintained for its development.
According to Jacobs, Yu and Chavez (2016), changes in the practises associated with
effective communication in organisations require changes in practise as well as for the
development of a brand image of a company. In this regard, from the words of Lozano (2015)
it can be said that enhancement of communication with that of the application of community
need to be taken into consideration.
As stated by Henisz (2017) one of the evaluations that can be made on the current
level of organisational corporate communication is the fact that branding as well as imaging
can help organisations to undergo changes. From the words of Argyris and Monu (2015), this
can be well articulated with the overall aim of an organisation and at the same time can be
accounted for growth and development. In the case of Future Enterprises Ltd, the
organisation needs to undergo rapid changes while trying to enhance its position in an
international market. Therefore, from the analysis made by Koehler and Raithel (2018) it can
be said that a link can be made between local community as well as the international
community.

26
CORPORATE COMMUNICATION STRATEGIES
The linking can help Future Enterprises Ltd to identify any limitations that are
required to be fixed so that resources and capabilities of both the communities can be
maintained. Through the enhancement of communication with the local community, Future
Enterprises Ltd can secure any form of activities in an organisation. Therefore, as pointed out
by Glanfield et al. (2017) understanding the tastes and preferences of the community can be
understood and analysed based on the current level that exists. As stated by Tran et al. (2017)
another current level of corporate communication can be the fact that program management is
another form that can be considered as effective. From the words of Balmer and Burghausen
(2015), this can be regarding the understanding of the management level required for
organisational development as well as for maintaining communication.
Guiso, Sapienza and Zingales (2015) stated that one of the changes that are required
to be maintained is the fact that changes and communication in an organisation are involved
between different departments for enhancing the relationship between the organisations.
Thus, as stated by Hickman and Silva (2018) this can be used in an effective manner for the
external auditing for maintaining the corporate communication culture. Graham et al. (2017)
stated that the enhancement of the relationship of the employees and the employers could be
considered as an effective problem-solving source mainly because enhancement of
relationship requires to be done. Thus, as stated by Groysberg et al. (2016) financial
management needs to be involved in an effective manner for maintaining the budgetary
administration of the prospects of an organisation.
Thus, for Future Enterprises Ltd maintaining community relation, program
management as well as financial management are the important aspects that are to be taken
into account. Maintenance of these factors can help maintaining the target audiences so that
an assessment of the position of the budget can be made. Therefore, it can be said that
corporate communication has changed in a drastic manner in the modern business world.

27
CORPORATE COMMUNICATION STRATEGIES
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