Management Report: Telstra Corporate Communication Analysis

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Added on 2023/01/03

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This report provides an in-depth analysis of Telstra's corporate communication strategies, evaluating their purpose, relationship to corporate objectives, and impact on branding. It examines the importance of conducting internal and external corporate communication audits, detailing the planning and execution of such audits for Telstra. The report explores the strategic objectives of corporate communication, desired impacts on audiences, and measures for monitoring effectiveness. Furthermore, it assesses the effectiveness of Telstra's current corporate communication, offering strategic recommendations to enhance its performance and achieve its goals. The analysis covers key areas such as internal communication channels, external communication strategies, and the role of communication in determining Telstra's success in the telecommunications industry.

Running head: MANAGEMENT
Corporate Communication Strategies
Name of the Student
Name of the University
Author Note

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Executive Summary
The objective of this paper is to evaluate the performance of corporate communication in the
company’s success. In this context, the paper attempts to analyze the corporate communication
strategies of Telstra, one of the renowned telecommunication industries of Australia. This study
further addresses some corporate communication related issues followed by effective solutions.
Finally, this paper concludes the important role of corporate communication audit to enhance the
company’s goal.

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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
Task 1...............................................................................................................................................4
A. Purpose of Corporate Communications:.................................................................................4
B. Relationship between Corporate Communication and Corporate Objectives........................5
C. Assessing Association between Corporate Communications and Corporate Branding.........5
D. Reasons for Conducting Internal and External Corporate Communication Audits................6
E. Significance of Corporate Communications for Determining Success of Telstra..................7
Task 2...............................................................................................................................................7
A1. Planning of an Internal Corporate Communications Audit for Telstra....................................7
B1. Conducting Internal Corporate Communications Audit for Telstra.....................................8
A2. Planning of External Corporate Communications Audit for Telstra..................................10
B2. Conducting Internal Corporate Communications Audit for Telstra...................................10
Task 3.............................................................................................................................................12
A. Strategic Objectives of Corporate Communications Strategy..............................................12
B. Desired Impact of Corporate Communications Strategy on Audiences...............................12
C. Appropriate Measures for Monitoring Impacts of Planned Corporate Communication
Strategy...................................................................................................................................... 13
D. Evaluation of the Effectiveness of Present Corporate Communication of Telstra:..............14
Conclusion:.................................................................................................................................... 15
References:.................................................................................................................................... 16

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Introduction
The prior objective of corporate communication strategies is to develop trust among
employees and customers. The report also determines the best possible way to communicate with
the outsiders in order to lead the company’s sustainable growth. The communication team
generally performs with the help of press release and managing public events. Brand image is
defined as another concern for corporate communication as it carries the company’s identity.
Stakeholders’ decision also depends on brand value.
Discussion
Task 1

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A. Purpose of Corporate Communications:
The purpose of corporate communication is to assist the company in enlightening the
employers, employees and stakeholders about the strategy and vision. It also helps in
strengthening the various departments (Endaya and Hanefah 2013). Companies channelize
relevant messages with the help of either media or channel partner. This sort of communication
leverages the association between organizers and customers. Corporate adopt the communication
process in accordance with the requirements of the company. In other words, corporate
communication is the process of communication between a company and its customers.
Corporate public relations hold significance in this regard thereby affecting the success of the
company. A dependable voice for external communication helps in building branding and
reputation that finally helps in determining the success of a company. Corporate communication
is usually undertaken via media, social media, advertising client’s events. The company should
also include internal communication as a part of the goals of corporate communications.
B. Relationship between Corporate Communication and Corporate Objectives
There is a significant relationship between the corporate communication and the
corporate objectives. Market share, percentage grow, targets for future revenue and value for the
stakeholder’s acts as the examples of corporate objectives that helps in running an organization.
This enables an organization in having a stronger link between corporate communication and
objectives.
It has been found that a company implements essential strategies for maintaining long-term
positive standard. A strong communication team of an organization can help the company to
obtain good status in the market. Both intrinsic and extrinsic consumers get a formal idea about
the company’s image or identity. This process helps in developing a sense of trust for the

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company. Employees feel informed about the organization’s structure. They take active
participation in company’s policy decision. Moreover, this communication team assists the top
management level regarding general public perspective. This enhances company’s internal
strength (Al Daoud, Ismail and Lode 2015). Application of right strategy at the right time is one
of the fundamental objectives for the communication management. The member of
communication team sets their strategic goals with the help of media reports along with market
research analysis.
C. Assessing Association between Corporate Communications and Corporate Branding
There is a relationship between corporate communications and corporate branding.
Corporate communication plays a key role in the course of developing a strong relationship
between the manufacturer and customers. With the help of public communication, the company
can bring in positive and effective external affects for the company. Both the employees and
customers get to know more about the company’s internal and external structure through
effective interaction strategy (Santulli2017). Corporate branding acts as the symbol used by the
corporate for identifying themselves to the clients and audience. It not only helps in creating
awareness and but also act as a reminder in determining the existence of a firm. Effective
communication within an organization helps in enhancing the corporate branding (Kim 2014).
Along with corporate branding it is also necessary to consider the corporate image that represents
the sum of the plans and the objectives. It also includes management style, product, service and
the communication activities.
D. Reasons for Conducting Internal and External Corporate Communication Audits
Internal corporate communication audit analyses the quantitative and the qualitative
techniques used for internal communication system within the company. Media report as well as

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virtual and real communications is also part of internal communication system. Internal audit
evaluates performance of all these objectives with respect to their effectives in company’s
progress (Jizi, et al. 2014). The reason for using the external communication audit is to examine
the performance of external factors including public response, content marketing, branding and
advertising. Outside communication takes place within a company as well as amongst the other
outsourcing entities like customers, stakeholders and media partners. A well-planned external
communication strategy can easily amplify the company’s revenue with the help of limited
number of target audience. Overall, internal corporate communication assists the companies to
keep control over the internal strategy, whereas, external corporate communication formulate
strategies on how to deal with outside resources of the company.

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E. Significance of Corporate Communications for Determining Success of Telstra
Having been a significant entity of the telecommunication industry of Australia, Telstra is
focused on the improvement of communication strategy to undertake effective corporate
communications. The corporate communication of Telstra enabled it in leveraging the customer
policy through simplified and advanced product offerings. The company is reported to have more
than three billion customers comprising of approximately 90 percent share of Australian telecom
sector. Besides, the company also has close to thirty thousand employees across the world. This
impressive customer figures signifies the important role played by the communication
management team (Putri and Syarifuddin 2016). The company manufactures products with the
aim of maximising the consumer satisfaction level. The strong corporate communication of the
firm helped it in developing a strong marketing strategy. Communication also enables the firm in
maintaining transparency within the organizational structures thus making the employees
informed about the organization. Thus, corporate communication of Telstra has enabled it in
developing a reliable and unique customer base.
Task 2
A1. Planning of an Internal Corporate Communications Audit for Telstra
A corporate communication audit acts as the indicator of the present practices related
to corporate communication effectives and practice. A communication audit covers the internal
and the external communications and is based on desired outcome and objectives of Telstra. An
audit helps in pointing out the problems like information duplication, misunderstanding and
information blocks existing within a firm. Formal and informal strategies must be used while
planning for communication audits. This includes:

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 Use of survey for undertaking a quantitative research
 Use of the interviews for qualitative research
 Report
 Analysis
 Action planning
A communication audit is vital since it enables a company in highlighting the present
practices along with identification of the lacking elements within an organization.
The impact of internal corporate communications audit is to analyze the internal
communication system within Telstra that includes identification of the various channels, formal
and informal spaces and the virtual or actual spaces for evaluating the effectiveness of the
business or within the specific areas. The audit also undertake an analysis of the people who
receives as well as sends messages through the different vehicles of communication including
meetings, emails and telephone. This also includes the identification system of the organization
based on working areas, uniforms and common areas of the workers, graphics, furniture,
security, hygiene and the identity pieces for having complete idea of the process of internal
communication within organization. The basic objectives of survey undertaken in the process
lies in:
 Determine effectiveness of internal communication channels, processes and supports.
 Undertake constant measurement of various internal publics receiving the key messages.
 Determine the unsatisfied demands for internal communication from the members of
organization.

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 Identify vital members at different areas and level of the organization that can be
integrated within the network internal facilitators
 Establish effectiveness in relationship between internal communication supports contents
and channels
 Developing dependable system for measuring effectiveness of internal communications.
 Developing an internal communication plan.
Plan Timeline Outcomes
1. Improve and strength internal
communication through
involvement of employees
In the next 1 year Informed and involved
employees’ functions effectively
and remain supportive.
2. Establishing expectations of
communication between the
employees and the management
In the next 6 months Direct communication of the
employees with the management
helps in enhancing productivity.
3. Redesigning website by
making it more informative and
easily navigable.
Within the next 6 months This will keep the employees
informed about the latest updates.
4. Improving communication
with the board of directors
Within the next 1 year This will enable the management
and the employees to remain
aware about any impending
change within the organization.
5. Provide necessary
communication training for the
supervisors
In the next 2 years This will encourage the
supervisors in sharing the
strategies and the communication
tools that effectively works
within their department.
B1. Conducting Internal Corporate Communications Audit for Telstra
The steps include:

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1. Choice of the Research Method: It is very important to select one of the research
methods which include interviews, online survey and focus group. This helps in the collection of
the relevant information. The research method most suitable for Telstra would be interview.
2. Collection and Evaluation of the Past Communication: Here it is vital to ask
questions like:
 Who were the key audience of the company?
 What are the key messages?
 Were the clients reached with proper information?
Thus helps in understanding the point from which the corporate communication audit should
begin.
3. Looking Outward: This is the point of focus of the community and the customers. To
analyze the communication of the company it is necessary to use questions from the community
and the point of view of the customers. Here it is important to find out their perception regarding
the organization.
4. Looking Inward: This stage considers the involvement of the staffs and the
volunteers. Here it is vital to collect their view point regarding the communication of the
organization. Here it is necessary to evaluate the communication during past year along with
identification of the ways they could be improved. Some of the plans put together for future
communications are as follows:
 Implementation of strong end-to-end service solution: This sort of solution is expected to
bring an effective result in order to solve the problem regarding lack of control or
automation. As incompetent service providers fail to provide proper solutions to the

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consumers lose hopes related to the product reliability (O'Byrne and Daymon 2013).
Therefore, strong service solution needs to provide owing to have strong customer base.
 Effective tool for demand and fault prediction: Owing to lack of access of real time data
the company fails to formulate business strategy. Telstra must have a proper idea about
the market supply and demand condition. This will assist the company how to formulate
a proper future product campaign.
 Implication of integrated monitoring and control solution: Telstra must incorporate
integrated monitoring system in relation to the growing security issues (Floreddu,
Cabiddu and Evaristo 2014). Lack of monitoring activities often aggravate the fabricated
news spreading, resulting in that company’s brand image gets hampered.
 Development of smart devices: Innovation of new and advanced technology tool is highly
approachable solution to overcome the communication challenges (Sharma and
Kamalanabhan 2014). New urgent policy needs to be formulated to capture both real
virtual and pragmatic problems.
A2. Planning of External Corporate Communications Audit for Telstra
An external communication audit acts as the indicator of the present communication
practice within an organization. It provides organizational information to external stakeholders
such as government, media, community suppliers and client. While planning for external
communication audit it is necessary to consider the various factors like the target audience. This
will help in increasing the organizational effectiveness by knowing the kind of information that
is being passed to the target audience.
The external communication audit assesses the external practice, policies, needs and
capabilities of Telstra in context of the external relations and the systems theory of strategic