Communication Process Model
     Definition
       Corporate communication is:
         a management function 
         that offers a framework for the effective 
         coordination of all internal and external 
         communication 
         with an overall purpose of establishing and 
         maintaining favourable reputations 
         with stakeholder groups upon which the 
         organization is dependent.
    Drivers of Strategic Communication
    Regulatory imperatives
       New regulation, revisit comm strategies 
        and practices
    Organisational complexities
       Org grows in size and complexity – more 
        markets, customers, products, services, 
        employees, suppliers, etc, - hihger need 
        for a consistent comm strategy
    Drivers of Strategic Communication
    The need to increase credibility
       Approval and trust from public
    Aligning communication with 
      strategy
       Multiple constituents, responsive comm 
        to all.
       Consistency of the messages
    Points to ponder…
    Why choose Petronas over Shell?
    Why study/work in Universitas Malang?
    Do you know that Nestle paid six times the 
     net asset value to buy Rowntree and its 
     spectacular portfolio of brand including Kit 
     Kat and Smarties.