Question1: Differentiate between „Marketing Communication‟ and

„Corporate Communication‟.

Answer: What is corporate communication?

 
Corporate communication is the practice of developing, executing, and
managing communications intended to create a favorable point of view
among stakeholders. Companies and stakeholders rely on each other to
keep day-to-day processes moving forward. That’s why good
communication between the two is so important. Any message a
business delivers to its audience, including employees, the media,
and/or the public, is considered a form of corporate communication. Its
goal is twofold: (1) to explain a company’s mission cohesively and (2) to
communicate that same message to every stakeholder.
 
corporate communication is inherently cross-functional and involves
employees from every level. Its primary responsibility is to shape and
maintain a company’s reputation by overseeing communication
strategy, branding initiatives, internal/employee communications,
organizational identity, responsibility, reputation, crisis
communications, investor relations, and public relations.
 
 What is marketing communication?
 
 Marketing communication refers to various communication strategies
companies employ to reach their target markets. Holistically, it’s all the
messages and media you use to communicate with your audience.
Marketing communication includes the message you're sending, the
means through which you’re sending it, and the people you want the
message to reach.
 
The primary goal of marketing communication is to reach a clearly
defined audience and influence its purchasing behavior. To do so,
businesses must continuously inform and persuade prospective
customers by building awareness and inducing customer trials.
Marketing communication’s secondary objective is to create and
maintain relationships with customers, prospects, and other external
audiences. It’s incredibly useful for retaining customers and reinforcing
their purchase behavior.
 
 How does corporate communication differ from marketing
communication?
 
 
 The type of audience you’re reaching out to is the main
distinguishing factor between the two. “Corporate
communications are structured to convey the attitudes, beliefs
and goals of an organization or company as an institution,” “while
marketing communication are meant to inform the consuming
public of a good or service.

 Where corporate communication is intended to represent the

uniform opinions, strategies and motivations of a singular
corporate entity, marketing communications are designed
uniquely to influence consumers to purchase the goods and
services that the corporate entity produces.”

 Corporate communications apply to internal audiences (investors,

stockholders, etc.). Marketing communications apply to external
audiences (consumers).
 
Question2: Why do we need Emotional Intelligence? Is there any difference
between Emotion and mood?

Emotional Intelligence refers to a person's ability to recognize, understand,

manage, and reason with emotion. It is a critical ability when it comes to
interpersonal communication and an important part, not only in psychology but in
the business world also.

It is defined as the ability to recognize and understand emotions in oneself and

others. This ability also involves utilizing this emotional understanding to make
decisions, solve problems, and communicate with others.

 There are four different levels of emotional intelligence:

 Perceiving emotions
 Reasoning with emotions
 Understanding emotions
 Managing emotions
It has five core components:
1. Self-awareness – the ability to recognize and understand your moods and
emotions, and how they affect others
2. Self-regulation – the ability to control impulses and moods, and to think
before acting
3. Internal (or intrinsic) motivation – being driven to pursue goals for personal
reasons, rather than for some kind of reward (the opposite is external
motivation)
4. Empathy – the ability to recognize and understand others’ motivations,
which is essential for building and leading teams successfully
5. Social skills – the ability to manage relationships and build networks.
Some Benefits of Emotional Intelligence include…

 Effective Leadership Skills

 Improved Communication

 Less Workplace Conflict

 Better Problem Solving Skills

Benefits of Emotional Intelligence:

Emotional Self-control: Keeping your impulsive feelings and emotions

under control and restraining negative actions when provoked, faced
with opposition or hostility from others, or working under pressure.

Initiative: Identifying a problem, obstacle, or opportunity and taking

action on it. Showing initiative and consistently striving to do better, to
experience new challenges and opportunities. Being accountable for
your actions and ideas.

Adaptability: Flexibility to work effectively within a variety of hanging

situations and with various individuals and groups. Willing to change
ideas or perceptions on the basis of new information or evidence. Able
to alter standard procedures when necessary and juggle multiple
demands as required.

Empathy: Understanding other people. Hearing and accurately

understanding unspoken or partly expressed thoughts, feelings, and
concerns of others. Constantly picking up emotional cues. Appreciating
what people are saying and why they are saying it.

Organizational Awareness: Understanding the “power” relationship in

one’s own group or organization. Identifying the real decision makers
and who can influence them. Recognizing the values and cultures of
organizations and how they affect the way people behave.

Service Orientation: Helping or serving others in order to meet their

needs. Focusing efforts on others. Not just reacting to the requests of
others, but being proactive in knowing what others’ needs are before
they are articulated.

Inspirational Leadership: Taking on the role as leader of a team or

group. Bringing people together to get the job done. Building a strong
sense of belonging within the group and leading others to feel they are
part of something larger than themselves.

Influence: Persuading, convincing, or impacting others in order to get

them to go along with or support your agenda. Knowing how to make
others stand up and listen. Using a range of tactics for persuasion.

Teamwork and Collaboration: Working cooperatively with others,

being part of a team, and working together as opposed to working
separately or competitively. Enjoying shared responsibility and rewards
for accomplishments and actively participating and enjoying building
the capability of the team.
Conflict Management: Handling difficult individuals, groups of people,
or tense situations with diplomacy. Focusing on the issues rather than
the people and working to de-escalate the bad feelings.

Moods and Emotions:

Emotions: Emotion is a complex psychological event that involves

mixture of events

1. Physiological response (arousal)

2. An expressive reaction (distinctive facial expression, body posture, or

vocalization)

3. Some kind of subjective experience (internal thought and feelings)

Difference Between Emotions and Moods:

 Emotions (affect) refers to feelings that involve subjective

evaluation, physiological processes, and cognitive beliefs

 Emotions are immediate response to environmental events, such

as being cut off in traffic or getting a nice gift,

 Moods are diffuse and long lasting emotional states that influence
rather interrupt thought and behavior

 Many times people who are in good moods have no idea why they
feel the way they do

 According to some psychologists, moods reflect people’s

perceptions of whether they have personal resources necessary
to meet environmental demands.

Some of the Emotions:

Angry confused
 Excited
Some of the Moods:

Bored Leftout

Question3: Why do managers choose Integrated Reporting?

Answer:

Integrated reporting is a brief and to the point means of communication which

directs an establishment’s strategies, corporate governance, performance and
goals towards creating value in a way that will include its external environment in
the short, medium and long term.

The integrated report, which brings together the financial and nonfinancial data is
aimed at all stakeholders that play a part in the value creation chain of an
organisation, which includes the employees, customers, suppliers, business
partners, local communities, policy-makers and law and standard-makers.

An integrated report must not be thought of as an annual report that contains

financial tables only and another one that combines environmental, social and
corporate governance information. The key here is to bring together financial
data with nonfinancial components that are seen as external components and to
establish a relationship between these two through the integrated
report. Achieving Sustainability through Integrated Reporting contains some
example questions about the kind of information that an integrated report can
contain: How much water does a company use per unit of production compared
to its competitors? To what extent do energy-efficiency programs reduce carbon
emissions and lower the costs of production? What is the impact of training
programs on improved workforce productivity, lower turnover, and greater
customer satisfaction? How do improvements in customer satisfaction lead to
greater customer loyalty, a larger percentage of the customer’s spending, and
higher revenue growth? How is better management of reputational risk through
good corporate governance contributing to the value and robustness of the
company’s brand?

The International Integrated Reporting Council (IIRC), which consists of law-

makers, standard-makers, investors, companies, accounting professionals and
NGOs, published its standards for integrated reporting in December 2013 in the
belief that the next step in the future of corporate reporting will be creating value

Some examples of integrated reporting practices in the world are as follows: in

2010 South Africa made it compulsory for all listed companies to prepare
integrated reports, which was a first in the world.

I believe that the following will play an important part in the future of integrated
reporting:
1-It should be ensured that notions of social and environmental benefit are better
understood by stakeholders, and particularly by consumers. Accordingly it should
be ensured that the public gains an awareness of sustainable development;

2-The integrated reporting infrastructure should be turned into an approach

which will naturally adopted by environmental, social and corporate governance
in companies;

3-Integrated reporting should be spread across a wide range of companies from

small and medium enterprises to start-up companies rather than being limited to
listed or large companies;

4-Auditing standards must be set to ensure the accuracy of the information

contained in the reports;
5-The relationship between the financial and nonfinancial data contained in the
reports must be established efficiently and such connection should be made
measurable and subject to standards;

6-Reward and punishment mechanisms should be set up

7-The sustainability effect should be added to the results as in the calculation of

enterprise value and brand value.

Question4: Difference between Corporate communication and Public Relations?

Answer: Corporate communications:

Corporate communicators generally deal with internal communications.

People working in this field are responsible for connecting the various
departments within an organization through targeted communications
such as employee newsletters, internal websites and/or blogs. 
Internal audiences can vary, but typically include employees,
investors/stockholders, and the executive team.
If you’re planning to dive into the corporate communications sphere,
be prepared for interdepartmental meetings -- potentially a lot of them.
Knowing the executive team’s priorities and being able to communicate
them effectively (and tactfully) to different audiences with varying
degrees of insider knowledge is crucial to excelling in this type of role.
“In corporate communications, you have to have your finger on the
pulse of everything that's happening in the company. You're constantly
juggling different things. You think you have a game plan, but in reality
that could be thrown out the window at any moment

Public relations:
On the other hand, public relations professionals deal with information
being shared with the public.
The world of PR encapsulates a wide variety of roles, all with varying
day-to-day responsibilities and skills required. We dive further into the
definition of PR and where the profession may be heading next in this
post. But there are a few commonalities that can be found within the
industry, regardless of the type of work being done.
PR pros are responsible for managing an organization’s reputation by
crafting newsworthy stories to share with journalists via press releases,
pitches, social media posts, events and more. 
“If you want to grow in your career, you’ve got to think of yourself as a
brand builder and marketer. At the end of the day, we’re building the
reputation of a company and growing its customer base. You can’t silo
yourself. It’s limiting. Think much bigger. How are you building a
brand?” 
In many cases, public relations professionals may act as a company’s
spokesperson, so it’s important to be prepared to speak with the media
and potentially be on-camera or in front of large audiences.
The external news cycle changes quickly, so someone working in PR
must be prepared for a fast-paced environment and quickly shifting
priorities.
Additionally, if you’re working in PR, it certainly helps to be a news
junkie. 
Besides keeping up with current trends and what the competition is up
to, you’re responsible for keeping a pulse on what the public is saying
about your brand and communicating that internally.

Overlap and Differences:

It’s not unusual for public relations professionals to engage in corporate

communication roles out of necessity. A natural communicator is an
invaluable resource for all internal and external communications. It’s
more difficult if you have solely corporate communications experience
– and no experience working with media – to fill a public relations
position that requires media relations expertise. Like most
relationships, building a credulous relationship with the media takes
times and many organizations will favor established relationships when
hiring for PR positions. Still, many communications and PR professionals
successfully move between these two roles

Question5: Write a detailed note on Current trends in corporate

communication.
Answer:

Cloud services:
The core concept of cloud computing has long been not new and is not
one of the new trends in business communication. However, 2017
provided a significant impetus to the development of this Internet
services area. This can be explained, first of all, by a huge number of
constantly improving methods of cyber-attacks, which literally stirred
the public during this year. Cloud storage is safer compared to standard
data centers and is more fault-tolerant.
 
Artificial Intelligence (AI):
Probably, each of us is familiar with the assistant based on the AI
concept. This software based on the voice requests of the user operates
on the chatbot principle, searches the browser and implements all
kinds of processes in the mobile device’s functionality. Now such
software solutions have stepped on a qualitatively new level and are
quite capable of performing quite complex teams.

Communication goes in many different directions:

Internal communications strategies are traditionally one-directional:
that is, management communicates information to staff. More recently
two-way communication has been considered to be a better way of
doing things to help engage employees and improve workplace
cultures. But now a trend is for peer-to-peer communication to be seen
just as important as top-down and bottom-up strategies. It makes good
sense: improving communication on every level can only be good for
your business.

Live video:
Video content has been big in corporate communications for the last
few years, but live video takes it to the next level. Many brands and
influencer now using features live Facebook Live to communicate with
their audiences. For internal communications, live streaming to your
employees is a great way to make them feel included and engaged
when you have events or announcements that it is physically
impossible for everyone to be there for in person – for example you
have staff spread out in different locations across the country or around
the globe.

Alert notification systems:

Cutting through all the “noise” and “clutter” in the internal
communications space can be difficult. When your employees receive
so many emails each day they can’t keep up and are too time-poor to
search your intranet for new announcements, you need a better
solution to ensure your important messages get through.
An alert notification system like Desk Alerts is an excellent solution.
Desk Alerts sends messages in the form of a pop-up window direct to
employees ’PC desktops, no matter what they are using it will appear
on top. Messages can’t be ignored or minimized so you know that your
important information has been seen.

4. Treating employees as consumers:

Your organization has a range of stakeholders – clients and customers,
partner agencies and the general public. It can be easy to overlook one
of your most important groups of stakeholders – your employees.
Focus on your employees and their satisfaction and wellbeing the same
way you would treat customers. Happy, informed, engaged employees
reflect better on your business than those who are poorly treated and
miserable.

Question6: Write a detailed note on Role of Social Media in Corporate

Communication.
Answer:

1. Social Listening

Social listening involves analyzing social conversations in your

community and about your products and brand, your market, and even
your competitors’ social-media sphere.
Monitoring and tracking your community’s engagement helps you to
learn from your audience and understand current interests, issues, and
challenges. It helps to identify potential customers and provide useful
information for any questions asked about your products and services.

2. Content marketing is the new marketing

For all the changes that are taking place in marketing trends and
technologies, content marketing is here to stay for sure. Content
marketing has become the core of marketing. As audiences everywhere
are exposed to more content in a day than they could possibly
consume, the bar for quality continues to rise, forcing companies to
become more mature in their approach to content. Companies who
understand content marketing and have a strategy in place will
ultimately set their business up for success.
The better you know your audience, the better your posts will catch the
attention of your target readers. Adding value to your readers will make
your posts memorable.

3. Integrate your social media strategies in your corporate

communication
The feedback channels of social media have become a decisive factor in
marketing success. Connect your social media strategies as part of your
Corporate Integrated Marketing Communications (IMC) as a process of
planning, executing, and monitoring your brand messages and create
customer relationships. Use social media networking for managing the
day to day interactions with customers and prospects and channel
feedback and analytics back into your content creation process.

4. More value and education, less selling

A sustainable content strategy will provide a valuable resource of
substantial, helpful content for customers and prospects.
Customer happiness and success will become the new benchmark for
successful content that will not only generate more happy customers
but also win influencers and brand advocates on the way. The best way
to incorporate authentic value content into your social media strategies
is to include user-generated content. Also, invite key influencers into
your content creation process.
In the era of social communication, customer relationship does not
start and end with a sale. Companies have to provide maximum value
for customers to encourage word-of-mouth marketing and develop
stronger and long term relationships.
Make sure your content creates interest for your audience, combined
with a unique value.
Use help to equip your customers for success. Content that educates
customers and supports them on their way to success. Content that
contains answers to key questions (i.e. issues coming up in sales and
support), provides solutions for common problems and challenges in
the industry, and discloses insider know-how, templates and tips.

5. More visuals, less text

Images and video are the most popular and fastest growing forms of
online content. Visual content is more likely to get shares, likes, and
comments on social media than pure text messages and updates.
People are visual learners by nature. People remember visual
information 65% longer than text information, and video goes beyond
what pictures offer.

Question7: Have you ever had to change your behavior either at work
or at home, if so, why did you have to change and how did you
change?

As a person we need to grow socially & professionally. When we self

introspect or take feedback from our family, co-workers, friends,
seniors we come to know where we need to work on ourselves. I too
had a similar situation.
I had a short temper & I used to take others joke on me very seriously.
Be it with my family, friends or at work. I always wanted to prove the
point that I am right whenever I was offended. It was not a good sign of
a behavior. It was stopping me from good relation with my family &
friends. It was stopping me to having a cordial relationship with my co-
workers. I took my close friends suggestion very seriously & I started
working on it.
While working on my temper I realized that I need to listen to others. I
had a very poor listening capacity. While in a discussion I used to have a
pre-mind persona of someone or used to assume the things on my
own. I went through some websearch, watched few videos on youtube.
Watched little session of active listening classes & started working on
it.Readfewinternationalbooks.Itriedtolearnfrommymistakes&gavesecon
dthought every time I had to say something in a discussion. It was a
long process but eventually I am a better person now. I am having
friends back in my life. Socially I am more respected.

Question8: Write a detailed note on „Corporate communications-

identity and image‟.
Answer:
Corporate Identity:
Corporate identity is created by the company and is the organization’s
apparent manifestation. The identity is a company’s visual
representation and should not be confused with the image. It is “Visual
representation usually takes the form of a corporate signature and a
corporate symbol or logo.”
It is important to have a clear corporate identity in order to stand out
from the competitors.
Stakeholders immediately recognize an organization that has a strong
identity, for example due to a clear, well-known, and distinctive logo.
Therefore, in order to be successful, the different components of a
corporate identity need to be standardized and unitary.
Furthermore, products, services, and employees are part of corporate
identity.

Corporate Image:
Corporate image is the stakeholders’ perception of an organization.
An organization normally has different images because it has diverse
constituencies with different point of views.
“The corporate image comprises all the visual, verbal and behavioral
elements that make up the organization. If managed effectively, it
should protect the organization against competition.”
 A fragile or a stable corporate image influences an organization’s sales
volume and “will also affect the marketability and acceptability of the
company’s products, services and human resources”.
In order to achieve an organization’s mission, the image should be
planned carefully and systematically and managed persistently.
Stakeholders and organizations may collectively be able to comprehend
their image and find out how to improve.