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reinforces the mission and vision of the organization
.
Upon scholars Gray, (1998); Davis and
Miles (1998)
Corporate Communications should:
Describe
what the organization does
Articulate
the primary customer benefit
Create
credibility with users and staff
Produce
an expressive connection
Appeal
curiosity about the organization and its products and services
Motivate
action
Most often the marketing and communication team maintains control over the messaging that
appears in organization materials, online, in sales proposals, on signs, buildings and vehicles,
and in media coverage. The executive staff is also responsible for corporate communication,
since for most businesses, the truest messaging comes from the top.
In an organization the corporate should be aware also of the importance of
communication
between departments
. This communication has changed the operation of the business in
order to face the globalization challenges. Corporate communication plays an important role
in the public relations, marketing and management.
1.2.2
Corporate Personality
Fombrun, (2001), says from the organizational behavior point of view that the
corporate personality plays the role of building and constructing reputation to measure image
and identity from one side and the stakeholder’s public relations from the other side. The
image is the combination of symbol and needs, element of trust to give the organization its
credibility.
Corporate personality has been defined as the human characteristics or traits that can be
attributed to a brand such as friendly, accessible, down to earth, and creative.
A corporate personality can be defined in terms of the human characteristics or traits of the
employees of the corporation as a whole. A corporate personality will reflect the values,
words, and actions of all employees of the corporation. A successful 21st century organization
must carefully manage its corporate personality.