Corporate Reputations, Branding and People Management 29. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | 264 Corporate Reputations Branding and People Management Table Changing corporate communications. Traditional corporate c o m muni c atio ns 21 st century corporate communications Basis and direction of communication Everything is outbound reflecting needs of corporation l iok e andinOeeacdivity amonS stakehnlSess Channels Specialist peopleand departmentcusii a plan-develop-implement model Focus on customer needs and integration of functions using a sense-edapt-respondmcdel Focus of communications Need toaddrass national markets NeedtoaddpessgloUnl markets Content of coernunicadiooo F unn hoNeedll corporation is _ employing tangible acseUs . finunun plant etc. Focus on howwdll corporation issmaloying intangible assets . calues brandupeoule knowledge CUR Basis of differentiation Products aneser œs unique sellingproeositions Customer valuunr customer capduvity Structural drivers Communications reflect corporate monolith Comrnunicationsreflsca dlianuns Partueddeed context . h Importance of communications - Corporate communications as optional -borate communications as a core strategic driver Importance od corporate message Corporate bumS us optional Cerate InumS usa key strategic aim ô Source Based onSchulttand Kitchen 2004 the ouacomesof Orangeonthe Inside or the Renaissance project in Denmark and elsewhere. Strategy and communications as a narrative of change The other way of analysing this case is to see it as a compelling novel and credible strategic narrative for change. This approach Chapter 8 Corporate communications and the employment relationship 265 to colórate communicationsis based ontheso-cOledpost-modern or linguistic turn in management studies during the 1990s a turn helped by coupantes sud. as GE stat reported dissatisfaction with planning and hah analysis ip sbdegic management was well dnenmpntpd durits Ida ISSCe. I astead swttP bets and dosilionlng gave way la anas-u m tusuPCitreS Thlu involved Inapiag imp iVp hdhtlc aPsu-ue-nus their .
