Corporate communication at its simplest is primarily a mechanism for developing and managing a set of relationships with public or stakeholders who could affect the overall performance. These relationships must be viewed in a long-term strategic fashion.(Kitchen and Schultz,2001,p. 106) .All communication processes are shaped by the corporate culture and group dynamics within which they operate. Every communication strategy must be crafted to effectively achieve measurable results within the organisational settings. The communication process comprises of both oral and written communication.
Elements for efficient communication
The person initiating communication must be able to express what they wish to communicate in a way that the receiver will be able to understand .Communication within and between organisations should be clear, precise and unambiguous. Communication should carry a clear expression of the content quality, quantity, and timing which is expected. The ability to select the right words to communicate an idea and also exactness of meaning for example using a word like decimate when you want to say disseminate.
The intended recipient for each item of communication must be clearly identified in the mind of the individual initiating the communication, must be clearly stated when the communication is initiated and must be linked to the item of communication during its transmission. Efficient communication is only possible when the intended recipients are clearly specified.
If communication is to be efficient the person to whom the communication is directed must receive the communication in precisely and exactly the form in which it was transmitted by the sender. Many forms of communication do not transmit accurately the words of the sender and the noise in the process of transmission may blur the precision with which content, quality, quantity and timing were initially expressed.
Communication in business is of utmost importance for its survival and in this era there are many collaborating tools for the best outcomes in communication,business should therefore strive to be the best in communication with its internal and external stakeholders.
John L. J. Machin (1980) The expectations approach
Joseph Fernandez (2004) Corporate Communications:a 21st century primer
Theodore D. Weinshall (1979) Managerial Communication:Concepts, Approaches and Techniques
Walter Wells (1988) Communication in business fifth edition