The corporate communication functional areas are grouped into activities or processes based on their need in accomplishing tasks.
The Corporate Communication Functional Structure Model
The functional statements for the Corporate Communication team are described below.
Level 2 Corporate Communication Functional Statements
Corporate Brand Management
- Formulate and manage corporate brand identity and strategy
- Develop corporate brand management processes and monitoring compliance
- Define and maintain advertising standards
- Formulate external communication strategy
- Develop overall media plan
- Manage agency relationships and support media assets advertising campaigns to ensure alignment with corporate brand image
- Manage and update corporate website
Public Relations
- Maintain relationships with media and the public
- Prepare press releases and corporate PR material
- Release corporate publications
- Respond to media and press releases
- Develop PR support documents including stationery, business cards etc.
- Define communication strategies about partnerships and alliances
- Produce annual reports in coordination with company divisions and support functions
- Provide financial information to stakeholders
- Develop sponsoring concept and budget
- Organize and manage national and international corporate events
- Plan and manage company participation in and sponsorship of exhibitions and events
Internal Communications
- Introduce staff briefing system to communicate key external and internal information, developments, and decisions to all staff
- Enable feedback from staff on communicated information through staff briefing system
- Manage internal communication including production and dissemination of all material such as newsletter, posters, etc.
- Facilitate and contribute to change management programs
- Manage and update intranet site
Level 3 Corporate Brand Management Functional Statements
Brand Development and Support
- Formulate corporate brand identity strategy, plan, and budget
- Create, launch, and drive corporate brand and manage copyright protection in coordination with the legal department
- Develop guidelines for all corporate communications to preserve corporate image
- Work with other divisions to ensure guidelines are abided by
- Set branding guidelines and standards for brand/customer interface and monitoring compliance of individual brands with the corporate brand management system
- Ensure brands alignment with corporate strategy
- Monitor perception of corporate brand
External Communications and Advertising
- Define advertising strategy for the corporate brand
- Manage corporate advertising budget
- Develop key advertising communication processes
- Contract advertising agency and manage relationship
- Lead the production of advertising ideas with external experts
- Develop media planning and buying policy
- Liaise with media buying entities for advertising the corporate brand
- Manage corporate media plan budget
- Monitor releases in media
Corporate Website Management
- Define corporate website guidelines
- Manage and control quality of the company website design and content