Corporate Communications Functional Model & Structure Guide
Posted by: Mansour Baker
The corporate communication functional areas are grouped into activities or processes based on their need in accomplishing tasks.
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The Corporate Communication Functional Structure Model
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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