After brainstorming some ideas, we came up with 3 main learning objectives.
1. What is corporate communication?
Definition:
“a set of activities involved in managing and orchestrating all internal and
external communications aimed at creating favourable point of view among
stakeholders on which the company depends” - source
- Why is it important?
Corporate communication is very beneficial to all businesses as it helps to improve rapport with others. Building a positive rapport amongst employees and customers tends to increase the business image.
Frequent communication within a business helps to highlight the performances made and therefore helps to give it a positive image.
Communication also helps to advertise new products and services. This could be communication between a business and its consumer so it is easier for the consumer to find any new products or services that the business offer. - source
2. Who are your stakeholders?
A stakeholder is someone that holds an interest towards something which tends to be a business. In Google's case, the stakeholders would include a number of people.
There are two types of stakeholders: internal and external.
The internal stakeholders include Google employees, Google company officials, Google owners and their families and Google shareholders. The external stakeholders would then consist of activists, individual Google users, businesses using Google, Government agencies using Google data and competitors. - source
Raunak Haldipur, however, states that the main stakeholders of Google are the users, investors, employees, developers, and advertisers. - source
In this trigger video, I think that the stakeholders would be all of the mentioned names above. It is a very moving and emotional video, therefore all stakeholders would feel some type of connection towards it.
There are two types of stakeholders: internal and external.
The internal stakeholders include Google employees, Google company officials, Google owners and their families and Google shareholders. The external stakeholders would then consist of activists, individual Google users, businesses using Google, Government agencies using Google data and competitors. - source
Raunak Haldipur, however, states that the main stakeholders of Google are the users, investors, employees, developers, and advertisers. - source
In this trigger video, I think that the stakeholders would be all of the mentioned names above. It is a very moving and emotional video, therefore all stakeholders would feel some type of connection towards it.
- How do you differentiate between them?
The way to differentiate between them would be to see exactly what they all looked for within Google. For example, Google employees are affected by all decisions of the company; the company officials take an active role in the management team and board of directors; owners and their families are affected by the PR of Google, as if there is bad PR, if could affect the safety of all; shareholders own parts of Google so there is a constant profit vs. loss based on Googles performance. Activists promote or protest the companies existence; individual users would worry about their information being protected against government organisations so would need to know exactly what type of information gets shared and who it is going to; businesses using Google are the largest external stakeholder and they're reassured that their private information won't be shared; government agencies using Google data take an interest as to what the company is doing and if they are sticking to their promises and following through with their policies.
This shows that each specific stakeholder brings something different to Google.
3. How do you communicate with the stakeholders?
- Effective storytelling
This is a strong way to communicate with stakeholders. Google releasing this particular video proves that it is possible to communicate with a wide audience as it isn't focusing on one specific group.
- How do you attract them?
Other ways for Google to attract stakeholders would be to gain their trust by using different methods, such as showing privacy agreements and guaranteeing that nothing will be passed on to third parties. Another way could be to aim videos towards a certain target audience in order to make it feel more comforting to them.
From a business point of view, there could be contracted agreements that both parties sign so they know that no information will be leaked by either side.
