Institutional communication

The various scandals in the world of finance (the case Madof example), the stock market crash, social plans to repeat ... all these elements make the image of the company despite negative budgets dedicated to communication over increasingly important.
According to Philippe Boistel, lecturer in management science at Rouen, "The paradox is that communication is used simply as a tool [...] must be given to communication larger than that of instrument it is usually given in practice. " Communication is at the heart of company policy. As part of the triptych "strategy, structure, identity" of the policy is a resource that allows you to create a competitive advantage. This advantage is achieved by the support of all of its audiences (employees, employees, partners, general public ...) to the project (or vision) of the company which, in turn, reflects their values. This form of business communication is called institutional communication.

Corporate communication is different institutional or commercial communication. Messages in this last refer to the products / services and trademarks of the company. Cons by corporate communications has a more informative message focused on the company itself. Corporate communication has four main objectives: a supporting role to other forms of communication more operational role of information cross-cutting projects (new plant openings, acquisition, merger ...), a proactive role in crisis situations a coordinating role with other forms of corporate communication. Communication and institutional framework directs different actions according to the strategy of image desired by the company.
Institutional communication can be done either through media advertising, either through outside media.
Technical communication mass media advertising is to buy space in the mainstream media (television, billboards, newspapers, radio, cinema) in order to disseminate corporate messages. The goal is to create and develop the reputation and image of the company. In November 2002, BMCE decides to launch a corporate advertising campaign with an advertisement of 1min20 that incorporated all aspects of the bank. This spot has allowed the bank to anchor its brand BMCE.
For non-media means media relations, event, and the Internet. Press relations are without doubt one of the tools to promote cheaper and more efficient. The goal is to occupy the best media field by maintaining a stable relationship between the business sector and journalists (or changing it), hoping that the message be passed on to the final target. The event when to him is a great way to create a direct relationship with the professional or the general public. Two techniques are possible within the framework of event communication: the sponsorship and patronage. Under the sponsorship, the advertiser is promoting the event with a material or financial involvement (or both). Whatever the form of support, mainly for the sponsor to withdraw is increasing its reputation and its market share and improved its image. In Morocco, the chosen field of sponsorship remains the sport especially football.Coca-Cola, Sidi Ali, Morocco Telecom, all these companies sponsor sporting events nationwide.Sponsorship when its support is a material support non-exchange from the recipient to a work or a person for carrying out activities of general interest. It appears that patronage is characterized by a lack of counterparty direct contrast to the sponsorship. In Morocco, patronage is still in its infancy. Most patrons are big companies and banking institutions that make philanthropy through foundations. Finally, the Internet is a technique increasingly used by businesses. Blogs, chats, vlogs are used by companies to increase their notoriety and their proximity to the public at large.
Measurement tools for corporate communications are available to businesses. These tools enable him to calculate the return on investment in terms of image and reputation. The measurement tool of the corporate image is the barometer image. This barometer is carried out by specialized institutions through interviews conducted with the target company. TNS Sofres provides TRI * MTM Corporate Reputation Radar which provides a panoramic vision is to calibrate the reputation of the different stakeholders in relation to the company. This tool makes it easy identification of targets to work first. To complete the picture barometers or studies in question limited image at a lower cost, companies also have the choice between two options offered by the institutes: studies in underwriting and omnibus studies.
In conclusion, the image conveyed by companies is increasingly important because it becomes a criterion in purchasing decisions of consumers. The company is obliged to disclose to improve its corporate image and ensure a significant reputation with the public. To do so, it has several techniques to implement corporate communication activities and tools to measure their effectiveness.