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Case Study: Strategic Corporate Communication

5019 Words21 Pages

Corporate Communication
1.0 Introduction:
Strategic Corporate Communication is defined by Kotler as ‘a Management function that is responsible for overseeing and coordinating the work done by Communication Practitioners in different specialist discipline such as media affairs, public relations and internal communication’ (Kotler 1989, Public Relations Review)
In the following study, an audit has been carried out at Fortis Clinique Darne with a thorough analysis of the communication system which they have in place, so determining whether the practice is in line with strategic Corporate Communication features. I shall further explain how strategic corporate communication strategies would enhance the image of Fortis Clinique Darne.
Communication …show more content…

Through communication, the Board also learns about and addresses shareholders’ expectations and concerns. MSCL communicates with its shareholders through the Annual Meeting of the Shareholders (“AMS”); the publication of a yearly Annual Report providing information on the Company’s results and operations; press releases relating to financial results and material events; and its website hosted at ‘http://www. fortiscliniquedarne.com’. The AMS of the Company remains foremost the ideal platform for shareholders to interact with the Board of Directors and the management team on matters pertaining to the Company and its performance. Representatives of the external auditors are also present at the AMS to answer shareholders’ queries. Shareholders are strongly encouraged to attend the AMS to remain updated on the Company’s initiatives/projects and …show more content…

Consequently, in the medical field, each and every segment of staff is directly concerned with communication. Intra-organisational communication and the direct bearing it has on the people within the organisation, is a crucial element in the effectiveness of FCD.

4.1 Intranet

Since 1997, FCD has incorporated an Intranet system called Sicorax on which various elements of information can be shared and accessed using a login and password. This system was developed by Uniconsult which is an I.T firm which develops software for various industries including the medical sector.
What makes Sicorax famous is its user-friendly system whereby minimum training is required for a new staff to get used to it. It has a pop-up system which tells the user where he is going wrong or wright.
It’s main feature of communication remains the CMS (Clinic Management System) whereby any Head of Department can post information relevant to their areas of practice. Hence, staff can access it and refer to any update.
On the other side the CMS also give the user the opportunity to make comments on posts sent by Head of Departments and therefore interaction is

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