1.7 Corporate Communication Paper

1.7 CORPORATE COMMUNICATIONS

Corporate Communication is very important as it handles several communication resources, which helps the company to positively reach their audiences. The knowledge you have internal audiences to optimize communication company and make a better attitude at the time a feedback is generated.

Paul Capriotti says that "corporate communication has become one of the most important strategic elements of organizations to achieve the ultimate objectives that have been proposed" (CAPRIOTTI, Corporate Communications, 1999, pp. 30-33)

Based on the definition of Paul Capriotti one you can say that the Corporate Communications manages several strategic elements to effectively reach their audiences, to make decisions and converting

1.8.3 Determinants of Corporate Identity Mix

Factors corporate identity can be integrated in three contexts that facilitate their management: behavior, communication and symbolism:

• Corporate behavior: They are guided by a set of rules created based on the mission, vision and goals of the organization and expressed in observable behaviors shares.

• Corporate Communication: Corporate communication should be a favorable basis for their public because they must achieve goals set by the company. These factors influence the internal performance and the working environment.

• Symbolism: Set of signs that translate, in graphic form, the essence of the company. The symbolism is a binding agent whose function is to strengthen the short-term connections of the organization and its employees.

Based on the above it is very important to reiterate that corporate identity and factors must go hand in hand with good management of organizational image, so the image must be essential to meet their public.

1.9 IDENTITY IN THE IMAGE

To that identity is transformed into picture there are only three steps to follow, so says Joan Costa in his book Corporate

• Speaking of personality: This speech is the communication of the same brand and developing brand image.

• factual Speech: Announces the activity performed by the company

• Cultural Discourse: The expression of the values of the company.

1.10.2 Analysis of Corporate Image

To perceive the corporate image as a whole, Chaves (2013) presents an analysis of four elements:

• Institutional Reality: It's according to what the company represents.

• Institutional Identity: Set of attributes of the entity. What is the company you need to know, etc.

• Institutional Communication: Are the messages issued by the organization.

• Corporate Image: Consider the assessment of internal and external face the reality of the company public.

Therefore, the corporate image is a projection of corporate personality.

1.10.3 components of the image

According to Sanz (1994) there are some components such notoriety, strength and content:

• "Notoriety: Refers to the degree of knowledge -espontaneo or not they are of the same or competing companies. Without visibility, there could be no image; however a company may have a weak reputation, that is, to be known by a small group of individuals; and yet, enjoy a good