Corporate Communication It Has Been Term Paper

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With this position, she gained a wide variety of skills in many different areas of PR such as corporate reputation, product marketing and placement, crisis communications, employee communications and social marketing. She says that some people get frustrated at the beginning of a communication position because of all the administrative and coordination work.

With the changes that are rapidly occurring across the world, crisis communication is an area that is growing in importance. All organizations are vulnerable to crises, from an oil spill or 9-11, to Enron and Worldcom, the Asian Tsunami Disaster, Hurricane Katrina and Virginia Tech killings. Organizations have to be prepared for the very worst and have an emergency plan in action for handling all areas of communication.

In a "crisis document audit," they look for a failure to address the many communications issues related to crisis/disaster response. Organizations do not understand that, without adequate communications: Operational response will break down; stakeholders (internal and external) will not know what is happening and quickly be confused, angry, and negatively reactive; and the organization will be seen as inept, at best, and criminally negligent, at worst.

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Planning effective crisis communications is not difficult, but it requires advance work in order to minimize damage. The slower the organization's response, the more damage is incurred (Bernstein, 1996).

Seeing the importance of such crisis communication because of the changing world, Bernstein (1996) concludes: "I would like to believe that organizations worldwide are finally 'getting it' about crisis preparedness, whether we're talking about crisis communications, disaster response or business continuity." Client demand for advance preparation has grown significantly over the past ten years. However, very few organizations have some plan in place for a crisis.

Another major change that will be occurring in the future with the corporate communication position is the need to work with global audiences. Companies now have their own facilities worldwide, as well as work with other companies across the globe. A communication manager does not only have to be able to understand verbal, nonverbal and written communication of the U.S., but these other countries' cultures as well......

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