Corporate communication strategy as a strategic management function of Public Relations/Corporate Communication is based on the definition. Corporate communications strategy, the masses gathered around various topics/activist groups (activist groups) and social stakeholders in defining and managing the various problems such as economic and socio-political goals through communication establishes a relationship with people who are connected to the organization, the organization and the commercial challenges by providing a balance between socially acceptable behaviors is a strategy that helps the organization adapt to their environment. Corporate communication strategy of the organization is mainly a socio-economic system where strategic management is seen as ‘corporate community’ the minister’s approach as based on (Steyn 2003 : 178).

Corporate communication strategy for the organization’s strategic communications and social stakeholders shows a tendency to form a relationship with. A corporate communication strategy, it is thought, the practitioner’s actions and the logic behind it is-so how will be transmitted, wherein the action of deciding to be forwarded-. Therefore, it is not the same with your communication plan, but the strategy that is required to complete the framework of a communication plan (Steyn 2003 : 179).

Corporate communication strategy, are developed in the prevailing conditions of the internal environment of the organization, but requires the evaluation of the external environment. Top executives and communication social stakeholders by practitioners strategic communications, strategic thinking, strategic decisions as a result of the process will occur. Corporate Communication Strategy, community stakeholders, which can be used in determining a profile that reveals more or less of what is important, solve problems, helps in determining varying conditions. For this reason, the efficiency function is a mechanism that leads to much for validity (Steyn 2003 : 179).

Corporate communications strategy, social expectations and the feedback of the stakeholders can be seen as a proactive ability to adapt to changes in the organization. Strategic decision making and problem solving in adding to the topic Social Stakeholders, Management and early warning can provide competitive advantages through kurulasa of various issues. Institutional missions by sorting communication objectives, the functions of communication in the strategic management process may reveal. Corporate communication strategy, to develop a strategy, the traditional ‘linear’ approach towards a more modern approach of not conducting. For example, the organization of various trends, events, and stakeholders to adapt to the surrounding Social like. Relationships and communication focuses on symbolic actions (Steyn 2003 : 179-180).

Corporate communications, all of an organization’s communication efforts in front of us as far as we are concerned, take off many application areas. The separation of these areas can be accomplished in various ways. For example, Achterholt basically (for detailed information. 1991 : 49) the fields of Corporate Communication, corporate advertising, corporate and corporate public relations sales promotion such as a separation-dependent, while Hutton and others in the field of corporate communications of the items they receive are much wider (2001 : 250) :

Hutton and others that they add to the field of corporate communications fields, as shown both enterprise and non-enterprise target groups and their forms of communication that can be made for reveals.

Goodman corporate communications that are installed on the key functions are as follows (Goodmann 2002 : 6) :
– advertising and image building,
change and Corporate Culture
– Media Relations
– Investor Relations
– International Communication
– Communication Policy
– internal communication and technology
– crisis communication
– Corporate Citizenship and ethics
– Competent communication problems
– create a corporate culture
– leadership and Communication
– Public Relations

When requested for the planning and strategic management of all these elements, as previously mentioned, a certain philosophy, and the organization must have a vision. A communication strategy to be prepared from the foundation of the transaction should work to be performed; however, in the real sense of the corporate image and corporate communications with cabalanan in this format can be reached. The institution or corporate communications to the target audience with a certain philosophy and a vision ‘integrity’ may not transmit the image. Organizations communication formats are divided into traditional and strategic communications. In comparison, we can show the general characteristics of traditional and Strategic Communication (see fig. Glockler 1995 : 114) :

As we have seen, all the activities of the organization as a whole, the minister of Strategic Communication, communication studies to be prepared for the future, by leveraging the systematic philosophy of the institution according to the desired objectives to be reached by the flow of information activities is to identify and Target groups.

Institutions are the fields that should be worked on as a priority strategies for the determination of (Kleinfeld, 1992 : 12) :
– determination of the area of business you want to operate the institution
– the changes, which will take place in the future of this business in the areas of Investigation.
– These changes to the organization and the determination of risk the chance that can happen.
– React to the resources necessary for the calculation of different types or activities.
– An analysis of the organization’s strengths in the competitive environment.
– Analysis of the weak aspects of the organization in the competitive environment

The first step in the strategy is the determination of the institution’s mission, corporate objectives, strategies and plays a role in the determination of policies. The fulfillment of these strategies and policies in order to carry out various procedures and must be supported with appropriate budget items.

While it is a general consensus on an organization’s objectives, corporate communications, strategic communications goals and objectives to be shown it is natural for some ideal. In general, the goals of the organizations is revealed between where water issues (Dunn, 1986 : 429) :
– to develop a corporate image within the financial community,
the media, the corporate activities take place to ensure that
Employees provide an understanding of corporate issues,
the organization influence in decisions that affect legislators and regulators,
– Create a pride to have been involved in the organization among employees and community members.

Corporate communications objectives, ‘image’ and ‘performance’ as stating that the goals can be divided into two groups. Depending upon the needs of the organization to achieve the desired communication goals, target groups according to the importance of desired goals, and Target groups, which may differ according to the needs of consideration arrangements must be made.

The goal of the program is a corporate communications should help to protect the interests of the organization. So, corporate communications before they can start planning the goal of the organization must be understood thoroughly. Each different priorities and plans of the organization are different from each other should be taken into consideration in which it resides. Many organizations with the targets in this plan has three or five year plan and the establishment of a short term goal of three or six months in the plan should be implemented communication plans should be made separate and different communication programs. A short-term basis of the plan implemented on a long-term basis on corporate communication plans and activities implemented to complement each other should be considered.

During the preparation of the plan, Corporate Communications, Corporate Communications interpreted as the organisation’s objectives and goals must be accepted by the management of the organization. The discussion of the objectives of the organization and communication with the administration, at the same time to be prepared and timely communication contributes to the organization’s priorities in the planning of the determination to reveal what allows Wreford 1995 : 13).

Communications in the preparation of the plan, the organization’s:
– the target audience sees the way that different
– the strong and weak aspects,What are
– to what extent is the organization that was understood by the target audience,
competitors and how they feel about the organization, how management can be evaluated,
– ideal characteristics which are related to the field in which it operates as the presence of research in an organization requires.

This and similar research to be made covering the areas of, the organization is perceived to target kitlelerinc how to check whether the goals you set are compatible with the needs of the organization in the future that will be made in the evaluation process is useful in detecting whether or not a result is received. However, the corporate communications plan of the organization and the field of activity of the person who will prepare the target groups in addition to being knowledgeable about the sector must have to learn about. The information collected from different sources and communication plans in the making of both can be used to give direction to the activities of the organization. The important point is to make information necessary for the organization of interpretation.

Effective corporate communication in the preparation of the program, organizations must be called separately for different target groups. For example, the annual financial report prepared for audiences with lawmakers to call it won’t be appropriate or local audiences.

Corporate communication planning, special attention should be given to the organization and its employees. Prepared corporate communications program, however, employees can succeed with their support and informing in advance. Basically employees of different communication tools and methods are used. For example, Coca-Cola and informing employees of their organizations to a large extent from the video in GTE, AT&T on a large scale from e-mail to see benefits. Black 1993 : 129).

An organization’s corporate communications in achieving its quality objectives should consider the following issues:

a. Wants to implement the institution and implementation of Corporate Communication identify the elements that it considers necessary.

As mentioned above, there are many different methods that can be applied to corporate communication. According to what the institution wants to achieve a combination of suitable communication methods among your target audience and purpose losers must always create and monitor a policy of open communication in Corporate Communication Management. What audiences both internal and external audiences, and what it’s made of or made are not to be described (see fig. Seitel 1994 : 202-205). For example, Johnson & Johnson Tylenol Tylenol tablets why when faced with the crisis pulled from the market; Pepsi-Cola products, Diet Pepsi why you did not pick that declared. In contrast, NASA, and challenger tanker Exxon to explain to the target audience in a crash or so later and I have done has made as inadequate.

Ultimately, these organizations has suffered a serious loss of image. Therefore, all organizations must be open to communication with internal and external target groups. The crisis is creating an area of close to the area where the organization operates, for example, if a plane could crash every time if it’s an airline, corporate communication, crisis communication, you should take it too. The target audience is composed of young people and an organization that wants to appeal to a wide audience, if the communication to achieve goals that would make the choice of sponsorship activities, sports, or music, must have the sponsorship of. In this case, what strategies can be implemented in various different organizational structures for Corporate Communication comparative way, let me show an example:

b. Investigation of changes that can take place from the fields of this dialog in the future.

Layer together with the organization’s strategic planning, communication methods, implement long-term it can be argued that it should be. In this case, he has chosen the organization in the field of communication in the future, what kind of changes might be the institution that should be demonstrated by various studies. For example, with the sponsorship of Arts and culture of the organisation may prefer to call the target group, but after 4-5 years of sponsorship, will no longer be valid in the audience, but instead the sponsorship of the program on television that it would be more effective to determine if the communication strategy shifting in this direction would be more appropriate. It is important to perform future determinations, but such observations are in general follow trends and regular communication that occur in the world it is possible to perform continuously in this area by doing research.

For example, in 2001, Fortune magazine covers of the top 1000 companies in the United States designated by the result of a research that is important in terms of identifying the current trends of Corporate Communication (Goodmann 2000 : 7) :
– many relationship with environmental problems is important.
– Culture is important for the existence of the institution.
– Communication-more than ever – is strategic.
– The age difference between managers and employees is a factor to be considered in the planning.
– Employees, the company more than themselves think.
– Speed, more is more active than the previous time.
– The company is expected to be a good citizen and make money.
– Relations with the media has become more complicated.
– The internet is a tool; an internet strategy.
– Companies can face a crisis, are required to be prepared.
– Corporate communications, writing for the essence of the work still continues.

Be followed in this type of the current data, and the changing trends in corporate communication is required to determine the most appropriate method to reach your target audience. However, another point to note is that, in spite of globalization, local it is a requirement to participate in this research all the characteristics of the target audience. Local trends may be different in different global trends, these must also be taken into consideration.

c. These changes can bring to the organization’s communication policy and the chance that the determination of the risk, again, different types of response and identify the resources needed for the activities.

Here is what needs to be done according to the data obtained on the basis of the above decision, the implementation stage of drying a variety of corporate communication will determine the method that would provide the benefits and the risks. At the same time a certain period of time after a change in the Tools dialog is to be made, they are also in this phase must be determined.

d. Depending on the analysis of the strong and weak aspects of the organization, an analysis of strong and weak aspects of Corporate Communication.

Analysis of the strong and weak aspects of the organization, cannot be separated from the analysis of strong and weak aspects of Corporate Communication. Corporate communication tools in the direction of the institution is determined as a result of this analysis will be activated. Thus, the needs of the institution methods of communication will occur. Always planning, corporate communications plan should be continued.

When planning corporate communications, the points which explain the need to pay attention to.

Corporate communication, in strategic terms, in what manner, it was decided that it would be activated after a systematic Six-stage model may be placed for discussion that are required for communication.

According to this model points to be addressed:
– defining the problem
– Analysis
– Strategy
– Creative Application
– Perform
– Check

With regard to this phase of corporate communication tools must be addressed. Want a method that is considered in the implementation of Corporate Communications, sponsorship, corporate advertising or public relations, or whether you are the steps you need to spend basically all of them, this six step. These six steps are examined as an example of Corporate Communications on behalf of the following data:

Defining The Problem

The issue here is a description of the situation is performed. “Where Are we now?” question answers are sought. Data collected on this situation, the first provisional targets are determined.

Analysis

Analysis, the most important stage in the organization’s communication activities creates. As detailed in this respect must be carried out. In the analysis phase “do we want to reach?” the question is investigated. All the data are examined in terms of the existing situation and what is desired to be achieved. Reviews to be performed in the analysis phase are as follows (Tremel 1994 : 5168-5170) :

Analysis Of The Corporate Image

• Institution has identified how their appearance?
• How are defined the desired image of the organization?
• The existing image of the organization, what is this?
• Employees about the organization of ideas, what is the image of?

Based On The Data, Analyze The Activities Of The Institution

• The organization’s activities, which realizes what kind of benefits?
• What kind of organization is equipped with the powers and capacity?
• Capacities of staff/what are the powers?
• Ethical-moral powers, what are they?

Analysis Of The Distribution Of Routes

• Activities from which it will reach the target groups?
• There are places of activity, what kind of organization? Is it enough for these specified tasks?
• Technically editable and how these places can be used?
• Activities, dates, and what time is it?
• To third parties whose contribution to transmit these activities? What kind of internal and external agents are there? Who motivates them?

The Price Policy Analysis

• The organization is financing itself?
• Only designated tasks can’t be accomplished through additional financial resources? (those who gave money, donations, sponsorship)?
• Financial problems can be resolved with the tasks imposed, can’t be solved?
• Within the framework of communication activities and tools is required to be given information about the use of money?

Their communication tools and pathway analysis

• The organization which is the use of communication tools and methods? (Advertising, public relations, Sales Development, Internal Communications, sponsorship, direct mail, etc.)
• What kind is called with internal and external target audiences and Media tools? What is their success rate?

Based On Analysis Of The Movement Of Their Activities

• The organizational mission so far, in what manner is detected?
• Enterprise, Institution, for the solution of the task in the past, what had they done? Is it successful? Or why not?
• To what extent do the public have participated in the previous movements? What is the degree of this participation? What kind of Appeal as set forth participatory ways have been proposed that would be?
• Media didn’t attend the event?

Environment Analysis

• The proposal by the institution (communication plan) what is the opinion of the public?
• What others kind of activities, which successfully offers? So it is a matter of competitive behavior or relationships?
• General consumption behavior and tendencies, what is the effects of the institution for the proposal?

Analysis Of The Target Audience

• What kind of communication there are habits of the masses?
• What kind of communication tools are used?
• What kind of communication method will be effective in reaching the target audience?

In the second step, as we have seen, a detailed analysis is performed. This analysis according to the size and scope of the institution, is further expandable or collapsible. However, in each case, the results of the analysis phase, creates a foundation for the future steps to be taken in. This phase takes place at the end of balance sheet analysis and the goal of the institution is pegged in terms of communication up and down.

Strategy

The third step of planning is to develop corporate communication strategy. With all of the data obtained in the previous stages after a baseline is determined on what needs to be done, “a place in what format do we want to achieve?” is to give the answer to the question.

A form of strategic thinking that will be performed at this stage,
in which the person or target audiences,
what kind of content,
in which the activities within the framework of
which through the media in what manner,
at what time,
what kind of costs is decided to be forwarded.

Yet at this stage of the strategy phase testimonials text, picture, or do not fall into the image. Which one of the communication activities will be to decide whether a given one another in coordination, with concrete data on the target audience, which is everything. Which will be held communication objectives are written.

As an example of the communication of the goals to be carried out (1994 Tremel: 5174):
– the degree of recognition of raising
– the elimination of prejudices,
– Motivation, – create,
– to encourage the behavior of Concrete
– to create a change in behavior can be shown.

During the strategy phase, determined to achieve the goals of the institution in which corporate communication tools will be used is decided. This phase at the same time, decide what kind of budget to allocate these vehicles will be given to the level that he creates.

Creative Application

In this phase, obtained in the previous steps leads to the detailed study of the strategy and as a result no longer prepared. If the organization decided to focus its public relations activities, these activities also what will happen, and at this stage begins the creation of them. For example, for public relations purposes announcements, posters, brochures, communication tools, such as film or television spots of the materials to be used in the preparation phase is done.

Another creative activity that needs to be done during the application phase, is the realization of media planning. Media planning, media analysis obtained information about the target audience and the institution as a result of media coverage of the aim to generate the most appropriate combination (1996 Koschnick : 687). Media planning specific questions are as follows (Tremel 1994 : 5180) :
– which media will reach your target audience when and where?
– Activity – cost relationship, the most appropriate according to what is media?
– The most appropriate qualitative properties dialog objectives what is media?

Application

The application no longer the target audience and the target audience can see it is the stage where seslenile. Recover all of the data and the strategy becomes visible within the result of a combination is no longer in this universe. Corporate communication strategies previously identified in this phase is implemented. Corporate communication makes use of different communication strategies in terms of them, if at this stage it is useful to note that it is also compatible with each other. For example, a beverage company sponsorship for a sports team if it is decided to carry out an activity, the appropriate sales promotions, advertising campaigns and also sponsorship is also an attempt to trigger it.

Control

The analysis of the existing situation and the desired situation previously performed during the control phase that are performed by various qualitative and quantitative research are compared with uncovered again. The control phase, the re-to the first stage of proceeding must be made to make it possible for earlier stages. However, by this stage, whether the institution or deviations reach the desired goals occurred, that may reveal where all this may have originated from. Corporate communications for control in the planning of measures that were not performed a subsequent phase will produce incorrect results.

As shown, Corporate Communications, the institution as a whole, and must be implemented according to their field of activity that is a form of communication to the target audience. Institution, what kind if he wants to reach a goal, corporate communications must define the methods accordingly. All this while the priority in the implementation of the method as a philosophy and philosophy that is considered by taking direction from the corporate communication must be managed in a strategic manner planned. Promote and maintain a successful image, which is one of the main aims of corporate communication, but this can be accomplished.

On the floor of the institution of the philosophy of Strategic Management and planning carried out with corporate communication, corporate image

On the issue of integrated communication, so many organizations in the same thought, although the area of responsibility of corporate communication from the elements broken down into pieces, then it is seen that coordination is not done. Dispersion and lack of coordination, organization, and the organization will bring serious problems in terms of the ability to manage all communications for damages. Therefore, corporate communication and communication functions within a plan of activities to be made be made in a way that it is useful to complement each other.

In the West, separate organizations include the department to regulate corporate communication corporate communication activities. The size of the organization, depending on the number of employees in this unit varies. For example, in the United States the largest oil companies in corporate communications departments people outside organizations 20-40 works. In Europe, this number is less (Wreford 1995 : 19). The important point is that the organization of communication activities is to carry out coordinated with the relevant departments of the organization as a whole.

The conduct of corporate communication activities of an organization, the responsibilities of the board of directors will take; the organization who is in communication with internal and external target groups that will be the spokesperson on behalf of the organization, the employees in their division, or with some services you will get help from specialized organizations; to provide the service that an organization if it is going to help from the outside what is going to be different from different services the agency will get a consultant, or work with the agency that specializes in corporate communications, you need to decide in advance.

Corporate communications services in the West in recent years, the rapid development of the specialized agencies which provides the functions of personnel within the organization is inadequate in fulfilling one of the reasons for that is. Corporate communications specialist agencies, organizations, new systems should be established, and the organization’s own resources are inadequate in terms of receiving services can be very useful in a variety of situations (Wreford 1995: 20).

Corporate communication activities to plan, manage, implement and continuously brings various time intervals to give direction to a comprehensive study by evaluating the communication activities. The organization as a whole, the planning and strategy for the determination of the organization of communication activities that will take place in a communication specialist, or in addition to the team, and wish to accomplish corporate goals and objectives by concentrating on this subject, the management team must be able to work together and Corporate Communications Corporate Communications Department, which will handle separate activities from beginning to end, the establishment in the organization is more useful. However, in the execution of the organization’s communication activities, and goals of the mission and vision necessary in the determination of organizational definition of, out from ‘neutral’ on a unit/organization’s communication specialist assessment and activities of the agency approach the topic from a different perspective-from the perspective of the organization is useful.