Corporate Communication

By Lauren L Perfors

Who Am I?

Study Here (sometimes…)

Work here.

Play Here.

Best to Ask, Where Haven’t I Worked?

• Small business

• Startups

• Corporation

• Entrepreneur

Types

• Sales

• Customer Service

• Marketing

• Management

• Ownership

RolesYou Know You’re At a Startup When…

• Cheap Desk

• Toys

• Your Own Computer

• Baseball Hat

• Can’t Tell if Working

• or Playing

How We’re Going to Get Through This

• Corporate Communication Overview

– Growth complexity

– Technological impact (having fun yet??)

– 3 Key Categories

• 6 Audiences

– Public

– Target Audience

– Customers

– Investors

– Employees

– Government Entities

• Google Communicating

• Questions

• Time to Wake Up, I’m Done.

Corporate Communication

Corporations must communicate what we learned in kindergarten (hopefully).

Listening Skills

Ethics

Trust

Corporate CommunicationComplexity Increases with Growth

Start

•Each Other (Larry & Sergey)

1998 Research Studey

•University

1999 Growth

•Employees

2002 AdWordsProducts

•More Target Audience(s)

2004 IPO

•Investors

2005 Data Request

•Government

Need Employees

Business Growth

More Audiences

Products & Services

Report to Investors

Accept Funding

Corporate Communication

Technology Morphed Expectations

• Instantaneous Response

• Two-Way Convo

• Everyone Can Be Heard

What to Communicate?

• Corporate/social responsibility

• Ethics

• Product/service quality

1886

• 3.7 Billion Mail Pieces Handled by USPS

2000

• 207 Billion Mail Pieces Handled by USPS

2013

• 182.9 Billion Emails PER DAY

USPS Source: https://about.usps.com/who-we-are/postal-history/pieces-of-mail-since-1789.pdfEmail Source: http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf

Stakeholder Communication

PublicTarget

AudienceCustomers

Investors Employees Government

…With the Public

Gain Positive Reputation

Sway Public Opinion

Tech:

•Compromise accuracy for speed

•Through media

•Google, Social media, news, blogs

Titanic Sunk: 2am 4/15/1912.

NYT Article: 4/16/1912, Over 24 Hours Later

Congrats on being 1st… and wrong.

“Before cable & web, this would have played out far more out of sight. Doesn’t exempt journalists from having to report w great care.” –David Folkenflik NPR

Source: http://www.poynter.org/latest-news/regret-the-error/158541/a-year-later-false-reports-of-rep-giffords-death-still-reverberate-for-the-press/

…with Target Audience(s)

Marketing Messaging

“…to be served rather than sold”

Tech:

• Break barriers to customers (spam filters)

• Social media, website, blog, reviews

Content Pieces Per Month

Tweets Per Day

Source Spam: http://mashable.com/2013/08/09/70-percent-email-is-spam/

FB: https://blog.kissmetrics.com/facebook-statistics/ | Twitter: https://about.twitter.com/company

…with Customers

Marketing messaging Customer Service

Tech:

• Online forums, customer service portals, email updates

• On customer’s schedule, not corporations’

…with Investors

Profitability VP/C-Level Exec

Messaging May Contradict With

Gov’t/Public

Tech:

• Video & screen shared conference calls

• All financials downloadable

…with Investors

Source: https://investor.google.com/earnings.html

…with Employees

Motivate, Inspire, Appreciate

Best Place to Work!

Taken Care Of Human Resources

Tech:

•Email, online portals, internal social media, chat

•Inundated with “CYA”

Response Rate on Employee Surveys

Employed as of 2011.

Source: http://www.siop.org/article_view.aspx?article=892 | http://www.wired.com/2011/03/mf_larrypage/all/

…with Government Entities

Compliance & Legality

Messaging Challenges With

Other Publics

Google vs. Baidu Search Today

Accounting, HR, Management

Tech:

• Gov’t operates at a far slower pace

• Email, cloud file storage

…with Government Entities

Google Tackling Worldwide

1. Corporate/Social Responsibility

2. Ethics

3. Product/Service Quality

Google Transparency

Report

Google: Corporate/Social Responsibility

• Communicates to: publics, customers, government

Actions: Refusing to turn over search query data

• Access to information for all.

Mission Statement:

• Self-driving cars reduce accidents

• High-speed fiber optic internet for rural access

Furthering Society with Innovation:

• No sell-outs to company bidders

• Punish cheaters large and small

Keeping Organic Search “Earned”:

Ethics

Motto: Don’t Be Evil

Gmail Recent Headline?

Porn and Adult Content Out of General Search

Source: http://netforbeginners.about.com/cs/secondaryweb1/a/secondaryweb.htm

Gmail Ad Scanners Catch Child Pornography Suspect, Turn in to Authorities. 09/2014

of the Web is Indexed by search engines

Questions

Fascinated? Entranced?Learn More

• https://www.melcrum.com/blog/struggling-communicate-company-strategy-just-google-it

• https://www.evernote.com/shard/s45/sh/ad390004-66db-409b-a804-ba4a65767a8f/ad45f15e1540fa296c78b4126af9cc1a

• http://www.businessinsider.com/what-its-really-like-to-be-a-google-intern-2013-5

Thank You!