PBL Task 1 : STORYTELLING AND CORPORATE COMMUNICATION

The trigger for the first PBL session was about a video made by Google. (https://www.youtube.com/watch?v=gHGDN9-oFJE) 

Here's the problem chosen by the group: How and to whom corporations communicate ?

Following this issue, here are the 4 learning objectives identified by the group :  

1. What is corporate communication ?
2. What are the channels for corporate communication ?
3. How to mould the brand image by storytelling ?
4. How to activate the customers emotionally by storytelling ?

1.  WHAT IS CORPORATE COMMUNICATION ?

 

http://corpcomm-eileen.blogspot.fi/2011/04/corporate-communication-and-its-many.html

Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.

It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public.

Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic.

 

2.      WHAT ARE THE CHANNELS FOR CORPORATE COMMUNICATION ?

For its communications plan to be effective, the creator must search for the best "mix" between channels. These falls into two broad categories: communication media and non-media.

- The media communication : on action through traditional media:  press, movie, radio and internet
- The non-media communication:
The non-media communication refers to communication actions that do not go through traditional media (press, television, cinema, billboards, radio, internet).
It includes:
--the direct marketing (mailings, e-mailings ...)
--the actions advertising alternative communication (street-marketing, POS, events, public relations ...)

3.      HOW TO MOULD THE BRAND IMAGE BY STORYTELLING ?

The image of a product, brand or company is how it is perceived by consumers. This perception can be done on objective criteria (image of high-end product at a high price) or subjective ("old product"). The brand image is the result of the characteristics of the product or brand in question, but it is also largely influenced by advertising campaigns. 

When positive, branding facilitates the marketing of a product and the possible charging high prices. We need to create a strong identity for the company and a good branding strategy. It takes into account how a company wants to present.

http://www.definitions-marketing.com/Definition-Image-de-marque

4.      HOW TO ACTIVATE THE CUSTOMERS EMOTIONALLY BY                           STORYTELLING ?

It is necessary that the customer dream, the message must bring back a sense, that of compassion in the individual. IT is necessary for them to go up emotions. To convey emotions, it is important to know how to create images or products that will successfully reach the brain, triggering the emotion

http://emmanuelchila.com/2012/03/le-transfert-demotion-en-sept-regles-mode-demploi/