INTERNATIONAL CORPORATE COMMUNICATION

International Corporate Communication

Introduction

The team “Orange” brainstormed names and propositions and finally arrived at the word orange as best representative of their idea, with its connotations of hope, fun and freedom. Market research at the time indicated that people found the name orange distinctive and friendly, extrovert, modern and powerful. The term orange along with wire-free (as one of communicable value), was subsequently registered as a trademark. Advertising and design of a logo followed and were all based on positioning for orange as formulated b the term.

There will be time when all people will have their own personal number that goes with them where ever they go and so there will be no barriers to communicate; a wire-free future in which calls will be made, not places and everyone will be benefited from advancements of technology. The future is bright and future is Orange.

The team also realized that given the doubts which surrounded Orange as a late entrant at its launch, the most important task for media was to imbue the brand with as much confidence as possible. A multi-media schedule was therefore adopted: a dominating presence for the Orange brand with advertising posters heralding each new campaign theme TV adverts communicating core brand benefits and public relations and press providing detailed messages in the information-led environment of newspapers. Since its launch, the communication strategy chosen has delivered on its corporate targets. Although Orange has not become the market leader in the UK, a position still firmly in the hands of Vodafone, it quickly gained market share and a market capitalization that enabled it w expand into other international markets. In 1996, barely two years after its launch, Orange PLC underwent its first public offering with shares being listed on the London and Nasdaq markets on the 2nd of April 1996, With a valuation of £2.4 billion. Orange PLC became the youngest company to enter the FTSE-.100.

The Process And Practice Of Communications Strategy

For most organizations the central purpose of strategy revolves around attempts to match the organization to its environment. And, as mentioned, although writers on strategic management discuss the environment, only a few of these writers have traditionally recognized or described the role of corporate communications in identifying the most important components of its environment, and in using communications to build relationships with them. This is unfortunate as for many organizations the question of how particular strategies may affect key stakeholder relationships has now become an increasingly important concern shaping the thinking of strategy makers.

The process of strategy making that is outlined here meets this concern. The process describes how communications strategies are built from the corporate level and are not just seen as functional level strategies or campaign tactics used to implement and effectuate decisions made at a more senior level. Communications issues and stakeholder groups become themselves identified at the corporate level in relation to corporate objectives and business operations; and corporate communications strategies are subsequently developed for addressing ...