Corporate Communication in Fedex
The role of the Corporate Communication function in the organization
A case of “best practice”
FedEx
Alessandro Colangelo
* INTRODUCTION……………………………………………………………………….p. 2
* RESEARCH QUESTION...........................................................................................................p. 3
* METHODOLOGY…………………………………..................................................................p. 3
* ANALYSIS……………………………………………………………………………………...p. 4
1. The close alignment between Corporate Communication function & the Implementation of Strategy: The unique FedEx operating strategy………….p. 4
2. The Corporate Brand in relation with Corporate Identity and Reputation.
FedEx: From a house of Brands to a Branded House……………………........p. 7
2.1 Corporate communication as Corporate Branding: the alignment between vision, culture and image in FedEx……….....p. 7
2.2 Corporate Brand in relation to Corporate Identity……………………p. 9
2.3 Corporate Brand and Corporate Reputation, a practical example: FedEx world-class program……………….....p. 12
* DISCUSSION OF METHOD AND RESULTS………………………………………..........p. 14
* CONCLUSIONS AND RECCOMENDATIONS……………………………………...........p. 14
* REFERENCES…………………………………………………………………………..........p. 15
* APPENDIX……………………………………………………………………………............p. 16
INTRODUCTION In the last years, business communication researchers have become increasingly interested in the contribution of corporate communication to a company’s ability to create and disseminate its strategy. Corporate communication, as an area of practice, involves communication professionals developing, planning and executing communication programs on a day-to-day basis. Managing corporate communication requires a communication strategy that describes the general image that an organization aims to project through themed messages and stakeholders. Below I’m going to analyze the case of FedEx Corporation.
A case of “best practice”
FedEx
Alessandro Colangelo
* INTRODUCTION……………………………………………………………………….p. 2
* RESEARCH QUESTION...........................................................................................................p. 3
* METHODOLOGY…………………………………..................................................................p. 3
* ANALYSIS……………………………………………………………………………………...p. 4
1. The close alignment between Corporate Communication function & the Implementation of Strategy: The unique FedEx operating strategy………….p. 4
2. The Corporate Brand in relation with Corporate Identity and Reputation.
FedEx: From a house of Brands to a Branded House……………………........p. 7
2.1 Corporate communication as Corporate Branding: the alignment between vision, culture and image in FedEx……….....p. 7
2.2 Corporate Brand in relation to Corporate Identity……………………p. 9
2.3 Corporate Brand and Corporate Reputation, a practical example: FedEx world-class program……………….....p. 12
* DISCUSSION OF METHOD AND RESULTS………………………………………..........p. 14
* CONCLUSIONS AND RECCOMENDATIONS……………………………………...........p. 14
* REFERENCES…………………………………………………………………………..........p. 15
* APPENDIX……………………………………………………………………………............p. 16
INTRODUCTION In the last years, business communication researchers have become increasingly interested in the contribution of corporate communication to a company’s ability to create and disseminate its strategy. Corporate communication, as an area of practice, involves communication professionals developing, planning and executing communication programs on a day-to-day basis. Managing corporate communication requires a communication strategy that describes the general image that an organization aims to project through themed messages and stakeholders. Below I’m going to analyze the case of FedEx Corporation.
References: * Argenti, P.A. and Druckenmiller, B. (2004) ‘In practice: Reputation and the corporate brand’,Corporate Reputation Review, 6(4), 368–374. * Argenti, P.A. and Forman, J. (2000) ‘The communication advantage: A constituency-focused approach to formulating and implementing strategy’. * CNN Money – Fortune website: http://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/2067.html * FedEx (2002a) FY02 Communication Plan, FedEx, Memphis, TN. * Joep Cornellissen – Corporate Communication, a guide of theory and practice (March 2011). * Philip Kotler, Waldemar Pförtsch – Business-to-Business Brand Management (2006) * Schultz, M., Hatch, M.J * Sears, Change Management Processes, Sears, Chicago, IL, (August 2001) * Yamauchi, K