erlands) and the business community. The centre tries to co-ordinate all thecommunication activities within a company and gives advice on communication policies and the organisation of communication methods. C.C.C. also offers training in corporate communication, executive courses and in-company courses.Companies as Shell, Unilever, Compaq Computers and Ernst & Young have a good reputation. They are multinational enterprises. They need a good reputation to be the number one in their field. Especially Shell, because its product (fuel, gasoline) is bad for the environment. But by introducing Shell Pura, which is better for the environment, Shell is different from other gas stations. This is an example of corporate communication.Corporate communication is found in all sectors of society. Think of hospitals, travel organisations, commercial services industries, industrial companies, universities, air companies, telecom companies and so on. Every company needs a specific image to be successful in their field.A professional magazine like Focus is a very important magazine. Each year, chief executives of the USs largest companies anxiously wait for the publication of Focus Magazines survey of Americas Most Admired Companies, the leading arbiter of corporate reputations.To be working in the field of corporate communication you will need skills as: Basic communication skills (presenting, organising, researching);Strategic issues management (stakeholder theory, strategic issues, strategic management);Strategic information technology planning (improving the effectiveness/competitiveness);Strategic external communication (communication campaigns);Economical psychology (explaining the behaviour of external stakeholders);Employee communication;Public affairs: European Political Environment;Investor relations (trust between a firm and its stakeholders);Corporate branding: (a distinguishment of a company to its rivals with its customers); andArgumenta...
