This report aims to critically evaluate and analyse the corporate communication strategy, framework and main issues influencing a corporation. The company that I have chosen to examine and apply the knowledge of corporate communication is Microsoft Corporation.

Communication strategy of Microsoft Corporation applies or follows which enabled it to expand and grow its business with such an immense efficiency.

How does the organisation incorporates main issues of corporate communication; such as, communicating with external and internal stakeholders, maintaining its identity, image and reputation to reflect its organisational behaviour, the organisation’s attitude towards cultural influence, the role and impact of technology, and lastly, the role of Human Resource Management in contribution of its effective communication and overall performance in global context.

(Cornelissen J, 2004) states that corporate communication is a function of corporate identity, corporate image, corporate brand and corporate reputation for the goodwill of the organization and its ongoing concern which is making profit. Corporate communication is a modern term of “Public Relations”. “The term corporate communication is increasingly being used in practice to describe the management function that is still referred to as public relations in academic literature” (Groenewald, 1998).

According to surveys, over half of the heads of corporate communication departments administer communication functions. They are as follows;

External and internal communications

Managing corporate reputation and brand