Chantal Scoubeau

Corporate communication and strategy in the field of projects

The communication concerning situations of project marketing (space industry, train construction, engineering, building construction, …) does not lead to a lot of researches and publications. An attempt will be made in this article, to establish the link between project and corporate communication considering the various steps in the development of a particular project strategy. This induces the development of the identity of the firm, the definition of the main targets (sociogram approach) and the development of particular tools at both an internal and an external level. It appeared in this study that the traditional communication mix arrives late after the management communication and the organizational communication. Concerning the tools, the relational network seems to be the best adapted to the particular situation and the targeting allows a good despatching of the resources at this level. The firms have in fact to develop both a functional and a relational positioning.

The financial communication during a period of transition

Purpose – To emphasise the important role of financial communication strategies implemented by companies during critical public share issues and identify their main characteristics.Design/methodology/approach – A review of the available literature on the subject (1991‐2003) describes the risks brought about by public share issues, the main roles of the financial communication strategy and its targets. A qualitative investigation conducted in Belgian bank companies (by interviews) details the different financial communication strategies implemented during mergers and acquisitions.Findings – Financial communication is not only concerned with financial figures and data, but has also a specific role in building the companys image, reputation and confidence. This is particularly true in case of mergers and acquisitions since these events can strongly affect the companys identity. Internal as well as external communications have to be considered. Some managerial implications are proposed.Research limitations/...

The role of financial communication in public share issues

Purpose – The first public share offer represents a crucial step in the life of a company. When the firm places shares linked to its business activity on sale in the financial markets, it is taking a strategic decision of major importance because this is going to involve shareholders who will subsequently become real partners in the organisation. This paper attempts to determine the place of financial communication in the company with regard to its general situation.Design/methodology/approach – Analyses the key role played by the financial communicator and the organisation he represents in determining the type of communication needed so as to prepare for the first public share issue. Examines the initial results of a quantitative analysis (carried out by means of a questionnaire) of the importance attached to financial communication by managers of firms present on the Belgian financial market.Findings – Financial communication is a form of communication that is still growing. The appearance of new techno...