What is corporate communication? Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which the company depends.
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A company’s corporate communication strategy will most likely focus on written content (internal and external reports, advertisements, website, emails, press releases), spoken content (conferences, meetings, interviews), and non-spoken communication (branding, infographics, design, illustrations.)
Corporate communication is important in tying the company together and keeping a consistent, coherent message circulating. The corporate communication team will pass down information to both employees and consumers to keep them in the loop about products, procedures, and the future of the company. Corporate communication is important in building a strong company image, often by increasing brand awareness, boosting employee engagement, sparking innovation, improving productivity, and attracting top talent.
Corporate communication is managed by two types of communications, internal and external.
Internal communication is the exchange of information within a business. The communication is streamlined from an employer to their employees. Internal communication creates effective and responsive customer service, reduces conflicts in the workplace, and increases productivity, among many other benefits. Different methods of internal communication include group meetings, employee training, company newsletters, company blogs, and inquiries of employees.
External communication includes messaging between two organizations, often between a company and its consumers/the media. Consumer feedback is a big aspect of external communication and a way to improve the consumer experience to come. External communication is important for understanding the needs of the consumer and keeping a streamline of transparent communication to ensure trust and quality of experience. Typical forms of external communication include advertising, response to a consumer, press conferences, print media, annual reports and letters, brochures, or any other type of information passed along to the media or consumers.
The coronavirus has shown us that crisis communications proves to be the most important function of a company. A company cannot successfully navigate through a crisis without transparent communication and trained professionals. As the world began to shut down and the future of work transitioned to remote work, companies and brands had to be honest and helpful to their employees and consumers. Even during normal times, clear corporate communication is key when handling the everyday issues a company faces. It’s important to share information regularly with consumers, vendors, policymakers, and key regulators.
Staying on top of technology and knowing how to use its different functions is important in corporate communications. Mastering the art of working from home, by using Zoom, Google Meets, FaceTime, and other ways to collaborate virtually is important in coping with the pandemic and adjusting to life afterward. Since the world has gone virtual, the change in the media landscape has only been accelerated.
Interpersonal skills & Public Speaking: Corporate communication often involves handling inquiries from the public, press or other related organizations as well as speaking at interviews or press conferences. Excellent interpersonal and communication (both written and verbal) are necessary.
Resilience: Those spearheading corporate communications must be able to think on the spot and be flexible in their work strategies. The media landscape changes everyday, and corporate communication workers must be able to adjust to any situation and provide a clear, timely solution.