Corporate communication is managing a company's internal and external communications with the audience. Know why it is important to improve brand identity.
What is Corporate Communication? Corporate communications usually refer to how businesses and organizations communicate with external or internal audiences like potential customers, key stockholders, employees, etc. The scope of corporate communication is pretty good in our country. However, corporate communication is not only about how communication occurs among employees. There are several forms of communication, have their purpose and importance.
What is Corporate Communication?
Median Online, one of the globally reputed organizations, quoted, "Corporate communication is the strategic initiative taken by a corporate organization to communicate the corporate brand and its core messages to the audiences in a globalized market. The simple definition of corporate communication is, it is a tool used to build the professional image among its audience to amplify the overall performances. Therefore, at its core, corporate communication is very simple, the way a corporation communicates".
Corporate communication creates identity, builds the brand and manages the reputation of the particular firm, and it is said to surpass the traditional method of communication and utilize the potential of the print, audio-visual, and digital media. IMC (Integrated Marketing Communication) is used to place organizations, products, and services in the global marketplace.
Why is Corporate Communication Important?
A company gives importance to using communications tools wisely and timely. Top companies like reliance Industries, Tata, Kirloskar group companies have created a strong identity as an organization for people. All these corporations make sure they connect and build an audience population for organization growth.
Below are the importance of corporate communication.
Brand Building
Usually, there are two types of audiences, internal and external. To balance internal and external audiences, corporate communication is important, and proper communication leads to the organization's productivity, hence the output results in brand building.
Reputation Management
Top companies to avoid rumours which are harmful to the organization through media and other sources, develop corporate communication as an important key to maintaining their reputation in the market.
Communication Model Development
An effective communication model keeps the organization running efficiently and effortlessly. There will be no clutter of information to create chaos in the company or outside the company. Nowadays, no companies think of corporate communication only as a task or job. Therefore, a separate department is introduced; hence, it can be seen how crucial this model is for every organization.
In short, corporate communication helps to boost morale amongst the public, increment in engagement, and smooth functioning at business places.
Functions of Corporate Communication
Every corporate communication has a distinctive function. The organization develops if every single task is carried out in the planned process. On the other hand, a little miscommunication leads to blunders affecting the outer perspective of the organization.
It can be listed down to the following:
- Communication is used to clarify the tasks that are supposed to be worked on by the respective departments, the performance objective, and improvisation techniques.
- It is the source of information that strengthens the decision-making process; an alternative course of action can be identified and assessed easily.
- Proper and regular communication better informs employees and helps in grooming their attitude towards the organization.
- Communication provides support in maintaining the quality of organization operations. Guidelines and principles are to be well created to help employees perform effectively and more efficiently.
Types of Corporate Communication
Corporate communications are important to define the purpose of communication. If delivered perfectly, it can be inspiring, attractive with quality information to inspire employees and stakeholders towards a common objective. There are many forms of corporate communications and also features of corporate communication, but they are usually generalized into two categories.
Below are the two different types of corporate communication.
Internal Communication
Internal communication is done within the company. Employees and stakeholders are part of the communication.
Internal communication includes:
- The mission statement of the company
- Manuals and handbooks of the employees
- company intranet information
- Conducting seminars and training
- Cultural norms of the corporate
- Shareholders communication
External Communication
When a company communicates with the outside world, it may be media, customers, and other forms are known as external communication.
It includes,
- Yearly reports
- Websites, Weblinks
- Facebook, Twitter, and other social media activities
- White papers, case studies, articles
- External newsletters and email marketing strategies
- Mass media advertising and direct mail methods
- Blogs and content development
- Brochures and printed materials
- Promotional information
Tools for Corporate Communication
The first step in improving corporate communication in an organization is to improve a solid understanding of the situation. Then, there are various ways to communicate with employees or your colleagues using communication tools. These corporate communication tools are easy and effective to use.
Below are the 5 tools that are designed to improve internal communication.
- Digital signage
- Intranets and forums
- Collaboration tools
- Instant messaging tools
- Employee social networks
Corporate Communication Training
To develop a successful individual suitable for job training is given accordingly by professionals. They can be trained internally or externally by any professional trainer.
Below are the corporate communication training offered.
Business Communication
Business communication training is given to the employees who will become immediate leaders, handling a team under them. They need to develop every aspect so that they can be a role model and inspiration.
Executive Communication
Executive communication is given to make an individual confident and knowledgeable who can present himself to the world, who has that zeal towards keeping the company's positive image.
Crisis Communication
Most organizations undergo a crisis. At that moment, what kind of communication should be there, when to communicate, how to communicate, etc., should be known to an individual. It is time an employee needs to be responsible and be the voice of the company. No matter what the situation may be, the employee should handle it well, which is trained in crisis communication.
Corporate Communication Jobs
Through corporate communication, customers/consumers know about a particular brand/company product and services. Therefore, companies invest in building a functional department by hiring suitable individuals specializing in niche fields such as public relations, media relations, or general communications.
Some of the job roles can be listed below:
Entry-Level Roles
- Communications specialist
- Media Relations Specialist
- Public Relations Specialist
Mid-Level Roles
- Communications manager
- Relations manager
- Public relations manager
Senior-Level Roles
- Director communications
- Director of media relations
- Public relation director
Note: There could be other job roles/designations with different names depending on their requirements or functions.
Corporate Communication Professional Skills
Corporate communications make or break the image of companies. Therefore, people working in this sector are the responsible person to maintain transparency in the market. Making a career in corporate communications demands a specialized skill set.
Among the important skills, some are listed below:
Writing Skills
A professional needs to be interested in drafting a copy in different formats, email memos, blog posts, website copy, articles, social media posts, etc. Effective writing skills are required to frame transparent communication for different audiences with various formats.
Public Speaking Skills and Presenting Skills
Communication job enthusiasts need presenting and public skills. These are the voices of their company; they need to have the ability and confidence to present themselves in front of the media and others. Therefore, they are expected to be part of the press meet, seminars, webinars, etc.
Data-Based communication
Data is the key-driven factor to gain trust from the required customers, prospects, or stakeholders. One must have an interest in the field of research. They should have detailed information along with facts and figures when representing themselves as a company. Misrepresentation of information might affect the reputation of the company, which in turn may lose the market.
Learned Technical Skills
Technical skills are crucial and additional skills to keep oneself at the top in the competitive world. One should know about chatbots, blockchain, virtual reality, and artificial intelligence to survive in this industry.
These technological skills will keep one updated and ease an individual's work as a corporate communication professional.
