Corporate Communications

“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”

− Rollo May

What is Corporate Communications?

Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.

Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.

How Does Corporate Communications Work?

Corporate Communications works through −

●      Organization − Need to harmonize the internal and external activities of the company.

●      Management − Need to manage the company’s communications with its own employees and audience/customers.

●      Marketing Communications − Development and application of strategic marketing communications.

Types of Corporate Communications

Normally, Corporate Communications is categorized as −

●      Internal − It includes employees, Stakeholders, etc.

●      External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.

Tools of Corporate Communications

Following are the tools of Corporate Communications −

●      Company Logo

●      Company Design (including fonts and typefaces)

●      Company stationary (e.g. letter heads, visiting cards, greetings, etc.)

●      Internet Branding

●      Code of Conduct (including HR conduct)

●      Customer relations

●      Rewards, appraisals, and recognitions

●      Advertisement, campaign, direct marketing, etc.

●      Site signage

●      Personal and commercial vehicle branding

Responsibilities of Corporate Communications

Corporate communications has the following significant responsibilities −

●      Management of corporate communications

●      Practical corporate communications planning

●      Dealing with internal and external audiences

●      Dealing with the media

●      Persuasion and dissemination of corporate information

●      Brand management

●      Monitoring and regulation of market and audience responses

●      Crisis management

●      Giving advice to employees and executives

●      Dispute resolution

●      Coordination with the stakeholders and other overseas customers/clients

Marketing Communications vs. Corporate Communications

The following table illustrates the differences between Marketing Communications and Corporate Communications −

Marketing Communications             

Corporate Communications

It has customers

It has multiple stakeholders

It is defined by a set of channels

It is defined by the multiple channels

It emphasizes on a product or service

It emphasizes on the whole organization

More creativity

Less creativity

Communication is controlled

Variety of communications

It is required to be consistent with the product/service attribute

It is required to be consistent with corporate identity

Check Your Progress

●      What are the works of corporate communications?

●      What do you understand by corporate communications?

●      Define various responsibilities of corporate communications.

●      What are the differences between marketing communication and corporate communications?

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