Corporate Communication
Corporate
Communication
Corporate Communication
is the method by which large and medium size corporate communicates with its
target public i.e. employees, customers, and stakeholders. Reputation of the
corporate and its products are built through the messages disseminated by the
corporate to its employees, customers and different publics. These messages, called Corporate Communication, makes the
corporate visible and gives its products an image and reputation a customer can
identify with.
Stakeholders i.e. investors, shareholders, partners, suppliers,
employees, government, NGO’s, local community, industry and customers - any
individual or group which can affect or be affected by an organisations
activities need to feel a sense of involvement with what the corporate is
doing, the more they know, and the more open the communication with them, the
more they trust, and feel involved and responsible for the corporate in which
they have a stake.
To communicate effectively, a corporate needs
professionals who specialise in communications with both employees and the
external audiences. Corporate communicators need to understand and empathise
with all the target audiences and know how to use Public Relations, marketing
Communications and Internal communications effectively, to express corporate
identity, corporate culture and brand equity through internal and external
media.
For this a corporate should create a department
comprising professional expert in both, employee communications and in external
communications. The tools used by both the specialities are dissimilar and
require a different sensitivity in managing them. These professional must be
versatile and capable of writing a press release, an article on behalf of the
top management for publication in the mass media, and must know what tone to
adopt when writing a message for the CEO to employees.
The corporate communication department is a source of
information to journalists and vice versa from the media to the management.
Corporate communication department is a guide and influence to top management
about image management, it co-ordinates between the PR agency and the CEO in
creating and maintaining an image of the company. It is the liaison between the
top management and the marketing department in the preparation of product
advertisements and marketing communications.
The Corporate Communication
department is custodian of the brand image, and briefs and supervises the
production of product literature and advertising, managing of corporate
website, co-ordinates with printers, AV makers, film producers, creative
agencies so that the standards of the corporate and its identity are followed.
In internal communications, the corporate
communications department edits the house journal, newsletter, email messages
from the top management which have to be vetted and rewritten, notice boards
have to be kept busy and the intranet has to be updated enough for two way
communication between management and employees to maintain morale and to
further their identification and purpose with the company.
The corporate communication department works along with
and under the overall direction of the Managing director in providing policies
and guidelines in corporate image, corporate identity and corporate culture.
The Corporate communication department works closely with HR in inculcating
corporate culture and two-way communication in the company through
internal/employee communications. The corporate communication department also
works with the marketing department on marketing communications and also with
the finance department in disseminating relevant financial information.
A
corporate communication department is as essential to a company as Finance and
HR especially in a company which has a large number of employees comprising,
workers, managers, marketing and sales people who are located in several
different units in diverse areas spanning a range of states and countries.
As the interaction
between the government, industry, the environment, and the public becomes
extremely complex, Public Relations have become an inevitable component of
corporate affairs.
PR or Public relations is
about shaping and projecting an image as a key element in the drive for
success. Top executives now consider a good image as a basic resource in the
same way that they view finance or people. As the interaction between the
government, industry, the environment, and the public becomes extremely
complex, Public Relations has become an inevitable component of corporate
affairs.
Public Relations is the corporation communicating with its various publics
with the end in view of winning public understanding, acceptance, and support.
It is a public recognition of a substantive performance. In fact PR can very
well mean Performance Recognition.
Thank you.
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