Concept of Corporate Communication Revisited

Friends, Thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comments column. Today I’m happy to present my 94^th Blog “Concept of Corporate Communications Revisited”.

Corporate Communication is the method by which a corporate communicates with its target audience. Reputation of an organisation, its products and services are built through the messages disseminated by the organisation to its target audiences i.e. employees, customers and other public.

Corporate communication makes the company visible and gives its products an image and reputation a customer can identify with. Customers and employees also get to know and feel good about the organisation they are working for and doing business with. Customers need to know about the organization; its management; method of manufacture; mode of functioning, company’s philosophy and values. They also need to know its products and services so that they can trust what the company stands for and confidently buy, consume and use their products.

Stakeholders i.e. investors, depositors, shareholders, partners, distributors, suppliers, government, NGO’s, local community, industry, customers, any individual or group, and employees which can affect or be affected by an organizations activities need to feel a sense of involvement with what the company is doing. The more they know, and the more open the communication with them is, the more they trust, and feel involved and responsible for the organization in which they have a stake.

Friends’ It is difficult to overstate the critical importance of effective communication for most businesses and organizations. It is through effective communication that customers learn about a company’s products or services and what makes brands unique compared to their competitors. Its how management and employees coordinate their activities to ensure that the entire organization is marching toward the same strategic goals. It’s also how executives inform investors, the media, and the general public about important organizational developments. 

In short, communication underlies many of the most significant activities that most businesses must complete. Communication is so important that most organizations will eventually reach a point at which they realize they need to invest in building a corporate communications team responsible for these various activities. 

Friends, let’s understand what is Corporate Communications? Corporate communications refers to the way in which the corporate and big organizations communicate with their internal as well as external target audiences. Their audiences commonly include:

·         Key stakeholders

·         Existing & potential employees

·         Existing & potential customers

·         Existing & potential distributors etc.

·         Government regulatory agencies

·         Mass media  

·         General public

Corporate communications can take many forms depending on its target audience that is being addressed. At the end of the day an organization’s communication strategy will typically consist of written communication i.e. internal & external reports, advertisements, website content, promotional material, and press releases, verbal oral communication i.e. meetings, press conferences, press interviews etc., and non-verbal communication i.e. photographs, illustrations, info-graphics etc..

Functions of a Corp. Comm. Dept.

In most organizations, corp. comm. dept. is responsible for overseeing a wide range of communication related activities such as media relations, customer relations, employees’ relations, corporate social responsibility, crises management, corporate brand management. Lets understand some of the key functions and activities of a corp. comm. dept..

Media Relations

·        Organizing press conferences and interviews with media.

·        Writing of and distribution of press releases to the target media.

·   Monitoring the news for mentions of the organization, its product and services and senior management.

·        Negative news management.

 

Customer relations

·        Direct mails including emails.

·        Brochures, Flyers & Newsletters

·        Website content

·        Digital PR &

·        Social media management

·        Buyers & Sellers meets

Employees relations

·        Drafting newsletters etc. announcing company news and initiatives

·        Creating employee handbooks

·        Organizing trainings etc. for the overall development of employees

 

Corporate social responsibility (Philanthropic responsibility Environmental responsibility Ethical responsibility Economic responsibility)

·        Define the concept of CSR for your organization.

·        Understand the benefits of CSR.

·        To get the CSR project approved.

·        To set CSR project goals.

·        To do analysis of an ongoing CSR program.

·        To do research of CSR initiatives proposed for the organization.

·        Launching of the CSR campaign.

·        Posts launch management of the CSR program to success.

Crisis Communication

·        Organizing interviews and news briefings for company representatives to discuss the issue at hand

·        Advising company representatives on what to say and how to say it when speaking with members of the media

·        Communicating with attorneys, government regulators, etc.

 

Brand management

·        Identifying the ideal target market, understanding what motivates them to choose one product over others and positioning the brand in the same domain.

·        Developing an ideal brand message brand message which resonates both with the needs of the target market and with the value proposition of the offering.

·        Communicating the brand promise to the customers by making use of almost every possible touch point.

·        Making efforts to build brand equity and measure it from time to time.

·        Managing the brand architecture and making sure sub-brands structure and communication align with the master brand structure and communication policies.

·        Building the brand identity and making sure that it aligns with the brand image in the market.

·        Handling brand communication in the market

·        Anticipating and accommodating new brand identity need

Skills required to work in a corp. comm. dept. of an organization:

a.     Story telling skills

b.    Presentation skills

c.     Public speaking skills

d.    Communicating with data

e.     Research and critical thinking

f.      Technical skills

To conclude:

To communicate effectively, a corporate needs professionals who specialize in communications with both employees and the external audiences. Corporate communicators need to understand and empathize with all the target audiences and know how to use Corporate PR, marketing Communications and Internal communications, to express and establish corporate identity, corporate culture and brand equity through internal and external media.  Brand Equity is brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales. Brand equity has four dimensions-Brand Loyalty, Brand Awareness, Brand Associations, and Perceived Quality, each providing value to a corporate and its brand name. 

Therefore, those looking to break into entry-level communications positions at any organization of repute can do so by earning a bachelor’s degree in journalism & mass communications, marketing, or a related field. However, in order to qualify for more competitive managerial and senior-level positions, candidates must be capable of demonstrating a certain level of skill and expertise beyond what an undergraduate degree signifies. Earning a PG Diploma in Public Relations & Advertising from a reputed mass media institute or Masters Degree in Mass Communication from a recognized University, can help in obtaining the level of skill to advance into senior-level positions.  

 

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