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?
