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?