“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”
− Rollo May
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.
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.
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.
Following are the tools of Corporate Communications −
Corporate communications has the following significant responsibilities −
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|