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What is Corporate Communications? Functions, Careers, and Skills

By Tim Stobierski | July 18, 2019

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. It’s 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.

Below, we explore the definition of the term “corporate communications,” identify the roles and
functions of the communication department, and examine the top careers, skills, and trends
impacting the communications industry.

What is Corporate Communications?

Corporate communications refer to the way in which businesses and organizations communicate
with internal and external various audiences. These audiences commonly include:

• Customers and potential customers

• Employees

• Key stakeholders (such as the C-Suite and investors)

• The media and general public

• Government agencies and other third-party regulators

Corporate communications can take many forms depending on the audience that is being
addressed. Ultimately, an organization’s communication strategy will typically consist of written
word (internal and external reports, advertisements, website copy, promotional materials, email,
memos, press releases), spoken word (meetings, press conferences, interviews, video), and non-
spoken communication (photographs, illustrations, infographics, general branding).

The Functions of a Communications Department

In most organizations, the communications department is responsible for overseeing a wide range of
communications activities. One of the simplest ways of understanding these different activities is to
group them according to the role that they play within an organization, as below.

1. Media and Public Relations

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This refers to the way in which a company or organization communicates with the general public,
including the media, by:

• Organizing news conferences, product launches, and interviews, and creating materials
(banners, flyers, etc.) for such events
• Writing and distributing press releases to the media to garner coverage
• Monitoring the news for mentions of the organization, its product, and key employees such
as stakeholders and members of management
• Devising a plan to address unfavorable press coverage or misinformation

2. Customer Communications and Marketing

Though most businesses still differentiate between their marketing and communication
departments, the lines between the two have begun to blur in recent years. Corporate
communication strategy often impacts marketing strategy, and vice versa, which has increased
cooperation and collaboration between the two functions.

It is not uncommon, therefore, for members of the communication department to help generate
various marketing materials and general customer communications, including:

• Marketing emails
• Brochures
• Flyers
• Newsletters
• Website copy
• Social media strategy

3. Crisis Communication [Incident Communication]

Crisis communication refers to the specific messaging that a company (or individual) portrays in the
face of a crisis or unanticipated event which has the potential to damage their reputation or
existence. In the event of such a crisis, it is the responsibility of the communications department to
create a strategy to address it (often done with the aid of outside experts) which may include:

• 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, emergency responders, and

politicians as necessary

• Generally protecting the organization’s reputation and ability to do business

Exactly what constitutes a “crisis” will depend on the type of organization but may include anything
from workplace accidents and violence to business struggles to product defects, chemical spills,
litigation, and more.

4. Internal Communications
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In addition to being responsible for communicating the organization’s message with external
audiences, most communications teams will play at least some role in internal communications,
including:

• Drafting emails and memos announcing company news and initiatives

• Compiling employee resources (such as information about employee benefits)
• Creating printed materials, such as employee handbooks or flyers
• Facilitating group brainstorming sessions and training sessions amongst employees
• Managing internal blogs, newsletters, or other publications

Internal communication is often done at the direction of or in partnership with the human resources
management team.

Corporate Communications Careers

According to the U.S. Bureau of Labor Statistics, employment in the media and communications
industries is expected to grow at a rate of about six percent from 2016 to 2026—about as fast as
growth for all occupations. This growth translates into an additional 43,200 positions, driven
predominantly by organizations’ needs to create and disseminate information through ever-
increasing communication channels.

Most individuals who work in corporate communications will choose to specialize in a particular
area—for example, public relations, media relations, or general communications. The area of
specialization can impact a communications professional’s salary, but similar positions are often
comparable and are based upon an individual’s level of experience:

• Entry-Level: Communications Specialist ($50,789), Media Relations Specialist ($50,517),

Public Relations Specialist ($46,950)

• Mid-Level: Communications Manager ($63,622), Media Relations Manager ($59,543), Public

Relations Manager ($65,227)

• Senior-Level: Director of Communications ($77,828), Director of Media Relations ($84,299),

Public Relations Director ($85,168), Chief Communications Officer ($126,885)

Required Skills for Corporate Communications Professionals

Pursuing a career in corporate communications requires a specialized skill set, regardless of the area
on which you ultimately choose to concentrate. Some of the most important skills include:

1. Writing skills

As a member of the communications department, you will likely spend the majority of your day
writing copy in various formats, from emails and memos, to blog posts and articles, to website copy,
social media posts, printed collateral, and more. To be effective in the role, you will need to hone
your writing skills so that you can communicate clearly to diverse audiences across many formats.

2. Presentation and public speaking skills

Presentation skills have become more important in recent years. In fact, according to once survey of
corporate recruiters, it’s in the top five skills that companies look for when filling positions.
Communications professionals are regularly expected to interface with the public and members of
the media, as well as fellow employees and internal stakeholders. The ability to clearly and
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confidently present your ideas and information, whether in person or through the aid of technology
(such as a video or webinar) is expected in many roles.

3. Communicating with data

Organizations now collect more data than at any point in history, all of which is critical in informing
important strategic decisions. As data has proliferated, employees across disciplines are finding that
they must interact with this data in new ways. Modern communications professionals must be adept
at interpreting data from a variety of sources, communicating with that data, and using it to tell
compelling stories.

4. Research and critical thinking

Depending on your exact role within an organization and the types of communication that you are
expected to create, you may find yourself spending a lot of time searching for resources that can
inform your content. The ability to conduct research and—more importantly—evaluate your
resources critically, is an essential part of many communications roles.

5. Technical skills

Technological advancements are shaping the field of communications as much as any other industry.
The International Association of Business Communications states that the five most important
technology trends impacting corporate communications are chatbots, blockchain, virtual reality,
extremely-personalized experiences, and artificial personal assistants. Many (if not all) of these
technologies are being driven by developments in machine learning and artificial intelligence, which
threaten to automate many roles. Developing your technical skills can help you remain competitive
in this new reality.

Starting a Career in Corporate Communications

Those looking to break into many entry-level communications positions at most companies can
typically do so by earning a bachelor’s degree in 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 typically signifies.

Earning an advanced degree, such as a Master of Science in Corporate and Organizational

Communication, can help you obtain this level of skill to advance into senior-level positions.

At Northeastern, the MS in Corporate Communication is designed specifically for professionals

looking to fast-track their professional careers. Challenging academics are taught by professors with
real-world experience and paired with many experiential learning opportunities (such as co-ops and
capstone projects) to prepare students to address the complex communication challenges faced by
modern corporations. Six unique concentrations allow students to learn deeply about the area of
communications most closely aligned with their career aspirations, including:

• Human resources management

• Public and media relations
• Leadership
• Project management
• Social media
• Cross-cultural communication
Source: https://www.northeastern.edu/graduate/blog/what-is-corporate-communications/