REPORT

TOPIC :- CORPORATE COMMUNICATION

SUBMITTED BY:-
NAME:- ROHIT KUMAR
ROLL NO :- 22230MOM030
SUBJECT:-VIVA VOCE (307)
OF
BACHELOR OF VOCATION
IN MODERN OFFICE
MANAGEMENT

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Table of Contents

1. INTRODUCTION.............................................................................................................................3
2. What Is Corporate Communication?.............................................................................................3
3. What Are the Types of Corporate Communication?......................................................................3
3.1 Internal Communication..............................................................................................................3
3.2 External Communication.............................................................................................................4
4. Why Is Corporate Communication Important?..............................................................................4
4.1 Communication Supports Crisis Management.............................................................................5
4.2 Internal Communication Builds Company Culture......................................................................5
4.3 Communication Helps Businesses Grow Their Audience.............................................................6
5. Digital Corporate Communication Strategies................................................................................6
5.1 Video-conferencing.....................................................................................................................7
5.2 Project-Oriented Transactional Communication.........................................................................7
6. Common Organisation Issues and How to Resolve Them..............................................................8
6.1 Get Organised and Increase Productivity.....................................................................................8
6.2 Break Down Silos.........................................................................................................................8
6.3 Create a Culture of Transparency................................................................................................9
7. Which Corporate Communication Strategy Does My Business Need?..........................................9
8. 5 Steps to Set up Your Corporate Communication Process...........................................................9
9. Final Thoughts.............................................................................................................................12
REFERENCES........................................................................................................................................13

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1. INTRODUCTION
Corporate marketing communications are about how organisations interact with various
stakeholders through internal and external communications.
With the average employee spending 50-80% of their workday communicating with others, there’s
no question that both internal and external communication is tremendously important in our daily
lives.

That’s why psychologists tout the importance of having an effective communication style in personal
and professional relationships.

While it is relatively easy for people to communicate one-on-one, we sometimes need to

communicate important messages between large groups of people who aren’t sharing the same
physical space.

One such form of mass communication is through a corporate communication strategy.

2. What Is Corporate
Communication?
Corporate communication strategies are all about how organisations interact with external audiences
and internal stakeholders, including a company’s own employees.

Northeastern University names some of these stakeholders as “customers and potential customers,
employees, the C-suite and investors, the media and the public, government agencies, and third-
party regulators.” Corporate communication covers a broad range of responsibilities

3. What Are the Types of Corporate

Communication?
The two main types of corporate communication are internal and external communications.

3.1 Internal Communication

Internal communication is about employees, managers, executives, and board members
communicating.

Some examples of internal communications are:

 A memo sent from management to all employees

 An all-hands meeting between different departments

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 A team chat on Slack

 Company announcements sharing business success or new hires

Internal communications can be formal or informal and involve many employees or just a
few.

The way your teams communicate internally is important. The right corporate comms
motivates employees and contributes to your company’s employee engagement
and corporate culuture.

3.2 External Communication

External communications are the face a company presents to the outside world. It’s essential to
manage the communication strategy to your external audiences because it affects your company’s
public image. A public misstep can change the way consumers view you and affect your business
outcomes.

External communication doesn’t always mean issuing a formal announcement or a press release. In
the age of social media, most businesses can effectively communicate with consumers in a more
relaxed way using tools like Twitter.

Both formal and informal external communications should be considered in your corporate
communication strategy as either can impact your company’s brand image.

4. Why Is Corporate Communication

Important?
Running a successful business is all about combining effective internal and external communications
to make up a well-rounded corporate communication strategy.

Internal communications are the key to building a strong company culture. In contrast, external
communication can showcase your brand promise to the right target audiences, winning you brand
ambassadors and boosting your image worldwide.

Here are some real examples from the business world that show why internal and external
communication is important for businesses.

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4.1 Communication Supports Crisis Management

For any business, internal and external communications are important in times of crisis.

Internal communications ensure everyone is on the same page about the situation, allowing
leadership to communicate directly to the stakeholders that require input. In contrast,
external communications can help convey the right message to the public.

One example of successful crisis management comes from Maple Leaf Foods in Canada.
When a listeria outbreak was linked to its products, they managed the crisis using a clear
communication strategy.

The CEO publicly apologised, the company quickly acted to recall the items, and the tone of
their messaging was transparent and accountable throughout.

4.2 Internal Communication Builds Company Culture

Thoughtfully written internal communications show a commitment to transparency by
leadership. If the business faces challenges, leaders can address these and outline a plan for
the future in a tactful message to internal audiences, including staff.

Collaboration in and between teams also helps to strengthen company culture and should
also be factored into a company’s communication strategy.

Problematic internal communications can have corrosive effects on a company’s culture.

Examples of this were seen at Uber and Away, when internal communications like memos
and Slack chats were leaked to the public, putting off potential clients and losing them
business.

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Employee satisfaction and the culture of the business can be some of the most valuable
resources in attracting the right talent and outperforming competitors.

A survey by Deloitte showed that 82% of CEOs and HR leaders believe culture is a potential
competitive advantage.

4.3 Communication Helps Businesses Grow Their Audience

External communications within a business include marketing campaigns, press releases,
newsletters and social channels.

A Corporate communication strategy involving these channels might be called a Content

Marketing Strategy. This type of external communication can help a business reach new
customers and develop a voice in the public sphere.

One example of a wildly

successful corporate
communication strategy
was a social media
marketing campaign from
the Museum of English
Rural Life in Reading, UK.
Initially, this small museum
had about 10,000 followers
on Twitter.

However, after Program

Manager Adam Koszary
began targeting a Millennial audience, pairing its usual images of historic farm animals and
equipment with humorous messages, the museum grew its Twitter following more than
tenfold. This helped it bring in more visitors the following year.

5. Digital Corporate Communication

Strategies
For internal and external communication, a business should have a corporate communication
strategy.

To streamline your organisation’s communication strategy, you’ll need to ensure that it aligns with
your business strategy, meeting the objectives you’ve set for the organisation, uniformly enticing
partners whilst looking to reach a large audience of customers and employees with any other
stakeholders.

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This requires a great deal of forward planning and a great tool or two to help the execution. Here are
just a few of the tools companies are currently using for communications within an organisation.

5.1 Video-conferencing

With the growing popularity

of remote work, video-
conferencing has become an
increasingly popular internal
communication option for
speaking with colleagues and
team members.

Video-conferencing offers
many perks of face-to-face
collaboration (body language, visual impact) with the added convenience of working from
anywhere.

Some of the most popular tools for video-conferencing include Zoom, Skype, Google
Hangouts, and Microsoft Teams.

Despite its many benefits, video-conferencing also has its drawbacks. Some workers report
experiencing ‘Zoom fatigue’ because video calls require more focus and added screen time
than face-to-face contact.

Many people prefer to mix video-conferencing with other forms of corporate

communication during their workday.

5.2 Project-Oriented Transactional Communication

Not every interaction requires

video chat. For shorter
messages or ‘direct
messaging’, organisations
regularly use email or chat
platforms, such as Slack.

These corporate
communication methods may
be more comfortable for
introverted employees, and
they can save time as opposed to meetings.

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According to McKinsey, email interaction is so popular that the average employee spends
28% of their workweek managing it.

However, some employees and executives choose to structure their day by putting aside a
certain amount of dedicated time for internal communication like email or checking their
messages.

6. Common Organisation Issues and

How to Resolve Them
As previously discussed, communicating in the right way to the right people can help businesses. It
can shore up organisations against crises, solve problems within the culture, and encourage growth.

Here are some specific ways communication can help your corporate culture.

6.1 Get Organised and Increase Productivity

Streamlining your corporate communication efforts will lead to a more organised working
day. If stakeholders know precisely when and where to expect communications from your
business, they can focus their time on them only when needed.

Look to organise your messages to ensure that team members are not missing any crucial
updates. Organising your comms correctly reduces time spent searching for information,
increasing productivity.

Some types of work require uninterrupted focus. The more time workers spend switching
between tasks (or context switching) because they can’t find information, the less time
they’ll be able to spend on focused work.

6.2 Break Down Silos

Effective communication can help you break down silos and increase collaboration within
your company.

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Studies have shown that companies which promote collaborative working are up to five
times as likely to be higher performing. Leaders also recognise that collaboration is vital;
about 75% of CEOs believe it’s just as important as innovation.

6.3 Create a Culture of Transparency

Frequent, thoughtful communication from leadership throughout the organisation shows a
commitment to transparency.

Transparency is very important to employees. In fact, 50% of workers feel their company is
being held back by a lack of transparency, and 70% say they’re most engaged in their job
when senior leadership regularly communicates their business strategy.

Lack of trust is another cultural problem that you may solve with better communication.

7. Which Corporate Communication

Strategy Does My Business Need?
Choosing suitable corporate communication methods for your business depends on your team’s
structure.

One factor to consider is that a remote work environment can increase communication stress. Since
employees can’t walk up to each other to communicate in person, all communication needs to be
online.

It’s therefore essential to invest in the right tools for remote teams, especially since remote
employees may sometimes feel isolated or excluded.

Most businesses use different communication methods, including video-conferencing, email, chat,
and social platforms.

While diversity in communications can be a good thing, it can also get confusing. There are real
benefits to using a centralised platform like a social intranet.

8. Five Steps to Set up Your Corporate

Communication Process

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If you feel like your

corporate
communication
strategy needs some
work, there’s no
better time than now
to revisit it and
implement a more
effective plan.

By taking these five

steps right now, you’ll
be well on your way to
improved communications.

 Step One: Define Your Goals

As with most forms of business planning, the first step is to understand your goals for your
internal and external communications.

Are there existing problems that need to be solved? If you’re already conducting pulse surveys,
perhaps employees have been voicing their opinions about issues (such as a lack of transparency
in the workplace or difficulty finding information).

If no particular problems stand out, brainstorm a list of corporate communication goals for your
company within the following year. Pick a small number (three to five) out of that list to
prioritise.

 Step Two: Decide Who is Responsible

The next step is to decide who will ‘own’ your communications strategy.

This may be several different people. However, ideally, these people should collaborate and be
aligned with the communication goals defined in Step One.

C-suite roles and HR managers are typically responsible for internal corporate communication,
while marketing and PR specialists manage external communication.

 Step Three: Create a Roadmap

Once you’ve decided who is responsible for your strategy, it’s time to create a detailed plan for
communications across your business.

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You might include the following information in your plan:

 What are our major goals?

 Who is responsible for the strategy?
 What is the voice and tone of our internal and external messaging?
 How can we measure success?
 How can we ensure accountability?
 Do we need to invest in any new tools or solutions?
 If so, what will these be, and how will we implement them?

 Step Four: Set Your Budget

Another important consideration for corporate communications is budget.

Most types of communication ultimately cost money. IT infrastructure, marketing platforms,

marketing services, and internal communication tools are typical communications
investments.

Chances are, you already have communications infrastructure in place. However, this is the
perfect opportunity to evaluate what’s working and what’s not and see if the budget allows
further investments that could streamline communication.

 Step Five: Put Your Plan Into Action

The last step is to apply your plan ‘in the field’. If you need to restructure departments,
implement new tools, or put into place a monthly communication schedule, this is the point
where you can do that.

Don’t forget to include regular re-evaluations of the plan as part of your strategy to see
what’s working and what’s not.

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9. Final Thoughts
Corporate communication is a broad term, and it can mean anything from social media posts and
Zoom meetings to corporate memos.

What these forms of communication have in common is they make up the fabric of your business.
Your internal culture and your external brand define who you are as a company.

Communication is a crucial part of all relationships in our lives, from friendships and romantic
partnerships to parenting. Business relations are no exception. With this in mind, corporate
communication is undoubtedly worth your attention, time and investment.

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REFERENCES

 https://www.workvivo.com/blog/corporate-communications/#corporate-marketing-
communications-are-about-how-organisations-interact-with-various-stakeholders-through-
internal-and-external-communications-here-we-explore-some-best-practice-examples

 https://www.researchgate.net/publication/
250927761_Corporate_communication_and_corporate_marketing_Their_nature_histories_d
ifferences_and_similarities

 https://en.wikipedia.org/wiki/Corporate_communication

 https://www.gcu.edu/blog/language-communication/what-corporate-communications

 https://graduate.northeastern.edu/resources/what-is-corporate-communications/

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