Corporate Communication

Corporate communications refers to the methods that

organizations utilize to communicate with a variety of external and
internal audiences, including customers, employees, stakeholders,
the media, general public and regulatory bodies.
Corporate communication can serve multiple functions and
come through a wide array of channels, such as:
•Reports
•Advertisements
•Website copy
•Promotional materials
•Emails
•Memos
•Press releases
•Meetings
•Press conferences
•Interviews
•Video
•Photographs
•Illustrations
•Branding materials
 Internal Communication
Internal communications refers to the practice of an organization
communicating with its internal stakeholders, such as employees,
managers or leaders. Internal communications initiatives are vital
as they allow organizations to streamline their operations and meet
goals efficiently. Often, internal communication is facilitated in part
by an organization's human resources (HR) team, which provides
general management to organizational personnel
 Components of internal communication
 Employee communication: One of the main priorities of internal
communication is employee communication. Such initiatives are those
which inform employees, disseminate relevant information about
organizational activities and shares strategies for efficacy when managing
operations.
 Organizational culture: Organizational culture refers to the ability of an
organization to build a shared understanding among employees about
their goals, connectivity to one another and satisfaction with their roles.
Internal communications professionals may promote specific pieces
about organizational culture by facilitating focused initiatives that may
engage employees, such as development sessions or resource
compilation.
 Stakeholder communication: Stakeholder communication refers
to an organization's messaging geared toward investors or
private financial funders. Often, internal communications
professionals will interface with current and potential financial
stakeholders, including investors, to create a positive
relationship, build an organization's reputation and potentially
secure sources of funding.
 Customer Communication and Marketing
Customer communications refers to the ways in which an
organization interacts with its customers or clients.
Marketing, which sometimes encompasses customer
communications, refers to communications strategies geared
toward consumers with the goal of generating interest in an
organization's products or services. Marketing is a corporate
communications function that serves a particular and measurable
purpose in encouraging consumer engagement through purchasing
activities.
Components of customer communication and marketing

 Corporate branding: Corporate branding refers to the activities which establish a unified
reputation for which an organization becomes known for. Branding involves creating a
cohesive message that brings together a group of products or services under a single
name. From here, marketing professionals may initiate branding through the creation of
favorable associations with a specific name and establishing a lasting impression of
positivity which shrouds the organization's products or services.
 Promoting: Promotion refers to outward or customer-facing communications strategies
that make individuals aware of a product or service, attract them to a brand and
encourage them to engage with a particular product or service. Many promotional
campaigns are geared toward ushering consumers to buy specific products over a
competitor's products. Marketing professionals often engage in promotion via social
media, television advertisements, radio commercials and more.
 Corporate identity: Corporate identity, similar to organizational
identity, refers to the unique image portrayed by an organization
which is regulated through both external and internal corporate
communications. Marketing professionals utilize corporate
identity regularly in their efforts and attempt to encourage
associations of positivity or recognitions of uniqueness within a
consumer base.
 Emotional Intelligence

Emotions play a role in negotiation, for better or worse. While it’s

important not to let them get in the way of reaching a mutually
beneficial deal, you can use them to your advantage.
Skills needed by corporate communication professionals
 Writing skills: As the primary goal of communications professionals is to
engage with specific audiences through channels which involve written copy,
they need to possess strong writing skills. On a day-to-day basis, a
communications professional may need to write emails, memos, blog posts,
articles, website copy, social media posts and other materials. In order to be
effective while performing such duties, communications professionals should
focus on honing their writing skills to appeal to diverse audiences across a
variety of formats.
 Research skills: Communications professionals may need to develop research
skills to search for resources that inform the content they create. This is an
especially important competency to develop for external communications
professionals who may need to write articles, social media content, blog posts
and other information-based content consumed by external players.
 Critical thinking: Corporate communications professionals should focus on
honing their critical thinking skills, regardless of their role within an
organization. Much of the work performed by communications professionals is
focused on identifying creative solutions to existing issues and attempting to
appeal to specific audience's needs. These responsibilities require
communications professionals to think critically and engage in solution-
oriented thinking.
 Public speaking: Many communications professionals, especially those who
work within the public relations sect of a corporate communications
department, need to possess excellent public speaking skills. Being able to
present on a topic concisely and effectively can make a significant difference in
the success of an organization's public image or ability to secure support from
external stakeholders.
 Technical skills: Communications professionals, like
professionals from other fields, need to develop specific
technical skills to be effective in their roles. Many
communications employees will find themselves using a variety
of technological products, such as chat bots, virtual reality,
artificial personal assistants and other tools to accomplish the
goals of their work. Understanding how to employ these tools
can give communication professionals an advantage over others,
allowing them to guide their organizations to achieve high
results.
THANK YOU