“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?