The success of a company’s communication strategy is largely contingent on how closely the communication strategy is linked to the strategy of the business as a whole. In addition to thoughtful planning and careful design of firm strategy, a company must have a strong corporate communication function to support its mission and vision. Hence, it’s important to understand the relevance of corporate communication.
Corporate communication is about organizations communicating with both primary and secondary constituencies. The clarity, alignment, and integration of communication to all these constituencies have the ability to make or break a corporate reputation. An organization’s reputation management strategy is the most critical part of any corporate communication function. While image is the corporation seen through the eyes of its constituencies, identity consists of an organization's defining attributes, such as people, products, and services. Identity should not vary from one constituency to another, but each constituency can have another image of the company. A company’s image can also be enhanced or altered through corporate advertising. Issue advertising or advocacy attempts to influence the attitudes of a company's constituencies about specific issues that affect the company. It is performed by the corporate communications function. Media Relations also plays an important in being a sub-function of the umbrella “Corporate Communication”. Although the media relations sub-function started off as a “flacking” service for managers in response to requests from news organizations, today the best corporate communication departments actively set the discussion agenda of the firm in the media. Technology has helped companies communicate through the hundreds of media services available from virtually anywhere in the world. As companies are getting more and more influential in our every day life, consumers started to establish counterweights by founding customer groups. As a consequence, companies need to deal with these quasi-political activity groups which claim to represent constituencies. Additionally, individual customers and potential customers contact the firms for information requests, service requests, etc. Companies need to have a Marketing Communications department which manages customer relations, corporate advertising, and other activities related to customers. Internal communications strategies, developed by the corporate communication function, make sure the workforce is more engaged, productive, and loyal - because it feels informed. Internal communications should make sure employees get information which is affecting them before the public gets it. Investors Relations is becoming one of the important sub-function of corporate communication. For a corporation, it is crucial to have an open dialog with its investors. Investors need information about the company, otherwise the investments become too risky and they would withdraw their money. Corporate communication also has relevance in the corporate social responsibility of the organization, in government relations and also during crisis management.
Hence, we see that the increased globalization of business has also led to the growing importance of corporate communication. It’s become an imperative organ of any organization.
Corporate communication is about organizations communicating with both primary and secondary constituencies. The clarity, alignment, and integration of communication to all these constituencies have the ability to make or break a corporate reputation. An organization’s reputation management strategy is the most critical part of any corporate communication function. While image is the corporation seen through the eyes of its constituencies, identity consists of an organization's defining attributes, such as people, products, and services. Identity should not vary from one constituency to another, but each constituency can have another image of the company. A company’s image can also be enhanced or altered through corporate advertising. Issue advertising or advocacy attempts to influence the attitudes of a company's constituencies about specific issues that affect the company. It is performed by the corporate communications function. Media Relations also plays an important in being a sub-function of the umbrella “Corporate Communication”. Although the media relations sub-function started off as a “flacking” service for managers in response to requests from news organizations, today the best corporate communication departments actively set the discussion agenda of the firm in the media. Technology has helped companies communicate through the hundreds of media services available from virtually anywhere in the world. As companies are getting more and more influential in our every day life, consumers started to establish counterweights by founding customer groups. As a consequence, companies need to deal with these quasi-political activity groups which claim to represent constituencies. Additionally, individual customers and potential customers contact the firms for information requests, service requests, etc. Companies need to have a Marketing Communications department which manages customer relations, corporate advertising, and other activities related to customers. Internal communications strategies, developed by the corporate communication function, make sure the workforce is more engaged, productive, and loyal - because it feels informed. Internal communications should make sure employees get information which is affecting them before the public gets it. Investors Relations is becoming one of the important sub-function of corporate communication. For a corporation, it is crucial to have an open dialog with its investors. Investors need information about the company, otherwise the investments become too risky and they would withdraw their money. Corporate communication also has relevance in the corporate social responsibility of the organization, in government relations and also during crisis management.
Hence, we see that the increased globalization of business has also led to the growing importance of corporate communication. It’s become an imperative organ of any organization.
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