Corporate communication is the perception of a company by creating a brand identity and maintaining communication with the general public. Corporate communication teams build the company image, communicate with internal and external audiences to maintain a positive reputation in the industry, and bridge the gap between employees and management.
A company’s corporate communication strategy can go a multitude of ways often consisting of written (website, press releases, memos), verbal (interviews, videos, press conferences) and visual (photographs, infographics, illustrations).
To build a strong brand identity, internal and external communication need to be aligned.
What is Internal Communication?
Internal Communication focuses on messages and information sharing within a company. It includes communication from executives down to employees as well as inter-departmental messages. Examples of internal communication includes:
- Internal newsletters
- Team meetings
- Knowledge management tools
What is External Communication?
External Communication focuses on the company’s branding and messaging to the outside audience. In current times, it’s not only press coverage but also social media that pushes out the company’s messaging. Examples of external communication include:
- Press releases
- Press conferences
How does Corporate Communication Work?
There are many ways to use corporate communication to work for your organization, here are some ways the communication team focuses on building up a strong corporate communication program.
Brand Awareness (Corporate Identity): Building up a company’s reputation establishes them as household or workplace identities and captures the audience’s attention. Branding defines who a company is, what they do, their products and what that means to the public. It’s the task of corporate communication teams to create favorable messaging around the brand and lead it’s reputation, not only internally but externally as well.
Brand Credibility (Corporate Reputation): Identity is what sets the organization apart from others and also comes back to the reputation. Brand credibility is based on the trustworthiness and expertise that a company promises based on the usage of their product. Corporate communication departments curate the image to stand for what is important to the corporations function.
Brand Talent: Companies are only as successful as the people who work there!
Employee Engagement: Internal engagement from the top down is vital in any organization’s success. Employee’s are brand ambassadors who lead the way in external communication with their social reach. Providing employees with the right tools and content to share is vital and can often have a direct impact on a company’s financial growth.
Employee Productivity: The more productive your people are, the higher your revenue generated and the lower the cost.
Examples of Corporate Communications
The communications department is responsible for an array of activities ranging from public relations to internal communication. Let’s break down the differences and see what role they play in the organization.
Customer Communications and Marketing
The lines between communication and marketing have begun to blur in recent years with the departments often working in conjunction. The communications department will help create marketing collateral from emails to newsletters to website copy.
The public-facing facet of communications and the function that generates the public opinion of a company. Companies will often utilize press releases, news conferences, and interviews to generate news coverage.
While being responsible for outwards facing communication, corporate communications is also responsible for all internal messaging including company news, internal blogs/newsletters and employee advocacy. Internal communications focuses on employee engagement and its impact on the workforce. For more insights, download our Simpplr Research: State of Internal Communications to get a better understanding of what separates great internal communications programs from everyone else.
Benefits of Corporate Communications
Corporate communication is not focused on just external communication, it highlights and aims to increase communication between an organization’s leadership team and the employees. The main priority of a communications team is building and maintaining the brand and identity of a company. Perception and reputation carry a lot of weight when it comes to building relationships with the media, general public, and other organizations.
Corporate Communication is Vital
In a crowded and competitive marketplace, companies need to have a clear identity which helps reap small and long-term benefits. Customers stay loyal and feel safe when a company has a secure and consistent brand. Investors feel committed to investing into a company. And employees remain confident about the capabilities of executives and the direction of the organization.
To get a better understand of what separates a great internal communications program from everyone else, check out Simpplr’s State of the Internal Communications Benchmark and Report.