Corporate communication

JACKSON Aneth.   BAPRM 3 REG NO. 42565


Corporate communication

Further information:

Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.

It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic.

Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization.

Methods and tactics.

Three principal clusters of task-planning and communication form the backbone of business and the activity of business organizations. These include management communication, marketing communication, and organizational communication.

Management communication takes place between management and its internal and external audiences. To support management communication, organizations rely heavily on specialists in marketing communication and organizational communication.

Marketing communication gets the bulk of the budgets in most organizations, and consists of product advertising, direct mail, personal selling, and sponsorship activities.

Organizational communication consist of specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communication.

The responsibilities of corporate communication are:

To promote the profile of the "company behind the brand" (corporate branding).

To minimize discrepancies between the company's desired identity and brand features .

To delegate tasks in communication.

To formulate and execute effective procedures

To make decisions on communication matters

To mobilize internal and external support for corporate objectives.

The public is often represented by self-appointed activist non-governmental organizations (NGOs) who identify themselves with a particular issue.

Most companies have specialized groups of professionals for communicating with different audiences, such as internal communication, marketing communication, investor relations, government relations and public relations.