Today’s corporate communication function

Corporate communication nowadays play many function in relation to an organization’s communication strategies for both internal and external stakeholders. It recognizes that technologies such as the internet underscore the global character of communication and that corporate communication has become a strategic tool for a corporation to gain competitive advantage.

Corporate communication is the term used to describe a variety of management functions related to an organization’s internal and external communications. Depending on the organization, corporate communication can include such traditional disciplines as: public relations, investor relations, employee relations, community relations, media relations, labour relations, government relations, technical communication, training and employee development, marketing communication, management communication. Many organizations also include philanthropic activity, crisis and emergency communication, and advertising as part of corporate communication functions so as to insure organization reach the vision and mission of organization.

Importance of Corporate Communication

Communication has become vital to business growth since our economy has firmly based itself on information, rather than manufacturing. Customers, employees, investors, suppliers, and the general public now expect a high level of communication and candour from the companies that operate in their community.

Corporate communication is a strategic tool for the corporation to gain a competitive advantage. Corporations use it to lead, motivate, persuade, and inform employees and the public as well. Understanding corporate communication provides the vision a company requires in an information-driven economy for strategic planning. Corporate communication is more art than science. Its intellectual foundations began with the Greeks and Romans with rhetoric. Its body of knowledge is interdisciplinary, drawing on the methods and findings of anthropology, communication and language.

In addition corporate communication demands an ability to solve problems in groups, to understand media and communication technology, to work ethically, and to feel comfortable in a global business environment. The elements of communication continue to exert substantial influence in all transactions from simple customer questions of frontline sales and retail personnel to the pressure negotiations involved in a multinational merger.

Corporate communication help in develops communication, develops projects, and maintains the corporation’s image and culture. A communication group within an organization sets policy and guidelines to meet the strategic goal of developing and perpetuating a corporate image and culture, to project consistent messages, and to communicate with its various publics on a routine basis, as well as in emergency and crisis situations.

Corporate communication help a company’s to become more competitive, it is crucial for international companies to find a better way to cut through the competition and reach the target audience. Event sponsorship provides companies with alternatives to the cluttered mass media, an ability to segment on a local or regional basis and opportunities for reaching targeted lifestyle groups whose consumption behaviour can be linked with the sponsored events. On the other hand, the huge growth in sports activities, music and art events, and other forms of entertainment.

In conclusion a company need to understand the importance of corporate communication in all activities that take place in organization so as to insure they minimise unnecessary cost.

Laizer Edwin N BAPRM 42691