Corporate Communication

Corporate Communication is the sharing of information within the business, a corporate, an institution etc. It includes all the communication that happens within an organisation to achieve the desired goal. Communication is not just inter-departments, it is also held between different players like the employees, stakeholders, manager, the public etc. The aim of cooperate communication is to transmit consistency, credibility and ethics.

Corporate communication focuses on the company’s image and not the brand name. It presents a fair picture to the internal and external factors about what the company is and what it aims at. This creates transparency within the different levels to be directed to a pre-defined goal.

Responsibilities of Corporate Communication:  

• Focus on the company and not the brand the company caries.
• To delegate the responsibilities between departments.
•  To communicate mutually between internal and external forces.
•  Dealing with controlled and uncontrolled media.
•   Dissemination of persuasion and information.

“DO NOT LISTEN TO THE BOSS, COMMUNICATE WITH HIM”

Public Relation Agencies came into picture to communicate it to public and stakeholders with a convincing approach. They do this by organising conferences, general meetings, articles etc. The     PR Agency largely contribute to the image of the corporate organization.

Now, moving towards the deeper end we would look at the corporate communication mix designed by Van Riel. He says to have a significant corporate communication model it is divided into management, organisational and marketing communication.

• Management Communication:it is between the different levels of the company.
• Organising Communication: it is with the public relations, the investor relations etc.
• Marketing Communication: it is done for the promotion using advertisements, direct mail etc.

Corporate Communication is important because of the below given reasons:

• Transparent role of management.
•   Holding on to new markets.
•  Professionalism image to the public.
•    Rapid development of new media technology.

Corporate Communication is a two way communication, it involves a sender and a receiver. But the most important element of communication is the medium. It’s the company which has to develop interpersonal skills so that it does no fool itself thinking it is communicating.

“COMMUNICATION IS AN ART, WHICH CAN BE PRACTISED BUT NOT LEARNED”