Advertising and Marketing Communications

15. Corporate Communications

Communication leads to community, that is, to understanding, intimacy, and mutual valuing.

− Rollo May

What is Corporate Communications?

Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.

Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.

How Does Corporate Communications Work?

Corporate Communications works through −

• Organization − Need to harmonize the internal and external activities of the company.

• Management − Need to manage the companys communications with its own employees and audience/customers.

• Marketing Communications − Development and application of strategic marketing communications.

Types of Corporate Communications

Normally, Corporate Communications is categorized as −

• Internal − It includes employees, Stakeholders, etc.

• External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.

Tools of Corporate Communications

Following are the tools of Corporate Communications −

• Company Logo
• Company Design (including fonts and typefaces)
• Company stationary (e.g. letter heads, visiting cards, greetings, etc.)
• Internet Branding
• Code of Conduct (including HR conduct)
• Customer relations
• Rewards, appraisals, and recognitions
• Advertisement, campaign, direct marketing, etc.
• Site signage
• Personal and commercial vehicle branding

Responsibilities of Corporate Communications

Corporate communications has the following significant responsibilities −

• Management of corporate communications
• Practical corporate communications planning
• Dealing with internal and external audiences
• Dealing with the media
• Persuasion and dissemination of corporate information
• Brand management
• Monitoring and regulation of market and audience responses
• Crisis management
• Giving advice to employees and executives
• Dispute resolution
• Coordination with the stakeholders and other overseas customers/clients

Marketing Communications vs. Corporate Communications

The following table illustrates the differences between Marketing Communications and Corporate Communications −

Check Your Progress

• What are the works of corporate communications?
• What do you understand by corporate communications?
• Define various responsibilities of corporate communications.
• What are the differences between marketing communication and corporate communications?