Corporate communication or the art of crafting and building brand identities and corporate brands has been responsible for the worldwide success of American brands such as Coca-Cola, Pepsi, McDonald's, Wal-Mart, IBM, Microsoft, HP, Apple, Google, General Electric and others. Corporate communication helps companies to shape and mould corporate presence, identity and reputation in the minds of customers, important stakeholders and other audiences. It is important for an organization to invest in corporate communication initiatives to perpetuate its long-term corporate image and brand identity.
Process
Corporate communication is the method and process of building corporate brands and espousing the cause of a company and its credentials in the marketplace. It involves a series of well-coordinated and planned activities and programs to highlight a company's products, services, annual achievements, philanthropy and social development efforts. It involves communication with both internal employees and also externally with customers, business partners and other stakeholders. The emphasis is on promoting a consistent and coherent corporate identity and image.
Purpose
Corporate communication is often a key strategic enabler in today's highly competitive and information-driven business environment. Sensible, thoughtful, consistent and well-articulated communication messages reinforce a positive image about a professionally run, well-managed enterprise or business. The larger PR and advertising campaign sustains corporate communication efforts. Limiting the negative fallout of crisis scenarios, corporate missteps, public mistakes or rash public utterances by key executives is possible with strategic and timely corporate communication exercises.
Function
The corporate communication department comprising a senior executive and brand communication managers is in charge of devising and crafting a workable and flexible corporate communication plan. The team drafts news releases, ghosts op-eds and columns for top management, arranges interviews for key company personnel in print publications and relevant programs on network and cable news channels. If necessary, the team liaises with an externally appointed PR agency or firm to co-ordinate nationwide PR campaigns and press conferences or road shows for product launches.
Structure
The top management, key business executives and PR-oriented business managers play a highly influential role in shaping the corporate communication agenda of an organization. They understand the value of communicating key organizational objectives, environmental obligations, community outreach programs to diverse stakeholders and external audiences. Top executives often offer key inputs and suggestions to fine-tune annual corporate communication plans and even allocate budgets for mega advertising and promotional campaigns. They are ready to take up speaking engagements and other external assignments that would boost the organization's image.
Benefits
A well-managed, sustainable and consistent corporate communication agenda or initiative can reap long-term dividends for a company. Annual shareholder meetings are well-attended, and shareholders feel positive about the long-term prospects and profitability of the company. The long-term reputation and legacy of the company generally remains intact despite minor or short-term organizational mishaps or market mistakes. Customers are more prone to be loyal and long-term consumers of the company's products and services.
