Corporate Communication is how retain a business on message, with one and all speaking the same language. It’s not just how the organization speaks to the marketplace, which is known as Branding, or how the organization deals with the media, where it’s called Public Relations. Corporate Communication involves the market, the media, investors, communities, and the staff itself, through training sessions and messaging that always reinforces the mission and vision of the organization. Upon scholars Gray, (1998); Davis and Miles (1998)
Corporate Communications should:
- Describe what the organization does
- Articulate the primary customer benefit
- Create credibility with users and staff
- Produce an expressive connection
- Appeal curiosity about the organization and its products and services
- Motivate action
Most often the marketing and communication team maintains control over the messaging that appears in organization materials, online, in sales proposals, on signs, buildings and vehicles, and in media coverage. The executive staff is also responsible for corporate communication, since for most businesses, the truest messaging comes from the top.
In an organization the corporate should be aware also of the importance of communication between departments. This communication has changed the operation of the business in order to face the globalization challenges. Corporate communication plays an important role in the public relations, marketing and management.