In the public relations industry, many questions are asked from ‘how to write a media release?’ and ‘how to prepare for an interview?’ to ‘what is corporate communications?’.
Corporate communications is defined as activities involved in managing both internal and external communications in a workplace – this can include internal presentations, staff newsletters, media releases for journalists, investor correspondence, social media and more. The aim of corporate communications is to create a favourable perception amongst stakeholders the business depends on, such as investors, employees or the general public.
In corporate communications, there are typically three principal areas. These include:
These three principal clusters work together to achieve effective business communication. Most organisations will even devise a business communication plan (also known as a corporate communications plan) to ensure their company successfully communicates with all stakeholders.
A corporate communications department plays a key role in how stakeholders perceive a business. So, it’s imperative to make sure all persons involved, whether it be in management, marketing or organisational communication are across all responsibilities.
These responsibilities include:
Our Communications Director Clare Christensen says the responsibilities really depend on the organisation.
“Often corporate communications is spilt into internal and external communications teams,” she says.
“Internal is about informing staff and key stakeholders about any news and events happening in the organisation.
“External really reflects the PR team and media liaisons, who perform duties such as writing media releases, monitoring social media and mainstream media, while also planning media events.”
Many people in corporate communications will find there are plenty of effective techniques for businesses. This of course, depends on the company and its employees, investors and audience.
It’s important to understand your organisation and not only what your target audience wants, but also what your employees want to achieve via effective corporate internal communications.
If you’re considering working in corporate communications, there are specific skills many employers will look for when hiring. These include:
Clare says the essential qualities a corporate communications officer should have is being organised and having great multitasking skills.
“You should excel in communicating with both external and internal stakeholders,” she says.
“You should also be aware of the messaging and brand at all times.”
A piece of advice to anyone looking into corporate communications is to start building relationships – because your stakeholders are the key to a company’s perception management. Good luck!