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There are thousand different ways a message can be conveyed to target recipient. How do we present business information? As corporate identity and corporate integrity play a very vital role in the overall image of an organization, proper way of presenting themselves to others is utmost important. It takes years and great deal of sweat to build a reputation that can be ruined in a minute of wrongdoing; and, at the end of the day organization’s reputation will always be its best asset. This is true for both public and private organizations.
Corporate Communication is the art of orchestrating set of activities in communicating information to both internal and external parties; thus, acting like a liaison between the organization and its parties. Internal communication is anything that needs to be disseminated only to internal parties within the organization. This is usually composed of corporate updates, announcement to manage employee issues, changes in organization structure, special events, etc. External communication, on the other hand, is anything that the organization needs to convey to public. This may be to promote an innovation or a new product, to make a public apology for anything that would warrant this, to rectify gossips about the organization, to announce a bankruptcy, to publicly signify an organization’s appreciation of public support, to do political campaign, etc. Crisis communication may be classified as both internal and external communication. This is one of the most delicate aspects of Corporate Communication and is usually done with utmost cautiousness and high coordination with crisis management group of the organization.
Corporate Communication has the following objectives:
- to get the message across its target recipients in a timely, effective, and efficient manner
- to keep the integrity and identity of an organization in every party’s eyes (through proper management of information being disseminated, such as content of the organization’s website, content of advertisement that will be published in print ads and TV, etc.)
- to keep intact the organization’s culture and philosophy
- to promote smooth relationship with the organization’s stakeholders
- to ensure that every step taken towards communicating information to target recipients is in sync with the organization’s brand guidelines
There are studies showing that effective Corporate Communication can affect the organization’s profitability. It can also encourage or discourage employees to do their work productively and efficiently.
Creative Corporate Communication is about coming up with new means as to how a message can be relayed internally within the organization or externally through its customers, stakeholders, and general public. The use of logos, for instance, is seen to promote quick and visual recognition of an organization. Another is the use of taglines. “Have a break,” “We’ve got you covered,” – do these lines ring a bell? “Kitkat” and “VISA”? Taglines make people recognize an organization without actually seeing the name printed literally. Sponsoring events, such as sports tournament, job fairs, and special training programs is another way to make an organization publicly visible. Of course, media, such as TV, newspaper, the Internet, and radio are classic means to get the message through the customers or the general public. The whole idea of creative Corporate Communication is to come up with new ideas on how to effectively present business information.
Practitioners of this profession are known as Corporate Communication Officers, Media Specialist, and Public Relations Specialist among others. The position is entrusted to graduates of Public Relations, Mass Communication, Journalism, and other related courses who have public relations internship experience. This is a taxing career, with pressure and deadlines breathing in the neck most of the time. Any aspirant of this field should possess the following to qualify:
- very good communication skills
- leadership skills and sense of conviction (as one will be heading press conferences, meetings with employees and stakeholders, meeting with top management, etc.)
- ability to do work with minimum supervision
- sense of responsibility and confidentiality (trust plays a very important role in corporate communication; specially in internal/confidential information of the organization)
- creativity to come up with new and better ways of communication organization’s ideas
- focus or attention to issues detrimental to both internal employees and external parties
- ability to work in fast-paced environment
pleasant personality (necessary in interfacing with different parties)