Corporate Communications: What It Is, Why It Matters and 5 Main Functions

Role and Functions of Corporate communication

What are corporate communications functions?

Corporate communications strategies have a variety of functions. Organizations must establish a strong communications system that effectively covers all stakeholders because they must interact with so many audiences on a daily basis. Most corporate communications departments work with experts in each area of communications to effectively collaborate and engage target audiences.

Understanding the various corporate communications functions can be useful, especially if you’re looking for ways to update your organization’s current strategy. The five primary roles of corporate communications are described below, along with details on the essential elements that each role includes:

Media and public relations

The ways in which a company interacts with and represents the general public, including media industry stakeholders, is referred to as media and public relations (PR). Given the prominence of PR and the media, this is one of the best-known responsibilities of corporate communications departments. Media and public relations specialists typically serve as spokespeople for organizations on a regular basis and keep an eye on their official communications output.

They routinely distribute press releases, respond to inquiries from the media, organize news conferences, and create media packets with information that may be useful to media professionals. The three main elements that go into media and PR operations are as follows:

Customer communications and marketing

Customer communications are the means by which a business communicates with its clients or customers. These communication techniques frequently overlap with those used by marketing teams, but customer support teams may also be in charge of them. Customers typically receive messages from businesses that are very specific and catered to their unique needs. As the right messaging strategy can help businesses establish a high rate of customer loyalty, such initiatives are very important to an individual organization’s profitability and longevity.

Marketing, which can also include customer communications, describes communications tactics aimed at consumers with the intention of piqueing interest in a company’s goods or services. In order to encourage consumer engagement through purchasing behaviors, marketing is a corporate communications function that serves a specific and measurable purpose. Marketing experts may produce the materials for advertising campaigns, take care of branding, oversee social media accounts, and more on a daily basis. The following three elements are central to customer communications and marketing:

Crisis communication

The term “crisis communication” refers to the messaging that organizations disseminate in response to a particular crisis or unexpected event that could potentially harm their reputation or success if ignored. Organizations are in charge of developing focused strategies to address and discuss problems associated with a specific crisis. Crisis communications specialists would handle the messaging in the event that an energy company experienced a workplace incident that resulted in a crisis, such as a chemical spill that might have an impact on the environment.

Those in charge of such initiatives may schedule media appearances, direct news conferences with organizational representatives, and provide counsel to those in charge of communications. Additionally, if the circumstance calls for it, they might have to deal with lawyers, government officials, politicians, and emergency responders. The main objective of crisis communications specialists is to safeguard an organization’s capacity to operate, do business, and uphold a positive reputation with the general public and within their sector.

Internal communications

The act of an organization communicating with its internal stakeholders, such as employees, managers, or leaders, is referred to as internal communications. Initiatives for internal communication are crucial because they enable organizations to efficiently streamline operations and achieve goals. Internal communication is frequently helped by an organization’s human resources (HR) team, which gives staff members general management.

An internal communications specialist’s typical duties include assembling employee resources, creating printed materials to be distributed to staff, facilitating training and development sessions, and managing internal blogs or other publications. They may also draft emails or memos to announce current events or new initiatives for the organization. Most internal communicators strive to keep a company’s workforce informed at all times in order to prevent communication lapses that might result in inefficiency. The three main elements that make up the function of internal communications are as follows:

What is corporate communications?

Corporate communications refers to the strategies used by organizations to communicate with a range of internal and external audiences, such as regulatory bodies, the media, customers, employees, and stakeholders. Management communication, marketing communication, and organizational communication are the three main branches of corporate communications. Together, they form a strategic approach to an organization’s overall communication. Corporate communications can take many different forms and use a variety of channels, including:

Most commonly, the goal of corporate communications is multifaceted. Many businesses strive to create a communications plan that effectively engages stakeholders, promotes a particular brand, reduces inconsistencies with the organization’s identity, and generates both internal and external support. Corporate communications strategies can increase an organization’s profitability, consumer engagement, and industry longevity if they are successful. In order to accomplish this, businesses create corporate communications departments under the direction of chief executive officers, who act as the key decision-maker in charge of an organization’s overall strategy.

Within a company’s communications department, a few professionals typically handle various communication types. These individuals collaborate to offer unified communications coverage for a variety of audiences. For instance, an internal communications specialist may be in charge of sending emails, creating memos, or hosting meetings with other staff members, management, and company leaders. In contrast, a marketing coordinator, who specializes in external communications, might handle communications with the outside world. Making promotional materials, infographics, and branding materials to be distributed to clients, the media, and the general public could be part of such a role.

What skills do corporate communications professionals need?

Corporate communications specialists need a variety of skills to be successful in their positions. The following abilities should be your main area of focus if you’re a professional in the field or an organizational leader looking to create a strong communications team:


What are the functions of corporate communication?

Drafting emails and memos announcing company news and initiatives. assembling resources for employees, such as data on benefits, producing printed materials, such as employee handbooks or flyers Facilitating group brainstorming sessions and training sessions amongst employees.

What are the elements of corporate communication?

Internal communications, public relations, social media, customer communications, and investor relations are all included in the definition of corporate communication. These corporate communication components work together to enhance your company’s reputation and marketability.

What are the types of corporate communication?

What Are the Types of Corporate Communication?
  • Internal Communication. …
  • External Communication. …
  • Communication Supports Crisis Management. …
  • Internal Communication Builds Company Culture. …
  • Communication Helps Businesses Grow Their Audience. …
  • Video-conferencing. …
  • Project-Oriented Transactional Communication. …
  • Social Communication.

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