Importance of corporate communication

Corporate communication plays a major role in creating and maintaining the business image of any corporate entity. It is an effective strategy to communicate the brand value and reputation to its customers, stakeholders and the target audience. Many reasons mark the importance of corporate communication in today’s business world.

• It is useful in developing a better rapport: rapport building is the key motive of any corporate communication strategy; this can be internal and external, as well. When there is a constant rapport with employees and customers, the business image of the company will also get higher. It is for this reason many big companies like coco cola and IBM follow effective corporate communication strategies.
•  It helps to advertise new products and services: Regular means of communication will help in easy reach of new products and services to the consumers. So, corporate communication becomes highly essential for advertising new products and services of the company. Be it new product launch, news update or any other message; it promotes the business image of the company when it is communicated via proper channel. Many organizations carry out social activities in the interest of public and also to emphasize its brand presence. This is true not only of sales and marketing but of good corporate governance, and regularly communicating with stakeholders (of which customers are key, of course) helps keep all relationships open and healthy. Functions of a Corporate Communication Corporate communications departments play a key role in how investors, employees and the general public perceive a company.
•  It creates Company’s reputation. Corporate communication help leaders prepare for media interviews, develop messages to deliver to investors and employees and suggest new initiatives to keep companies on the cutting edge of communication with their stakeholders. They arrange for speakers from the company to make presentations to local community groups and may facilitate group tours of a company’s operations.
• Also it is important in managing Media Relations: corporate communication managers are best known. Media relations work includes writing and distributing news releases and responding to media inquiries. Corporate communicators oversee all planning for news conferences, including selecting the site for an event, arranging for banners and other graphics to be displayed at the event, preparing packets of information to distribute to the media and preparing executives to speak at news conferences. Media relations also involves arranging for spokespersons to appear on local television and radio programs. Corporate communicators monitor newspapers, television news broadcasts and other outlets to see what the media is saying about the company and to devise strategies to address misinformation.  
• Moreover, Corporate communication enable management of a company’s website and social media presence, which includes monitoring what customers and clients are saying about the company on social networking websites and responding to inaccurate posts or requests for information. Communication professionals may respond directly to calls and emails from citizens and customers.

          

            By Shayo Issah