Published on Wednesday, Jun 03, 2009
Communication generating from an organisation and going out to its various audiences – whether within or beyond – is termed as corporate communications.Internally, any communication to the employees, partners or stakeholders is internal communication. This can be either in the form of annual reports, speeches or even videos to share/stockholders or intranet web portals, domestic blogs, announcements, messages from management, employee newsletters and other company publications for communicating corporate policy changes, personnel changes and corporate events to the workforce.
On the other hand, any communication going outside to consumers, clients, suppliers, jobseekers, industry bodies and institutes, government agencies, media and general public is external communication. This can take various forms like public relations initiatives, corporate advertising in print, television or web, new product/service launches, trade shows, job fairs, vendor/ distributor meetings, press conferences, company website or blog and corporate publications for the external world.
Both internal and external communications form a significant corporate function, serving as a crucial liaison for the organisation with its extended audiences. On the internal front, effective communication is essential for building a smooth and affirmative relationship with partners and enhancing investor relations. When it comes to employees, it helps in varied ways from facilitating effective and timely dissemination of information, managing employee issues, team building, adoption of strategic initiatives and professional development to communicating company values/vision, promoting corporate culture, motivation, building employer pride and effective change management. In fact, efficient employee communication is the difference between unlocking and blocking the full potential of the organisation.
Externally, effective communication is crucial for managing the perception of the company and building a respectful image and reputation. It serves to develop and maintain a coherent corporate identity, brings company values to life, shows value to customers and promotes the unique strengths, corporate governance, philosophy, social responsibility programmes and corporate citizenship while building an attractive employer brand. Not only does projecting an admirable positive image to the external public build a sense of company trust, integrity, approachability and credibility, but it also can help immensely in times of crisis by moulding a favourable public opinion and aiding crisis management.
Image management: Therefore, corporate communications is no longer limited to just press releases and employee memos assigned to a handful of amateur staff. It requires a professional approach and careful management with active and deliberate measures to build, manage, enhance and protect the company brand, both internally and externally.
This necessitates strategic initiatives by an entire department of ‘corporate communication professionals’ or outsourcing to communication consulting firms. In fact, as Arunima Sharma, head-executive research, INX Executive Search says, “Many MNCs that are entering India are looking at developing a corporate communications team first, along with the marketing and sales force.” The dedicated staff will use sophisticated approaches in the communication initiatives to create a strong corporate, financial and market branding through an effective advertising and promotions programme, media relations, investor relations activities and employee events.
They are capable of communicating strategically, depending on the situation, message and audience and come out with different solutions for different scenarios. This will ensure clear and accurate information, reducing the scope for otherwise rampant miscommunication and misinterpretation. Not only does the communication now grab attention, it also becomes possible to determine whether it has been properly received and understood.
By designing and implementing sensitive programmes using cutting-edge tools, mechanisms and procedures, the company can carve a unique position in the minds of people, differentiating it from other peers and competitors. It can affect employee perception of the organisation and its objectives facilitating embracing of the vision and goals, thus influencing employee productivity, performance and profitability. Above all, the long-term goodwill and solid reputation will help the organisation to thrive and grow like never before!
As Manish Kalghatgi, General Manager, Corporate Communication, Mumbai International Airport Pvt. Ltd. asserts, “As competition grows and as reputation becomes more important, any company serious about its image will always have a need for corporate communication!”
Payal Chanania
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