Corporate Communication: Building Reputation, Identity and Influence

Corporate communication plays a vital role in building a company's reputation, identity, and influence. It encompasses various aspects such as internal and external communication, customer service, media relations, consumer and public relations, crisis communication, and internal employee communications. A well-structured corporate communication strategy helps a firm to limit negative scenarios, promote its credentials, and build a strong voice for all external communication. The advantages of corporate communication include building reputation, identity, and influence, as well as reaping long-term and medium benefits. The functions of the corporate communication department include media relations and communications, consumer and public relations, acting as an advisor in crisis communication, internal employee communications, and forms of corporate communication such as internal, customer, and media communication.

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BLOG WRITING- Corporate Communications

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What is corporate communication?
July 26th, 2019
The corporate communication is mainly the practice of cultivating, developing, as well as
maintaining the brand image or the corporate identity. Furthermore, it can be said that the
solid communications team tends to provide initiatives for molding the image of a firm,
communicating with the external audiences along with sustaining positive long-term
reputation. It is already a known fact that communication is one of the most vital aspects of
the human beings culture specifically at the workplace not only for the small companies but
also for the big companies. In the recent times, various departments of a company is only
focused on overseeing different strategies of the communication both externally and
internally for the cooperation, internal communications within the firm between workers,
managers, handling the crisis of communications and any type of media relations with the
companies. Corporate communication is quite vital for the firms for the survival of the
companies.
Corporate communication is also the set of activities that is involved in terms of managing
the external and internal communications that has a main aim of creating good point of view
among the vital stakeholders on which the firm depends. Besides, corporate communication
is also one of the main tools for helping the companies for explaining their mission, mixing
its lot of values and visions into a strong message to the stakeholders. Furthermore, the entire
concept of the corporate communication can be observed as the integrative communication
structure that links the stakeholders with the company.
Tips for efficient corporate communication

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The following are some of the ways by which effective corporate communication can be
maintained by the companies:
- The firm must be confident in terms of whatever they do
- The emails must be proofread for making sure that the firm come across as a
professional
- A company must utilize the corporate communication tools to a great extent. For the
efficient communication a firm must rely on the communication tools that are
powerful enough
- An individual should never complain. The corporate communication can be one of the
hardest department but it does not like the complainers
- An individual must communicate like a professional as it is a corporate business and
needs to be treated in a professional manner.
Importance of corporate communication
Corporate communication is not just how the workers tend to communicate with one another.
Besides it also involves the communication between the consumers and the company. On the
other hand, the importance of the corporate public relations is quite important as well as can
affect the success of the firm. Corporate communication is also one of the main tools for
helping the companies for explaining their mission, mixing its lot of values and visions into a
strong message to the stakeholders. Furthermore, the entire concept of the corporate
communication can be observed as the integrative communication structure that links the
stakeholders with the company.
The following are the some of the statements that proofs the importance of the corporate
communication:

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Facilitating transparency via corporate communication- It is quite evident that the
communication that is effective has the power of creating a sense of transparency.
Furthermore, transparency holds a vital place as the workers are quite likely to buy a firm’s
culture when they know what the company is about. A sense of trust is built by it. The
workers always feel that they are part of the bigger picture when the managers communicate
in a transparent and open manner. If a company is transparent then they will also be able to
build trust with the potential clients. Customers may be more likely to stay loyal to a firm that
communicates in a transparent and open manner.
Building a sense of teamwork- On the other hand, if the communication is effective then it is
quite likely that everyone is on the similar page because of this. When the individuals work
together they know how to communicate respectfully as well as clearly, things can be
accomplished in an efficient manner. The individuals work together like a unit rather than as
an individual. Furthermore, everyone in the workplace knows that they can rely on each other
for sharing vital information along with communicating well; hence all of this together builds
teamwork.
Reducing miscommunication- if the communication of a firm is not at all good then the
miscommunications takes place at an alarming rate. Besides the miscommunications tends to
reduce the productivity and also leads towards enormous mistakes. For working in an
effective manner a worker needs to have the proper information at any cost. Due to the lack
of information it is even possible that most efficient employees may make some mistakes.
For example, if an employee in a sales team does not get information with regards to the new
pricing then the price quotes given by those to the potential consumers might be incorrect.
Protecting the company branding- Corporate communication also involves communication
between the consumers and the firm. Effective, positive external communication takes place

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internally. Throwing light on the above-mentioned discussion, it can be said that when a firm
communicates the goals and values in a distinct manner, then the workers are able to reflect
those qualities in an excellent manner as they highlight the company. If the social media
accounts of the company are accessible to a lot of workers then the firm should have
expectations in place for guiding how this type of communications is made. A strong voice
for all of the external communication will be helping to build the branding and reputation,
which will help in the firm’s success.
Enhancing consumer service- It is another vital aspect of the external corporate
communication that is providing excellent consumer service. If the workers who interact with
the consumers have poor communication skills then it is possible that the consumers may feel
like they are not receiving the best services. Besides, a miscommunication may also take
place if the internal communication is weak. For instance, if the sales associates are not
familiar with the return policy as it was not communicated with them in a proper manner,
they may handle them in an incorrect or give the consumers incorrect details on what can
returned.
Advantages of the corporate communication
It has been observed that there are some of the advantages of the corporate communication
and it will be discussed in this segment.
Building a reputation- Corporate communication tends to encompass some of the process as
well as methods for promoting the credentials of the firm, its positioning pitch along with the
acceptability in the marketplace. The achievements and yearly earnings of a firm is
highlighted by the corporate communication, it is the roster of the services and products.

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Building the corporate identity- Corporate communication is regarded as one of the best
methods of building the long-term corporate identity. It can be said that well-structured,
strategic and timely communication initiatives helps a firm to limit negative crisis scenarios,
or controversial situations by the main business executives.
Building an influence- The main business executives along with the top management plays an
influential role for shaping the corporate communication agenda of a firm. The lead of a firm
is followed by the communications team and they also tend to use the top and higher
management as an important part of their campaigns. Furthermore, it can be also said that the
relationship that is shared between the communications team and the upper management is
important for sharing the corporate wins.
Benefits are beyond anything- If the corporate communication is flexible, well-managed as
well as sustained then it has the ability for reaping both long-term and medium benefits. It
enables a firm for having an innovative identity in a cut-throat marketplace. It is quite evident
that the consumers are much more loyal to a firm and they feel positive for consuming or
buying the services and products of a firm.
Functions of the corporate communication department
The corporate communications group tends to play an important role in how workers,
investors as well as the general public assume a company. The leaders are also helped by the
corporate communications department for developing messages for delivering it to the
investors and workers, media interviews along with suggesting new initiatives for keeping the
firms at the best place in terms of communication with their stakeholders.
Media relations and communications- It is the duty of the corporate communication for
overseeing all of the planning for the news conferences, consisting of selecting a site for the

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motive of an event, preparing packets with regards to the information for distributing it to the
media and preparing other people for speaking in the news conferences. The television news
broadcasts, newspapers, as well as other outlets are monitored by the corporate
communicators for observing what media is exactly saying about their firm and also to
recommend some of the strategies for addressing the misinformation.
Consumer and public relations- One of the main and important functions of the corporate
communication is responding to the inquiries of the consumers and building fruitful
relationships with them. Furthermore, the corporate communicators also manages the website
of the firm and presence in the social media which consists of monitoring what the clients and
consumers are saying about the firm on the social networking websites and also responding to
the requests and bad posts.
Acting as an advisor in the crisis communication- It can be said whenever an unfortunate
condition takes place that threatens the reputation or the image of the company then at that
time the corporate communicator’s acts as the advisors to the leaders or the upper
management for managing the crisis in an effective manner. The corporate communicators
most of time work with the employees throughout their companies for developing the plan for
the crisis communications before a bad thing takes place.
Internal employee communications- The corporate communicators tends to act as a medium
for communicating the external messages of a firm to the external audiences. Besides, it
consists of writing emails for announcing the news of the firm, designing the printed
publications, and training opportunities. The focus groups may be facilitated by the corporate
communicators for learning what issues matter to the front-line workers. The senior leaders
are advised by them with regards to how to enhance the relationships with their employees

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and receive immense support for their initiatives. The internal blogs and intranet may be also
managed by the corporate communicators.
Forms of the corporate communication
Internal communication- It consists of the following: Day-to-day meetings with the workers,
keeping the workers satisfied and motivated, keeping the workers invested in the firm’s way
of operating as well as thinking so that they will be able identify the success of the firm with
their own.
Customer communication- It consists of the following: Influencing the spending of the
consumers, improving the reputation of the firm via advertising, outreaching to the target
audience that must be ongoing and consistent, and enhancing the life of the consumers as
much as possible.
Media communication- It consists of the following: It is one of the basic elements for
managing the reputation of the brand, media coverage creates a lot more credibility than
advertising, it is mainly used for enhancing the name of the product, establishing the identity
of the brand as well as aligning it with the target segment and various tactics for the different
audiences.
Crisis communication- It consists of the following: The target audience may expand or even
differ, it must be applied then and there in order to make it much more effective, the
messages and communication alters at an alarming rate and it is mainly the message
regarding the awareness, action and responsibility.

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