IMPORTANCE OF CORPORATE COMMUNICATION

Successful corporate communications require a solid foundation of capabilities and expertise that are grounded by experience. There are some people who have been working with some of the biggest names in business for more than 30 years, developing programs and delivery strategies that span multiple channels and audience touch points. It’s about maintaining the brand and core objectives of the organization while creating platforms that allow corporate communications initiatives to effectively reach and impact targeted employees, customers and stakeholders.

Success is closely tied to the insight and understanding that come from the proven ability to communicate on many levels.

New product introductions increase awareness and create demand. Training and learning experiences for personal growth and employee success.

Both internal and external corporate communication policies help a company maintain a professional image while clarifying and capitalizing on the ways colleagues and business associates interact with one another. Companies with poor communication strategies have a greater likelihood of misunderstanding, miscalculated delivery of service and internal chaos that can result in lower productivity and performance.

The Same Page

Having an internal corporate communication policy helps ensure that all staffers are on the same wavelength on everything from branding strategies to when the next company potluck is scheduled. An internal communications strategy identifies how materials and information are compiled, reviewed, distributed and responded to. For example, internal communication includes directives on things such as how voice mail is set up, how the company intranet is used, the system for emailing and copying colleagues, and for distributing things such as meeting minutes, memos and workflow or progress charts.

Productivity and Performance

Having good internal corporate communications helps ensure everyone is aware of goals and objectives, timelines, deadlines and overall corporate performance. This might involve scheduling regular departmental meetings, staff meetings, training sessions and seminars, daily announcements or a corporate-wide daily email that brings people up to speed on pertinent business news and information. This approach can help team performance, encourage interdepartmental collaborative efforts and even boost morale, because staffers feel “in the loop” about what's going on with the organization.

External Communication

External corporate communication refers to the ways in which a company interacts with those outside the organization. Examples include website usage, e-correspondence, corporate reports, newsletters, social media interaction and written materials that are distributed to the public, prospects or clients. This information should be professional, clear and reflect the company brand or image. Well- presented communication materials position the company as reliable and organized, whereas poorly executed communication can create an impression of unprofessionalism.

Executing Solid Corporate Communications

If your company doesn't already have a corporate communications policy in place, develop one or hire a corporate communications consulting company to help you devise an effective strategy. Regularly review your strategy to determine if it’s effective in meeting your goals and objectives for better interacting with staff members internally, and with customers and prospects externally. Incorporate the strategy into your strategic plans and integrate it with marketing, publicity and promotional efforts to enhance branding.

 BY KYEJU DIANA

BAPRM 42589