CORPORATE COMMUNICATION RELEVANCE

Corporate Communications focuses specifically on the organization. It encompasses a large range of communications channels critical to the success of every company. These include corporate advertising, public relations, media relations, community engagement, research and measurement, reputation management, internal communications, employee engagement, government relations, online communications, and event management.

Objective of communication: - To enhance the brand, the image and reputations of a company and to drive profitability.

Communications present an opportunity for companies to align themselves with the concept of corporate social responsibility (CSR) to create the best conditions for successful corporate branding and image building while at the same time doing good to do well and doing well to do well.
Corporate communication serves the dual purpose of building relationships of trust with internal and external stakeholders but also setting the foundation for achieving sustained profitable growth through efforts that contribute to the sustainable development of society.

Corporate Communications is the process of facilitating information and knowledge exchanges with internal groups and stakeholders who have a direct relationship with an enterprise. The Corp Com function in companies is increasingly taking on a critical leadership role in building a company's reputation among stakeholders.

In recent years, corporate social responsibility has gained importance in such fields as compliance, risk management, environment, social investment and community engagement. These are increasingly critical issues for companies. They are forcing companies to become more strategically engaged through communications.

For exmaple, Coors' company case, corporate communication department helped them to regain the trust of constituents and recreate their image in minds of consumers.

Corporate Communication plays a critical role in building and maintaining relationships with the stakeholders of a corporation. Thus, it is an indispensable reputation-management tool.
Corporate Communications is the processes a company uses to communicate all its messages to key constituencies.

Corporate Communications are often defined as the products of communications, be they memos, letters, reports, Web sites, community engagement, social and environmental initiatives or programs. These make up most importantly an aggregate of messages that a company sends to its constituencies whether internal or external.

It is important for companies to align their voice and image with who they are, to demonstrate integrity, to listen as well as speak to stakeholders, and when they speak to do so honestly. This makes corporate social responsibility a vital component of Corporate Communications, making it a strategic tool that makes a company stand out by creating competitive advantage.

We are living in an "Age of Transparency", a time in which business are forced to operate on the premises that all of its actions will ultimately be made public. It is an environment in which corporate reputation will be based less on the information that a company's professional communicators can shape and control and more on third party perceptions.

Corporations must have a coherent consistent voice and image. They need to become adept at articulating their own voice and getting that voice heard. When dealing with stakeholders, especially the media everyone knows that things out of sight are also out of mind. Companies who are out of transmission range when it comes to communicating with stakeholders do not earn their respect or attention. This is where communications and what they communicate play a critical role.

A company's reputation can be quite fragile as it is subject to the changing perceptions of key
Media communications are an essential channel through which all stakeholders receive information and develop perceptions of a company.
More than any other stakeholder, the media has the power to expose a company's flaws or herald its achievements. For this reason, strong media relations have become one of the most crucial corporate functions. This is where CSR in Corporate Communications plays an immensely important role in the content of messages and perceptions that companies are transmitting to their stakeholders.

In conclusion, corporate communications represents the corporation's voice, its reputation, integrity and the images it projects of itself on a global and regional stage populated by its various audiences and stakeholders. The words of Peter F. Drucker, "The most important thing in communication is to hear what isn't being said."

Experience: when Coca-Cola crisis happened in india, at that time i also quit drinking Coca-Cola, but after their effective Ad-campaign by famous celebrity and their good communications in media i start drinking coca-cola again.

References:

Argenti, Paul A. (2007). Corporate communication (4th ed.), McGraw-Hill Irwin, ISBN: 0072990546

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