Corporate communication refers to the communication that a business initiates. Corporate communication can take many forms and work toward a variety of organizational goals. An investment in corporate communication can have a positive effect on a business's bottom line, but only when managers and communication specialists make the right choices and understand the strategies and tools available to them.
Receivers
Corporate communication flows in one direction: from a company to a receiver. However, the audience of receivers does not mean that all corporate communication is meant for everyone to consume. Instead, corporate communication consists of specific types of communication, such as when a company reaches out to its employees, customers, investors, prospective clients or the general public. Each receiver of corporate communication requires a different method and communication strategy, which is why one of the first things a corporate communication specialist must determine is the receiver.
Targeting
Corporate communication targets specific receivers for different reasons. For example, a company may wish to communicate a new workplace policy or information about a new product to all of its employees to familiarize them with what the company is producing. When the receiver is the general public, corporate communication is more likely to discuss corporate ethics and the company's perceived place within its community. Communication that targets investors will focus on the company's prospects for growth and finances.
Methods
Corporate communication can make flexible use of a number of different methods based on the message and receiver. Internal communication can make use of brochures, memos, emails and software that managers distribute to employees. Communication with targets outside the company can use mainstream media methods such as television, radio and Internet advertising. It also includes print ads and financial statements. The method for communicating a particular point depends on where the target receiver is more likely to come into contact with the communication, and which method is more effective at conveying the message.
Consistency
Corporate communication often makes use of a strategy based on consistency and alignment. This requires a top-down approach in which senior managers or executives set the communication policies that affect marketing, public relations and training. A consistent communication strategy is easier for receivers to understand and remember. It also helps a company build brand awareness and craft a corporate identity that customers and investors understand.
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