IMPORTANCE OF CORPORATE COMMUNICATION

Corporate communication It is an effective strategy to communicate the brand value and reputation to its customers, stakeholders and the target audience. There are many processes of corporate communication with which you can create the desired business impact. Many reasons mark the importance corporate communication plays a major role in creating and maintaining the business image of any company of corporate communication in today’s business world. The following are the three major importance's.

    1. To have a Better Rapport

  Rapport building is the key motive of any corporate communication strategy; this can be internal and external, as well. When there is a constant rapport with employees and customers, the business image of the company will also get higher. It is for this reason many big companies like coco cola and IBM follow effective corporate communication strategies. 

 2. To Highlight the Performance

 Nothing other than frequent communication like newsletters and posters can effectively highlight the performances of the company. This will again have a positive impact on the business image of the company.

 3. To Advertise New Products & Services

 Regular means of communication will help in easy reach of new products and services to the consumers. So, corporate communication becomes highly essential for advertising new products and services of the company.

 Be it new product launch, news update or any other message; it promotes the business image of the company when it is communicated via proper channel. Many organizations carry out social activities in the interest of public and also to emphasize its brand presence.

The following are other importance of  corporate communication are:

• to promote the profile of the "company behind the brand" (corporate brand)
• to minimize discrepancies between the company's desired identity and brand features
• to delegate tasks in communication
• to formulate and execute effective procedures to make decisions on communication matters
• to mobilize internal and external support for corporate objectives
• to coordinate with international business firms

A Conference Board Study of hundreds of the US’s largest firms showed that close to 80 percent have corporate communication functions that include media relations, speech writing, employee communication, corporate advertising, and community relations. The public is often represented by self-appointed activist non-governmental organizations (NGOs) who identify themselves with a particular issue.

 Most companies have specialized groups of professionals for communicating with different audiences, such as internal communication, marketing communication, investor relations, government relations and public relations

      Communication promotes motivation by informing and clarifying the employees about the task to be done, the manner they are performing the task, and how to improve their performance if it is not up to the mark.

• Communication is a source of information to the organizational members for decision-making process as it helps identifying and assessing alternative course of actions.
• Communication also plays a crucial role in altering individual’s attitudes, i.e., a well informed individual will have better attitude than a less-informed individual. Organizational magazines, journals, meetings and various other forms of oral and written communication help in molding employee’s attitudes.                                                                                                           BY JAMES CATHERINE 42566