CORPORATE COMMUNICATION

Corporate communication is a management function that offers a framework for the effective

Coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is independent.

 Corporate communication, in other words, can be characterized as a management function that is responsible for overseeing and coordinating the work done by communication practitioners in different specialist disciplines, such as media relations, public affairs and internal communication.

CHARACTERISTICS OF CORPORATE COMMUNICATION

Accurate                                                                                                                                            When information is inaccurate it loses its credibility. The sender of the information also loses credibility. Effective business communication is accurate in terms of the content conveyed and in terms of simple things that include grammar, spelling and punctuation.

Timely                                                                                                                                          Employees need to know what is going on in their organizations--and in the external environment--that impacts them. Today technology-driven environment makes it more challenging than ever before for businesses to communicate with employees in a timely manner, but it is critical for effectiveness business communication.

Frequent                                                                                                                                                   It cannot be assumed that a message has gotten across if it is sent just one time. Effective corporate communication occurs frequently to ensure that it has been received by all employees. Employees leave, new employees join the company and employees transfer from one role to another, requiring new and updated information.

Multi-Channel                                                                                                                                            Effective business communication needs to be sent through a broad variety of channels to ensure that it is received by employees in different settings. Businesses, fortunately, have a variety of channels to choose from--from the traditional (print, bulletin boards, meetings) to the new-technology (email, blogs, social media sites).

Two-Way                                                                                                                        Employees need the opportunity to share their feedback, opinions and thoughts with managers and employers. Effective business communication offers the opportunity for two-way communication to benefit employees and employers.

COMPONENTS OF CORPORATE COMMUNICATION

Staying updated                                                                                                                                         We exist in a dynamic market environment where technologies are fast becoming obsolete. It is therefore extremely important to stay updated while preparing communication. It is also important to stay in focus. Therefore, companies should remain updated and share information about new launches and product developments with the media. 

Use the internet                                                                                                                                                                                                                               Despite the fact that almost all companies in the world are using the Internet to establish and boost their presence in the market, this medium is still untapped. To begin with, smaller players in the market do not have proper websites. Some of the websites have no relevant information while some are not user friendly. Given that businesses depend on the Internet to a large extent it is important that companies optimize their online presence to attract new clients.

Corporate communications is the means by which organizations build their brand value. In recent times, a number of organizations have realized that effective communication can not only avert crisis situations but also increase the brands power. With this objective in mind, a growing number of companies are laying a lot of emphasis on boosting their corporate communication.

                                      JOHN, Cafrene.