Functions of corporate communication

MEDIA RELATIONS

This may be the function for which corporate

communication managers are best known. Media

relations work includes writing and distributing

news releases and responding to media inquiries.

Corporate communicators oversee all planning for

news conferences, including selecting the site for

an event, arranging for banners and other

graphics to be displayed at the event, preparing

packets of information to distribute to the media

and preparing executives to speak at news

conferences. Media relations also involves

arranging for spokespersons to appear on local

television and radio programs. Corporate

communicators monitor newspapers, television news

broadcasts and other outlets to see what the

media is saying about the company and to devise

strategies to address misinformation.

Public Relations

Building relationships with customers and

responding to inquiries from the public fall under

the public relations function of corporate

communications. Duties in this area include

producing newsletters, brochures and other

printed materials designed for the general public.

Corporate communicators also manage a company’s

website and social media presence, which includes

monitoring what customers and clients are saying

about the company on social networking websites

and responding to inaccurate posts or requests

for information. Communication professionals may

respond directly to calls and emails from citizens

and customers with questions about a company’s

plans or activities. They arrange for speakers

from the company to make presentations to local

community groups and may facilitate group tours

of a company’s operations.

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CRISIS COMMUNICATION

When an event occurs that threatens public safety

or a company’s reputation, corporate

communicators function as advisers to CEOs and

senior leaders in managing the crisis. Special

training in the issues unique to crisis

communication helps corporate communicators

prepare for events such as chemical spills, violence

in the workplace, an accidental death on the job,

layoff announcements and allegations of company

wrongdoing. They often work with staff

throughout their organizations to develop crisis

communication plans before disaster strikes. A

crisis may require communications staff to work

with attorneys, government regulators, political

officials, emergency response personnel and

communications staff from other companies when

developing crisis messages.

EMPLOYEES COMMUNICATION

In addition to conveying a company’s messages to

external audiences, corporate communicators may

also be called on to function as employee

communications managers, which includes designing

printed publications and writing emails to

announce company news, benefits information and

training opportunities. Corporate communicators

may facilitate focus groups to learn what issues

matter most to front-line employees. They advise

senior leaders on how to improve relationships with

their staff and gain support for their initiatives.

The corporate communications staff may also

manage a company’s Intranet and internal blogs.

KINGALU AVIN

BAPRM 42697