Ever wondered just how crucial corporate communication is for your business?
Corporate communication serves as the determinant of public perception, which ultimately shapes your company’s reputation. In short, it’s the bridge between your company and your target market.
Corporate communication has two main gigs – internal and external.
Internally, it’s like the conductor of communication among everyone in the company. From top management down to the team, it’s all about keeping the conversation on track.
Externally, it’s about how you present yourselves to the world. From media relations to branding strategies, it’s all about making sure you’re putting your best foot forward in the public’s eyes.
Why Corporate Communication Matters?
According to Northeastern University via Myrobin, Corporate Communication acts as the ultimate connector between your company and your audience. With the right moves, it can bring in new leads, boost sales, and keep customers coming back for more. But that’s not all—it’s also in charge of shaping how people see your brand and what they think of it in the big wide world.
Functions of Corporate Communication
- Customer Communication and Marketing
Customer communication is about how you interact with your awesome consumers, while marketing is about getting folks excited about what you offer.
When it comes to customer communication, think of it as a three-part harmony: company identity, branding, and promotion.
Company or corporate identity is all about the vibe you project, both inside and outside the company. Your communication team uses this vibe or identity to devise strategies that will attract loyal customers.
Next up, company branding is about making a name for yourself. We’re talking about building relationships and leaving your audience with a positive impression of your products or services.
Last but not least, promotion is how you get the word out there. It’s all about making sure people know about our awesome products and services, getting them interested, and convincing them to engage with the product.
- Crisis Communication
This communication function refers to how the company deals with those tricky situations that could potentially put a dent in its reputation. Picture this: say there’s a mishap with an oil drilling installation that causes some damage nearby. That’s where crisis communication kicks into gear.
The crisis communication team then steps in to save the day. They craft messages, brief the media, and act as the company’s face during tough times.
- Internal Communication
Internal communication includes communicating with employees, executives, leaders, and stakeholders.
Now, why does it matter? Well, think of it as the secret sauce that helps your business run smoother and hit those goals like a champ. And guess what? The HR department usually takes the reins on this one, making sure everyone’s on the same page and feeling supported.
Measuring Corporate Communication Effectiveness
Let’s dive into how you measure the effectiveness of your corporate communication!
First off, you’ve got the internal indicators. These are like your compass, guiding you on how well you’re communicating within the company. Here are the eight key indicators:
- Transmission: Are your messages getting through?
- Clarity of information: How clear are your communications?
- Information consistency: Are you keeping things consistent across the board?
- Communication effectiveness: Is your communication hitting the mark?
- Ease of obtaining information: How easy is it for everyone to access the info they need?
- Level of message comprehension: Are your messages being understood?
- Attitude changes: Are you seeing any shifts in attitudes among your team?
- Relationship cohesion among employees: How well are you bonding as a team?
Now, let’s shift the focus to the external side of things. Traditionally, companies used PR Value standards, but there are some newer, shinier methods on the block. Here’s a breakdown from AMEC in Public Relations as reported by Kompansiana:
- Output: How much noise are you making in the media, online, and at events?
- Outtake: Are people getting your message? Do they understand and feel positive about your brand?
- Outcome: Is your communication causing any changes in behaviour, opinions, or trust?
- Impact: And finally, are you seeing tangible results like increased sales, brand awareness, and reputation? That’s the real measure of success!