What is corporate communications?

Corporate communication is the perception of a company by creating a brand identity and maintaining communication with the public, employees and consumers. Corporate communication teams build the image of the company, communicate both internally and externally to maintain a positive reputation in the industry and bridge the gap between employees and the executive team.

In this post, we will see in more detail the types of corporate communication, the definition, and concept, something that you can study more specifically with our Degree in Media Studies or Degree in Advertising in Madrid.

Corporate communication: Concept

A company's corporate communication strategy can take multiple forms. Normally they are written communications (web page, press releases), verbal (interviews, videos, conferences) and visual (photographs, infographics, illustrations). To build a strong brand identity, internal and external communication must be aligned.

What is internal communication?

Internal communication focuses on messages and communication within a company. It includes communication from executives to employees, as well as messages between departments. Examples of internal communication include:

• Internal newsletters
• Team meetings
• Management tools

What is external communication?

External communication focuses on the company's brand and messages to the external public. In the times we live in and with advances in technology, it is no longer just coverage in the traditional press, but also on social networks. Examples of external communication include:

• Press releases
• Conferences
• Advertising

Corporate communication strategies

There are many ways to use institutional and corporate communication to work for an organisation. Next, we explain the most important steps:

• Corporate Identity: The brand defines who a company is, what it does, its products, and what that means to the public. It is important that corporate communication teams create favourable and positive messages around the brand and lead in the development of its reputation, not only internally but also externally.
• Corporate reputation: identity is what differentiates the organization from others and is also related to reputation. Brand credibility is based on the reliability and experience that a company promises based on the use of its products or services. Corporate communication departments should take care of the image to represent and show the most important pillars.
• Employee Engagement: Top-down internal engagement is vital to the success of any organization. Employees are brand ambassadors and will have a significant impact on your communications and conversations within your social reaches. Providing employees with the right tools and content to share is vital and can often have a direct impact on a company's financial growth.

Benefits of Corporate Communications

The communication of corporate identity does not focus only on external communication. It stands out and aims to increase communication between an organization's executive team and employees. The main priority of a communication team is to build and maintain a company's brand and identity. Perception and reputation carry a lot of weight when it comes to building relationships with the media, the public, and other organisations.