Corporate communication is the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point-of-view among stakeholders on which the company depends. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization (source: Wikipedia).
“We used to be the tail on the dog, but now, communication is the organizing principle behind many business decisions.”
Richard Edelman, CEO of Edelman
The concept of stakeholders is central for corporate communication. One of the tasks of corporate communication is to deliver to different stakeholders the messages that reflect the same corporate identity (image, values, reputation, etc.) in order to ensure the consistent perception of the company among all these various groups.
“Corporate communication demands an integrated approach to managing communication. Unlike a specialist frame of reference, corporate communication transcends the specialties of individual communication practitioners (e.g., branding, media relations, investor relations, public affairs, internal communication, etc.) and crosses these specialist boundaries to harness the strategic interests of the organization at large. Richard Edelman, CEO of Edelman, the world’s largest independent PR agency, highlights the strategic role of corporate communication as follows: ‘we used to be the tail on the dog, but now communication is the organizing principle behind many business decisions’. The general idea is that the sustainability and success of a company depends on how it is viewed by key stakeholders, and communication is a critical part of building, maintaining and protecting such reputations.” (source: Joep Cornelissen “Corporate Communication: A Guide to Theory and Practice”)
Although the integrated framework of corporate communication consists of many elements (see the links below for more information), in general we can divide corporate communication into internal and external. External communication is directed on all the stakeholders, while internal focuses mainly on company’s employees.
Read more about the corporate communication:
- Joep Cornelissen “Corporate Communication: A Guide to Theory and Practice”
- The structure of the Corporate Communication
- Anatomy of the Corporate Communicator