Corporate Communication: what it is and 6 tips to improve it

ByTextLab Sh.

To survive in today’s competitive market, it is essential that companies invest in corporate communications.

But do you know what this concept is about?

With the aim of generating information, recognition, reputation, trust and even identification, corporate communication explains what the company stands for, what it represents and reinforces its image for both external and internal audiences.

Precisely because it’s so relevant, we’ll explain below what this concept is and how you can best apply it to your business!

What is corporate communication?

Corporate communication is the set of activities linked to the management, planning and administration of the company’s communication, relationship and marketing strategies with interested and relevant audiences for the organization, whether internally or externally.

This is done through various communication strategies, and therefore, the team must be made up of professionals in the field — public relations, journalism, advertising and marketing.

And, as we’ve already mentioned, corporate communications aims to maintain and enhance a company’s image and reputation. To achieve this, it’s necessary to conduct an in-depth analysis of the market, the company’s environment, and its target audiences.

Some common corporate communication strategies are sending press releases, investing in digital marketing, customer service , presenting internal reports, using internal informative emails, among others.

Corporate communication can be divided into two areas. Here are their characteristics and differences:

External communication

This includes customers, the press, communities surrounding the company, people interested in working for the organization, industry organizations, government, etc.

In external communication, the main objective is to create a positive reputation for the brand , show its identity and make it recognized, in addition to showing what is done in the company to society.

Some common external communication actions are:

  • Advertising campaigns;
  • Marketing and sales actions;
  • Investment in digital marketing;
  • Holding events;
  • Crisis management, among others.

Internal communication

Internal communication is aimed at the company’s employees. The main objective is to inform the internal public about what is happening within the organization, strengthen the organizational culture, and improve relationships between the company’s departments.

For this to be done efficiently, it is necessary to think about the best way to transmit this information in a planned and structured manner, with established channels and frequency.

It’s crucial to consider employees, regardless of their position or hierarchical level, as internal and potential customers. Remember that they have access to “behind the scenes” and can become true brand ambassadors.

6 tips to improve company communication

1. Plan your actions with clear objectives

Corporate communication is not an end in itself: it must be aligned with stakeholder expectations and integrated with the company’s sales goals. Always remember to plan actions according to the objectives defined for the business as a whole.

2. Prioritize internal communication

According to a survey conducted by the consulting firm Deloitte, between 78% and 80% of employees say they feel poorly informed about the company’s activities. This complaint is even more common than dissatisfaction with salaries—and that says a lot.

Therefore, it’s urgent that companies start thinking not only about external communication, but also about internal communication. Internal communication must be two-way: employees must also be open to speaking out.

Remember: there’s no point in having one message for consumers and another for employees. Maintain the same line of communication internally and externally, demonstrating the brand’s values and what it stands for.

You can offer a new internal communication experience with chatbots: they emerge as a way to automate processes within your company and assist employees with their questions.

3. Define internal communication platforms

For internal communication to work, it will be necessary to structure an entire plan, and one of the most important parts will be defining and communicating to employees the channels through which information will be disseminated.

Currently, there are several internal communication tools available, such as intranets, email, TVs, and bulletin boards. They help communicate information to all employees in the best possible way, promoting integration between departments and company developments.

4. Improve customer service

Customer service is part of external communication. What many companies view as merely an obligation can actually be an incredible opportunity to generate new business and build customer loyalty.

However, it’s necessary to rethink and improve customer service. Chatbots are emerging as a great solution, speeding up service and improving the user experience, meeting a variety of needs.

5. Know your target audience well

For efficient external communication, you need to know and understand your target audiences.

Understand your target audience and discover their habits, needs, what influences their purchasing decisions, and which channels they use. This guides communication initiatives, investment in tools, the language to use, and the positions to take, etc.

6. Invest in digital marketing

With digital marketing, you can have direct contact with your customers, advertising is cheaper than traditional media, communication is more accurate and targeted, and you can even measure the performance and results of your actions.

Still on this topic, another interesting possibility is digital marketing automation . With it, you can streamline communication management, reduce customer acquisition costs, optimize service, and make better use of your sales team.

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