What is corporate communication? Meaning, forms & strategy
The answer to the question 'what is corporate communication' is actually quite simple. Corporate communication is all about managing an organisation's relationships. It's about how you translate your norms and values into a communication strategy. Or rather, how to have them translated. Because corporate communication is something you prefer to outsource. Why? Because an external party is better able to appreciate your story. What you take for granted is a story for someone else to tell.
In this blog, we take a closer look at the definition of corporate communication, the different forms it can take, and why a strong strategy is so important.
Different forms of corporate communication
Corporate communication is about all forms of communication that are important for a company. Not only externally, but also internally. The importance of uniformity of corporate communication is often forgotten. While it is important to also maintain internally, time and again, the company's norms and values and tone of voice. This way, you ensure that employees always and everywhere communicate in a way that suits your brand.
It is not for nothing that companies that carry this through to their capillaries are often known to a wider audience. Bol.com, for example, or the HEMA. They are brands that position themselves strongly by being consistent in their corporate communication. So consistent, in fact, that their media statements are immediately recognised. To become and remain such a strong brand, it is important that not only customers but also employees are included in the customer journey. If everyone knows what the mission and vision is, and is communicated to the outside world in the same way as internally, you will automatically attract employees who fit that mission and vision.
Corporate communication, crisis communication and reputation management
Corporate communication is not only important when things are going well, it is also essential when something goes wrong. Crisis communication is also a part of corporate communication. Often, this form of corporate communication is a neglected child in the communication strategy, whereas it should be a spearhead. It is wise, especially in times when things are going well, to take the time and rest to pay attention to crisis management. How do you respond and who responds? What tone is appropriate and what tone is not? And above all: how, even in a difficult situation, can you still respond in a way that fits with other media expressions of your brand?
Don't look in the mirror yourself but hire someone to hold a mirror up to you
What you have to say about your company is of course up to you. But it is also good to listen to how an outsider sees your company. What is your value proposition and how does your corporate communication match it? A PR and communications agency can help with this, and give you insight into the opportunities you might be missing. A common mistake is that corporate communication does not match the nature of the company. Some companies have a tone of voice in mind or are already using it that does not fit who they really are. This then produces customers who are not appropriate, resulting in friction. Many companies want to look like another company and fail to see the value of their own brand. While at the same time, there are many opportunities that are often left unfulfilled.
Need help with your corporate communication strategy?
Now that you have answered the question "what is corporate communication?" and know why a strong strategy is so important, you might want to get started. We can help! Leave your details here or contact Thomas Bekker, on +31 (0)6 19 32 85 84 or thomas@mediatic.eu/en.
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