Introduction to Corporate Communication
                     CORPORATE COMMUNICATION
What is Corporate Communications?
• Corporate communications refers to the way in which businesses and organizations 
communicate with internal and external various audiences. These audiences commonly 
include:
– Customers and potential customers
– Employees
– Key stakeholders (such as the C-Suite and investors)
– The media and general public
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Organization’s communication strategy 
• Corporate communications can take many forms depending on the audience that is being 
addressed. 
• Ultimately, an organization’s communication strategy will typically consist of written word, 
spoken word (meetings, press conferences, interviews, video), and non-spoken 
communication (photographs, illustrations, infographics, general branding).
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Benefits of Corporate Communications
• Corporate communication is not focused on just external communication, it highlights and 
aims to increase communication between an organization’s leadership team and the 
employees. 
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EXAMPLES OF CORPORATE COMMUNICATIONS
Media and Public Relations
• This refers to the way in which a company or organization communicates with the general 
public, including the media, by:
– Organizing news conferences, product launches, and interviews, and creating materials 
– Writing and distributing press releases to the media to garner coverage
– Monitoring the news for mentions of the organization, its product, and key employees such as 
stakeholders and members of management
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Customer Communications and Marketing
• Though most businesses still differentiate between their marketing and communication 
departments, the lines between the two have begun to blur in recent years. 
• Corporate communication strategy often impacts marketing strategy, and vice versa, which 
has increased cooperation and collaboration between the two functions. 
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Internal Communications
• In addition to being responsible for communicating the organization’s message with external 
audiences, most communications teams will play at least some role in internal 
communications, including:
– Drafting emails and memos announcing company news and initiatives
– Compiling employee resources (such as information about employee benefits)
– Creating printed materials, such as employee handbooks or flyers
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HOW DOES CORPORATE COMMUNICATION 
WORK? 
Brand Awareness
• Building up a company’s reputation establishes them as household or workplace identities 
and captures the audience’s attention. Branding defines who a company is, what they do, 
their products and what that means to the public. 
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Brand Credibility
• Identity is what sets the organization apart from others and also comes back to the 
reputation. Brand credibility is based on the trustworthiness and expertise that a company 
promises based on the usage of their product.
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Employee Engagement
• Internal engagement from the top down is vital in any organization’s success. Employee’s are 
brand ambassadors who lead the way in external communication with their social reach.
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