Corporate communications techniques strengthen a brand's reputation and identity.
Today's corporate communications professionals plan organization-wide communications strategy, write news releases, design brochures, edit video material, manage websites and social media profiles, and handle a plethora of other corporate tasks that are related to its brand, identity and reputation. Most of them are producing messages for many distinct audiences: internal communications for and about employees and the company as a whole; and external communications, crafting messages and for the customers, general public, the media, corporate partners, government and community institutions. Techniques that communications professionals use fall in the broad categories of planning and measurement, issues and messaging, and advisement and consulting.
Planning and Measurement
Communications Planning. Corporate communicators create plans that align with a company's mission and guide the work of the communications department. The plan outlines the messages that need to be crafted and disseminated, and determines how they will be delivered, such as through internal publications and multimedia distribution, or external advertisement and earned media coverage. The plans also typically include a work plan that places staff communicators' responsibilities on a timeline. Often communications plans are part of the larger corporate strategic plans, which may identify how the organization is changing, and the techniques that will be used to facilitate the transition.
Communications Audits. Periodically, corporate communicators must measure their impact within the corporate structure by identifying how many people received the messages they created, and any tangible change in branding perception or public reaction that occurred as a result of the communications
Issues and Messages
Issues Management. Communicators must be familiar with the concerns of the industry they represent and then develop a framework for how the company will address them. Energy companies, for example, are concerned with the environment; their corporate communicators work hard to solidify the company's position on energy-related issues.
Message Delivery. The foundation of corporate communications is delivering messages. Today, there are more options than ever for how corporate communicators can reach their audiences. Through print, there are newsletters, magazines, brochures, direct mail, annual reports, and newspaper articles and editorials. Websites are the frontline of corporate communications, and specialists work to keep content fresh and updated, and look for ways to drive traffic to it. Other online messaging opportunities are found in social media, email marketing, blogging, podcasting and videos. Usually, a communicator will have to determine the best way to reach the intended audience and tailor messages for the format used.
Advisement and Consulting
Corporate Advisement. Corporate communicators often work with their company's executive staff to help them reshape and rebrand their company's identity, especially during and after times of crisis, such as when negative reports about the company are circulating in the media. They devise strategy and coach spokespeople. Similar techniques apply when the company is undergoing enormous change, such as being bought out or going through major layoffs.
Corporate Consulting. Communications personnel often engage with all departments within a company, providing them with assistance in shaping and delivering their messages and goals to employees. When a company wants to have input on pending legislation, communicators work with law and public policy departments to design strategy and disseminate information. The company communicators could also partner with human resources to help drive home messages surrounding diversity initiatives.
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