In the corporate world or environment there are a numerous application for the distribution of information through documents both internally and externally to the various constituents like the various departments in the organization, employees, and management and the external constituents like the clients, prospective clients, suppliers, investors and government. The actual power of relevance unleashes when it is applied to corporate-wide communications, it also stands on its own advantages with exhaustive features set that is ideally suited to traditional sales and marketing related application.
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Appropriate relevance can turn the static, impersonal document into highly effective and efficient customised communications. Corporate relevance includes a wide area including content management and distribution, knowledge management, channel management, channel management, compliance management, data integration and corporate communications.
Appropriate relevance can turn the static, impersonal document into highly effective and efficient customised communications. Corporate relevance includes a wide area including content management and distribution, knowledge management, channel management, channel management, compliance management, data integration and corporate communications.
Some people think that all a corporation has to do is communicate efficiently with the employees to get all the work done efficiently and skilfully. So they think that HR function is sufficient for all its communication need. But as we see that the business environment has changed dynamically since last couple of decades. Communication function is no longer confined within the organization. Now companies need to address various constituents in order earn their trust and build image, identity and reputation. For example in the Coors case the Coors brothers handled the investigation on a right note by not following the ‘no comment’ policy. They answered all the relevant questions and they did not have any spokesperson on their behalf they had a personal interview and this gave the public a sign of trust and that the Coors brothers were not doing any illegal activity and all the allegation on them were false
Corporate communication has various functions such as corporate advertising, media relations, marketing communications, investor relations, government relations, crisis management, internal communication, image, identity and reputation etc. The best corporate advertising creates goodwill and enhances reputation by letting constituents know what the organization is all about. Good media relations help a company to gain advantage during crisis. Company may want to use marketing communication to advertise product or use investor relations to show company’s value to the investors. For example, Wipro technologies India use various corporate communication campaigns such as ‘Innovations’ campaign, environmental campaigns, industry expo, corporate advertisements, in order to build good corporate image and reputation, advertise products and build investor relations.
One of the important functions of corporate communication is crisis management. If a corporation does not have proper crisis management system then the situation may turn into a chaos. Significant crises that involve the loss of human life (Tylenol) pose enormous challenges for companies trying to make the damage that has been done and to regain public trust and confidence. Another example of crisis management is the airline industry’s recent work with the government to enhance safety measures post-9/11. Examples also include situations such as Enron, where the post-scandal strategy appeared to be one of closing ranks and attempting to prevent damaging information from leaking into the public domain.
So we can see that “Corporate Communication” function is very important and relevant to today’s business practice. Without proper communication function it is very difficult to survive in the competitive business world.
Corporate communication has various functions such as corporate advertising, media relations, marketing communications, investor relations, government relations, crisis management, internal communication, image, identity and reputation etc. The best corporate advertising creates goodwill and enhances reputation by letting constituents know what the organization is all about. Good media relations help a company to gain advantage during crisis. Company may want to use marketing communication to advertise product or use investor relations to show company’s value to the investors. For example, Wipro technologies India use various corporate communication campaigns such as ‘Innovations’ campaign, environmental campaigns, industry expo, corporate advertisements, in order to build good corporate image and reputation, advertise products and build investor relations.
One of the important functions of corporate communication is crisis management. If a corporation does not have proper crisis management system then the situation may turn into a chaos. Significant crises that involve the loss of human life (Tylenol) pose enormous challenges for companies trying to make the damage that has been done and to regain public trust and confidence. Another example of crisis management is the airline industry’s recent work with the government to enhance safety measures post-9/11. Examples also include situations such as Enron, where the post-scandal strategy appeared to be one of closing ranks and attempting to prevent damaging information from leaking into the public domain.
So we can see that “Corporate Communication” function is very important and relevant to today’s business practice. Without proper communication function it is very difficult to survive in the competitive business world.
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