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Corporate communication is a process that an organization establishes and consists of transmitting information and knowing the response of the audience receiving the message. For this, it develops actions that allow the organization to connect with the people who make it up (internal communication) or with an external public (external communication) with the aim of improving the relationship between them.
Corporate communication is one of the strategic tools that allow a company, for example, to achieve a good position in the market or improve the relationship between its members. As the organization grows and the number of employees and customers increases, it is increasingly important to implement good communication management, taking into account the objectives of the company, the organizational climate, and the unforeseen or crisis situations that may occur in the environment and that impact the organization.
Corporate communication, like other types of communication, requires elements to achieve its objective, and these are:
• The communication professional: He is the one who represents the sender (organization) that seeks to communicate with others and is the one who initiates the transmission of the message.
• Strategy planning: It is the adaptation (or encoding) of the idea to be communicated, through an appropriate language for the recipient of the message.
• The message: It is the information that the receiving public will receive.
• The communication channel: It is the vehicle by which the organization delivers its message to the receiver and can be through one or a combination of several channels, in order to reach the entire public of interest.
• The receiver: It is the public that receives the message (one or more people) and that reacts to it.
• The decoding process: It is the interpretation made by the receiver of the message and it is the moment in which the communication strategies show whether they were effective or wrong.
• The measurement of results: It is the response (or feedback) of the public that received the message. Non-reaction is also a response to be taken into account because it shows the receiver's disinterest, which makes it possible to choose another strategy or other content to communicate.
It is necessary to know what corporate communication is, but also to know what benefits business communication can bring to your business.
These 5 elements respond to what is the objective of corporate communication:
• Differentiates the brand from the competition.
• Build trust.
• Improves reputation (it is essential to measure online and offline reputation to know what is said about us).
• Build loyalty to different audiences.
• Associate products and services with your values.
One of the main functions of corporate communication is to match who you are with what your environment thinks you are. When a company does not take care of its messages, it is very easy to misperceive the values and principles of brands.
To work on your strategy, you can use a multitude of communication channels within a company, and from there to the outside, both online and offline. And what is corporate communication? In using them efficiently:
• Internal channels: it is important to be aware of the role that employees play in corporate communication. Both inside and outside of the workplace, they will promote a company image wherever they go. For this reason, it is necessary to start working on communication within the company.
• Traditional advertising: press releases, mass media advertising, letters, etc. Depending on where the company is and what its audience is, traditional advertising actions can be of great help.
• eMarketing: eMarketing or digital marketing helps to reinforce the reputation of the brand and enhances digital communication strategies.
• Corporate website: It is the main communication element in the digital sector and one of the most important channels today from which to send your messages.
• Mailing: ideal for communicating with the different interlocutors of a company, both target audience and collaborators or workers.
• Social networks: currently essential in any communication strategy. Well managed social networks can help you a lot to reinforce corporate messages.
The effectiveness of corporate communication, both internal and external, will depend on two stages:
• The ability to plan strategies (prior to issuing the message).
• The analysis of the results (after issuing the message).
In this way, the organization will have concrete information about the impact generated by its message. If the objective of the communication was not specified, the company may have important information for a new decision making in relation to its communication strategies.