What is corporate communications? (And how to build your strategy)

What is corporate communications?

Corporate communications is how a company shares information with employees and the public. This includes emails to staff about company news and press releases to the media. It helps everyone stay informed and keeps the company’s image strong and consistent.

The main difference between brand communications and corporate communications is their objectives. Brand communications aim to engage customers and promote specific products or services to drive sales and build loyalty​. Corporate communications focus more on maintaining a company’s overall reputation and informing stakeholders of updates or news.

There are two types of corporate communications –– internal and external. Internal communications foster employee engagement and efficiency, while external communications enhance brand reputation and stakeholder trust.

Why is corporate communication important for organizations?

Companies need corporate communications to ensure message consistency, align employees, and maintain a positive public image. Clear communication standards ensure everyone in the company shares the same information, presenting a unified message to the public and other stakeholders.

Corporate communications build a company’s reputation by setting guidelines for sharing information with employees and the public. Customers, investors, and other stakeholders are more apt to trust your company when they receive accurate and clear information. In fact, according to Gallup, clear communication is one of three key actions that can foster complete trust in leaders by 95% of employees.

Two types of corporate communications

Internal communications

Effective internal communication helps foster a sense of belonging and maintain a productive work environment. These communications ensure that everyone in the organization is informed, motivated, and working toward the same objectives. It also reduces misunderstandings and enhances overall efficiency.

Examples of internal communication tools and practices include:

• Intranets: Centralized platforms for company news, policies, and resources.
• Internal emails: Regular updates on company performance, events, and important announcements.
• Staff meetings: Regular sessions to discuss performance, expectations, and feedback.
• Internal communication platforms: Use Slack or Microsoft Teams for informal communication and collaboration.

You can use these tools and practices for all-staff communications and department or job-specific communications. For example, you can share all-staff news on the company intranet or via an all-staff email, and you can use designated Slack channels or staff meetings for more specific communications.

External communications

Maintaining a consistent external brand image is essential for building trust and credibility. It ensures that investors, media, and the public clearly understand the company’s values and mission. This transparent communication attracts and retains loyal customers and supportive stakeholders.

Examples of external communication channels include:

• Press releases: Share official announcements and important updates with the media and public.
• Social media: Use platforms like LinkedIn and Instagram to engage your audience and promote your brand.
• Public relations: Design activities to create and maintain a positive public image.

Use these channels and practices to communicate company news, promote products, and engage the public. For example, you can announce a new product launch via a press release, share updates and engage with followers on social media, and manage the company’s public image through strategic public relations campaigns.

How to build your communications strategy

A comprehensive communications strategy ensures that your messages engage internal and external audiences.

Assess your current communication

Refining your existing corporate communication methods helps you create clear, consistent, and effective messages. Here’s how to start assessing your current methods:

• Collect information on how your company currently handles corporate communications. Review emails, intranets, social media posts, press releases, and any other communication channels you use. Look for patterns in your messaging, such as tone, frequency, and audience engagement.
• Gather feedback from internal stakeholders like marketing, HR, and branding teams. Ask for their insights on what’s working and what needs improvement. Hold surveys or focus groups to get a well-rounded understanding of the effectiveness of your communications.
• Review the information and feedback you’ve gathered to pinpoint strengths and weaknesses. Identify gaps or inconsistencies in your messaging and areas where communication can be streamlined or enhanced.

This assessment is a foundation for developing a more robust and effective communication strategy.

Define your communication goals

Clear goals provide direction and purpose and ensure that all messaging efforts are aligned with your company’s mission and values.

Set practical communication goals that are SMART:

• Specific: Clearly define the objective(s) you want to achieve. For example, “Increase employee engagement through monthly newsletters.”
• Measurable: Determine how you will measure success (e.g., surveys, engagement metrics, or feedback forms).
• Achievable: Set realistic goals that your team can reach with the available resources.
• Relevant: Make sure your goals align with your company’s broader objectives. For example, if your company values innovation, your communication plan should reflect that.
• Time-bound: Set a timeline to achieve your goals. For instance, building on the goal from the previous example: “Increase employee engagement within six months through monthly newsletters.”

SMART goals create a roadmap for your communication strategy so that you can focus your efforts, track progress, and ensure that your corporate communications are effective and impactful.

Identify your audience

Research helps you better understand who you’re communicating with so you can tailor your messaging and content to their needs and interests. To identify your target audience, use these best practices:

• Examine your existing customer and employee data, including demographics, purchasing behaviors, and engagement metrics.
• Gather direct feedback from your audience through surveys and interviews. Ask about their preferences, challenges, and expectations.
• Segment your audience into groups based on shared characteristics or behaviors, such as age, job role, interests, or location.
• Create detailed audience personas for internal and external audiences. Include demographics, goals, challenges, and preferred communication channels.

By thoroughly researching and understanding your audience, you’ll be better positioned to create more effective, impactful communications that resonate with your customers and employees.

Craft your message

Once you’ve established your goals and audience, you can begin crafting your unique messaging. This step is crucial for ensuring your corporate communications effectively represent your brand and resonate with your audience.

Here are the steps to develop messages that align with your brand values and help you meet objectives:

• Identify the core values and mission of your brand. Ensure your messages reflect these values consistently.
• Tailor your messages to address the needs, preferences, and interests of your audience personas, both internal and external.
• Create a framework that outlines key messages for different situations and audiences. Write examples of clear, concise, straightforward messages that convey your key points effectively.
• Maintain a consistent tone and style across all communication channels. Whether formal or casual, your tone should reflect your brand’s personality.
• Align with brand guidelines to maintain uniformity and ensure all messages adhere to your brand’s standards.

By carefully crafting and consistently applying your messages, you create meaningful and effective communications that strengthen your brand’s impact.

Implement your strategy

Implementing your communication strategy ensures that your carefully crafted messages reach the right audience and achieve your set objectives. To implement your strategy, follow these steps:

• Create a detailed action plan that outlines the steps, timelines, and resources needed to implement your communication strategy. Resources include the teams, tools, and messaging frameworks you’ll need. Assign responsibilities to each team member to ensure accountability.
• Choose the proper channels for your audience based on whether the communications are internal or external.
• Train all employees and involve them in the communication process so they understand the strategy and their role in it. Provide training on how to use communication tools and adhere to messaging guidelines.

Monitor performance to measure success

Tracking and measuring the effectiveness of your communication strategy ensures that it meets your goals and drives improvement. Regularly evaluating your communications can help refine your approach, demonstrate value to stakeholders, and enhance overall impact.

Use the objectives you established in the previous step as a starting point to gauge your success. There are several tools and platforms to monitor your goals and performance:

• Surveys and feedback: Gather direct feedback from your audience about their perceptions and satisfaction.
• Analytics tools: Employ a tool like Google Analytics or a social media analytics platform to monitor website traffic, user behavior, and social engagement.
• Internal metrics: Measure employee engagement and communication effectiveness through internal surveys and participation rates in meetings or intranet use.
• Brand performance analytics: Assess your brand’s performance in terms of recognition, loyalty, and overall perception.

Monitoring these metrics will help make data-driven decisions to improve your communication strategy and ensure your messages resonate with your audience.

Improve your corporate communications to foster trust and engagement

Effective corporate communication is the key to building trust and engagement within your organization. When you communicate clearly and consistently, employees feel valued and informed, while customers trust and engage more with your brand. By improving your corporate communications, you create a positive and productive environment where everyone is aligned with your company’s goals.