Effective corporate communication
Few facets of public relations are as misunderstood as corporate communication. Even the phrase itself sounds ominous, serious, somewhat foreboding. Some formal definitions are, ironically, both opaque and unhelpful. But it’s really quite simple.
All businesses communicate – from start-ups to multinationals. They communicate on multiple levels, from straightforward employee engagement and dissemination of information, to crisis communications and reputation management. They engage by working with journalists, through CSR initiatives, and via social media. They function through planned activity, and are also able to respond swiftly to unforeseen scenarios that require rapid response. Corporate communication draws these strands together in an integrated manner, giving them unifying purpose and clarity of vision.
Yes, corporate communication is a management function. There is often a ‘corporate affairs’ or ‘corporate communications’ department – but great corporate communications pervades every aspect of a firm, driving it forward. It ought to be seen as an investment, rather than as a cost.
This discipline ensures that a business speaks with one voice, with consistency of messaging and tonality. It provides overarching strategy, from which all tactical activity emates, and to which all communications implementation should align.
The notion of strategy is especially important, and is easily overlooked. Corporate communication should be primarily about achieving corporate objectives. Objectives must always come first, followed by strategies (designed to achieve the objectives), then finally tactical execution. It seems obvious, but in complex organisations, or without clear leadership, it can easily go wrong. This is especially true in today’s ever-evolving commercial arena, where constant change is here to stay. But how can a business ensure its corporate communications team is both efficient and effective?
We have three recommendations.
- Proximity to power. The closer the chief communications officer (or the most senior corporate communications professional) is to the CEO and the executive board, then better they will perform. If you’re wondering whether communications ought to have a seat at the boardroom table, wonder no longer. It’s imperative.
- Free flow of information. Corporate communications works best when it plays a role in shaping products, propositions, and pricing. It must act as the eyes and ears of a business, boundary-scanning and boundary-spanning. It can, and should, be an interpreter and an interface with all of the corporation’s stakeholders, facilitating two-way communication, and fostering authentic dialogue.
- Inviting objective input. Too often, we go native. Once wedded to an organisation, we sometimes fail to see the obvious. External consultants can provide the brutally honest, cold-light-of-day input, strengthening our ability to manage both communications and relationships. As a consultancy that works with corporate communications teams, we have a vested interest in you agreeing with us. But it works. When you can’t see the wood for the trees, a trusted advisor proves invaluable, especially if they are empowered to speak truth to power and provide you with a genuine sounding board.
A fourth consideration is closely linked. In our experience with corporate communications teams in emerging and global growth markets, there are usually significant knowledge and experience gaps. Embedding an external consultant in your organisation for a period of time can yield significant and demonstrable results in terms of capacity building through upskilling, training and recruiting for best practice. This can have a transformative impact on the ability of a team to operate with influence and impact.
The corporate communications team should act as the heartbeat of the company, serving both as its conscience, and as the lifeblood of the entire organisation. It has responsibility and accountability for the sum total of all of the brand touchpoints with the outside world, so must work to ensure cohesion and consistency.
A parting note of caution: reputation is increasingly predicated on good behaviour, as well as good communications. Doing the right thing is essential, because communications amplifies what’s already there: it cannot create positivity out of thin air. We live in an age of increasingly enforced transparency, due to social media and to the speed with which digital platforms and channels convey information. This is a risk and an opportunity.
Corporations that resource their communications function appropriately, and behave with both authenticity and integrity, cut through the clutter and create sustainable competitive advantage. Professional corporate communication tells powerful stories, and can accelerate brand growth, mitigate a crisis, burnish your reputation, and build your business. It’s worth investing in.
Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com
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