What is Corporate Communication? How To? - Hints Blogging

What is Corporate Communication? How To? - Hints Blogging

Corporate communications is the set of methods that companies use to communicate with various external and internal audiences, including customers, employees, stakeholders, media, public and regulatory bodies. There are three main branches of corporate communications, including management communications, marketing communications, and organizational communications, and they all work together to create a strategic approach to a firm's overall communications. Corporate communication has evolved into a discipline in which all areas other than these areas are managed with strategic expansions, in addition to meeting the communication needs of these corporate communication units. It can also be expressed as a sub-branch of communication that covers all communication activities that companies create for the goals and objectives determined both inside and outside the organization in order to increase their brand visibility and efficiency. 

Therefore, it can be said that corporate communication itself and its purpose are multifaceted. Many firms attempt to create a communications strategy that promotes a particular brand, minimizes inconsistencies with a firm's identity, builds internal and external support, and coordinates effectively with stakeholders. If effective, corporate communications strategies can have the potential to increase a firm's profitability, consumer engagement, and longevity in their industry. With this goal in mind, companies, It creates corporate communications departments overseen by senior executives who serve as the primary decision-makers in managing a firm's overarching strategy. Thus, thanks to these communication processes managed with a clear understanding of sustainability in companies, primary goals such as increasing the efficiency of the company and becoming an institution appreciated by the targeted audience are achieved. Thanks to this two-way communication and relationship discipline, the company can take a more active role in the competitive environment, which has become the biggest driving force in the system for manufacturers, service providers and even end users in today's constantly renewing and growing economic system. Thus, thanks to these communication processes managed with a clear understanding of sustainability in companies, primary goals such as increasing the efficiency of the company and becoming an institution appreciated by the targeted audience are achieved. 

Thanks to this two-way communication and relationship discipline, the company can take a more active role in the competitive environment, which has become the biggest driving force in the system for manufacturers, service providers and even end users in today's constantly renewing and growing economic system. Thus, thanks to these communication processes managed with a clear understanding of sustainability in companies, primary goals such as increasing the efficiency of the company and becoming an institution appreciated by the targeted audience are achieved. Thanks to this two-way communication and relationship discipline, the company can take a more active role in the competitive environment, which has become the biggest driving force in the system for manufacturers, service providers and even end users in today's constantly renewing and growing economic system.

As examples of the areas of activity of corporate communication; Various responsibilities can be shown, such as organizing relations with the groups to which the company maintains its affiliation, managing the company's media relations and coordinating the flow of information inside and outside the company, and preparing the speeches of the executive staff at news conferences. In addition, corporate communication strategies are generally carried out through 3 different channels: written, verbal and visual. If the strategy implemented is written; verbally and visually through the website, press releases and notes; It is carried out through photographs, infographics, illustrations, videos and press conferences. These tools are used to create a strong brand identity.

How to Prepare a Corporate Communication Strategy? What Should Be Considered?

In order to achieve the goals of corporate communication and awareness and/or information campaigns to be prepared, internal and external communication processes must be extremely well planned. The planning in question:

Corporate communication strategy is developed under the conditions of the company's internal environment, but it also requires evaluation of the external environment.

What are Corporate Communication Functions?

Corporate communication strategies have various functions. Because organizations need to engage with multiple audiences every day, they need to establish a robust communications system that ensures effective coverage across all stakeholders. Most corporate communications departments employ professionals who specialize in all aspects of communications to collaborate effectively and appropriately engage audiences.

Some of the functions of corporate communication are as follows:

1. Media and Public Relations

Media and public relations refer to the ways in which a company presents itself and communicates with the media industry and the public as a consumer group. Media and public relations stand out as one of the most well-known functions of corporate communications departments because they are highly visible initiatives. Two of the components included in the functions of this department are:

Corporate reputation: Corporate reputation is the comprehensive evaluations given to companies by their stakeholders, including the company and the public. Media and public relations professionals often seek to establish a positive corporate reputation through their work.
Corporate responsibility: Corporate responsibility refers to the ways in which a firm communicates its level of social inclusion, sustainability, citizenship or other initiatives. Corporate responsibility is governed by a firm's comprehensive respect for and alignment with the larger interests of society. Therefore, such communication initiatives can engage with concepts such as environmental responsibility, diversity, inclusion, social equity, and more.

In summary, the main function of this department can be expressed as regularly distributing press releases, dealing with media research and planning news conferences.

What is Corporate Communication? How To? - Hints Blogging

2. Customer communication and Marketing

Customer communication refers to the ways a firm interacts with its customers or clients. The messages customers receive from companies are often quite specific and geared towards meeting their specific needs. Such initiatives are very important for the profitability and longevity of companies, as the right type of messaging strategy will strengthen companies' communication with their customers.

Marketing, which sometimes includes customer communications, refers to communication strategies directed at consumers for the purpose of generating interest in an organization's products or services. Marketing is a corporate communications function that serves a specific and measurable purpose in encouraging consumer participation through purchasing activities. Briefly speaking, marketing experts can create promotional campaigns, take part in the branding process, manage social media accounts and support the product development process. Two of the main components included in customer communications and marketing are:

Corporate branding: Corporate branding refers to the set of activities that create an established reputation by which a company becomes known. Branding involves creating a consistent message that brings together a group of products or services under a single name. Marketing professionals can achieve branding by creating positive associations with a particular name and creating a lasting positive image involving the firm's products or services.

Promotion: Promotion refers to outward-facing or customer-facing communication strategies that make individuals aware of a product or service, attract them to a brand, and encourage them to interact with a particular product or service. Many promotional campaigns are aimed at influencing consumers to purchase specific products rather than a competitor's products. Marketers often promote through social media, television and radio ads, and digital marketing strategies.

3. What is the Role of a Corporate Communications Specialist in Crisis Communication?

Crisis communication refers to messages that companies issue in the context of a specific crisis or unexpected event that, if left unaddressed, could potentially damage their reputation or success. Firms are responsible for creating targeted strategies to address and discuss issues related to a particular crisis. For example, if an energy company experienced a workplace accident that resulted in a crisis, such as a chemical spill incident that could impact the environment, crisis communications specialists would manage the messaging surrounding such an event.

Communications professionals who run such initiatives may arrange interviews with media outlets, hold news briefings with company representatives, and advise representatives on their communications. Most fundamentally, crisis communications professionals work toward the goal of preserving a firm's ability to exist, do business, and maintain a positive reputation with the public and within their industry.

What is Internal Communication? How To? What are the Functions of Internal Communication?

Internal communication is a communication method that focuses on the flow of information between employees and departments within the company. An example of internal communication:

  • Team meetings
  • Information management tools
  • Reward and motivation programs
  • Bulletin boards and posters
  • Declarations and circulars
  • Training and seminars
  • Organizations organized/to be organized within the institution
  • Wish boxes and polls can be displayed
What is Corporate Communication? How To? - Hints Blogging


Among the purposes and responsibilities of internal communication: Critical tasks include ensuring that the organization is better known to employees through information, preventing mistakes by informing employees about new legislation, and increasing the communication dynamic between employees and managers.

To summarize, the primary focus of internal communication is the participation of employees within the company and examining its positive and negative effects on the workforce.

What is External Communication? How To? What are External Communication Tools?

External communication focuses on the company's branding process and sending messages to the target audience. As an example of external communication:

External communication is of great importance to increase the company's awareness in society and to achieve primary goals such as the targeted number of sales.

What are the Responsibilities of a Corporate Communications Specialist?

  • Monitoring newspapers, magazines, the internet and television channels to follow what media organizations are saying about the company.
  • Managing all communication processes in the company consistently and ensuring information flow within the company
  • To prepare and implement strategies for any action plan planned to achieve the primary goals of the affiliated company.
  • Carrying out the decision-making process in the most effective way on all issues regarding communication within and outside the company
  • Minimizing the inconsistencies between the brand features and the desired identity of the affiliated company
  • Formulating and carrying out procedures at decision stages regarding relevant communication processes
  • Knowing who plays which role in the sub-branches of communication, tracking and coordinating them

    What is a Corporate Communications Specialist? What are their duties?

    Corporate communication activities are used to reach the target audience and initiate strong communication with the target audience. In this context, corporate communications professionals are responsible for establishing and maintaining a company's public image and reputation by using traditional media, including television and newspapers, and new media, including various social media channels. A corporate communications specialist ensures that the public is informed accurately and in a timely manner about a company's goals, activities and latest developments. In addition, it is among the duties of the corporate communication specialist to establish and maintain a positive relationship between the company he is affiliated with and the public and investors. Interacting with the media, publishing press releases, organizing press conferences to manage the reputation of the affiliated company,

    How to Become a Corporate Communications Expert?

    To become a corporate communication specialist, you can study 4-year university departments such as communication and public relations, advertising, public relations and marketing, business administration, public relations and promotion, and journalism. Graduating from these departments can prepare you for an entry-level position in the field of communications, and thus you can work up to the position of corporate communications specialist.

    If you are interested in a higher role in the field of corporate communications specialist, you may consider completing a master's degree in areas such as public relations and marketing. These types of 2-year master's programs often allow you to focus on a specific aspect of the field, such as corporate communications or public relations for nonprofit organizations. Thus, you will have the chance to take a more active role in this field.

    What does a Corporate Communications Specialist do? In Which Areas Does It Work?

    The field of corporate communication covers broad communication studies. The corporate communications specialist is also expected to have knowledge and ideas in areas that require communication, from crisis communication, public relations and marketing to image management.

    The scope of duties and responsibilities of a corporate communication specialist may vary depending on the nature and workload of the company to which he/she is affiliated. Still, the most important duty of a corporate communication specialist is to carry out communication activities that attract the attention of the target audience. A corporate communication specialist fulfills his profession by implementing communication and public relations activities for the needs and benefits of the company. Among the duties of a corporate communication specialist are; It includes carrying out promotional campaigns for the target audience, ensuring internal communication balance, organizing press conferences, and carrying out advertising and marketing activities.

    As a corporate communications specialist, you can work in any private company or public institution. Some organizations that may hire you include large manufacturers, publicly traded companies, or technology companies. You can also work for non-profit associations, hospitals or universities. If you work for the government, your title may vary from communications specialist to press secretary, but your basic responsibilities will be the same.

    Corporate Communications Specialist Salaries 2022

    The salary range is quite wide as a corporate communications specialist has the opportunity to work in a wide range of business areas without being limited to a single field. Therefore, the salary a corporate communicator will receive does not have a fixed quality depending on the breadth of his/her business areas. However, a corporate communications specialist's experience in the industry is one of the most important factors affecting his salary. It is unlikely that a corporate communicator who has worked in the industry for many years will earn minimum wage or a low wage. Additionally, having solid references in the industry is also among the factors that affect your salary. When we look at the latest data in 2022, the lowest salary a corporate communicator receives in 2022 is the minimum wage of 5500₺. The highest salary is 11790₺, although it varies from company to company and depending on experience. The average salary is 6820₺.

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