THE IMPORTANCE OF CORPORATE COMMUNICATION IN THE ORGANIZATION

What is corporate communication?

According to Cornelissen, is the management function that offers a framework for the effective coordination of all internal and external communication.

This for the overall purpose of establishing and maintaining favorable reputations with stakeholder’s groups upon which he organization is dependent.

The main role of the corporate communication is to make the brand identities. Corporate brands are liable for the success of worldwide, for example American brands like Coca cola, McDonald’s, IBM, Pepsi, Microsoft, HP, Apple, Google and many others. This type of communication assists the companies to organize the corporate presence, important stakeholder, identity and reputation in the minds of the customer and others audiences. It is significant for the organization to invest in this type of communication initiatives are responsible for its lasting image of corporate and brand identities. It engrosses a series of great coordination and planned activities and programs that highlight a company’s products, annual achievement, services, philanthropy, and social development efforts. It engrosses the communication with internal organization that includes the employees and externally it includes customers, stakeholder, and business.

In this digital age, there is highly competitive and information driven business surrounding which is main strategic of the Corporate Communication. Positive image can be reinforced by the thoughtful, consistent, sensible, and well-uttered message through communication that is run professionally and well managed by the enterprise and business. The larger Public Relations and advertising campaign maintains the efforts of this type of communication. Limiting the negative argument of crisis scenarios, corporate missteps, public mistakes or rash public utterances is possible by the chief executives is that to with strategic and timely communication of corporate exercises.

The thing that affects the success of the business is the reputation and the prime aim of the Reputation of the management  is to control the presentation towards the public. This type of communication department is consisting of a senior executive and brand communication management is in charge of devising and crafting a workable and versatile corporate communication plan. The team drafts news releases, ghosts op-eds and columns for top management, and arranges interviews for main company personnel in print publications and pertinent programs on network and cable news channels. The top management, chief business executives, and Public Relations-oriented business manager’s playa a powerful role in shaping the communication of corporate agenda of an organization. They comprehend the value of communicating chief organizational objectives, environmental obligations, community outreach programs to different stakeholders and external audiences. Senior executives often provide main inputs and proposition to fine-tune annual plan of this communiqué and even assign budgets for mega advertising, Event Marketing  and for the promotion of campaigns. For improving the image of organization.

In conclusion of that the corporate communication in the organization is very important because it plays a powerful role in shaping the communication in the internal and external stakeholders.

By:  Ulaya Sijali

(BAPRM 42681)