Corporate Communication : A Guide to Theory and Practice, Essay Example

Corporate Communications Strategy

Corporate communication strategy should reinforce the strengths of the company through implementing business culture, vision and objectives. The visibility of executives is an important aspect of a corporate communication strategy, because it communicates transparency as an organizational strength. The strengths and visions differ from one organization to another, therefore, the messages need to be built on visions, missions and brand images of the individual organization.

It is also important to use an integrated communication strategy that involves creating community links and discussions, as well as one-way messages. Positioning, branding and strategic positive, meaningful messages should be core elements of a corporate communications strategy. Creating and maintaining a strong brand image and personality is important to engage stakeholders. Social media marketing, IPO, VC and M&A communications should also be the main building blocks of a corporate communications strategy. It is important that positive and meaningful messages are delivered to all stakeholders, strengthening the brand’s relationship with the business environment.

In times of crises, corporate communication strategy has a vital role. Maintaining a professional relationship with all stakeholders in this situation through channels of communication built up previously as a part of a strategic approach allows the company to quickly communicate its messages in a responsible way. As corporate communication has the ability to strengthen relationships, visions and create meaningful messages, it is also an effective tool in reputation management.

Communications theory focuses on mass media messages’ rhetorical analysis. (Cornelissen, 2004, p. 18). It measures the impact of corporate communication (mass media messages) on social systems, on a strategic level, and in case of crisis, disruption. This approach analyzes the company’s behavior and messages created to influence and inform the public and stakeholders.

References

Cornelissen, J. (2004) Corporate Communications: Theory and Practice. SAGE Publications.