Everyone in the company should know the rules.
The boss sends out a tweet that gets lots of media coverage, but looks really bad for the company.
"Call corporate communications," the boss barks—after the damage has been done.
One way to ensure that such a fiasco won't happen in your company is to create a solid back-and-forth between corporate communications and your company's or organization's leadership. Train your CEO and leadership to trust and understand your department's functions. If the leadership must listen to your department, the reverse—that corporate communications listens to the leadership—must also happen. Socialize and institutionalize the role of corporate communications to operate from a planned pro-active stance, thus minimizing the need to react in damage-control mode.
What is it?
Corporate communication is an umbrella term that includes both internal and external communications. Although what it is exactly has evolved over the years, the core meaning and mission of corporate communication remains; it is that sustainable communications is essential for a healthy and vibrant organization. To ensure buy-in from management, it is important to remember that all communications must remain consistent. This means the communications strategy and implementation should flow from, and reflect, the company's mission statement. Your company does have a mission statement, right?
The role of corporate communications has always been dedicated to the dissemination of information to key groups of people. It is the driver behind how the general public, investors and employees perceive a company. It is the function that serves as the conscience of a company. These various aspects of image—such as trust, identity and reputation—have to constantly be brought into line with an organization's overall identity.
How to Determine Effectiveness
Since much of corporate communications is considered to be soft skills, it is often undervalued in a company where metrics and measurements are key. These functions are often difficult to measure; their success is often justified by perception.
Internally, corporate communication creates the rules and spirit of how employees should represent the company or organization in writing, social media or verbally. The company's mission statement, employee manuals, employee communications and handbooks, are some examples of responsibilities handled by internal communications.
External communications, which is direct to patients, consumers, customers and/or the media, should also know what and how content should be shared. Be it a newsletter, writing for the web, creating white papers or bylined articles, the rules should be clear.
When respected and well-run, corporate communications is both a partner and a leader in a company or organization.
Looking to adjust your company's corporate communications? Learn how the experts at Tipton Communications can help. Visit our website http://tiptoncommunications.com or call us at 302.454.7901.