Corporate Communication Strategy

An effective corporate communication strategy comprises of internal and external communication, establishing good lines of communication between management, employees, suppliers, stakeholders, investors, customers and many other communication groups. The three variables in an effective corporate communications strategy include defining the organisation's overall strategy for communication, analysing the relevant constituencies, and delivering messages appropriately.

Internal Communication

Internal communications is a function responsible for the effective communication of information or a message within an organisation. The key elements of an effective internal communications strategy include;

• Employee communication -
A process of passing a message to an employee and receiving a message from the employee (This could be via print, electronic, visual, verbal etc. Communication channels)

• Internal events -
Corporate events held for employees such as training seminars etc.

• Internal communication Channels -
E.g. Emails, intranet and Employee handbook

Top managers use internal communication to improve morale between management and employees, to inform employees of internal changes, to increase employee understanding and to change employee behaviour.

External Communication

External communications is the exchange of information and messages between an organisation and an audience outside its formal structure. The key elements of an effective external communications strategy include;

• Corporate brand management-
The management of the organisation as a brand; Corporate Identity

• E-communications
Online methods such as company website, email, Social Media

• Media Management -
Management of media such as press using Public Relations as a method of maintaining public image (press releases, press kits and social media)

• External events -
E.g. Community events hosted by the organisation, Sponsorship of events, conferences etc.

• Marketing management -
Management of communication via marketing channel such as advertising and direct mail

Theory

The Communication Theory indicates various elements - Essentially, when the sender or corporate organisation wants to put a message across to a defined audience, the sender will initially 'encode' the core message in an appropriate manner to apply to this particular audience. The message itself should be what the sender / organisation wants to transmit to an audience. There are many different channels to announce a message such as corporate events, e-communication, Public Relations and many more. A message will be 'decoded' in numerous ways depending on the individual receiver. This should be taken into consideration when 'encoding' a clear, concise and targeted message. Feedback will take on the form of many different responses depending on the message and the receiver; such responses include anything from a general awareness to a physical action. Noise reflects any activity which may influence or distort the communication process.

Conclusion

Communication strategies should be revised regularly. It is also important to measure the success of internal and external communication strategies, ensuring the 'message' is correct and the appropriate lines of communication have been established between management, employees, suppliers, stakeholders, investors, and customers. By doing so, effective communication can be easily achieved and managed.