What Corporate Communications Does

Corporate communications is about managing perceptions about an organization: its corporate culture, its corporate identity, its corporate philosophy, its corporate citizenship, and its place in the marketplace. 

Corporate Communications is between an organization and its publics and its own staff. It relies heavily on public relations, and may involve an employee or company newsletter, crisis management with the news media, special events planning, employee recruitment, building the corporate brand, and communicating with stockholders, clients or donors.

I have worked on corporate communications with several types of organizations. One was a nonprofit membership organization with the purpose of developing business opportunities, where the emphasis was usually on providing information services to member companies. Projects included member publications, newsletters, special event announcements, trade show exhibits, presentations, flyers about special programs and business opportunities, advertising which promoted the members as well as the organization, special acknowledgments to members, press kits, advertising specialties, Websites, email blasts...the list goes on.

Another type of organization I provide corporate communications for is a nature preserve conservancy, where I produce their quarterly newsletter which goes out to members in the community, volunteers, and political stakeholders. When the organization hosts special events on their property, I design descriptive wayfinding signage and maps.

Another type of organization I provide corporate communications for is an investment firm, where I have redesigned more than 50 publications which the firm is required by law to provide to investors regarding their investment product performance. In addition to publications, the company also requires PowerPoint presentations for seminars to brokers on how to sell their products, press releases and press kits talking about the company, and a Website which includes all of the information investors and brokers need to make informed decisions.

Corporate communications can encompasss a hundred different types of projects which influence the organization's employees, customers, potential customers, stockholders, local and national policy makers, partners and often the general public. It is often directed by a public affairs officer, but also these projects can come directly from the CEO, a department head, the sales or marketing director, and individuals who work on specific projects and programs. Corporate communications usually differs from other sales and marketing activities as it promotes the company, not specific products or services of that company.

It is often intended to influence more than one group at a time. For example, a special event may be a showcase for the offerings of member companies, but at the same time the event promotes membership in the organization, gives responsible individuals an opportunity to talk to the membership about the direction and successes of the organization, and may be hosted by "partner" groups or companies which have a common interest. Ways to promote such an event include direct mail flyers, email blasts, newspaper advertising, press releases, and banner advertising. Items which might be required to support the event might include admission tickets, signage, programs, flyers, presentations, trade show exhibits, business cards, flags, and many other items.  

Corporate communications can be so much more than press releases and political spin. It can tell a compelling story about a company which set out to make a mark in the world. In pursuing that end, it became an organization of passionate individuals committed to building a better product and leaving the planet a better place.

Well, okay, maybe not. But corporate communications can be more than you may have first thought.