What strategies and tactics does your company utilize to communicate with customers and leads?<\/p>\n\n\n\n
Answers to these and similar questions arise from corporate communication <\/strong>\u2015 the way a company communicates with its internal and external audiences. <\/p>\n\n\n\n In this article, you\u2019ll find out: <\/p>\n\n\n\n So, let\u2019s get right to it!<\/p>\n\n\n Corporate communication refers to the set of organizations\u2019 activities dedicated to managing and coordinating internal and external communications, which reflect on brand image and identity.<\/p>\n\n\n\n It enables businesses to promote their brand identity in a favorable way, which has a great impact on both employees\u2019 and external audiences’ behavior. <\/p>\n\n\n\n By doing so, companies can communicate a consistent and coherent message to all their stakeholders \u2015 put differently, they can establish an integrated communication structure that introduces both internal and external stakeholders with: <\/strong><\/p>\n\n\n\n These stakeholders include the following audiences:<\/p>\n\n\n\n Therefore, companies need to communicate with their internal and external audiences in a consistent and authentic way that reflects their brand identity and fosters corporate reputation<\/strong>.<\/p>\n\n\n\n To achieve this, corporate communication needs to align with the company\u2019s vision, mission and values, so each company needs to develop a corporate communication strategy that will help them project a favorable image to each audience.<\/p>\n\n\n\n\n Streamline and improve your business with Pumble, a team communication app by CAKE.com.<\/p>\n\n Showcasing the brand\u2019s personality through various strategies and tactics, as well as aligning internal and external communications are essential purposes of corporate communication departments. <\/p>\n\n\n\n Additionally, typical functions that this department covers include:<\/p>\n\n\n\n So, let\u2019s dig deeper into the functions that a corporate communication team is expected to fulfill. These are divided into external and internal corporate communication functions.<\/p>\n\n\n\n A company\u2019s efforts for messaging effectively to outside audiences can be segmented into coherent external communications activities dedicated to various functions. <\/p>\n\n\n\n So, let\u2019s learn more about the core external communication purposes:<\/p>\n\n\n\n Public relations (PR) refers to external communication tools intending to manage an organization\u2019s identity and build a positive brand reputation<\/strong>. <\/p>\n\n\n\n Thus, the responsibilities of PR professionals are dedicated to establishing a good public and media perception of the company. <\/p>\n\n\n\n To achieve so, they typically utilize the following PR tools:<\/p>\n\n\n\n So, let\u2019s dig deeper into the specifics of each of them.<\/p>\n\n\n\n With press releases, companies and organizations share news about their businesses with the aim to gain media attention \u2015 in other words, they are official statements for important events or announcements written for media outlets that target specific audiences. <\/p>\n\n\n\n According to the Forbes article<\/a>, the most common types of press releases are the following:<\/p>\n\n\n\n Unlike general news, the vast majority of press release types need to be recognized as newsworthy in order to provide value to the target audience and serve them. <\/p>\n\n\n\n Additionally, they require reader-friendly content, which can be digested effortlessly. All important information should be easily skimmable, so the reader can note all important information quickly, such as:<\/p>\n\n\n\n Most importantly, a press release has to attract readers\u2019 attention with an engaging headline and provide accurate information.<\/p>\n\n\n\n According to the Public Relations Society of America (PRSA)<\/a>, a video news release (VNR) is the video equivalent of a press release. <\/p>\n\n\n\n VNRs empower companies with effective promotion of their products and services in a way that is far more interesting and engaging than reading material. <\/p>\n\n\n\n So, in recent years, many businesses have taken advantage of this powerful PR tool to attract new customers. <\/p>\n\n\n\n A press conference is a media event organized by businesses and organizations for the purposes of communicating important news to the media, which will distribute them further to the target audience. <\/p>\n\n\n\n Due to their efficiency and flexibility, virtual press conferences have become a popular and powerful PR tool. <\/p>\n\n\n\n Media interviews are a great way to gain coverage from media outlets, which allows companies and organizations to reach their target audience and potentially impact their attitude and behavior regarding their businesses. <\/p>\n\n\n\n Regardless of the type of news outlet, the objective of media interviews is always the same \u2015 to get positive information out about the business, which, ultimately, leads to: <\/p>\n\n\n\n Enhance your external corporate communication \u2014 use Pumble<\/a><\/p>\n\n\n\n Although customer communication and marketing departments\u2019 efforts have typically overlapped and intercorrelated in recent years, most companies still differentiate marketing and customer communication activities.<\/p>\n\n\n\n When it comes to a customer communication department, the core function implies the incorporation of a messaging strategy that meets customers\u2019 needs and expectations. <\/p>\n\n\n\n Aside from contributing to increasing the number of happy customers, adequate customer communication helps businesses establish a high rate of customer retention and loyalty<\/strong>. <\/p>\n\n\n\n Furthermore, when you meet the expectations of your loyal customers, they may serve you as brand advocates who bring your business more potential customers.<\/p>\n\n\n\n Marketing departments, on the other hand, focus more on encouraging people to engage with their products and services and become their customers<\/strong>. To achieve so, they use various marketing tools and optimize their activities toward their goal by:<\/p>\n\n\n\n In Pumble by CAKE.com<\/a>, the guest role access feature<\/a> allows clients and other non-company persons to easily communicate with the company\u2019s employees.\u00a0<\/p>\n\n\n \ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n Establishing strong relationships with external audiences isn\u2019t an easy task. To learn more about how to successfully communicate with stakeholders, check out our blog post:<\/p>\n\n\n\n When a crisis or unexpected situation occurs, businesses rely on crisis communication strategies to avoid a potential threat to the company\u2019s success and reputation<\/strong>. <\/p>\n\n\n\n In these cases, companies have to respond immediately and confidently to their both internal and external audiences in order to give them accurate answers and explain the further steps.<\/p>\n\n\n\n For instance, KFC encountered a major crisis a few years ago when they ran out of chicken as their key ingredient, which resulted in the closure of hundreds of locals across the UK. <\/p>\n\n\n\n Even though this was such a disaster for their reputation, they managed to handle the situation by openly admitting their mistake and explaining what had caused the issue and how they would cope to ensure they do everything possible to tackle the crisis. <\/p>\n\n\n\n Errors are an inevitable part of most businesses <\/strong>\u2015 what damages their success and reputation is not a crisis, but an inappropriate way of communication or, making things worse \u2015 ignoring the mistake<\/strong>.<\/p>\n\n\n\n Therefore, a strong <\/strong>crisis communication plan<\/strong><\/a> is significantly important for every business success and customers\u2019 loyalty<\/strong>. <\/p>\n\n\n\n Some of the crucial steps for establishing effective crisis communication that will be helpful for regaining trust include:<\/p>\n\n\n\n Internal corporate communication refers to communication with internal stakeholders, so it flows within companies among their employees. <\/p>\n\n\n\n Unlike external communication, internal communication focuses on companies\u2019 staff \u2014 from new employees to top management. <\/p>\n\n\n\n With an effective internal communication plan<\/a>, companies ensure all employees get motivated and well-informed about all relevant information. <\/p>\n\n\n\n Moreover, studies<\/a> show that effective internal communication has a positive impact on employees\u2019 job satisfaction and participation. <\/p>\n\n\n\n So, let\u2019s take a look at different types of internal corporate communication that reflect on employees\u2019 engagement and businesses\u2019 success.<\/p>\n\n\n\n When it comes to the leadership-generated communication, it refers to the communication from the top of management to employees on the lower hierarchical levels, so its function lies in informing staff of:<\/p>\n\n\n\n Furthermore, it plays an important role in increasing leaders\u2019 visibility and influence.<\/p>\n\n\n\n \ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n Giving constructive feedback is especially challenging in remote teams. However, it\u2019s significantly important for professional growth and better performance. To learn more about the most effective ways of giving constructive feedback, make sure to read our blog post:<\/p>\n\n\n\n Discuss, share & collaborate with Pumble, a team communication app.<\/p>\n\n Aside from sharing information from top management to employees, every company must encourage their employees to play an active role and give them a voice. <\/p>\n\n\n\n Namely, corporate communication within a company is a two-way process<\/a>, and giving a chance to employees to be heard is vital for every healthy work environment.<\/p>\n\n\n\n The most common situations of employee-to-management communication are asking for:<\/p>\n\n\n\n \ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n How do you ask your boss for feedback? If you\u2019re not sure how to do so professionally and effectively, check out our blog post:<\/p>\n\n\n\n Promoting lateral communication<\/a> is critical for establishing a positive work environment<\/a>. <\/p>\n\n\n\n Some companies make a dreadful mistake by overlooking communication among employees and prioritizing solely leadership communication<\/a>. <\/p>\n\n\n\n However, encouraging employees to communicate with each other on a daily basis is crucially important for effective internal communication and running the business smoothly. <\/p>\n\n\n\n According to the Harvard Business Review\u2019s article<\/a>, surveys have shown that appropriate internal communications lead to:<\/p>\n\n\n\n In order to establish strong internal communication, businesses and organizations need the right team communication tool<\/a> that will empower their employees to get involved and contribute to overall corporate communication.<\/p>\n\n\n\n Namely, using an employee communication app is a great way to provide employees with easy access to all important corporate information and tools.<\/p>\n\n\n\n Pumble by CAKE.com is a free internal communication software<\/a>, which helps employees easily communicate, connect and engage regardless of their location and the device they\u2019re using. Plus, it makes information from all over the company accessible to everyone, whenever they need it.\u00a0<\/p>\n\n\n Stay up to date with your team in Pumble<\/a><\/p>\n\n\n\n All things considered, we can note that corporate communication functions strongly indicate their importance and influence on business performance. <\/p>\n\n\n\n So, let\u2019s dig deeper into the key reasons why both external and internal communication plays a major role in every business\u2019s success. <\/p>\n\n\n\n First of all, with external corporate communication strategies, companies manage to establish a strong reputation among customers, which ultimately helps them:<\/p>\n\n\n\n Positive public perception is an essential business asset not only when it comes to customer attraction and retention, but also for gaining investors\u2019 trust \u2015 all cooperative communication activities help companies to shape a corporation\u2019s image and strengthen their relationship with:<\/p>\n\n\n\n This is especially important in crisis situations, when the reputation of the company might be potentially damaged.<\/p>\n\n\n\n According to Engage for success\u2019 article<\/a>: \u201cCompanies need to wake up to the fact that internal communications can no longer be treated as an afterthought; it\u2019s an important business function that, when done well, helps keep employees engaged and loyal to the organization. When neglected, it\u2019s likely to have the opposite effect.<\/em>\u201d <\/p>\n\n\n\n Thus, strong internal communication helps companies improve employee experience<\/a>, which contributes to employee engagement<\/a> and retention.<\/p>\n\n\n\n Furthermore, studies<\/a> show that upward (employee-to-management) communication<\/a> is as important as downward communication<\/a> (management-to-employee), since encouraging employees to speak up and be heard by their boss leads to a higher level of employee engagement. <\/p>\n\n\n\n Moreover, in connection with the previous fact, studies<\/a> show that employee engagement has a great impact on an organization\u2019s productivity \u2015 more engaged employees are likely to contribute more in terms of the organization\u2019s productivity.<\/p>\n\n\n\n Thus, companies that foster a supportive work environment where employees are involved and get heard tend to achieve their goals effectively.<\/p>\n\n\n\n \ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n For a productive remote workplace, a good employee connection is an essential factor. To learn about how to achieve so, read our blog post:<\/p>\n\n\n\n To establish effective cooperative communication, companies need to be strategic in developing a cooperative communication plan.<\/p>\n\n\n\n A cooperative communication plan defines how a company needs to communicate internally and externally, including defining:<\/p>\n\n\n\n So, let\u2019s see what elements should be incorporated into a cooperative communication plan.<\/p>\n\n\n\n On the other hand, external corporate communication performance can be measured by comparing the performance against your competitors in the following areas:<\/p>\n\n\n\n \ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n Setting S.M.A.R.T. goals is a helpful way to grasp which segments of the workplace should be improved. To learn what S.M.A.R.T goals are, and how to define them, check out our blog post:<\/p>\n\n\n\n A communication app for teams of all kinds. Discuss, share, and collaborate.<\/p>\n\n All things considered, we can note that corporate communication is one of the key success factors for companies and organizations \u2014 it ensures: <\/p>\n\n\n\n Therefore, in order to make the business run smoothly, companies have to establish internal communication strategies where all employees are involved and informed. <\/p>\n\n\n\n Also, companies have to communicate with external audiences effectively and strategically, keeping in mind the target audience and the objective of communication. <\/p>\n\n\n\n Both external and internal corporate communication need to be aligned with the company\u2019s mission, vision, and values in order to ensure sending consistent messaging to all internal and external stakeholders.<\/p>\n\n\n\n\n
![\"Corporate](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/01\/Corporate-communication-cover.png\")
<\/figure>\n<\/div>\n\n\nWhat is corporate communication?<\/h2>\n\n\n\n
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![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/features@2x.png)
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\nFunctions of corporate communication<\/h2>\n\n\n\n
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Function #1: External corporate communication<\/h3>\n\n\n\n
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Public relations (PR) and media<\/h4>\n\n\n\n
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PR tool #1: Press releases <\/h5>\n\n\n\n
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PR tool #2: Video news releases <\/h5>\n\n\n\n
PR tool #3: Press conferences<\/h5>\n\n\n\n
PR tool #4: Media interviews<\/h5>\n\n\n\n
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Marketing and customer communication<\/h4>\n\n\n\n
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![\"Managing](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/01\/Managing-guest-access-in-Pumble-1.jpg\")
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Crisis communication<\/h4>\n\n\n\n
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Function #2: Internal corporate communication<\/h3>\n\n\n\n
Internal corporate communication type #1: Leadership communication<\/h4>\n\n\n\n
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![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/landing-1@2x.png)
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\nInternal corporate communication type #2: Employee-to-management communication<\/h4>\n\n\n\n
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![\"An](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/01\/An-example-of-asking-a-manager-for-a-feedback-session-in-Pumble-a-business-messaging-app.png\")
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Internal corporate communication type #3: Peer-to-peer communication <\/h4>\n\n\n\n
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![\"Sharing](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/01\/Sharing-important-updates-with-your-team-in-Pumble-a-free-team-messaging-app.jpg\")
Why does corporate communication matter?<\/h2>\n\n\n\n
Reason #1: Corporate communication builds a strong reputation among customers and potential investors <\/h3>\n\n\n\n
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Reason #2: Corporate communication improves relationships, employee experience, and engagement<\/h3>\n\n\n\n
Reason #3: Corporate communication improves employee productivity<\/h3>\n\n\n\n
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How to create a corporate communication plan?<\/h2>\n\n\n\n
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![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/templates@2x.png)
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\nFinal thoughts: Corporate communication is a key success factor for every company<\/h2>\n\n\n\n
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