Sarah Wood Communication is a boutique agency that specializes in providing corporate communication consulting, strategy, and content development for purpose-driven organizations. Sometimes, when I give my elevator speech about the company and what we do to new people I’m meeting, they nod knowingly. But many times, they smile politely. I see the blank look on their face and can tell I need to add context. Don’t be worried if you’re one of the latter, who has no idea what I mean when I say corporate communication. I’m about to help you out!
So, what exactly is corporate communication?
Corporate communication is a broad category that encompasses both internal and external communication efforts carried out by an organization. It is typically used to provide an ongoing drumbeat of consistent, positive information about an organization and its work and relies heavily on the development of key messages and an overarching communication strategy. It entails using consistent messaging to raise awareness about the organization and its work, along with support for its overall mission among target audiences.
Who are the audiences for corporate communication?
Target audiences for corporate communication will vary, depending on the specific message and the goals associated with sharing it. Take, for example, a nonprofit organization. Their audiences could include:
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beneficiaries of their programs
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individuals eligible to be beneficiaries, but who are not yet affiliated with the organization
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volunteers
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individual and corporate donors
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potential supporters (volunteers, donors, individuals who can spread the word about the organization’s good work)
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staff members
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media
Not every message will be applicable, or should be sent, to all target audiences. The key messages an organization wants to convey, and the platforms used to distribute those messages, should be selected to best fit the specific target audience(s) and goals an organization wants to reach.
What platforms are used to distribute corporate communication messages?
Corporate communication messaging is also distributed using a wide range of media. It includes on-going communication efforts such as:
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e-blasts to a dedicated mailing list
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newsletters or other periodical publications (electronic or print)
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social media content, distributed via various channels
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website content, including blog posts
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podcasts
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video
It can also encompasses less frequently distributed communication products, such as:
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annual reports
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fact sheets
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case studies
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op-ed pieces
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speeches or other presentation opportunities
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press releases, etc.
The platforms and distribution methods used should be selected by considering the organization’s goals and the target audience(s) it is trying to reach.
Why is corporate communication important?
Corporate communication is a strategic way of regularly sharing information about your organization with interested audiences and stakeholders.
As I frequently tell people, it doesn’t matter how great the work your organization does is, if no one knows about it.
Without a plan to consistently communicate about your goals, mission, successes, and challenges, your organization can’t be successful. Why? Because we don’t live in a vacuum. We live in a hectic, busy world full of action and humanity, where we are bombarded with messages constantly. Staying on message and consistently sharing that message using varied platforms and types of media is the best way to make sure your targeted audiences hear you, remember you, and support you.
Have questions about corporate communication or how best to approach it within your organization? Contact us, and we’ll be happy to chat! And sign up to receive our e-newsletter (scroll down to do so) for more tips and information on this and related topics.