Corporate communication refers to all the communication within an organisation. The enhancement of all the various elements of corporate communication will ease the pain of change of an organisation in a state of flux.
However, it happens that organisations neglect certain elements of corporate communication due to various reasons, which ultimately leads to poor communication.
On the other hand they over-emphasise some of the corporate communication elements instead of integrating and co-ordinating all communication efforts.
In a state of flux, organisations tend to over-emphasise control.
The integration and co-ordination of managerial communication, marketing communication and public relations are prerequisites if corporate communication is to ease the pain of change.
Problems with the process of change will not disappear magically, but it has to be managed.
People change, not organisations. Therefore people need to be informed. Organisations must have a strategy aligned with the aims and goals of management. The corporate communication strategy should reflect the organisation’s corporate strategy. Strategy formulation and strategic planning is therefore a prerequisite for the developing of a sound corporate communication strategy.
Corporate communication strategy Adopted from Steyn & Puth (2000)
Analyze the internal environment
Identify strategic stakeholders / publics
Identify and prioritize key strategic issues
Identify implications of strategic issues for stakeholders