why corporate communication is important (50 words)
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Answer:
In most organizations, the communications department is responsible for overseeing a wide range of communications activities. One of the simplest ways of understanding these different activities is to group them according to the role that they play within an organization, as below.
1. Media and Public Relations
This refers to the way in which a company or organization communicates with the general public, including the media, by:
Organizing news conferences, product launches, and interviews, and creating materials (banners, flyers, etc.) for such events
Writing and distributing press releases to the media to garner coverage
Monitoring the news for mentions of the organization, its product, and key employees such as stakeholders and members of management
Devising a plan to address unfavorable press coverage or misinformation
2. Customer Communications and Marketing
Though most businesses still differentiate between their marketing and communication departments, the lines between the two have begun to blur in recent years. Corporate communication strategy often impacts marketing strategy, and vice versa, which has increased cooperation and collaboration between the two functions.
It is not uncommon, therefore, for members of the communication department to help generate various marketing materials and general customer communications, including:
Marketing emails
Brochures
Flyers
Newsletters
Website copy
Social media strategy
3. Crisis Communication
Crisis communication refers to the specific messaging that a company (or individual) portrays in the face of a crisis or unanticipated event which has the potential to damage their reputation or existence. In the event of such a crisis, it is the responsibility of the communications department to create a strategy to address it (often done with the aid of outside experts) which may include:
Organizing interviews and news briefings for company representatives to discuss the issue at hand
Advising company representatives on what to say and how to say it when speaking with members of the media
Communicating with attorneys, government regulators, emergency responders, and politicians as necessary
Generally protecting the organization’s reputation and ability to do business
Exactly what constitutes a “crisis” will depend on the type of organization but may include anything from workplace accidents and violence to business struggles to product defects, chemical spills, litigation, and more.
4. Internal Communications
In addition to being responsible for communicating the organization’s message with external audiences, most communications teams will play at least some role in internal communications, including:
Drafting emails and memos announcing company news and initiatives
Compiling employee resources (such as information about employee benefits)
Creating printed materials, such as employee handbooks or flyers
Facilitating group brainstorming sessions and training sessions amongst employees
Managing internal blogs, newsletters, or other publications
Internal communication is often done at the direction of or in partnership with the human resources management team.
Corporate Communications Careers
According to the U.S. Bureau of Labor Statistics, employment in the media and communications industries is expected to grow at a rate of about six percent from 2016 to 2026—about as fast as growth for all occupations. This growth translates into an additional 43,200 positions, driven predominantly by organizations’ needs to create and disseminate information through ever-increasing communication channels.
Most individuals who work in corporate communications will choose to specialize in a particular area—for example, public relations, media relations, or general communications. The area of specialization can impact a communications professional’s salary, but similar positions are often comparable and are based upon an individual’s level of experience:
Entry-Level: Communications Specialist ($50,789), Media Relations Specialist ($50,517), Public Relations Specialist ($46,950)
Mid-Level: Communications Manager ($63,622), Media Relations Manager ($59,543), Public Relations Manager ($65,227)
Senior-Level: Director of Communications ($77,828), Director of Media Relations ($84,299), Public Relations Director ($85,168), Chief Communications Officer ($126,885)