What is Corporate Communications?

Corporate offices and other organisations need PR to cover all

the communication that takes place between employer and
employees. PR officer to extend communication with
stockholders, media, press, NGOs, Government, customers and
the general public. PR plays a crucial role in dealing with
outside agencies.

Corporate communication is a blanket term for various

functions that organizations use to inform, educate and engage
internal and external audiences. Public relations is a corporate
communication function, along with employee messaging,
marketing and investor, government and media relations. It is
difficult to overstate the critical importance of effective
communication for most businesses and organizations.

It is through effective communication that customers learn about

a company’s products or services and what makes brands unique
compared to their competitors. It’s how management and
employees coordinate their activities to ensure that the entire
organization is marching toward the same strategic goals. It’s
also how executives inform investors, the media, and the general
public about important organizational developments. In short,
communication underlies many of the most significant activities
that most businesses must complete.

Communication is so important that most organizations will

eventually reach a point at which they realize they need to invest
in building a corporate communications team responsible for
these various activities.

Let us go through the definition of the term ‘corporate

communications,’ identify the roles and functions of the
communication department, and examine the top careers, skills,
and trends impacting the communications industry.

Corporate communications refers to the way in which

businesses and organizations communicate with internal and
external various audiences. These audiences commonly include:

 Customers and potential customers

 Employees

 Key stakeholders (such as the investors)

 The media and general public

 Government agencies and other third-party regulators

Corporate communications can take many forms depending on

the audience that is being addressed. Ultimately, an
organization’s communication strategy will typically consist of
written word (internal and external reports, advertisements,
website copy, promotional materials, email, memos, press
releases), spoken word (meetings, press conferences, interviews,
video), and non-spoken communication (photographs,
illustrations, infographics, general branding).

The Functions of a Communications Department

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 unfavourable 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.

Required Skills for Corporate Communications

Professionals

Pursuing a career in corporate communications requires a

specialized skill set, regardless of the area on which you
ultimately choose to concentrate. Some of the most important
skills include:

1. Writing skills
As a member of the communications department, you will likely
spend the majority of your day writing copy in various formats,
from emails and memos, to blog posts and articles, to website
copy, social media posts, printed collateral, and more. To be
effective in the role, you will need to hone your writing skills so
that you can communicate clearly to diverse audiences across
many formats.

2. Presentation and public speaking skills

Presentation skills have become more important in recent years.

In fact, according to once survey of corporate recruiters, it’s in
the top five skills that companies look for when filling positions.
Communications professionals are regularly expected to
interface with the public and members of the media, as well as
fellow employees and internal stakeholders. The ability to
clearly and confidently present your ideas and information,
whether in person or through the aid of technology (such as a
video or webinar) is expected in many roles.

3. Communicating with data

Organizations now collect more data than at any point in

history, all of which is critical in informing important strategic
decisions. As data has proliferated, employees across disciplines
are finding that they must interact with this data in new ways.
Modern communications professionals must be adept at
interpreting data from a variety of sources, communicating with
that data, and using it to tell compelling stories.

4. Research and critical thinking

Depending on your exact role within an organization and the

types of communication that you are expected to create, you
may find yourself spending a lot of time searching for resources
that can inform your content. The ability to conduct research
and—more importantly—evaluate your resources critically, is
an essential part of many communications roles.

5. Technical skills

Technological advancements are shaping the field of

communications as much as any other industry.
The International Association of Business
Communications states that the five most important technology
trends impacting corporate communications are chatbots,
blockchain, virtual reality, extremely-personalized experiences,
and artificial personal assistants. Many (if not all) of these
technologies are being driven by developments in machine
learning and artificial intelligence, which threaten to automate
many roles. Developing your technical skills can help you
remain competitive in this new reality.

Starting a Career in Corporate Communications

Those looking to break into many entry-level communications
positions at most companies can typically do so by earning a
bachelor’s degree in communications, marketing, or a related
field. However, in order to qualify for more competitive
managerial and senior-level positions, candidates must be
capable of demonstrating a certain level of skill and expertise
beyond what an undergraduate degree typically signifies.

Earning an advanced degree, such as a Master of Science in

Corporate and Organizational Communication, can help you
obtain this level of skill to advance into senior-level positions.

At Northeastern, the MS in Corporate Communication is

designed specifically for professionals looking to fast-track their
professional careers. Challenging academics are taught by
professors with real-world experience and paired with many
experiential learning opportunities (such as co-ops and capstone
projects) to prepare students to address the complex
communication challenges faced by modern corporations. Six
unique concentrations allow students to learn deeply about the
area of communications most closely-aligned with their career
aspirations, including:

 Human resources management

 Public and media relations

 Leadership
  Project management

 Social media

 Cross-cultural communication

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)