Corporate Communication – Concept, types and elements

We explain what corporate communication is and what its elements are. Also, how it is classified and why it is effective.

Corporate communication
Communication management is important taking into account the objectives of the company.

What is corporate communication?

Corporate communication is a process that establishes an organization and consists of transmitting information and knowing the response of the audience receiving the message. For this, it develops actions that allow the organization to connect with the people who make it up (internal communication) or with an external public (external communication) with the aim of improving the relationship between them.

Corporate communication is one of the strategic tools that allow a company, for example, achieve a good position in the market or improve the relationship between its members. As the organization grows and the number of employees and clients increases, it is increasingly important to implement good communication management, taking into account the objectives of the company, the organizational climate and the unforeseen or crisis situations that may occur in the environment and that impact the organization.

Elements of corporate communication

Corporate communication
Strategic planning is the adaptation of the idea to communicate.

Corporate communication, like other types of communication, requires elements to achieve its objective, and these are:

  • The communication professional. It is the one that represents the sender (organization) that seeks to communicate with others and is the one who initiates the transmission of the message.
  • Strategy planning. It is the adaptation (or endocoding) of the idea to be communicated, through an appropriate language for the recipient of the message.
  • The message. It is the information that the receiving public will receive.
  • The communication channel. It is the vehicle by which the organization delivers its message to the receiver and can be through one or a combination of several channels, in order to reach the entire public of interest.
  • The receptor. It is the public that receives the message (one or more people) and that reacts to it.
  • The decoding process. It is the interpretation made by the receiver of the message and it is the moment in which the communication strategies show whether they were effective or wrong.
  • The measurement of results. It is the response (or feedback) of the public who received the message. Non-reaction is also a response to take into account because it shows the receiver’s disinterest, which allows them to choose another strategy or other content to communicate.

Types of corporate communication

Corporate communication
Internal communication allows you to create and maintain good relationships with its members.

The types of corporate communication carried out by an organization are classified as:

  • Internal communication. It is the set of activities that allows you to create and maintain good relationships with your members for informational purposes (about tasks and instructions), motivational (stimulation to optimize work performance) or to promote good relationships and values ​​(based on the culture business).
  • External communication. It is the set of strategic actions aimed at the external public of the organization with the aim of maintaining or improving the corporate image, promoting products or services or expanding the number of customers. To ensure successful communication, the organization needs to know the different factors involved, such as the characteristics of the external public, the socio-economic situation of the environment and the companies that are part of the competition, among others.

Effectiveness of corporate communication

The effectiveness of corporate communication, both internal and external, will depend on two stages:

  • The ability to plan strategies (prior to issuing the message).
  • The analysis of the results (after the emission of the message).

In this way, the organization will have concrete information about the impact generated by its message. If the objective of the communication was not specified, the company may have important information for a new decision-making in relation to its communication strategies.