Corporate communication or organizational communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.
Organizations have seen the need to reinvent them to connect with their audience, due to the immediacy of new technologies. The companies are more dynamic now, accessible and communicative, which marks a change in their structures and in the way they’re conceived.
In response to this trend, corporate communication arises, which encompasses the set of actions necessary to publicize the activity of the organization and to meet the demand that the different public’s desire. Unlike previous periods, in unidirectional and flat business communication, in the management of business management, communication is interactive and establishes a bidirectional communication system that provides valuable information for both parts.
Nowadays, the organization develops a communication strategy both internally and externally in the company. In this sense, it’s vital to design actions that respond to the specific needs of the company and the public to whom the messages are directed.
An internal level, companies that work in the defense of corporate philosophy, which is the global conception of the organization established by senior managers. From this, it’s created an organizational culture that guides how to do things considering values and beliefs.
Externally, companies must establish an institutional communication system aimed at their target audience. It is not only necessary to have personal information such as name, surname and address; but it’s essential to have data regarding the lifestyle, preferences and tastes of the target. The fragmentation of the public, attending to their particular interests, the communicational and discursive line that the institution must follow to speak in its language and the emotional needs demanded by the new generations.