Corporate communication: then, now and future

The truth is that the way that an organization communicates can be the difference between success and failure. Undervaluing it could shorten the business’s life. 

It’s not a secret that we as humans rely on communication to survive, since we finally established the first cities and became sedentary. Nowadays, communication is also used in the workplace. To be able to discuss corporate communication we need to first know what it means. Thanks to Internet, we can easily find the definition, and we quote the Cambridge Dictionary: “the way in which a company gives the public and its employees information about its aims and what it is doing”. Analysing the meaning of the word we differentiate two types of corporate communication: 

Internal communication: we can find it among employees, as well as, within the company. It has great importance, whenever our employees understand and  take part in the vision, mission and values of the company. We will be much more captivating to the public.  

External communication: is the one that connects the company with the external shareholders. It is used to create or maintain relations in order to promote the company’s image. When it comes to this type of communication the most important part is the customer. It is a must to focus on the customer because they are the reason why the company stands for. 

Until the 1970s, the external corporate communication was called Public Relations, its function was in most cases, to manage the communication with the press during the fordism era. Since 1994, when first corporate intranets appeared we have seen a change in how the company focuses their communication, emphasizing more in internal communication, without undervaluing the already established external communication. 

At that point, “Like many other soft skills, communication is undervalued in corporations because it’s difficult to measure,” says Dorie Clark, author and adjunct professor of Business Administration at Duke University’s Fuqua School of Business. In order to improve your corporate communication in future, you should consider these tips:

1. Recruiting younger talents: They are used to surfing social media because they grew up with it. Also they will be much more open-minded, which will result in cutting edge communication strategies. 

2. Trust and understand the value of communication. Communication normally does not receive the credit that it deserves, but is a priceless asset of the company.  

3. Don’t be scared of being transparent, the best companies are the ones that don’t shy away from admitting mistakes or problems. In the long term, being transparent will help to not to lose the trust of customers. 

In conclusion, to make the most out of your Corporate Communication you should first give it the credit that it deserves, recruit young talent in order to create a more innovative plan, and finally be transparent to maintain the levels of trust with your customers. Also that Corporate communication has always been evolving to satisfy the needs of the companies, first only focusing on the external part, and later starting to value a lot more the internal aspect. 

Abel Angulo & Marc Garbutt

Saturday 29 Feb 2020

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