What is Corporate Communication

Corporate communication is an essential aspect of communication, which needs to be studied and put to use in corporate organizations for greater efficiency of work. Corporate communication collectively refers to the communication processes that are meant for corporate or business purposes. Corporate communication refers to the communication within corporate organization (internal communication) as well as the communication between different corporate entities (external communication). Corporate communication can make use of different types of mass media.

Internal Corporate Communication

Internal corporate communication means the communication within a particular company. Some of the commonly used tools for internal communication can include business meetings, conferences, interviews, presentations or print media like brochures, newsletters, memos, or business letters. Corporate communication is used to make announcements, take decisions and in general share information, views and opinions within organization. Corporate communication is a great way to create a conducive work atmosphere, thus increasing the productivity of the organization. Factors like work hierarchy come into picture during internal corporate communication. Depending on the direction of communication, internal corporate communication can be further classified as horizontal or vertical communication - horizontal referring to communication within peers and vertical referring to communication within different hierarchies in the organization.

External Corporate Communication

External corporate communication process includes communication of the corporate organization with its current/potential investors, customers and other corporate entities. The external corporate communication process includes elements like advertising, marketing and public relations. The external communication is responsible for the way the company portrays itself to the entire corporate world. Thus, external corporate communication is instrumental in creating the brand image or brand identity. The advertisement campaigns and promotional events can be included in external corporate communication as well. Television ads, newspaper ads, radio jingles, promotional events, or even business proposals, affiliation or partnership proposals are included in external corporate communication.