Functions of corporate communication

FUNCTIONS OF CORPORATE COMMUNICATION

MEDIA RELATIONS
This may be the function for which corporate
communication managers are best known. Media
relations work includes writing and distributing
news releases and responding to media inquiries.
Corporate communicators oversee all planning for
news conferences, including selecting the site for
an event, arranging for banners and other
graphics to be displayed at the event, preparing
packets of information to distribute to the media
and preparing executives to speak at news
conferences. Media relations also involves
arranging for spokespersons to appear on local
television and radio programs. Corporate
communicators monitor newspapers, television news
broadcasts and other outlets to see what the
media is saying about the company and to devise
strategies to address misinformation.
Public Relations
Building relationships with customers and
responding to inquiries from the public fall under
the public relations function of corporate
communications. Duties in this area include
producing newsletters, brochures and other
printed materials designed for the general public.
Corporate communicators also manage a company’s
website and social media presence, which includes
monitoring what customers and clients are saying
about the company on social networking websites
and responding to inaccurate posts or requests
for information. Communication professionals may
respond directly to calls and emails from citizens
and customers with questions about a company’s
plans or activities. They arrange for speakers
from the company to make presentations to local
community groups and may facilitate group tours
of a company’s operations.
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CRISIS COMMUNICATION
When an event occurs that threatens public safety
or a company’s reputation, corporate
communicators function as advisers to CEOs and
senior leaders in managing the crisis. Special
training in the issues unique to crisis
communication helps corporate communicators
prepare for events such as chemical spills, violence
in the workplace, an accidental death on the job,
layoff announcements and allegations of company
wrongdoing. They often work with staff
throughout their organizations to develop crisis
communication plans before disaster strikes. A
crisis may require communications staff to work
with attorneys, government regulators, political
officials, emergency response personnel and
communications staff from other companies when
developing crisis messages.
EMPLOYEES COMMUNICATION
In addition to conveying a company’s messages to
external audiences, corporate communicators may
also be called on to function as employee
communications managers, which includes designing
printed publications and writing emails to
announce company news, benefits information and
training opportunities. Corporate communicators
may facilitate focus groups to learn what issues
matter most to front-line employees. They advise
senior leaders on how to improve relationships with
their staff and gain support for their initiatives.
The corporate communications staff may also
manage a company’s Intranet and internal blogs.
BY MWORIA ANGEL
BAPRM 42642