Announcing stock market results, crisis management… corporate communication has a bright future ahead of it. Corporate communication represents all actions aimed at affirming the identity of an organisation through its values. Unlike brand communication, which aims to promote a product or service, this discipline allows the company to be presented and enhanced by highlighting its image and reinforcing it in the eyes of its stakeholders.
Also known as institutional communication, corporate communication represents all communication actions aimed at promoting the company in order to develop its reputation and maintain its image. It differs from product communication in that the latter is aimed solely at promoting the company’s offerings, and not at talking about itself. The aim of corporate communication is to affirm the values (customer satisfaction, relationships of trust, innovation, etc.) that the company is supposed to represent by presenting a coherent image to its targets, thus playing a strategic role in its promotion.
Corporate communication includes different types of communication depending on the target audience: internal communication when it involves addressing employees (managers, collaborators); external communication when communication actions aim to enhance the company’s image with customers, public authorities, etc.; financial communication when it involves addressing shareholders, investors, analysts, etc.; press relations when communication is aimed at journalists and other opinion leaders; crisis communication to combat the negative effects of an event (rumour, accident, product recall, etc.) that has repercussions on the company’s reputation.
The main objective of corporate and institutional communication is to establish communication with internal and external targets by affirming the identity and transmitting the values of the company. It plays a valuable role in developing the perceived image of the company according to the communication strategy established by the management.