Corporate Communication and Public Relations

Corporate communication is significant today because it helps an organisation control how the world sees it. It shapes the public perception of the organisation among stakeholders such as the public, employees, competitors, stockholders and customers. Its importance lies in creating:

- Positive and favourable public perception
- Effective and efficient avenues of communication
- Strong corporate culture, corporate identity and corporate philosophy
- A genuine sense of corporate citizenship

It is also important in crisis situations, because the way the crisis is communicated and handled affects how people react to the organisation. Through press releases, newsletters, advertisements and other media, the organisation can share the information it wants the public to have and manage its reputation.

The functions of corporate communication are:

1. Creating and maintaining communication channels with employees, consumers, investors and others.
2. Building a healthy organisational environment by disseminating information.
3. Maintaining the brand and reputation of the organisation.
4. Projecting the company’s brand within and beyond the organisation.
5. Creating liaison between the organisation and outside bodies.
6. Public relations use to project a positive corporate image.
7. Building strong relationships with stockholders.
8. Informing the public about new products and achievements.
9. Reputation management, especially in conditions of increasing competition and media exposure.
10. Crisis control and handling difficult situations.
11. Enabling global communications and using communication technologies effectively.

Internal communication and external communication differ as follows:

- Internal communication takes place between and among the employer and employees of an organisation.
- It helps in binding the organisation, improving employee morale, promoting transparency, and reducing internal problems.
- It flows in different directions: vertical, horizontal, diagonal, and may be formal or informal.
- It uses written and oral media such as instructions, memos, house journals, posters, bulletins, handbooks and reports.

External communication takes place between members of an organisation and the outside world.
- It helps in creating a positive image, preserving the brand, and maintaining public relations.
- It supports marketing in a global society.
- It involves communication with government, customers, dealers, inter-corporate bodies, and the general public.
- It uses written and verbal media such as letters, memos, annual reports, posters and in-house magazines.

So, internal communication is mainly for people inside the organisation, while external communication is for people and bodies outside the organisation.

The single most important factor that has revolutionised the scope of communication is technology, especially Information and Communication Technologies (ICT).

ICT is an umbrella term for all technical means used to process and communicate information. It includes digital technologies such as communication methods, transmission techniques, communication equipment, media, and techniques for storing and processing information.

It has revolutionised communication by:

- opening access to information, knowledge and news across the world
- making communication faster and wider in reach
- supporting different forms of communication through digital tools
- expanding the scope of corporate communication and public relations

The skills required for corporate communication can be grouped into verbal and non-verbal skills.

### Verbal skills
1. Listening skills — active process of hearing, understanding and responding.
2. Negotiation skills — helping two parties reach an acceptable deal through discussion and concessions.
3. Presentation skills — communicating ideas and information to a group effectively.
4. Telephone etiquette — speaking courteously on the phone to create a good impression.
5. Basic writing skills — writing emails, notes, letters, memos clearly.
6. Public speaking skills — speaking clearly and confidently before an audience.
7. Accent neutralisation — pronouncing words so the listener can understand easily.

### Non-verbal skills
1. Interpersonal skills — the ability to interact well with others through social communication.
2. Rapport establishment — building trust and harmony in a relationship.
3. Human element — showing personal warmth and attention in communication.
4. Time management — organising time effectively to improve productivity and reduce stress.
5. Stress management — managing pressure and responding calmly.
6. Body language — part of analogue communication that supports the spoken message.

### Any three explained with examples
- Listening skills: When a manager listens carefully to employees’ concerns, understands them and responds appropriately, communication becomes effective.
- Interpersonal skills: A PR officer who interacts politely and comfortably with customers and colleagues reduces conflict and improves productivity.
- Presentation skills: A communicator using a structured PowerPoint presentation to explain a new product to stockholders is using presentation skills.

You could also explain rapport establishment with an example such as speaking warmly and respectfully to build trust with a client.