Digitalisation and new ways of interacting have led companies in recent years – following the pandemic – to place greater emphasis on their corporate communications.
The objective
Their objective: to build and strengthen a distinctive identity, both internally and externally. All of this is based on communication actions and strategies in which the message is the most important thing and must always have a purpose, be consistent and connect genuinely with its recipient.
For example, the internal communications department seeks to align corporate messages with employees, promote initiatives developed for their benefit and connect them with the company’s purpose. Promote two-way communication.
In addition, it is important to keep them aligned with the company’s objectives and how each person plays an important role in achieving them.
In external communications
In the case of external communications, the target audience includes customers, the media, investors and society in general, among others. The objective is to protect the company’s image and reputation and strengthen its relationship with its external audience.
Here, consistency in communication is vital. It is important that there is a relationship between what is communicated internally and externally. Additionally, it is important to remember the premise: everything communicates.
That is why it is important that, in case of any communication doubts, the different areas of the company seek advice from the communications department. This will allow messages to be aligned and enhanced, always ensuring that what is disseminated complies with corporate standards and is well received by the target audience.
