Corporate communication is the set of strategic actions that enable the consistent and effective transmission of an organisation’s identity, values and objectives to both its internal and external audiences.
It is a key tool for building reputation, generating trust and aligning all stakeholders with the purpose and vision of organisations.
The importance of communication in a company
It is essential because it acts as the common thread between strategy and people. Well-managed communication allows employees to understand the direction of the company, feel part of it and actively contribute to its objectives. In addition, externally, it projects a solid, transparent and reliable image that directly impacts the perception of customers, suppliers and society in general.
Its main characteristics
The main characteristics of corporate communication are:
- Strategic: it responds to clear organisational objectives.
- Bidirectional: it promotes dialogue and active listening.
- Consistent: it maintains alignment between what is said and what is done.
- Multichannel: it uses various media to reach different audiences of interest.
- Adaptive: it evolves according to the context and needs of the business.
- Transformative: it allows contexts and realities to be built, adjusted and impacted.
There are differences between external and internal communication
Internal communication is aimed at the organisation’s employees and seeks to inform, motivate and generate commitment.
External communication, on the other hand, focuses on audiences such as customers, the media, opinion leaders, shareholders and society in general, with the aim of positioning the brand, its products and values. Although they have different audiences, both must be aligned to project a consistent and authentic image.
The best way to approach communication strategy
The best way is to start with the organisation’s purpose and gain a deep understanding of the audiences you want to reach. From there, build clear, relevant and emotionally connected messages, using the right channels and constantly measuring the impact.
At Telefónica, we work with a comprehensive vision, where communication is part of the business and accompanies every transformation process.
