Business experts could not stress this enough – having a sound corporate communication strategy is a must in any enterprise, may it be big or small.
Though some simply view it as communication inside and outside the company, there is certainly a lot of elements, aspects, and complications to be considered when thinking of a corporate communication strategy for a business.
The Tasks on the Shoulder of a Chief Communication Officer
In an interview with Forbes' Chief Insights Officer Bruce Rogers in 2013, Reputation Institute Executive Partner Kasper Ulf Nielsen emphasized just how important it is to have a Chief Communications Officer who knows what he's doing.
After all, the communication department of a company establishes its image internally and externally, and a good reputation is the core of any enterprise, whatever its nature could be.
“In today’s world, the Chief Communication Officer is expected to implement a structured process for 24/7 brand and reputation management for all stakeholders, across all channels and across all markets,” Nielsen said during the interview.
“That’s a tough challenge but also a great opportunity for those who have a vision for how communications will be integrated into the way companies make better decisions.”
Nielsen added that the challenge for today's Chief Communication Officer is to help the business in the following aspects:
- Earn a bigger market share
- Assure and improve customer loyalty
- Ensure license to operate
- Improve stock price
Things to Bear in Mind When Drafting a Corporate Communication Strategy
There are many things to consider when brainstorming for a corporate communication strategy. For one, the Chief Communication Officer and the whole team must have a clear vision of the enterprise in order for them to be able to plan strategies would best improve the reputation of the business. The communication department's effectivity in developing a good strategy is an integral part of maintaining the image of the business.
Once everyone is on the same page, the members of the communication department can then draft a strategy that is easy to get through to the business' target market and will easily be understood by them.
According to Nielsen, Chief Communication Officers should be ready to answer the following questions in order to come up with a good corporate communication strategy:
- How will a good or bad reputation directly impact a business?
- What are the components of the stakeholder ecosystem of the business and how do they work together? How does each aspect affect the enterprise individually?
- What strategies could the business apply to best improve its reputation?
- In what ways will the communication strategy be implemented in the business?
- How will the business invest on communication and how will it be implemented?
By answering these questions, the Chief Communication Officer and the communication department will have a better grasp of the task at hand, as well as the steps that they should take in order to implement a good corporate communication strategy that would reap benefits for the enterprise.
Pointers In Building A Communication Strategy According to an Expert
According to Georgia Everse of Harvard Business Review, there should be a perfect combination of four things in order for a communications capability to work well. These four components are:
- A strategic foundation that is strong; the strategy must be
- A set of tools to carry out the strategy
- A process to develop the communication strategy implementation,
- A motivated team whose members are enthusiastic towards their work
With the right leadership, frame of mind, attitude and with a clear set of realistic goals, a communication department could certainly do a lot in improving sales and increasing the value of a business.