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At TBG Global & Partners, we help int'l business and startups with global strategic corporate and marketing communications for international trade and expansion.

What Exactly is Corporate Communication?

Corporate Communications are the overarching department or senior management function within an organisation, dedicated to the dissemination of information designed to bring about a favourable point of view of the organisation among its stakeholders.

Furthermore, Corporate Communications encompass all messages issued by the organisation to both internal and external players, including employees; management; vendors; investors; governmental bodies; and the general public.

Components of Corporate Communication

The components of Corporate Communication include visual communications, written communications, oral communications and all forms of communication, for example: corporate design and branding; print and digital communications; press management and company spokesperson.

 This overarching department which answers directly to the CEO, covers aspects of corporate and organizational identity; corporate responsibility; corporate reputation; crisis communications; internal/employee communications; investor relations; public relations; issues management; as well as public affairs – all working in sync to disseminate information designed to bring about a favourable point of view of the organisation among all its stakeholders, based on the organisations values, vision and mission statement.

The Impact of Globalisation on Corporate Communications

With the continued globalisation of organisations, comes the continued globalisation of corporate communications, as well as the inevitable adoption of English as the global language of business.

Whilst the usage of the English language provides connectors for the entire organisation across the globe to communicate internationally, it also comes with its challenges.

Top down, centralised corporate communications, created in a land far far away and handed down to a global workforce and consumers of communication with varying levels of English competence may cause misunderstandings.

Furthermore, the employment of the language by non-native English speakers may cause the inadvertent cultural misunderstandings and even offence, when read or heard by a native English speaker, who may be a client, employee, investor or business partner – which may put viable business deals in jeopardy and harm company reputation.

Mitigating Misunderstands to Enhance Corporate Communications

Easier said than done, humility is required in corporate communications and all forms of communication. The recognition that even communications professionals miscommunicate from time to time is essential; which also leads to the need for humility among non-communication professionals within finance, operations, human resources and even the CEO.

Secondly, culture must be taken into consideration in the globalised world. Language and communication and intrinsically linked to culture, and if miscommunication is rampant within English speaking cultures, then miscommunication is very likely in a world where English has emerged as language of global business.

Lastly, the most effective global corporate communications teams are comprised of experts from around the world with the cultural underpinnings of the target of the corporate communications efforts and external PR and communications agencies should be brought in to advise on specific areas of expertise to ensure global best practice and effective results.     

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Additional Information

Author:

Wilford Augustus, Partner at Trade Bridge Group London, is focused on helping int’l business with UK market entry advisory and global strategic communications. Available for projects in the UK and abroad. Get in touch! This article was first published on www.tbg.global