Maintaining mutual understanding between the company and its stakeholders by putting or creating favorable point of views and managing all internal and external communications. Such set of activities are known as ‘corporate communications’. They play a major role in how the stakeholders and consumers perceive a company. Effective communication is needed at all stages of running an organization. It helps in building networks. In a world full of opinions, if one is not properly skilled to deliver his views/thoughts effectively, he won’t be listened to anywhere.
In 1994, the first corporate intranets were used to publish the information that the company wanted to share with the employees. A lot of changes and improvements have been seen but still for the most part, companies are still using the same way to publish information. Some corporates have started to think about corporate communications in three distinctive channels:
· Company to people
· Systems to people
· People to people
Company to people represents all the information which a company wants to share with its employees. It includes corporate intranets and company newsletter.
The next category is systems to people. All the technological systems which are added in recent years in communication tools, falls under this category. Some of the technologies have evolved more as social networks, but the root purpose is still efficient communication.
The last category is people to people. It primarily influences the employee engagement, culture, team building, and personal connections. It is the most effective category among the above categories. It can transform an organization and enable productivity.
The new technologies have improved the communication from only distributing information to enabling interactions and discussions. Somewhere it made many things less complicated. like, queries of the customers, knowing the customer satisfaction etc. Technologies have brought a transparency among the consumers. Customers want to be engaged at every stage of their buying journey. They quickly switch their brands according to their preferences and conveniences. The journey of corporate communications will keep changing because nothing is constant except the change.