Corporate communication is defined as communication issued by corporate\organization\ institute to all its public or audience. Audience of corporate communication is employees, stakeholders, shareholders, agencies, channels, partner, media, government, general public etc. Need of corporate communication is because to show the commitment by brand. For example few years back a rumor started that Dhabi group is wrapping up its operation from Pakistan so all the stakeholders were in panic. So to resolve this rumor their corporate communication team came to Pakistan and announced a big amount of investment in Pakistan to show their commitment and build the confidence back of their users. Another important point is to show the leadership. For example, EBM use to be leaders and communicate this point of being leader everywhere but they lost their leader position for some time and regain it so after regaining it they have approx. 60 percent market share and they start calling themselves as dominant leader and with the help of corporate communication they were able to tell everyone about this. Because of this leadership point being marketed and spread through corporate communication it generated goodwill for the brand. Then come quality and innovation. National foods were the first ones to get the quality certification and implement saap in their all brands and through corporate communication they inform their stakeholders and everyone about it. Corporate communication also helps in promoting CSR activities conducted by brand. It builds more trust of shareholders that the money they have invested in firm is utilized in good way and it also build soft image of firm.
Corporate communication promotes strong corporate culture, when new employee joins firm they are informed about the strong corporate culture being followed in firm. When firms visit universities and tell students why to join them after graduating so they are being informed about strong corporate culture like we are safe firm, we are reputable, we pay on time to build the soft image. It also promotes coherent corporate identity like many times brand get so popular and big that people forgot which is company and which is brand like people forgot that luxe is not a company but it’s a brand and own by Unilever company. It is corporate communication team who clarifies this which is brand and which is company. Corporate communication team also promotes the genuine sense of corporate citizenship in this CSR activities are being promoted like which CSR projects are in process and how good they are for society. They also promote an appropriate and professional relationship with the press. They also play quick, responsible ways of communication in a crisis like we have discussed above about the Dhabi groups crisis when rumor was spread that they are moving out of Pakistan.
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