Present and future of corporate communication

Corporate communication is the vehicle for change, the essence of an organisation's culture and its hallmark. But does it work as well as we think? Do you need to improve?

Just as the market environment is changing and becoming more dynamic, so too is that of the transformation needed from reporting to meetings, all forms of corporate communications.

Corporate communication today

A benchmarking study of Edelman about corporate communications revealed the following findings:

1. The most common reporting line is up to the CEO. 34% of reporting goes to the CMO (one of the two roles that demand more collaboration in companies, along with the CCO, although technology causes changes in the communication of managers). and by others, including Human Resources.
2. Among the industries with the highest number of communications is the financial industry., This may be due to regulatory or reputational issues.
3. At the opposite pole is the retail sector, where this type of communication is well below average.
4. When it comes to external or internal communication staff, external communicators generally outnumber internal communicators by a ratio of about 1.5 to 1, although in the service industry there is no difference.
5. In charge of good communication are often found Public Relations professionals., The media relations work not only with the media, but also with internal communications.

The corporate communications is uneven but, Is it helping to achieve objectives and is it helping to unite teams and strengthen external links?

Despite the fact that there are more possibilities than ever before for boost the effectiveness of communications, What areas need to be worked on in order to achieve this? Knowing that there are different types, such as bottom-up communication and the top-down communication.

Where it is heading for the future

Digital transformation has changed the business landscape and, beyond it, the way we relate and communicate with each other. This fact already gives a clue as to the immediate areas of focus where emphasis should be placed:

• The development of digital capabilities in the organisation.
• Optimisation of new communication channels.
• Technological familiarity with new communication tools.
• Better global alignment, ensuring coherence across functions and geographies.
• The implementation of more effective processes.
• The use of analytical capabilities to achieve better planning.

There is a desire to to boost the consistency of the corporate communications, but it is necessary to overcoming challenges such as those related to support, ambiguity or frequency. To this end, organisations should:

1. Focusing on transparency and minimise control-based communications.
2. Setting excellence in corporate communication as an objective for training and selection, The aim is to ensure that the right people are taken into account from recruitment to the development of career plans.
3. Enable communication experts to advise senior management and company representatives.
4. Understanding the communication function, The company's products and services are well understood.