Present and future of corporate communication

Corporate communication today

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

1. The most common information line is the one that goes up to the CEO. The 34% of reporting has this destination, followed by the one heading to the CMO (one of the two roles demanding the most collaboration in companies, alongside the CCO, although technology is bringing about changes in executive communication). and by others, including Human Resources.
2. Among the industries that register the highest number of communications is the financial sector., something that 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 personnel, external communicators generally outnumber internal communicators by a ratio of approximately 1.5 to 1, although there are no differences registered in the services industry.
5. Public Relations professionals are usually responsible for good communication., who not only work on their media relations but also deal with internal communications.

La Corporate communications is uneven but, Is it helping to achieve goals? Does it contribute to team cohesion and strengthening external ties?

Despite the fact that there are more possibilities than ever to boost the effectiveness of communications, in most cases, this is not being achieved. What areas need to be worked on to achieve this? Knowing that there are different types, such as Upward communication and the downward communication.

Where are they heading in the future

Digital transformation has changed the business landscape and, beyond that, our way of relating to and communicating with each other. This fact already gives a clue about the immediate areas of focus where to place emphasis:

• The development of digital capabilities in the organisation.
• Optimising new communication channels.
• Technological familiarity with new communication tools.
• A better global alignment, ensuring consistency 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 do this, organisations will need to:

1. Focusing on transparency and minimise control-based communications.
2. To establish excellence in corporate communication as a training and recruitment objective, The aim is to ensure that the right people are taken into account from recruitment to the development of career plans.
3. Allow communications experts to advise senior management and company representatives.
4. Understand the function of communication, just as one has an understanding of the company's products and services.