The actions of an organization to transmit information, motivate and convince its various interest groups, whether employees, customers, suppliers or the community where the company operates. Do this with a view to process efficiency and productivity. This is, basically, what we can call corporate communication.
External Corporate Communication deals with actions aimed at customers, investors, government institutions and the general public. It is from this that the image of the organization is formed in the face of these external agents. It includes tools such as public relations, marketing and advertising.
Internal Corporate Communication is aimed at the company’s employees, partners and service providers.
Knowing how to work with the possibilities of internal communication allows some advantages – including competitive ones – for the company, such as:
- Establish a relationship of greater trust with your staff. It is always better when those involved learn the facts from the organization itself rather than from external sources.
- Maintain an open channel between people and teams. Values the exchange of information, opinions and feedback on the progress of projects. Things happen more quickly and we end up encouraging a culture of innovation.
How to Get Corporate Communication Right?
Meetings, interviews, presentations, brochures, newsletters, web conferences, newspapers, corporate social networks, etc. The tools available to develop corporate communication strategies are almost endless. And smart use of these tools makes it easier to follow some good practices:
- Simplify processes. Direct and facilitated communication reduces process bureaucracy, allowing the team to get much more involved. Fewer forms, less distance and fewer obstacles guarantee greater productivity.
- Keep communication accessible. If everyone understands the information, we have fewer errors and more dynamic communication. It is always best to prevent hierarchy or education level from interfering with the message.
- Stimulate a feedback culture. Ensure it is easy to make suggestions, make criticisms or ask for a new explanation when something is not understood. This creates a more democratic environment, making interaction between people more stimulating and fluid.
- Diversify channels. Effective communication is ensured if we do not limit it to a single format, planning the use of channels and exploiting them to the fullest.
- Don’t underestimate the importance of body language: It reinforces the message and helps with assimilation in an incomparable way. Therefore, it is always worth considering having videos, webinars, web conferences, etc. between the channels the company uses.
Finally, it is important to emphasize that business communication should not be used as a tool for indoctrination, or for making everyone involved just accept what is proposed. It must explore channels where the exchange of information relevant to the company’s activities travels transparently, in a two-way street.
This way the company can keep employees in a stimulating and cooperative environment, where processes are easier and less prone to errors, and productivity improves, including cost reduction.