Corporate Communications & Image - Build and nurture trust with all stakeholders
Communication at corporate level needs communication skills, effective communication types and discipline to corporate identity
Products and services are best embedded in a consistent and compatible reputation produced and supported by corporate communication and corporate identity management.
If the reputation of the higher entity is not consistent with the market message of the business customers are confused or doubtful about the consistency of the service and performance.
Corporate communication needs to be acknowledged as the protective outer shell of any business that aligns perfectly with the market message by marketing communication and sales and the internal communication.
An organization expresses its value through a consistent brand image while reputation is influenced by stakeholder experience. A well-managed corporate brand is best supported by rigorous reputation and issues management. Corporate social responsibility and corporate citizenship add on to a popular image.
External stakeholder communication is critical and becomes more important and complex in the digital age. Engagement with all valid stakeholders requires both targeted and broad communication measures and a different approach per communication vehicle and channel.