If you are looking to start a career in corporate communications, there are several different paths you can take for success. Large corporations often have a corporate communications department that houses several different employee groups, including employee communications, customer communications, public relations and interactive communications. Each of these different elements of corporate communications has different responsibilities, but all work together to ensure that messaging between employees, customers and the general public is consistent.
One element of corporate communications is employee communications. An employee communications group typically works in conjunction with the human resources department to create strategies to engage and inform the company's employees. This group typically manages newsletters and company intranet content and distributes information regarding company policies, procedures and events.
The customer communications department is responsible for communicating pertinent information to new and existing customers of the company. This group works closely with the sales and marketing group to understand the company's products and services, and creates the collateral that details them. Customer communications also analyzes customer spending patterns and works to create promotions and incentives to attract additional revenue from the customer base. An example would be to offer promotional pricing to customers who haven't met the revenue targets that the sales team projected.
The public relations department works to maintain a favorable impression of the company in the public's eye. The PR team is responsible for both proactive and reactive communications. An example of a proactive communication would be a press release to announce a new product or a partnership between the company and the community, such as a charity or event sponsorship. Reactive communications often come as a result of a crisis or public concern about the company. For example, after a product recall, a company will spend a considerable amount of time and money to rebuild consumer trust through public relations efforts.
Large corporations sometimes have an interactive communications department that works under corporate communications. The interactive communications team is responsible for the company's presence on the Internet, as well as the user experience for potential and existing customers who visit the company's website. If the company does business on the Internet, the interactive communications team works to ensure functionality of the website, special landing pages, social media and other online communications.
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