Corporate communications teams deliver consistent messages to the public, media, and investors. They require strong writing skills and industry knowledge. External teams may be hired if a company lacks resources. Investor relations teams may also be included.
One company uses a corporate communications team to liaise between the business and the general public. There may be an internal division within a company designed to provide communication services, or an external third-party company may be contracted to perform these tasks. Members of a corporate communications team are responsible for delivering a consistent company message to the public, members of the media and, in some cases, investors.
The best communications professionals are those who are not only familiar with the company’s business and strategy, but also those who know the entire industry. Media representatives can be especially pressing when there are questions surrounding an event or circumstance at a company. The more information a communications professional can convey, the better. Company executives are not always available for comment and will rely on the communications team’s ability to speak on their behalf.
Unlike a traditional corporate communications team, an investor relations division exists within a corporation to respond to investor inquiries and inform the financial community of important events. In the event that a company does not have an investor relations team, members of the corporate communications division can fill this role. This could be the result of a short-term absence from the investor relations group or the way the company is structured. Employing highly versatile communication personnel increases the chances of success in a dual strategy.
Employees in a corporate communications division must have strong writing skills because these professionals may be called upon to write press releases about important company events. The content of a press release can be broad and include information about a merger, change in senior management, or new product development. Additionally, in the event that a company is unable to make an executive available to the media, a member of the communications team may need to issue a public statement on behalf of the company.
Hiring an external corporate communications team is an option used by some companies; this company can be defined as a public relations company. Reasons for hiring an outside company could be that a company’s size and resources are too small to include an in-house corporate communications team. An outside company close to the corporation is not vital, but it is useful because trust and accessibility are essential components of successful corporate communication.
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