Corporate vs. Marketing Communications - Everything You Need to Know

So, what is the distinction between the two, and what role do they play in your company?

Corporate communication entails developing, managing, and executing communications aimed at improving the company's reputation among its stakeholders, which include employees, investors, the media, and the general public. As a result, many public relations firms provide communication consulting services to brands and businesses. Corporate communication aims to explain the company's mission to its stakeholders and communicate the same message to all stakeholders. This type of communication is highly structured to convey the company's goals, beliefs, and attitudes clearly and decisively.

Corporate communications are classified into two types:

Internal communications

Memos and other forms of communication about the company's employees, managers, executives, and board members. This type of communication can be formal or informal, and how your internal teams communicate with one another is critical in developing a positive corporate culture.

External communications

This type of communication impacts the company's public image and reputation, including customer communications, how the company responds to negative reviews and comments, and so on. They have a significant impact on your company's brand image.

So, why is corporate communication so important for a business that you require the services of a professional to handle it?

Supports crisis management

Internal and external corporate communications are critical when a company is in a crisis. Internal communications ensure that all stakeholders are on the same page regarding the details of the crisis and are aware of what has occurred. In contrast, external communications are critical to delivering the right message to the outside world, such as customers and the general public.

It builds company culture 

Good internal communications can be a transparent way for management to communicate any positive or negative situation that the company is currently facing to its employees and other stakeholders, as well as plans so that employees are assured that there are no hidden agendas. This strengthens a company's culture and teamwork, whereas unhealthy communication can negatively or more corrosively affect its culture.

Helps grow the business

External communications can include press releases, marketing campaigns, and other public relations efforts that help the company build a good reputation and increase leads and sales, allowing it to meet its growth and development objectives.

While corporate communication consultant services are concerned with the various communication strategies used by a business to reach its target audience to promote its products and services, Marketing Communication is concerned with the various communication strategies used by a business to reach its target audience to promote its products and services. It is linked to the key message you want to send, your medium of choice, and your target audience. Its main goals are to influence your target audience's purchasing behavior and create and maintain positive relationships with customers, prospective customers, and other external audiences.

Marketing communication can take many different forms, including:

  • Online Advertising
  • Blogging
  • Influencer Marketing
  • PR Efforts
  • Content Marketing
  • Print Advertising
  • Social Media Marketing

So, why is effective marketing communication important for a brand or business?

It helps develop strategic goals

Good marketing communication enables a company and its marketing managers to establish strategic goals and capitalize on market opportunities. In this sense, good communication can assist a brand or business develop a distinct identity in the market and the minds of its target audience.

Creates brand awareness

Proper marketing communications help a brand's market presence by increasing brand awareness and visibility.

Gives you a competitive advantage

Effective marketing communications in a highly competitive market can help you gain an advantage over your competitors.

Fosters goodwill

A company can foster goodwill and trust among its target audience by using consistent and compelling marketing techniques.

Boosts profits

Increased leads and sales result in increased revenue and profits, allowing the company to meet its financial goals and grow the business.