You're considering a switch to Corporate Communications. How do you navigate the differences from PR?

It's all still about the story telling, and your skills transfer. Strong writing is useful in any role as well as knowing how to pitch and shape a story. Rather than focus on externally sharing that story through PR efforts, you're telling the stories to your internal employees. Corporate Communications also often has external responsibilities with investor relations. The stakeholders and audience shifts a bit, but PR/Corp Comms are closely aligned.

Kommunikation ist kein Selbstzweck. Niemals. Insofern ist es - anders als vielfach unterstellt - nicht anrüchig, Unternehmenskommunikation zu betreiben. Gute Unternehmenskommunikation versucht nicht, den Absender künstlich hinter sogenanntem Storytelling zu verbergen. Glaubwürdiger ist es, transparent Absender, Anliegen und Ziele der Kommunikation offenzulegen. Dazu ist es unverzichtbar, dass Unternehmen eine echte Identit?t und ein eindeutiges Selbstverst?ndnis entwickeln. Erst daraus ergibt sich Kommunikation.

There are many transferable skills in PR/external communication that translate easily to corporate communications. The general skills of understanding your channels, audience and the story you want to tell are cornerstones of corporate communications. The difference is that you are generally switching to more limited channels and a much more niche audience. Your goal of communicating and influencing stays the same but you are now speaking to your colleagues about a mixture of dry and exciting information. When I switched to corporate communications, I shifted my mindset to understanding how I and others as employees would best receive this mix of information among every other piece of information competing for their time.

Traditionally, PR focuses on managing the public image of the company primarily through media relations, publicity, and crisis management by representing the organisation image Corporate communication encompasses PR but also includes internal communications, investor relations, corporate social responsibility branding, employee engagement and more. It involves communicating with all stakeholders—employees, investors, customers, suppliers, and the community not just the media or public.

In my experience, corporate communications is more process-based and more risk-averse than PR. Oftentimes in a corporate setting, your messaging and campaigns over-index protecting against potential downsides on an already established brand.

To navigate transition from PR to Corporate Communications you need to Develop internal communication skills;? Study corporate communication strategies; Network with corporate communication professionals so as to seek guidance and insights from experienced professionals in the field. There is also need to pursue relevant training or certifications; Considering courses or certifications in corporate communications, internal communications, or employee engagement to enhance your skills and credibility. By taking steps to adapt, you can successfully transition from PR to Corporate Communications with a corporate focus.

This shift from PR to Corporate Communications entails seeing PR as a part of a whole corporate-focused strategic communications job. It’s not just about internal communications but more of being able to communicate your company identity and brand holistically.

One of the most important functions of corporate communication is translation/mediation of messaging. Typically the big gaps are between engineering, marketing and sales, but throughout the company every division and department has its own issues, mistakes and achievements. Corporate communications needs to amalgamate acknowledgment of these realities and to communicate internally in a way that builds inclusion for all of the separate functional entities. Businesses need the mail room, maintenance/IT, engineering and design technicians, sales personnel, and most important a board who understands that timelines are relative and morphing. CorpComm is the glue to adhere and bond all the visions and details. PR gets to tell the story later.

La communication au sein d'une entité nécessite une cohérence systémique entre les produits et les valeurs de l'organisation. La base, c'est l'adéquation entre les instruments de déploiement, ou déployés et les ressorts qui fondent l'action de l'organisation. La communication repose sur la mise en cohérence entre ces strates, et va au-delà des supports de relations publiques. Là où les relations publiques appuient une mise en image, la communication s'insère dans une stature générale. Laquelle définit l'action et la situe au sein d'une matrice globale. La communication est pour l'appropriation et l'extèriorisation des valeurs de l'organisation, les relations publiques confortent l'image de celle-ci aux yeux du public, avec continuité.

The real change lies in how we value and connect with our audience. It is not just a change of role, it is a path that allows us to understand that the narrative of an organization must be built from within, that is, corporate communication becomes the “Behind the Scenes” of what we do as public relations people. But... How can we navigate these changes? A strategic approach is key, prioritizing realistic expectations, especially for internal audiences. Often underestimated, corporate communication is crucial in crises, serving as the backbone of organizational culture. Clear, empathetic communication strengthens employee relationships and creates meaningful impact across stakeholders.

L'alignement de l'extérieur aux offres intérieures, est l'un des points stratégiques de l'approche. Mais il n'est pas le seul. Il y a bien d'autres échelons. En soi, savoir assurer un référentiel de consommation interne au public qui est externe, et qui s'en accomode réellement, est un bon résultat de l'ensemble stratégique. Il concourt effectivement à rendre une approche stratégique. La communication stratégique n'est pas la communication tout court devenue un concept banal. Et les spécialistes doivent continuer à se demander ce qui rend une approche communicationnelle stratégique. Des possibilités d'évolutions conceptuelles peuvent faire surface dans le champ définitionnel.

Pour une entreprise, il est toujours opportun de développer des outils de communication courants. Ils peuvent être insérés dans la stratégie de communication, mais plus dans l'exercice et la gouvernance de routine. Si les outils sont bien définis, ils peuvent facilement s'adapter à n'importe quel message, selon la portée de chacun. Il faut relativer la notion de messages complexes pour les canaux de communication. Mais il est évident que se soumettre à la nécessité d'un déploiement de communication bi ou multidirectionnelle est plus complexe, parce que nécessitant des compétences et une expertise particulière. Mais un professionnel sait toujours faire face à toute complexité dans la conduite de la communication à l'interne.

Si bien considero que las comunicaciones dentro de una organización o empresa tienen que ver con representarla en su cultura como motor de identificación y pertenencia, pensar tambien las diferencias que conviven es sumamente cristalizador de experiencias positivas y trasnformadoras. Asociar los multiples universos discursivos de la cultura de una organización habla de capacidad para la transformación y el cambio con tolerancia a las diferencias.

Las comunicaciones son dinamicas en su constitución, considero que el aprendizaje como el movimiento en sus formas, canales, contenido tiene que ver con una caracteristica inherente a la comunicación en si. Dicho esto, entiendo que el aprendizaje y/o capacitación permanente y sostenida en el tiempo aporta positividad, y para el comunicador es una necesidad constante.