Corporate vs. Marketing Communications - Everything You Need to Know

So, what is the difference between the two and what role do they play in your organization?

Corporate communication involves creating, managing, and executing communications that are intended to create a favourable reputation about the company to its stakeholders, such as employees, investors, the media and the general public. This is why many PR Agencies offer corporate communication services to brands and businesses. The aim of corporate communication is to explain to its stakeholders what the company's mission is and to communicate the same message to all stakeholders. This type of communication is highly structured so that they convey clearly and decisively the company's goals, beliefs and attitudes.

Corporate communications can be divided into two types, such as:

• Internal communications - Communication about the business' employees, managers, executives and board members, such as memos etc. This type of communication can be formal or informal, and the way your internal teams communicate with each other is essential in creating a positive corporate culture.
• External communications - This type of communication affects the company's public image and reputation, and can be communications with customers, the way the company reacts to negative reviews and comments etc. They impact your company's brand image in a huge way.

So why is corporate communication so important for a business, that you need someone professional handling your corporate communication services?

1. Supports crisis management - When there is a crisis situation in a company, then both internal and external corporate communications are particularly important. Internal communications ensures that all stakeholders are on the same page when it comes to the details of the crisis situation and that all are aware of what has transpired, while external communications are important in order to deliver the right message to the outside world, such as to customers and the general public.
2. It builds company culture - Good internal communications can be a transparent way in which the management can convey any positive or negative situation that the company is currently facing, to its employees and other stakeholders, together with plans for the future, so that staff are ensured that there are no hidden agendas. This builds a company's culture as well as teamwork, while unhealthy communication can have a negative or more corroding effect on its culture.
3. Helps grow the business - External communications can include such things as press releases, marketing campaigns and other PR efforts, which will create a good reputation for the company and increase leads and sales, thereby helping the company to achieve its growth and development goals.

While that is what corporate communication services within an organisation are, Marketing Communication are involved with the various communication strategies used by a business to reach its target audience to promote its products and services. It is associated with the key message you want to send, your medium of choice and your target audience, and its main aims are to influence your target audience in their purchasing behaviour, and to create and maintain positive relationships with customers, prospective customers and other external audiences.

Marketing communication can take many forms, such as:

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

So, why is good marketing communication essential for a brand or business?

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1. It helps develop strategic goals - Good marketing communication helps a company and its marketing managers to set up strategic goals, leveraging the opportunities that they find in the market. In this sense, good communication can help the brand or business to create a distinctive identity for themselves in the market and in the minds of their target audience.
2. Creates brand awareness - Proper marketing communications help increase a brand's presence in the market and creates greater brand awareness and visibility.
3. Gives you a competitive advantage - In a highly competitive market good marketing communications help give you an advantage over your competition.
4. Fosters goodwill - With consistent and compelling marketing techniques, a business is able to foster goodwill and trust among its target audience.
5. Boosts profits - With increased leads and sales comes increased revenue and profits, assisting the company to achieve its financial targets and grow the business.