A well-defined and integrated corporate communications function helps advance a company's strategic goals and strengthens its corporate culture. It also allows leadership to respond in times of uncertainty and crisis, and ultimately protects and strengthens its brand with employees and in the marketplace.
Successful organizations are those that proactively and consistently communicate with employees and other stakeholders openly and transparently. When a business operates transparently and addresses difficult events, not just promotes positive ones, management is viewed with more credibility and employees are much more likely to feel engaged and connected. Engaged employees are emotionally committed to the company, care about their job performance and put forth their best effort on behalf of the company.
A well-defined and proactive corporate communications program contains the following: