It’s certain that the use of technology has radically altered the traditional top-down method of communicating. As digital age has brought real-time, 24-hour communication between businesses, employees and customers to the forefront. And companies strive to implement the programmes and strategies they have developed, this new approach toward communication increases in importance.
However, the fact is the role of corporate communications hasn’t changed that much since it first began appearing on corporate managerial charts approximately 50 years ago. In general, corporate communications continues to support business objectives by cultivating and dispensing information to key audiences, including shareholders, employees, media, analysts, legislators, regulators and others in order to truthfully project the organisation. To serve these myriad audiences, corporate communications executives traditionally have been responsible for both internal and external communications.
The point is several marketplace realities have expanded the scope of the corporate communications function, including downsizing, global competition, shifting business models and the rising sophistication of consumers. There is an increasing recognition of the integrated role of communications in business objectives and the necessity of the function to be viewed as a strategist, a partner able to work more directly with CMOs and CEOs in shaping strategy.