Communication, across its diverse fields of study, is a rather intricate phenomenon rooted in the interrelation among different subjects or various components of the same organism. In this context, the crucial relational aspect comes to the fore during the transmission of a message from one subject to another. Delving into the etymology of the term, which, in its pristine form, shares a tight bond with the term 'community,' underscores the notion that communication, as the sharing of knowledge and information, harmoniously complements and supports the goals of companies aiming for continuity over time, development, and consolidation. Communication should not flatten itself to the mere transfer of information between the company and recipients; instead, it should be a convergence point of values and ideas capable of identifying a common sentiment and encouraging the pursuit of shared objectives. Consequently, communicative activities should not consolidare company's presence only from an economic perspective but, given its creative potential in information and culture, should also aim to affirm its social function.
The company, as an open social system, presupposes interaction with the environment, placing itself at the center of a communicative flow in which it's both the sender and the recipient. Corporate communication involves the methods by which stakeholders perceive the identity of an organization, playing a crucial role in shaping the company's reputation. Its importance lies in its ability to create a coherent and positive framework that influences how the company is perceived by its various audiences. Van Riel (Routledge, 2006) defines corporate communication as a management tool aimed at coordinating all forms of internal and external communication effectively and efficiently. The main objective is to create a favorable foundation for both internal and external relationships to establish and maintain a positive reputation with all stakeholder groups.
Concerning different areas of action or user areas related to the company, it is possible to identify four types of corporate communication to achieve business objectives, influence public perceptions, and support corporate growth and sustainability: commercial, managerial, financial, and institutional communication.
Commercial communication plays a crucial role in turning potential customers into actual buyers of specific products or services, closely mirroring the paradigmatic evolution of marketing.
Marketing, beyond placing products and services on the market, also serves as a tool to facilitate the convergence between the development of corporate offerings and sustainable lifestyles. Moving from a self-referential orientation based on the company and standardized products in the '80s and '90s, marketing has evolved towards a more customer-centric focus. It has broadened its horizons, currently placing increasing emphasis on sustainability and the active participation of consumers seeking solutions to improve their quality of life and make their lifestyles more sustainable. Changes in corporate paradigms have influenced the transformation of corporate communication, which can no longer be conceived as unidirectional. Instead, it must become a constant commitment in a dialogue with the public, incorporating sustainable ideals and responding to the needs and expectations of active consumers. In this context, the 'commercial communication mix', composed of advertising, sales promotions, sponsorships, product public relations, direct marketing, fairs, and exhibitions, becomes an integral part of a broader strategy aimed at creating an authentic connection between the company and its consumers, reflecting sustainable and customer-centric aspects.
Managerial communication extends beyond the mere transmission of operational information, involving all stakeholders in business activities, including employees, affiliated companies, and suppliers. This broad and inclusive approach favors a comprehensive understanding of operational dynamics and aligns with the goals of internal communication to promote a cohesive organizational culture, improve collaboration, and support employee adherence to the overall vision of the company.
Institutional communication addresses the company as a whole and aims to promote or protect the corporate image, legitimizing the company's operations in its surrounding reality. This form of communication consolidates relationships with various stakeholders, including economic, institutional, and political entities, information bodies, and local communities, focusing on corporate identity, values, projects, and programs. This form of communication allows for a direct influence on the achievement of corporate goals, conveying a message regarding corporate identity, values, projects, and programs.
Economic and financial communication aims to obtain financial resources and disclose the conditions of their utilization within the company. It involves a wide range of stakeholders, including financiers, shareholders, capital providers, suppliers, the labor market, the credit market, and knowledge carriers. The contents of this communication mainly concern the evolution of the income, financial, and patrimonial structure of the company. The main objective is to provide clear and accurate information about the company's financial situation, thereby influencing the decisions of investors and other financial actors.
For corporate communication to be efficacious and meet anticipated outcomes, meticulous planning and design are imperative. This includes a well-defined communication plan detailing activities and budgetary considerations, precisely delineated within the Business Plan. Key stages in preparing a communication plan include market scenario analysis, defining realistic objectives, identifying target audiences, creating and disseminating messages, and measuring results.
The challenge lies in identifying the figures involved, messages, and objectives while maintaining integration between different types of communication. Various platforms, including public relations, traditional and digital media, offer unique opportunities and challenges to achieve awareness, image, and brand engagement goals. Digital communication, in particular, offers new possibilities and challenges, allowing companies to reach a wider audience in innovative and efficient ways.