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on October 06, 2020 Internal Communications

Moving Corporate Communications Beyond Corporate

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Communications professionals understand that a superior strategic communications plan is vital for corporations. The focus of strategic communications is building a consistent brand, message and position. However, organizations may begin to tunnel vision on a single objective. As a result, it is easy for corp comms to neglect the rest of the company.  

A strong external strategic plan is essential to enterprise positioning and stakeholder engagement. Some companies have a tendency to invest heavily in product or sales. However, this may not be relevant to the entire audience. 

Businesses can also lose sight of the individual employees or specific departments. Thus, organizations can reap many benefits from an employee centric communications plan. In fact, there are many reasons why a strong internal strategic communications plan is key to building a shared organizational vision. 

A strong internal and external communications strategy can help any type of business get and stay on track. The key advantages are consistent internal and external positioning and messaging. This builds confidence among external stakeholders and unity among internal stakeholders, respectively. It also has the power to enhance the success of activities such as recruiting and sales.

External Strategic Communications

Good external communications can bolster your employer brand.

A good strategic communications plan clearly positions the business’s values. It should also show what it can deliver and emphasize its distinction from competitors. Many of the most successful brands have achieved this with a simple, consistent memorable message. 

When a business’s external positioning is clear, this can boost all forms of external and internal initiatives. Show the audience that values are aligned. Demonstrate that their goals are better realized with your product. 

When trying to attract top talent to the organization, the same principle applies. A strategic external communications plan should send a consistent message to the community. It provides a clear vision, direction, and commitment to adding value beyond profits. Key messaging shows that this is a stable, respectful and growth-oriented place to work.

Strategic external corporate comms is not just to get people to buy something. It also creates buy-in to the business’s brand. It creates a belief in the company’s sincerity about providing something that no one else can. Overall, external messaging can boost internal morale.

Internal Strategic Communications

Strategic internal communications is an important aspect of corp comms.

A good internal strategic communications plan gives employees a voice. The feeling of being a contributor, rather than an audience, ensures that they feel connected to the message. When this happens, employees are well positioned to become strong ambassadors for the brand.

Strong internal positioning is a necessary aspect of building organizational values. It instills faith in leadership and buy-in to vision. It also creates a spirit of collaboration in any organization. 

Careful positioning causes employees to no longer view the workplace as somewhere they show up day in and day out. Instead, they will see a thriving community of people committed to building something amazing together. 

Whatever the business or brand, a robust communications plan must deliver a consistent, clear and distinct message. Internal and external communications work in conjunction to achieve this goal. 

By following these tips, you can help create an internal communication plan that is extremely effective. But if you’re looking for help on how to further improve your corporate communications, then make sure to contact us at backstitch today.

Sydnie Kerr

Customer Content Manager