What corporate communication is

Every idea stays still until it is communicated. In an information society, communication is as important as food, clothing and shelter.

Corporate communication is the set of activities that manage and coordinate all the internal and external communication of an organisation. It is about people, processes, activities and media.

An organisation's success depends on how the public, its competitors and its employees see it (its perception). In a crisis, people react according to how well they think the crisis was handled. Communication teams use press releases, newsletters and advertisements to shape this perception.

Public relations (PR) is a key part. It may aim to build an image, handle a crisis, motivate employees, create curiosity about a product, advertise it, or announce an event: through press conferences, releases and events.

Surveys in the book show that poor communication lowers productivity, and that talking with employees raises their job satisfaction, yet many leaders do it rarely. Perception is built by communication.