Online Degrees Columnist
It could be said that a company's biggest asset is its image in the public eye. If you choose a career in corporate communications, you'll responsible for management of that asset. You'll shape your company's image with each key segment of the public: customers, investors, employees, the media, and more.
You won't be bored. If you love to work with people, the media, business issues, and top management, you'll find new kinds of challenges every day. Here are some key challenge areas:
Marketing Communications: Creating the Reputation
Your company's marketing department will take the lead in managing an advertising program. As a corporate communications professional, you'll work closely with them in establishing the overall corporate image. A well-managed brand identity touches every aspect of the company from logo to website, from packaging to facility look and feel.Customer Service: Maintaining the Reputation
How will your customers experience your company? From invoicing to newsletters, from return policies to special customer recognition, your business communication skills are critical in building loyalty and sales.Community Relations: Keeping Good Neighbors
To maintain community goodwill, your department is likely to be in charge of solving problems, managing special events, and giving tours. You may end up supervising charitable involvement, which can be especially satisfying.Employee Communications: a Great Reputation Starts from Within
How do employees feel about their jobs, employer and customers? You're in charge of setting the tone and atmosphere as you oversee management of internal communications.Media Relations: the Eyes of the World are upon You
You're in the hot seat preparing your company's public response to events, and generating good publicity. The corporate communications group typically handles press inquiries, and sets up interviews.Investor Relations: Fortunes Made and Lost
Your group conducts analyst and shareholder relations, and oversees the annual report and annual meeting.In recent years, as financial markets and public opinion change so quickly, corporate communications has become more important to almost every company. It's a great challenge.
Sources
- Best Practices: Corporate Communications
- Occupational Outlook Handbook: Corporate Communications: PR
About the Author Alan Drummer is a writer and video producer based in Burlingame, California. His features have appeared on the History Channel and in publications such as Better Homes and Gardens, the Los Angeles Times and San Francisco Magazine. Trained as an advertising copywriter, his commercials for kids won some of the industry's top awards. He has a degree in English Literature from Harvard.
