Communication is essential to the success of a business, and how well senior executives communicate corporate messages can make or break a company’s reputation.  No matter how good your products or services are, and no matter how many competitive advantages you might enjoy, your company will suffer without the implementation of a cohesive, well-planned corporate communication plan.  Here are some things your communication team wishes you knew.

A plan is only as good as its execution 

Your corporate communications team works hard to develop messaging, sound bites, and branding strategies as part of a comprehensive communications plan to help make your company look remarkable to all stakeholders. But you won’t derive any benefit from that plan unless it is effectively implemented.  This means executives at the highest level need to buy into the messaging strategy and set an example by sticking to the communication platform. For example, refrain from ad-libbing or speaking off-the-cuff in media interviews and press conferences.

Bring your communications team to the table

When developing business strategies, discussing key sales plans, or preparing for board meetings, include your corporate communications team in the planning. The more time they have available to prepare the messaging, the more capable they’ll be in facilitating the publicity, arranging the media interviews, and preparing your executives for public speaking engagements and presentations.

Your communications team will offer unique and broad insights about your brand, your company, and your target audience (board of directors, customers, employees, shareholders).  When you invite them to be part of your key planning meetings, you’ll find your corporate messaging much more strategic and impactful. Your communications team is also on the front lines when a crisis occurs.  Getting them involved from the start can help you avert a potential public image disaster before it happens.

Know when something is PR worthy and when it is not

Your corporate communications team is a vital resource.  They establish relationships with the media by bringing the right stories at the right time.  Not everything your company does is newsworthy – and sometimes the macro environment isn’t right for your company to seek media attention.  Your communications team helps ensure that corporate communications render your brand in the best possible light.  Trust their instincts.  They’ll also let you know when some of the things you do can be turned into a PR opportunity.

Whether you have an entire corporate communications department or a sole communications consultant at your side, the more you communicate with them and treat them as part of your executive team, the more effective your company messaging will be.

Originally posted on LinkedIn.


Franchetti Communications delivers accelerated results by designing power-packed media interview and presentation training sessions around your unique goals, in person and via teleconference. Franchetti Communications works with corporations and business leaders to develop communication strategy, messaging, and PR strategy. Follow Franchetti Communications on LinkedIn, and be sure to download our special report: 6 Ways to Guarantee Your Message Cuts Through the Clutter.

One Response to 3 Things Your Corporate Communications Team Needs You to Know
  1. […] that will be highly visible to your industry peers or shareholders, we recommend you alert your corporate communications team. They may be able to help as […]


[top]

Leave a Reply

Your email address will not be published. Required fields are marked *

  • Time limit is exhausted. Please reload the CAPTCHA.

This site uses Akismet to reduce spam. Learn how your comment data is processed.