Corporate Communication Strategy: Expert Tips by Robin Schaffer
- Corporate communications specialist
- Published on September 10, 2024
- Updated on September 11, 2024
Table of Contents
If you’re reading this, chances are you’re looking to up your game in the world of corporate communication. Well, you’ve come to the right place. After years of working with tech startups, industry giants, and everyone in between, I’ve learned a thing or two about what makes corporate communications tick. And let me tell you, I’ve seen it all – the good, the bad, and the “oh my god, did they really just say that?”
So, let’s roll up our sleeves and get into it?
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Understanding the Corporate Communication Types
First, let’s talk about what we’re dealing with. Corporate communication isn’t just about sending out a few press releases and calling it a day. It’s a complex ecosystem that touches every part of your business.
During my time at Collibra, I saw how interconnected all aspects of communication are. From internal memos to external marketing, from analyst relations to crisis management – it’s all part of the same bigger picture. And let me tell you, pulling it all together takes patience and a ton of caffeine.
If you think that sounds kinda overwhelming, you’re not wrong. But here’s the thing: once you understand the landscape, you can navigate it like a champ.
Take internal communication. The bread and butter of corporate communications, it’s how you keep your team aligned, motivated, and in the loop. At one point when I was at UNIT4, we had to completely redefine our company messaging. It wasn’t only about crafting the press release or updating the website. We had to ensure every single employee understood, felt, and could articulate our new direction. That’s what effective internal communication does.
Then there’s external communication, where you talk to the outside world. Press releases, social media, marketing campaigns, press conferences and yes, those all-important analyst relations. But you don’t want to just shout your message from the rooftops. You want to engage in a dialogue. When I was building the analyst relations program at NICE Systems, I learned that listening is just as important as talking. The insights we gained from analysts shaped our strategy in ways we never expected.
And let’s not forget about stakeholder communication. Your investors, partners, and other stakeholders need tailored communication too. During my time at AT&T, I saw how crucial it was to keep all these different groups informed and engaged. Each had their own needs and expectations, and balancing those was an art form in itself.
Lastly, there’s crisis communication. Stuff happens. And when it does, you need to be ready. I’ve seen companies weather storms nicely and others… well, not so much. You know what was the difference? Preparation and a clear corporate communication strategy.
| Communication Aspect | Key Components | Best Practices | Why It Matters |
|---|---|---|---|
| Internal Communication | Employee newsletters, intranet, team meetings | Regular updates, two-way communication, transparency | Boosts employee engagement and aligns workforce with company goals |
| External Communication | Press releases, social media, marketing campaigns | Consistent messaging, targeted content, multi-channel approach | Shapes public perception and builds brand reputation |
| Analyst Relations | Briefings, reports, industry events | Regular engagement, data-driven insights, strategic positioning | Influences market perception and can drive business growth |
| Crisis Communication | Response plans, spokesperson training, media statements | Quick response, transparency, empathy | Protects company reputation and maintains stakeholder trust |
| Stakeholder Communication | Investor reports, partner updates, customer communications | Tailored messaging, regular updates, clear value proposition | Builds and maintains crucial relationships for business success |
| Digital Communication | Website content, email marketing, social media | SEO optimization, mobile-friendly design, engaging content | Reaches wider audience and adapts to modern communication habits |
| Corporate Storytelling | Brand narratives, case studies, company history | Emotional connection, authenticity, clear brand values | Creates memorable brand image and differentiates from competitors |
| Measurement and Analytics | KPIs, sentiment analysis, engagement metrics | Regular reporting, data-driven decisions, continuous improvement | Proves ROI of communication efforts and guides strategy |
| Employee Advocacy | Social media guidelines, content sharing platforms | Training programs, incentives, user-generated content | Amplifies brand message and increases authenticity |
| Ethical Communication | Transparency policies, ESG reporting, code of conduct | Honesty, accountability, social responsibility | Builds trust with stakeholders and enhances long-term reputation |
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The Power of Storytelling in Corporate Communication
In my years working with tech companies, I’ve noticed a common thread among the most successful corporate communications professionals: they’re all great storytellers. They can weave a compelling narrative around your brand, your products, and your vision.
Think about it. When you’re trying to get analysts at Gartner or Forrester to pay attention to your company, do you think they want to hear a dry list of product features? Nope. They want to understand the problem you’re solving, the unique approach you’re taking, and the impact you’re making. They want to hear a great story.
When I was at UNIT4, we were trying to position ourselves in a new market segment. We had all the data, all the features, all the technical specs. But you know what really moved the needle? When we started telling the stories of how our solutions were changing the way companies interacted with their customers. Before we knew it, we weren’t just another tech vendor. We were enablers of transformation.
Here’s a quick guide to crafting your corporate story: Start with the ‘why’. What’s your company’s reason for existing? At Schaffer AR, our ‘why’ is all about helping B2B tech vendors achieve radical results with industry analysts. It’s more than just being mentioned in reports. It’s about making your brand pop, refining your strategy, and locking in more wins.
Next, identify your hero. Is it your customer? Your product? Your team? In my experience, the most compelling stories put the customer at the center. They’re the ones facing challenges, going on journeys, and achieving transformations. Your product or service? That’s the magical enabler that helps them along the way.
Then, define the conflict. What problem are you solving? This is where you can really dig into the pain points your customers are facing. When I work with B2B tech CEOs and CMOs, we spend a lot of time articulating these challenges. Because if you can’t clearly define the problem, how can you convince anyone that you have the solution?
Show the journey. How are you approaching the solution differently? This is your chance to showcase your unique value proposition. Maybe it’s your innovative technology, your unparalleled expertise, or your customer-centric approach. Whatever it is, make it pop.
Finally, highlight the transformation. What changes when someone uses your product or service? This is where you bring it all home. Show the tangible impact of your solution. Numbers are great, but remember to humanize them. It’s not just about increasing efficiency by 30%. You’re giving people back time to focus on what really matters. Be specific.
Remember, a good story isn’t just entertaining – it is memorable. And in a world where analysts and customers are bombarded with information, being memorable is exactly what you need.
The Art of Analyst Relations
Now we’re getting right into my wheelhouse. Analyst relations (AR) is a critical part of corporate communication for any B2B company. Why? Because analysts like those at Gartner, Forrester, and IDC have the power to make or break your reputation in the industry.
But here’s the catch: many companies approach AR like it’s a game of chance. They cross their fingers and hope for the best. That’s not going to cut it. You need a strategic, proactive approach.
I’ve spent years improving my approach to analyst relations, and it’s both an art and a science. It’s about building relationships, yes, but it’s also about smart positioning, consistent messaging, and delivering real value to the analyst.
With our clients, we established a program with the most influential analysts in major research firms. It’s not just about getting on their radar. It’s about becoming a trusted source of insights, a company they want to engage with. The client represents their company strategy to the analyst community, but we also help them bring analyst perspectives back into the company. It is a two way street, and that makes all the difference.
An important thing about analysts: they’re not just looking for the next shiny object. They want to understand the market, the trends, the challenges. That’s why we encourage our clients not to just talk about themselves. It’s very effective when they share insights about the market, trends they are seeing, and challenges their customers are facing. This approach helps us boost analyst awareness, perceptions, and positive coverage.
But analyst relations isn’t just about getting good coverage in reports. Though that’s always nice! It’s about building relationships that can provide valuable insights, shape your strategy, and help you win more deals. At Schaffer AR, we help vendors build robust AR programs and intensify the value of existing ones. We make sure it really moves the needle.
One of the most crucial aspects of analyst relations is consistency. Analysts appreciate regular updates. Set up a cadence of briefings and stick to it. But remember, quality trumps quantity. One insightful, well-prepared briefing is worth more than a dozen rushed, generic updates.
Use the feedback and insights you get from analysts to improve your products and strategy. It’s a goldmine of info! Our clients use analyst feedback to refine messaging, adjust product roadmaps, and even identify new market opportunities.
Analyst relations is a long game. It takes time to build credibility and trust. But with a strategic approach and consistent effort, it can become one of your most powerful tools for driving brand awareness, sharpening your products and strategy, and ultimately winning more deals.
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The Digital Revolution in Corporate Communications
Tech talk! The digital revolution has completely transformed how we approach corporate communication. Gone are the days when a press release, company news, and a company newsletter were enough.
Social media has become a powerhouse in B2B communication. It’s not just for B2C companies anymore. LinkedIn, Twitter, and even TikTok (yes, really) can be powerful tools for reaching and engaging your audience. Don’t just broadcast though. Engage. Respond to comments, share industry news, and show the human side of your brand.
Back when we first hopped on social media, everything shifted. In an instant, we had a direct line to our customers, partners, and even analysts. We could share updates in real-time, showcase our thought leadership, and even address customer concerns publicly (which, let me tell you, can be nerve-wracking but incredibly powerful when done right).
Content marketing has also become a crucial part of the corporate communication toolkit. Blog posts, whitepapers, eBooks, webinars – content is king in the digital age. But you need to focus on quality over quantity. One killer whitepaper that truly addresses your customers’ pain points is worth more than a dozen mediocre blog posts.
At Schaffer AR, we often work with clients to develop content strategies that align with their analyst relations goals. Pumping out content is great, but you want to create valuable, insightful pieces that position you as a thought leader in your industry. This kind of content doesn’t just attract customers – it gets analysts’ attention too.
Video has become an increasingly important medium for corporate communication. Product demo, a thought leadership piece, or even a behind-the-scenes look at your company culture. Video can help you connect with your audience in a more personal way.
And let’s not forget about AI and automation. From chatbots handling customer inquiries to AI-powered content creation tools, technology is changing the game. But remember, the goal is to enhance human communication, not replace it. The most successful companies use these tools to free up time for more strategic, high-touch corporate communication efforts.
Internal Communications
Okay, let’s talk about something that doesn’t get enough love in the corporate world: internal communication. In my years working with tech companies, I’ve seen how strong internal communication can make or break a company’s growth.
Your employees are your most important audience. They’re the ones who bring your vision to life, who interact with customers, and who can be your best brand ambassadors. But only if they’re well-informed and engaged.
I learned this lesson early in my career at AT&T. We were going through a major transformation, shifting from a “product” to a “vertical” marketing approach for the Financial Services, Retail, and Media industries. It was a big change, and we knew that if our employees didn’t understand and buy into it, we’d never succeed externally.
So, we implemented what we called a “Knowledge Ecosystem” among thousands of AT&T Sales, Product, Technical, Customer Care and Operations associates. It wasn’t just about pushing information out. We created a two-way dialogue between the field and headquarters. We set up communities of practice where people could share insights and best practices.
As a result, we sped up the distribution of new information, increased engagement, and saw a significant uptick in our performance in those vertical markets. It was a powerful reminder that internal communication isn’t just about keeping people informed. Internal communication is about creating a shared sense of purpose and direction.
But here’s the thing: internal communication isn’t one-size-fits-all. Some people prefer emails, others like face-to-face meetings. At UNIT4, we used a mix of communication channels to reach everyone.
One of the most important lessons I’ve learned about internal communication is the power of transparency. Share both the good news and the challenges. Your team can handle it, and they’ll appreciate your honesty. It builds trust and actually increases employee engagement.
And don’t sleep on celebrating wins! Team just smashed their sales goals? Someone came up with a genius idea? Drop it in the company Slack and let everyone know!
In my experience, strong internal communication leads to better employee engagement, higher productivity, and lower turnover. It’s worth investing in. Because at the end of the day, your employees are not just your workforce – they’re your first and most important audience.
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Crisis Communications
Crisis communication. I can feel you cringing from here. Look, I know, nobody wants to think about worst-case scenarios. But from what I’ve seen, the companies that handle crises the best are the ones with a solid game plan in place before things go sideways.
I’ve been through quite a few corporate crises, and honestly, the difference between a company that bounces back stronger and one that takes a hit usually boils down to how they handle communication during the storm.
Identify potential crises specific to your industry and company. Data breach? Product recall? CEO scandal? Think it through now so you’re not caught off guard later. At Schaffer AR, we often work with clients to scenario plan for potential crises, especially those that might impact their standing with industry analysts.
Designate a crisis team. Know who needs to be involved in crisis response. This usually includes executives, legal, PR, and subject matter experts. And make sure your spokespeople are media-trained. The worst thing is having someone trip over their words during a crisis interview.
I highly recommend you prepare templates. Have draft statements and social media posts ready for common crisis scenarios. You can tweak them as needed, but having a starting point saves precious time when you’re under pressure.
And remember, in a crisis, speed matters. But accuracy matters even more. Don’t rush out incorrect information just to say something. It’s okay to say, “We’re investigating and will provide more information as soon as we have it.” Just make sure you follow through. Very important!
Most importantly, show empathy. Remember, there are often real people affected by a crisis. Show that you care. I’ve seen companies turn potential PR disasters into opportunities to showcase their values and commitment to their customers simply by responding with genuine empathy and concern.
Let me tell you about a crisis communication masterclass that still makes me chuckle. So it’s 2018, and KFC – you know, the place that’s supposed to be all about chicken – runs out of, well, chicken. In the UK.
Now, here’s where it gets interesting. Instead of doing the corporate dance of deflection and jargon, KFC decided to tackle this with a move that was equal parts brilliant and ballsy. They came up with an advertisement that had me spitting out my coffee when I first saw it.
Imagine a KFC bucket, but instead of the usual “KFC,” the letters were rearranged to spell… wait for it… “FCK.” I mean, come on! But wait, there’s more! They didn’t stop at just a clever visual. They followed it up with headlines like this one: “The chicken crossed the road, just not to our restaurants”.
It’s like they’re saying, “Yeah, we really messed up. We know it, you know it, let’s just acknowledge the elephant – or should I say, the missing chicken – in the room.”
Here’s the thing that really impressed me about this approach. KFC didn’t just acknowledge the problem; they owned it completely. They took full responsibility, showed genuine empathy for their inconvenienced customers, and then – and this is the kicker – they managed to make people laugh about it.
It’s a perfect example of what I always tell my clients: in a crisis, honesty and humanity will get you a lot further than corporate speak and finger-pointing. KFC took a situation that could’ve been a PR nightmare and turned it into a moment that actually enhanced their brand image.
How to Measure the Impact of Corporate Communication Strategy
Alright, data nerds (I say that with love), this section is for you. Because let’s face it, if you can’t measure it, it might as well not exist. So how do we measure the impact of corporate communication?
Well, let’s acknowledge that not everything in corporate communication is easily quantifiable. The warm fuzzy feeling an employee gets from a well-crafted internal memo? Hard to put a number on that. But there are plenty of metrics we can and should be tracking.
In my work with B2B tech companies, I’ve found that the key is to tie these metrics back to your overall business objectives. If your goal is to increase market share, how are your communication efforts contributing to that? If you’re aiming to improve employee retention, are your internal communication strategies moving the needle?
For external communication, we look at things like media mentions and sentiment, social media engagement rates, and website traffic from corporate communication efforts. But you don’t want to just focus on vanity metrics. We want to see how these external communications efforts are translating into leads and sales opportunities.
You can track things like the number of briefings and inquiries, analyst and general public perception scores, and mentions in research reports. But more importantly, you can look at how these efforts are influencing sales opportunities.
For internal communication, employee engagement scores are crucial. But you can also look at things like internal newsletter open and click-through rates, intranet usage statistics, and attendance at company meetings or events. At UNIT4, we saw a direct correlation between improved internal employee communication and higher employee retention rates.
But don’t just collect data for the sake of it. Use it to inform your strategy and improve your efforts. If something’s not working, don’t be afraid to pivot. I remember working with a client who was putting a lot of effort into Facebook. The engagement numbers looked good, but it wasn’t translating into any meaningful business outcomes. So we shifted our focus to other channels and saw much better results.
And remember, measurement isn’t just about proving the value of communication (though that’s important, especially when you’re arguing for budget). It’s about continuously improving your efforts. Use your data to identify what’s working well and do more of that. Find out where you’re falling short and brainstorm ways to improve.
In the end, effective measurement of corporate communication is about telling a story with your data. It’s about showing how your efforts are moving the needle on key business objectives.
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The Future of Corporate Communications
Based on what I’m seeing in the industry, and drawing from my experience working with tech companies, here are some trends I think will shape the future of corporate communication:
- Hyper-Personalization. With AI and big data, we’ll be able to tailor messages to individual preferences and behaviors like never before.
- Virtual and Augmented Reality. Imagine giving analysts a virtual tour of your product or hosting a global all-hands meeting in a virtual space. I’ve already seen some companies experimenting with this, and the results are looking good.
- Voice-Activated Communication. As voice assistants become more prevalent, we’ll need to think about how our messages sound, not just how they look. This could have huge implications for everything from customer service to internal communications.
- Employee Advocacy. Companies will leverage their employees as authentic brand ambassadors more than ever. I’ve seen this starting to happen already, and the companies that do it well are seeing great results.
- Real-Time Communication. The expectation for immediate responses will only grow. Companies will need to be ready to communicate quickly and effectively at all times. This is going to put pressure on traditional approval processes and hierarchies. We’ll need to find ways to be both responsive and responsible.
- Ethical Communication. With growing concerns about privacy and data use, transparent and ethical communication practices will become critical. Companies that get this right will build trust and loyalty. Those that don’t… well, they’ll be in for a rough ride.
- Integration of Communication Channels. The lines between PR, marketing, internal communications, and other disciplines will continue to blur. We’ll need to think more holistically about communication. At Schaffer AR, we’re already seeing this happen with analyst relations. It’s no longer a siloed function – it’s integrated with marketing, sales, product development, and more.
- Artificial Intelligence and Machine Learning. AI will help us work smarter and more efficiently. But it won’t replace human communicators. Instead, it will free us up to focus on strategy and creativity.
These trends are exciting, but they also present challenges. The key will be to stay adaptable, keep learning, and always keep your audience at the center of your communication strategy. Because no matter how much technology changes, effective communication will always be about connecting with people.
How to Build Your Corporate Communication Strategy
So how do you pull all these pieces together into a cohesive corporate communication strategy. Because without a strategy, you’re just throwing spaghetti at the wall and hoping something sticks. And let me tell you, cleaning spaghetti off walls is not fun. Don’t ask how I know.
First things first, you need to define your objectives. What do you want to achieve with your corporate communication efforts? Be specific. “Improve our image” is too vague. “Increase positive mentions in analyst reports by 25% over the next year” is much better. When I work with clients at Schaffer AR, we always start by clearly defining what success looks like for our client.
Next, you need to know your audience. Who are you trying to reach? What do they care about? What channels do they prefer? Create detailed personas for each key audience segment. When I was on the corporate communications team at UNIT4, we spent a lot of time understanding our different stakeholders – from C-level executives to end-users, from industry analysts to investors. Each group had different needs and preferences, and our corporate communication strategy had to reflect that.
Once you know your audience, you can craft your key messages. What are the core ideas you want to convey? These should align with your brand values and business objectives. Remember, consistency is key. Whether you’re talking to employees, customers, or analysts, your core message should remain the same, even if the way you express it changes for different audiences.
Now, choose your channels. Based on your audience analysis, decide which communication channels you’ll use. Remember, you don’t need to be everywhere – just where your audience is. At Collibra, we focused heavily on analyst relations and targeted industry events because that’s where our key decision-makers were. For other companies, social media or content marketing might be more effective.
Develop a content plan. Map out what kind of content you’ll create, for which channels, and how often. This could include everything from social media posts to whitepapers to internal newsletters. But remember, quality trumps quantity. One well-researched, insightful whitepaper can do more for your brand than a dozen rushed blog posts.
Don’t forget to allocate resources. Do you have the right team in place to execute your strategy? Do you need to bring in outside help? This is where folks like me can help. Sometimes, having an external perspective can really help sharpen your approach.
Set up measurement systems. Decide on your key performance indicators (KPIs) and how you’ll track them. Remember what we talked about in the measurement section? Tie these back to your overall business objectives.
Create a timeline. Break your strategy down into actionable steps with deadlines. A corporate communication strategy without a timeline is just a wish list.
Plan for integration. How will your communication strategy integrate with other departments like sales, product development, and customer service? When I was at AT&T, we made sure our corporate communications were closely aligned with our vertical industry strategies. This integration was crucial to our success.
Finally, build in flexibility. The business world moves fast. Especially in tech. Make sure your communication strategy can adapt to changing circumstances. When I work with clients at Schaffer AR, we always build in regular review points to assess what’s working and what needs to change.
Showcase your brand.
Create customized department pages with branded banners and tailored information packages for various internal teams.
Incorporate targeted call-to-action buttons to guide employees towards important resources, surveys, or event registrations.
Gather employee input on internal communications. All feedback and reactions remain private and secure.
Share any existing PDF presentations and documents.
4x Communications Engagement
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Corporate Communications is a Competitive Advantage
Effective corporate communication isn’t just a nice-to-have. In my opinion, it’s a competitive advantage.
In today’s noisy, crowded marketplace, the companies that can cut through the clutter and truly connect with their target audiences are the ones that will thrive. Whether you’re trying to win over analysts, engage employees, or build customer loyalty, it all comes down to communication.
I’ve seen this play out time and time again in my career. At NICE Systems, our ability to effectively communicate our value proposition to analysts and customers was a key factor in our success in new market segments. At UNIT4, our internal communication efforts were crucial in aligning the entire company behind our new messaging and strategy. And now, at Schaffer AR, I see every day how companies that master the art of analyst relations gain a significant edge over their competitors.
So, as you implement these corporate communication strategies, remember:
- Be authentic. In a world of corporate speak and jargon, authenticity stands out. Don’t be afraid to show your company’s personality and values.
- Be consistent. Your message should be clear and cohesive across all channels. Whether someone’s reading your website, talking to your sales team, or reading an analyst report, they should get the same core message.
- Be adaptable. The corporate communications landscape is always changing. Stay flexible and ready to evolve. What worked yesterday might not work tomorrow, so keep learning and experimenting.
- Be strategic. Every piece of communication should serve a purpose and align with your overall objectives. Don’t just communicate for the sake of it – make it count.
- Be human. At the end of the day, you’re communicating with people. Don’t lose sight of that. Show empathy, tell stories, and create connections.
And hey, if you’re feeling overwhelmed by all this, don’t worry. Rome wasn’t built in a day, and neither is a stellar corporate communication strategy. Take it one step at a time. And if you ever want to chat more about this stuff, you can message me on LinkedIn.
FAQs
What is corporate communication?
Corporate communication is the process of managing and orchestrating all internal and external communications aimed at creating a favorable point of view among stakeholders. It encompasses various disciplines including public relations, marketing, internal communications, and investor relations, all working together to maintain a consistent brand message and reputation.
How does corporate communication differ from marketing?
While corporate communication and marketing are related, they differ in scope and objectives. Marketing focuses primarily on promoting products or services to customers, while corporate communication has a broader scope, addressing all stakeholders including employees, investors, media, and the public. Corporate communication aims to build overall reputation and relationships, not just drive sales.
How do internal communications impact employee retention?
Effective internal communications significantly impacts employee retention by fostering transparency, trust, and engagement. It helps employees understand their role in the company’s mission, feel valued, and stay informed about organizational changes. Good internal communication practices can improve job satisfaction, reduce uncertainty, and create a positive work culture, all contributing to higher retention rates.
What is the impact of corporate communication on investor relations?
Corporate communication significantly impacts investor relations by shaping market perceptions and influencing investment decisions. Clear, consistent, and transparent communication helps build trust with investors, manage expectations, and demonstrate the company’s value proposition. Effective investor communication can lead to improved stock performance, easier access to capital, and long-term shareholder loyalty.
How does corporate communication influence corporate social responsibility (CSR) efforts?
Corporate communication plays a vital role in CSR efforts by articulating a company’s values, initiatives, and impact. It helps raise awareness of CSR activities, engage stakeholders in these efforts, and demonstrate the company’s commitment to social and environmental issues. Effective communication of CSR initiatives can enhance brand reputation, build customer loyalty, and attract socially conscious investors and employees.
About the Author
Robin Schaffer is a leading expert in corporate communications, specializing in analyst relations for B2B tech companies. With over 30 years of experience, she’s the founder of Schaffer AR, an award-winning analyst relations agency. Robin’s career includes pivotal roles at AT&T, NICE Systems, and UNIT4, where she consistently drove significant improvements in analyst awareness and positive coverage. Her innovative approach helps tech startups and established companies achieve radical results with industry analysts like Gartner, Forrester, and IDC. Robin is the author of the definitive book on analyst relations and a Research Analyst at the University of Edinburgh Business School’s Analyst Observatory. Her expertise extends to strategic marketing, customer advocacy, and alliance management. Robin’s ability to align communication strategies with critical business objectives makes her a trusted advisor to tech industry leaders, helping them drive brand awareness and win more deals.
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