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Why 2022 is the year to invest in corporate communications

It's been a long two years, and with COVID restrictions tightening once more across the world, corporate boards could be forgiven for focussing all their attention on balance sheets and operational matters. But they shouldn't forget the function that has served and steered them so well through the pandemic - corporate communications.

The business' eyes, ears, and mouth

Communicators within businesses have acted as their haemoglobin, delivering vital oxygen to often beleaguered colleagues, investors, media, and stakeholders. They've kept motivation and spirits up with well-crafted internal communications, assured nervous shareholders with confident market updates, told the press about the great things the business has been doing, and perhaps kept some potentially harmful stories out of the media, and they've worked tirelessly with sales teams to prop up consumer confidence.

Unlike their sales or marketing colleagues who can quickly identify and track revenue streams, it is challenging to link a press release or communications campaign to the bottom line, and whoever manages to crack this (many have tried) will undoubtedly end up a wealthy individual. But just because you can't see a monetary value on your balance sheet does not mean it's not there.

Great communications campaigns

Excos should look at Liberty Global's Powering the UK's Vital Connections or Lloyd's Banking Group's Helping Britain Recover campaigns as great examples where corporate communications teams garnered positive brand perception across audiences.  

They should also remember the incidences when their corporate communications team killed a story before it could impact their share price or torpedo a deal.  

Communication is a dark art, and boards should continue to trust and invest in their corporate communications teams even during turbulent macro socioeconomic times.  

Corporate Communications Structure 

What areas does an ideal corporate communications function contain? The function is divided into three areas, with an optional fourth for listed businesses: 

  1. External Communication
  2. Internal Communications
  3. Content & Editorial 
  4. Investor Relations 

External Communications 

External communications promote, enhance and defend your reputation. They cover PR, media relations, financial communications, ESG communications, crisis communications and government and external affairs. 

Internal Communications 

The internal communications team keep colleagues informed and engaged through a mix of offline and digital channels. They cover change communications and employee engagement initiatives, and day-to-day internal communications.  

Content & Editorial 

The content & editorial team turn subject matter experts' knowledge into engaging content fit to be consumed by internal and external audiences. Think thought leadership pieces, podcasts, social videos and white papers. 

Investor Relations 

The investor relations team works within listed organisations to engage with shareholders, analysts, and financial market stakeholders. They have close-knit relationships with CFOs and CEOs and support them with market updates, roadshows, annual reports and investor meetings. 

How to invest in your corporate communications function 

EMR's communications practice partners with organisations to recruit exceptional talent on permanent and interim contracts across their corporate affairs function. 

They work with FTSE and AIM-listed companies, global corporations, LLPs, SMEs, consultancies, start-ups, and private equity-backed businesses. They have built up an extensive network of corporate communications talent across the industry. 

To discuss how EMR can support you to build your corporate communications team, get in touch with Nandita.


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