While all communications roles are extremely important, corporate communications executives set the tone for all messages that the company puts out, from media events to internal employee memos. A corporate communications executive shapes both public and internal perceptions of the business as a whole, so he or she needs to possess certain specific qualities.
Full Understanding of the Corporation
A corporate communications executive must be able to quickly grasp both the big-picture view of the company and the details and nuances that set it apart. Every aspect is important, from the corporate culture and values to its objectives and the people it employs. Equally important is a complex understanding of the image the corporation wants to project to each target audience and how to shape and massage its messages for each audience.
Strategic Planning
Corporate communications can quickly spiral out of control, especially in a large company with numerous marketing, PR, and other communications professionals. A top corporate communications executive knows how to develop a clear strategy, chart and articulate a path, and keep multiple diverse teams on track. He or she also knows the importance of tracking results and is able to quickly change course as needed to optimize results.
Communication Skills
Though it may seem obvious that a corporate communications executive needs to have communication skills, a top executive’s skills go far beyond the ability to articulate the company’s message orally or in print. Tact, the ability to downplay weaknesses without being untruthful, and the ability to motivate team members and stakeholders are also vital.
In addition, this executive should have an extraordinary talent for crisis communications—knowing what to say, when, and how, should the company experience a PR crisis. In a crisis, your corporate communications executive could mean the difference between salvaging your company’s reputation and being forced to fold.
Media Savvy
Not all corporate communications directly involve the media, but in today’s highly connected world, the media is never far away. A successful corporate communications executive has a nuanced understanding of how the media works and a strong, friendly relationship with members of the media. The ability to communicate the company’s messaging in a way that suits the needs of a news story is critical.
Corporate communications executives are responsible for shaping the way the company is viewed by the public, its employees, and even its investors. They must be quick thinkers who are media savvy, logical, and able to incorporate both the big picture and the fine details. A top corporate communications executive is not easy to find, but when you find the right one, it will be well worth the trouble.
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