Corporate communications might not be all that sexy, but if you can get anything right in PR, it better be your corporate comms.
However, the fundamental problem in corporate communications has little to do with boring press releases, tedious conference calls, and metric reporting. It’s something else.
The irony of corporate communication is that some communicators have a profound understanding of how organisations must function. Others have a natural talent and appreciation for great communication. You need both to succeed, for sure, but you rarely find these two qualities in the same people.
To make matters worse, those who understand how organisations work typically thinks that they’re excellent communicators, too. And those who are talented communicators tend to think that they’re bonafide management experts as well.
After 15 years of advising communications departments, I can attest that it’s often quite messy. And this is why corporate communication is just as much about internal power structures and psychology as it is about communication.