How can you convince top managers to invest more in corporate communication? Experts from top leading institutions give their opinion and provide us with good arguments on why corporate communication is important . Hereafter some quotations from the video “The importance of Corporate Communication”


– “Companies understood that communication has to be supported  by behavior, […] making a big claim is
easy to do, supporting it is the real challenge” (Stephen Greyser, Harvard University)

-“Times are in constant movement [… ]Companies disappear, appear  again [branding and corporate communication] are the tools to make your offer  tangible and speak to your audiences” (Gabor Shereier, Saffron Brand Consultant)

– “Companies realize that they are not able any more to have a strong  impact on the image they have out there [.. ] through corporate communication  you make the company build dialogues [..] shaping the perception”  (Francesco Lurati, University of Lugano)

– “Today’s issue is communication.  Either you communicate or you do not have success!” (Emanuele Invernizzi, EUPRERA-  IULM University)

“We are moving from a  marketing perspective to a corporate perspective […]Companies have to recover  the trust they have lost[nowadays] it is about having long term indicators  instead than short term  financial indicators” (Angel Alloza, CEO Corporate Excellence, Centre for Reputation Leadership)

“Organizations have to be consistent in the messages they send out  to stakeholders” (Craig Carroll,  Lipscomb University)

“Companies have changed the way they conceive what communication is.  In the past it was more about supporting a strategy that was already taken and  decided. Nowadays is more about helping this decision or strategy to be taken” (Laura Illia, IE University)

What would be your argument?



Josef Pallas January 26, 2012 - 1:49 pm

If taken seriously corporate communication can emerge into something far more intriguing than be primarily seen as a tool to support corporate strategy (which often can be found as highly problematic and hard to implement – mainly because of the inherent ambition of any strategy to be enough general so it can deal with operational inconsistencies). Corporate communication can in its more developed form be seen as an institutional process (i.e. helping companies to find a legitimate course of action in dealing with stakeholders’ demands and expectations) and as an institutionalizing activity (i.e. helping companies to find a competitive alignment vis-á-vis these demands and expectations).
Josef Pallas (Uppsala University)

Wim J.L. Elving, U of Amsterdam (ASCoR) January 26, 2012 - 5:21 pm

The essential of organizations is connecting. Connecting to investors, consumers and other stakeholders. This connection is not solely based on the products or services organizations offer, but more and more what is the organization behind the product or service. What does the organization represents? Is it operating responsible. Do we admire the company? This is what corporate communication is trying to establish: coordinating all communications so stakeholders will have admiration for the organization that can lead to competitive advantages on many fields (attracting talents, brand ambassadors, etcetera)

Cala Otegui January 27, 2012 - 12:11 pm

I’d add to E. Invernizzi’s quotation: “Today’s issue is communication. Either you communicate or … someone else will do it for you”.

I recommend this very interesting article on Apple’s current crisis regarding its suppliers in China. Why is Apple not making any comments?


Alberto Andreu January 27, 2012 - 11:52 pm

“Why corporate comms is important in companies today?
Let me ask you with other question: what about id your company DOESN’T communicate at all? here is my answer: your company WILL NOT exist anymore in the market. If you don’t exist your customer’s mind, simply you will not exist in the market: you will be nothing “

Jennifer Bartlett January 29, 2012 - 11:32 pm

I ask the question – how can we know about your organisation in our modern world when we are exposed to (and have opinions of) so much but experience relatively little of it? Corporate communication allows the organisation to have a say in what we think of organisations and their contribution to society – which others will fill in if corporations don’t. In addition, the meaning of our experiences are interpreted in new ways in a global society so the role of corporate communication is not just what is happening but also what it means given the world is becoming so diverse and complex. Investment in strong corporate communications for both the people who touch your organisation and those in a broader community are therefore imperative!

Carlos Palmero January 30, 2012 - 11:48 am

In my opinion, new technologies have contributed in raising awareness about corporate communication, but it has and will always be of great importance. In essence, because it is through effective corporate communication that a company is able to manage its reputation, which can have a tangible effect in the company´s valuation. One can actually see the value of its reputation in a financial statement as an entry called Goodwill. If you search for the definition of goodwill, you may find a definition such as “The established reputation of a business regarded as a quantifiable asset”. For some corporations these assets represent billions of dollars, such as The Coca Cola Company, which places the its goodwill at USD $11.5 billion. Clearly, any company would work diligently to protect this kind of money.

Melissa Anchisi January 31, 2012 - 8:11 pm

I would go in the same direction that Professor Greyser and Professor Lurati. Companies want their staff to embody their values. As a matter of fact, front-line staff is actually the only window that bridge consumers with a company. if they don’t perceive the personality of the company through the staff, consumers will fail to understand what the company stands for, will not be able to “bound” with it and therefore opportunities to lengthen the duration and increase the size of cash flow are missed. It’s as trivial as this. Companies’ biggest challenge nowadays is to hire, engage, empower the right people, those who incarnates the corporate values, those who lives these values, those who are able to personify the company in the eye of the consumer. But not only consumers. It comprehend any employee that is in touch with any stakeholders’ group. The employees are the link between the company and stakeholders and are the exact right persons to communicate the value of the company as well as to give a feedback to the organisation on how the latter is perceived, on what the stakeholders feel about the company.

[…] Če želite torej sporočiti svoje mnenje o pomenu korporativnega komuniciranja, lepo vabljeni k objavi komentarjev! […]

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