Corporate PR - what is it?

Corporate PR is now a valued strategy that positively affects the company's image. It is directed in particular to people performing responsible functions in the company. What exactly is corporate PR?

What will you learn from the article?

In today's rapidly changing world, where a company's reputation can make or break its future, the role of corporate PR is becoming a key element of every brand's strategy. Corporate PR is distinguished by a unique set of goals and practices aimed at building and maintaining a company's strong reputation, its social involvement and relationships with key stakeholders. In navigating the meanders of corporate communication, three key elements play an essential role: precision of message, transparency of action and strategic thinking. For these goals to be achieved, the involvement of professionals is necessary. Experts who will not only understand the specifics of the industry, but also use appropriate PR tools to effectively communicate key messages.

Are you wondering what tasks can be entrusted to PR specialists and what communication errors can most harm your company? In this article, we explain what makes corporate PR unique. What tools are in his arsenal? how important a role it plays in building the company's image and when and why it is worth using its capabilities.

Corporate PR is a wide range of long-term activities aimed at shaping the company's image, both at home and abroad. The basic principle that she will apply is based on the Public Relations model, i.e. activities strengthening the positive image of the company among its recipients. Particular attention is paid to high-risk situations, where an unexpected decline in corporate authority has long-term effects. What else is behind this meaning?

What distinguishes corporate PR?

Corporate PR strategy will be suitable not only for large corporations, but also for small companies that want to take care of a better image. However, apart from brand building, it will have additional functions. For example, it is addressed to people who are highest in the company's hierarchy. Owners, presidents, directors and managers - the effectiveness of the company they run will depend on them.

We have already mentioned how to improve the company's efficiency with the help of a built image. In addition, the method of transmitting messages on the boss-employee path will be important, and they come with help internal communication tools.

What are the three key elements of corporate PR?

Corporate PR is directed to different groups of recipients: employees, investors, partners, clients, media, experts, etc. Therefore, the strategy of PR activities begins with defining the audience. Knowing their names and surnames will build trust, which in this case will be very beneficial for us. Moreover, as the spectrum of target groups is larger, the scope of activities should be appropriately tailored to the target group. This helps to create the best possible model that matches your company's profile.

The second element of corporate PR is meritswhich is based on a precisely selected method of information transfer. In this part, the knowledge about a given industry will be crucial and will require appropriate preparation for the topic. Remember that communication errors always have a negative impact on the image, and it is very difficult to rebuild it.  

Dynamics is the third element that complements the key. It will be included in the regularity of selected communication. After all, constant dialogue is a feature of our times. Social media just like any other PR toolsis used on a daily basis to keep information flowing. Let's add to that Public Relations Instruments such as, for example, cyclical corporate events. Anything that helps to keep the dialogue going will be worth its weight in gold here.

Who will do the best for it?

Corporate PR should be planned in such a way as to adjust the individual scope of the needs of a given company to the specifics of its activity. This can cause some difficulties. But don't worry, the image is created by special ones PR agencies. 

Both clear and interesting language that will reach potential business recipients plays a very important role in communication and contributes to subsequent success. Developing the right narrative can be a big challenge even for PR agencies.

A lot of emphasis is placed on refining the company's messages because a common mistake is repeating the same messages over and over again. In addition to all this, we regularly monitor changes taking place in the company and correct them on an ongoing basis. Only such a comprehensive strategy will bring positive results, so it is important to choose a reliable and experienced PR agency that knows what it is doing.

What actions can you expect?

A corporate PR agency introduces a number of activities that you may have heard about before. This includes audit and analysis of the image of the company and its competitors. It is also cooperation with journalists, running a company publishing house (blogs, newsletters, printed publications). In addition, crisis management, production of corporate videos, organization of corporate events as well as public speeches and conferences.

Trust in the company by building its credibility, constant dialogue with the environment, substantive message and defining the audience are the elements necessary both in the case of corporations and small enterprises. Corporate PR, although unlike classic Public Relations, has additional elements listed in the above text, when creating its image, it uses the tools and instruments of classic PR and refers to the principles and tools of internal communication.

What tools does corporate PR use?

Corporate PR is in itself a tool used to build a positive image of the company. Activities undertaken by specialists in this field differ from product PR or crisis PR. Its basic assumption is building awareness among recipients, but also creating an advantage over the competition and building trust among employees and contractors. Corporate PR strives to properly display key people in the company in the media, thus building their positive image.

By employing corporate PR specialists, you can expect that each of them will start cooperation with a communication audit and look at the company's image to date. Based on the analysis, they will determine what and where the audience is saying about it. What strengths have been well exposed and which still need to be worked on, and how has the communication with the recipients been carried out so far. Having a picture of the current situation, specialists, based on the collected information, will prepare a comprehensive communication strategy. It's a complex process. As each company is specific, the communication strategy must be individual. At the planning stage, appropriate tools and communication channels, trends among recipients and the interests of the target group are taken into account.

The next stage is the preparation of an image campaign, which is based on a communication strategy and its implementation. A very important element of each campaign is the systematic distribution of content and its flexibility. All activities should be timed and embedded in specific communication channels. A very important tool in the hands of an experienced PR specialist is building the image of key people in the company. Every company needs a "face", that is, a person who is a specialist in a given field, and at the same time has a lot of charisma.

Działania z zakresu PR korporacyjnego to również komunikacja wewnętrzna. Celem employer branding jest przede wszystkim usprawnienie komunikacji pomiędzy pracownikiem a pracodawcą, ale i stworzenie silnej pozycji pracodawcy na rynku pracy. Pracownik, który dobrze wypowiada się o pracodawcy jest najlepszą wizytówką przedsiębiorstwa.

Trzeba też wspomnieć o CSR (corporate social responsibility), które jest świetnym narzędziem dla dużych i małych firm. Społeczna odpowiedzialność biznesu polega na uwzględnienie w strategii biznesowej celów społecznych i ochrony środowiska oraz relacji z różnymi grupami interesariuszy.

What is the role of corporate PR?

On the surface, it might seem that corporate PR is aimed mainly at large companies. This assumption is completely wrong, because shaping a positive image inside the company and working on external communication will work well in every company. The basic premise of corporate PR is a series of activities that affect the customer's market perception. This brings many tangible benefits to companies operating on foreign markets that want to reach customers from all over Europe and local businesses that want to appear among a small group of recipients. The key to success is building a credible and engaging story about the brand that will reach every group of people: employees, investors, business partners, customers, media and experts.

Corporate PR plays a huge role in building and protecting the company's image, and in fact goes a bit further, as it becomes one of the key functions of managing the entire company. Corporate PR assumes that the measure of the company's success is not the image of the brand itself, but the company's key employees. Properly conducted activities can strengthen the company's position on the market. They allow you to keep loyal and dedicated employees, create the image of a good employer and keep customer interest at a constant, high level. It should also be mentioned that contemporary PR activities are very closely related to social media.

Today social media They are one of the most elementary tools that are used to create an image on the web, therefore their importance cannot be underestimated. Corporate PR helps to create communication ideally suited to the recipient. Thanks to it, the company is able to meet the challenges posed by the modern world. Of course, you can do without corporate PR. In fact, many companies give up cooperation with specialists and, at the same time, cope with the market. However, you have to ask yourself how much do they lose by not using their full potential?

When and why is it worth taking care of corporate PR?

There comes a point in the life of every enterprise when you have to start wondering: what's next? How to make the company grow constantly, gain new customers and conquer new markets. Young entrepreneurs often try to act on their own, giving their 110% in every area. The problem appears at the time of stagnation or very intensive development of the company. In the former case, there is a lack of ideas on how to push the brand forward, in the latter case - there is not enough time to deal with each case personally. Of course, you can invest in corporate PR from the very beginning and build a strong brand very quickly, but most companies avoid incurring costs for the image.

Corporate PR is not another a marketing gimmick and gives many benefits that - importantly - are measurable. An entrepreneur can have constant control of the effects and on this basis assess whether the actions taken by specialists give him what he expects (of course, to the extent that corporate PR deals with). It cannot be denied that the image and good reputation of a company have a great influence on its market position, and this is what corporate PR does.

The market is changing dynamically, and since the company wants to constantly develop, it must constantly keep its finger on the pulse. Corporate PR allows you to build an image regardless of the industry or size of the company. A good specialist is able to find and highlight the company's strengths and unique values, and with their help build a market advantage. If there is a good and engaging story behind the brand, and the message is authentic, it is the shortest way to become a company that everyone knows and speaks well about. Simply put - corporate PR is for anyone who wants to appear on the market. Need support in this area? As PR agency we know what actions will be effective.

Summary

Effective communication of business strategy is becoming a key element of the success of every company. It not only ensures clarity and understanding of the organization's goals among its employees. It also significantly contributes to improving the company's image externally.

Communicating a business strategy requires a well-thought-out plan and the use of appropriate tools and communication channels so that the message is consistent and understandable to all recipients. Effective communication of information about the company's goals and plans helps build trust and loyalty. Both among employees and customers, opening the way to long-term success and development.