What Is Corporate Communication?

Corporate image dissemination mainly refers to the use of the external public as the object of communication, the purpose of clarifying the purpose of the company's target image through active and active external communication, and communicating the efforts made by the enterprise to achieve public value. In corporate image communication, products / services, advertising, public relations activities, and CI design are the most commonly used external communication methods.

Corporate image communication

Corporate image dissemination mainly refers to the use of the external public as the object of communication, the purpose of clarifying the purpose of the company's target image through active and active external communication, and communicating the efforts made by the enterprise to achieve public value. In corporate image communication, products / services, advertising, public relations activities, and CI design are the most commonly used external communication methods.

Communication is the first job of corporate image practice. As an image-shaping process, communication is the process by which the communicator uses a certain communication medium to interact with the object of communication, that is, the interaction between the corporate image subject and the object

From the perspective of the effectiveness of communication, according to the specific needs of corporate image practice, it can be divided into: 1. Knowledge-level communication, that is, it is limited to letting the public know the relevant information of the enterprise.

2. Communication at the emotional level, that is, based on letting the public know the relevant information of the enterprise, further contacting it to deepen the relationship.

3. Propagation at the attitude level, that is, on the basis of letting the public know the relevant information of the corporate image and further deepening their feelings, continue to disseminate the relevant information until the public's unfavorable or incomplete views and intentions on the corporate image are changed.

4. Dissemination at the behavior level, that is, to strengthen the dissemination of corporate image information on the basis of changing public attitudes, so that the public can adopt the behaviors expected by the enterprise, such as becoming the receiver and supporter of the corporate image, and then accepting the company's products and service. From the perspective of the form of communication, mass communication, group communication, public communication, organizational communication, and interpersonal communication can be selected.

1. Make full use of the mass media. The use of printed and electronic media to publicize corporate image information is the most impressive channel, the most influential and the widest audience. 2. Make full use of propaganda media. Propaganda media is used for various types of meetings, exhibitions, film and television materials, poster columns, book albums and other forms of corporate image dissemination. Making full use of and mobilizing propaganda media can spread the corporate image in multiple channels and angles.

3. Carefully organize public relations activities. Public relations activities are a good way to bring into play the role of interpersonal media. In public relations activities, people come into direct contact with each other, not only the exchange of information, but also the emotional exchange, which can deeply convey the corporate image information. ^[1]