Institutional or corporate communication aims to deliver a global message about the organisation to its internal stakeholders (shareholders, employees) and external stakeholders (media, customers, suppliers, public authorities).
I Its purpose: to enhance its global image
This is undoubtedly the most demanding typology of communication for both private and public actors. Beware: it is in no way brand or product communication… institutional communication praises the company itself, its values, its biases and its history. In most cases, it can also be said to encompass crisis communication (or reputation) and financial communication.
It can be said to meet the following strategic objectives:
- To publicize and relay the organization’s image
- Showing its uniqueness
- Protecting your reputation
- Establishing a dialogue with the citizen
II Its targets: the whole community
It will address the whole community and therefore: citizens, state institutions, associations, trade unions, media, current and potential partners, investors, shareholders, patrons, clients etc…
III Its communication channels and tools
To deploy its messages, it will preferentially use the media, press and public relations, but also the non-media (events, internet).
Here is a (non-exhaustive) list of its most common events:
- Its contents on the web (a blog article dealing with its commitments in terms of sustainable development for example)
- Sponsorship (on a marathon for example)
- Patronage (supporting a great cause)
- Press relations (an interview with the managers)
- Its speaking out in case of crisis (response on a consumer forum following negative opinions)
- Media advertising (an advertorial Challenge)
- Public relations (an open day, participation in a trade fair).
