Substantive and engaging corporate and marketing communications are crucial for services businesses. But while these two disciplines are closely aligned, they each serve different purposes and specific audiences: corporate communications having broad reach while marketing communications are focused on very specific targets.Â
Communications
Corporate Communications
Corporate communications focuses on managing an organisation’s brand image, reputation, and stakeholder relations. The primary goal of corporate communications is to shape perceptions, establish trust, and maintain a positive reputation for the organisation as a whole.
This discipline encompasses activities such as internal communication, external communications (including investor relations), media relations, issues management, change management communications, and corporate responsibility (ESG) communications.Â
Marketing Communications
On the other hand, marketing communications are specifically geared toward promoting and selling your services and intangible products.
This discipline involves crafting messages and strategies to attract, engage, and convert clients.
Marketing communications encompass advertising, promotional campaigns, digital marketing, public relations, content creation, and direct marketing. The focus here is on reaching and persuading target audiences, generating leads, driving sales, and ultimately fostering loyalty and advocacy.