The case for Corporate Communication – An in-house view

9 May 2025 Reading Time: 4 minutes

by Dionne Ligoure:

From a professional standpoint 2025 is a significant year for me. I will be celebrating three (3) decades of professional experience.

I started my career straight out of university with a couple of detours in between to complete my master’s degree and gain some international experience.

Most of my professional experience is in the field of Corporate Communications and to be blunt, it is sheer grit and love for the profession that has kept me in it.

It’s been a wonderful but sometimes complex 30 years, dealing with a range of C-suiters, their personalities and their egos.  From those who understood and appreciated the value of the function, to those who couldn’t care less and openly expressed and demonstrated their indifference, misgivings and what was unfortunately their ignorance about the strategic importance of Corporate Communications.

A career in Corporate Communications is not for the faint-hearted or those who believe that communication is about wearing miniskirts to cocktail parties to have frivolous conversations.

Don’t get me wrong, networking and stakeholder management are par for the course, but there’s far more to this strategic and fundamental function for business.  This article will highlight some of the reasons why this is so.

In today’s interconnected and rapidly evolving business landscape, corporate communications has grown from a supporting role into a key strategic function.

Corporate Communications influences an organization’s reputation, internal cohesion, stakeholder trust, and ultimately, its bottom line. When executed effectively, it can drive business success by aligning messaging across multiple channels, managing crises, fostering employee engagement, and strengthening stakeholder relationships.

Companies that integrate corporate communications into their strategic planning are better positioned to navigate challenges, build trust, and drive sustainable growth.  Research by McKinsey & Company shows that organizations with strong communication strategies are 3.5 times more likely to outperform their competitors.

Companies that invest in internal and external communications see tangible benefits, including:

* Higher Employee Productivity:Clear communication reduces misunderstandings and fosters efficiency, contributing to overall business performance.

* Stronger Customer Loyalty:Brands that communicate transparently tend to build lasting relationships with customers, driving repeat business and brand advocacy.

* Increased Investor Confidence:Well-communicated financial and strategic updates boost investor trust and market stability.

The Main Functions of a Corporate Communications Department

A corporate communications department is responsible for several functions, all of which contribute strategically to an organization’s success:

These functions include but are not limited to:

1. Internal Communications: Employees as Brand Ambassadors

Employees are a company’s most powerful brand ambassadors. When well-informed and engaged, they can become advocates for the business, reinforcing its reputation through their daily interactions.

Top insights from a 2024 Staffbase Employee Communication Impact Study have revealed that:

“1. Internal communication has evolved into a strategic tool that is central to meeting business goals: It is more than simply providing news and information. 2. Internal communication is no longer limited to employees: It is highly intertwined with external communication and news about the organization that impacts brands and corporate reputations.”– (Staffbase – Employee Communication Impact Study 2024) 

Corporate communications play a strategic role, supported by tactical actions to ensure that accurate information is shared with employees in a timely manner so that they understand the company’s goals, policies, and values through clear and consistent messaging, across multiple channels.

For example, at Caribbean Airlines Limited where I am the Executive Manager Corporate Communications, we’re heavily invested in internal communications to align employees with our vision, mission and strategic plan.

Through tools such as our internal communications platform – the Caribbean Hub, processes like our Employees Notified First messaging, our internal newsletter Caribbean News Now, among other mechanisms, the airline keeps employees accurately informed and engaged.

This strategy has been instrumental in reducing silos, building a more unified corporate culture, and increasing employee satisfaction.  The increase in Employee Satisfaction was revealed in two (2) consecutive years (2023, 2024) through the results of our annual Employee Opinion survey which is independently administered and analyzed.

2. Media Relations and Reputation Management

Corporate communications manages relationships with the media to ensure accurate representation of the company in the public eye. This function is vital for shaping public perception and handling crises effectively.

Over the years, I’ve observed a leading international phone manufacturer which carefully crafts its product launch communications to generate excitement and maintain brand exclusivity, resulting in high consumer demand and media coverage.

Regrettably, there are numerous examples of poor media relations and reputation management, including well-known international companies who have fumbled and stumbled through crises, doing untold damage to their reputations.

3. Crisis Communication and Risk Management

In an era where information spreads rapidly, crisis communication is a critical function of the Corporate Communications portfolio.   A well-prepared corporate communications team can mitigate reputational damage and ensure business continuity during crises. This starts with having a solid and up to date crisis communication plan. Research from Deloitte has found that organizations with a crisis communication plan recover 33% faster from reputational damage.

An example of effective crisis communication was Southwest Airlines’ response to operational disruptions in December 2022. While the airline faced widespread cancellations due to severe weather and scheduling issues, its corporate communications team provided timely updates, acknowledged shortcomings, and outlined corrective measures. Despite the crisis, the company’s transparent approach helped maintain customer confidence.

4. Corporate Social Responsibility (CSR) and Sustainability Communications

Today’s consumers and investors expect businesses to operate responsibly.

Corporate communications when employed strategically ensures that CSR and sustainability initiatives are effectively communicated, reinforcing corporate values and enhancing brand reputation.

United Airlines is an example of a company leveraging corporate communications to promote sustainability. Through its “Good Leads the Way” program, United actively communicates its commitment to reducing environmental impact. By integrating sustainability into its brand narrative, the company is deepening consumer trust and gaining a competitive edge with demographics like Gen Z’s.

Research from the World Economic Forum (2022) showed that Gen Z’s care more about sustainable buying decisions than brand names.

5. Executive and Stakeholder Communications

Corporate communications facilitates communication between executives and stakeholders, ensuring alignment on strategic initiatives. Clear, well-crafted messages from leadership help instill confidence in investors, customers, and employees.

The Watson Wyatt Worldwide Study (2002) found that companies with highly effective communication practices achieve 20% higher market premiums. This statistic has been widely referenced and supported by further studies, some even suggesting that the percentage is higher.

The Strategic Impact of Corporate Communications on Business Success

Corporate communications continue to evolve in size, importance and complexity.

It is a strategic function, with tactical and practical elements which have become essential to achieving a company’s business goals.

However, we cannot ignore that even when corporate communications is done strategically and effectively, difficulties remain, with many communication practitioners looking to make enhancements, especially through better measurement and use of analytics to keep pace with the changes taking place in the world.

As companies navigate an increasingly complex and digital world, investing in robust corporate communications is no longer optional.

In a time where reputation is currency, organizations that recognize and leverage this function strategically will be better positioned to thrive where transparency, trust, and engagement define success.\

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Dionne Ligoure leads corporate communication for Caribbean Airlines Limited and is a #WeLeadComms honoree

Written by: Editor