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Corporate Communication & Public Relations

Updated on December 7, 2017

Internal Communication - The Cause and Effect:

I reckon that one of the colossal omissions and mishaps in business history is totally perceiving the significance of “Corporate Communication - particularly Internal Communication”, although it is known that organizations are only evaluated as the employees who represent them.

As George Bernard Shaw said, in one of my all-time favourite quote “The single biggest problem in communication is the illusion that it has taken place.”

For quite some time, internal communication was the “Forest Gump" of the communication profession. It was seen as something unfathomable where communication and communication practitioners were underestimated and made light of. But that is over and done. Professor Anne Gregory called internal communication, the “Cinderella” of the profession.

Employee Engagement Categories: Engaged/Not Engaged/Actively Disengaged.

Corporate Communication - Effective Workplace

More than just a Message
More than just a Message

Gallup describes an actively disengaged worker as someone who is “unhappy and unproductive at work and liable to spread negativity to coworkers. In other words, they are people who don’t like their job and aren’t afraid to let others know about it.

I describe it, as workers that are lacking the sense of “ownership” and belonging due to several factors.

Gallup also found that an actively disengaged employee costs their organization $3,400 for every $10,000 of salary, or 34 percent. That means

Employee Disengagement and what's at Stake? Everything:

62%* of people who don't care for their jobs say it's communication-related. Management isn't transparent about direction. Constant change isn't well-communicated.

This poor communication has a big ripple effect on the business since it accompanies a performance, retention, and culture problem.

Here is how I see it: Imagine, living with your family for 30 years and one day, out of the blue, you learned by a fluke that your younger brother got married a few months back and expecting his firstborn soon - Your father has accepted a new job and is relocating overseas for 8 years - A perfect stranger is now living in your house!!!

The point is that you knew All of the above today’s morning from another family member and without any prior notice, what would your feeling be like?

Is it too much? Maybe, but it has the same level of importance to many of us.

I can presume that the employees will feel shocked, mistrusted, unsafe, uncared for, out of the loop with no sense of belonging and they might even feel betrayed at times. With the absence of transparency and loyalty within the company, ultimately a crisis will hit.

A preliminary Remedy:

For a healthy business culture, employees have to be well informed of every business practice, what's even better, is to let them be part of it. That will grant them the value they need and won’t let them feel mistrusted or unvalued by the management.

Define the goals and let them know what’s expected from their side and incorporate clear guidelines.

Share the company’s core values and mission and cooperate with them to reach its vision.

Keep them up-to-date with all new achievements, inform

Main takeaways from the drawbacks of low employee engagement:

  • Impact on business bottom line that will eventually cost money.

  • Lack of loyalty and negative effect on other employees.

  • Disruption and dissatisfaction within the company resulting in killing morals.

  • of customer satisfaction due to unhappy employees.

  • Affect company’s reputation.

What is Corporate Communication: It’s not some Mystic Art:

The Problem: Corporate Communication hasn't entirely been figured out. In my opinion, corporate communication is the umbrella that covers all kinds of messaging in which touches base with individuals/communities/investors/the world. Why? Starting with branding the very first phase in building your business reputation and maintaining its development, all the way to Marketing, PR, Internal Communication as well as any promotional and media activities; all have one main point in common, that is con


Thomas Sampson. A man who was born at a time of unstable economies and political turmoil, in the 1300s, on the outskirts of Oxford, England, was a pioneer in teaching a side of the business that represents the medieval’s version of corporate communication to his business disciples. One of the most valued business skills they learned was their ability to compose and write letters, given that it is, the only mean of medieval communication that would perambulate distances and provide a perceptible record of the exchanged communication that took place.

About 200 years ago, companies used to bring in publicists to manage their promotional, advertising and media campaigns on a temporary basis.

In the following decade, these companies realized that they needed to have the advertising practitioners around the clock and determined to create the “In-House” structure. I call this phase the “Evolutionary Transformation of Communication and Public Relation”.

© 2017 Karim Maged


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