What is corporate communication?
Corporate communication serves to represent your business in a way that motivates stakeholders.
Motivate to do what? Simply put, any action or behaviour related to the success of the business besides bottom-line sales. This can mean attracting investors, creating favourable sentiment among lenders or the community.
To achieve these strategic aims, every communications asset must be enlisted, from website to brochure, from staff away day to media appearance. Effective alignment gives multiple disciplines the benefit of a shared learning, aiding everything from crisis communications to IPOs.
Are corporate communication and PR separate disciplines?
Some say yes – that corporate communications deals with internal or business-facing stakeholders, while PR deals with the public.
Our view at Beable is different.
Audience of all types respond to messaging and channels because of their needs and preferences, not those of the company. That key investor, for example, or an internal influencer may be reached and swayed by a newspaper article, a traditional PR area, while key public demographics could be persuaded by local-level CSR activity.
This isn’t to say that media relations and corporate communications use the same skillset. They don’t. But from a strategic perspective, it’s vital to see each and every tool and discipline – whatever their traditional category – as a common field of play in meeting core objectives.
Corporate communication in Vietnam: dos and don’ts
| Do | Don’t |
| Use the preferred communications channel of the target audience to reach them. | Divide messaging and activity along internal departmental lines. |
| Pivot elegantly to core messages at the right moments. | Recycle the same talking points and language regardless of context. |
| Treat senior management as a key audience that must be respected as any other. | Forget that external-facing channels must meet the needs of external audiences. |
How can Beable help organisations in Vietnam with internal communication?
Communications strategy
We help companies in Vietnam create communications strategies catered to serve each and every audience.
Story and voice curation
We map the client’s expertise with audience interests, find the right channel, and enable great storytelling.
Training and support
We create courses for human resources or the corporate centre to use communications to boost productivity.
Beable | Strategic and Corporate Communications in Vietnam and South East Asia 