Corporate Communications vs Marketing Communications

I strongly believe that corporate communications teams should hands-off marketing communication. Allow me to elaborate on why I arrived at this conclusion.

First, the Background

When I initially began my journey in marketing, I was placed in the corporate communications department as a social media manager. I vividly remember one morning when one of my supervisors approached me and said, “You need to sell.” I was puzzled. “Why do I need to sell if I was not in the marketing department?”

Throughout my tenure in that corporate communications team, we faced challenges in effectively executing marketing campaigns. While we had enlisted the services of a marketing agency, we struggled to establish a connection because none of us possessed substantial marketing experience. We were all frustrated because the work became difficult.

I would leave that department and move into a marketing department, setting myself up for a career in marketing and realizing along the way that, perhaps, corporate communications is not positioned to improve sales at all. Allow me to explain.

Corporate communications and Marketing communications are different from the very beginning

Now, let’s examine the distinct nature of corporate communications teams and marketing communications teams.

Goals: Managing Reputation vs Sales

A corporate communications team is specifically assembled to represent the company’s voice. Their primary goal is to manage the company’s reputation, communicate with investors and stakeholders, and cultivate relationships with significant clients. Essentially, they are responsible for engaging with those who have a vested interest in the company, including shareholders and investors. This team can often be found interacting with the media, issuing press releases, and generating news coverage for the company.

On the other hand, marketing communications, spearheaded by the marketing team, is focused on driving sales and emphasizing the benefits of the company’s products. Their target audience primarily consists of consumers. Through their efforts to highlight the products’ features and advantages, they strive to establish relationships with consumers and ultimately boost sales.

The divergent goals of these teams stem from the fact that corporate communications teams engage with individuals who hold ownership or shares in the company, while the marketing team interacts with consumers who utilize the company’s products. It’s akin to two sides of a room catering to distinct stakeholders.

Target Audiences: Stakeholders vs. Consumers

The corporate communications team primarily communicates with stakeholders, big clients, and investors, aiming to build relationships and engage with those who have a vested interest in the company. On the other hand, marketing communication focuses on engaging with customers. The content shared with these different audiences varies significantly. With stakeholders, the focus is on communicating the company’s performance, financial achievements, and milestone accomplishments. On the marketing side, the emphasis is on how the product or service will benefit the customers, pricing, and the overall quality of the offerings. It’s all about products, sales, and meeting customer needs.

Tools and Approaches: Formality vs Creativity

The tools and approaches employed in communicating with these target audiences also differ. Corporate communication tends to be formal, concise, and direct to the point. It is focused on reporting facts, providing clear and concise information about the company’s performance and achievements. On the other hand, marketing communication employs storytelling techniques to create more creative and engaging messages. Their goal is to capture the audience’s attention and have them emotionally connect with the brand so it is easier to make a sale. The tone and messaging in marketing communication are more artistic and creative, painting vivid pictures to resonate with the audience.

Staff and Skills: Communication Specialists vs Marketing Experts

The staff composition in these teams further highlights the distinctions. Corporate communication teams typically consist of individuals with backgrounds in public relations, journalism, and communication. They are communication specialists who understand what to say, how to say it, and when to say it. They are often trained in crisis management because, during times of crisis, the company needs effective communication.

On the other hand, marketing teams are comprised of individuals with expertise in marketing, advertising, data analytics, and creative roles. The creative staff members play a crucial role in developing engaging and visually appealing materials. Their skills include graphic design, copywriting, content marketing, and a deep understanding of consumer behaviour through research and analysis.

It’s important to recognize that the skills and backgrounds of the staff in these teams are tailored to their respective functions. Transitioning from a corporate communication role to a marketing role or vice versa can be challenging without the necessary skills and background knowledge. The unique skill sets of each team contribute to their effectiveness in fulfilling their specific communication objectives.

Considering all the differences we’ve discussed, such as goals, target audience, messaging, tone, skills, and staff composition, it becomes evident that combining the roles of a corporate communications team and a marketing communications team into one team is not a favourable approach. While both teams excel in communication, their approaches, purposes, and desired outcomes are fundamentally different.

Challenges of Combining Corporate Communications and Marketing Communications

The first issue that arises from merging these two roles is the dilution of communication

Well-trained corporate communication professionals prioritize the management of the company’s reputation and are unlikely to compromise it for the sake of making a sale. Marketing communication, on the other hand, may employ more dynamic and attention-grabbing techniques, aiming to evoke emotions and create viral campaigns. When these contrasting communication styles are combined, the desired impact may be lost, resulting in a less effective overall strategy.

Merging the roles can lead to disgruntled staff members.

Marketing professionals who thrive on excitement and creativity may find the formal and concise nature of corporate communication tasks, such as writing press releases and factual reports, to be dull and unfulfilling. Similarly, corporate communicators may struggle to meet the demands of marketing communication, which requires a more dynamic and engaging approach. This mismatch in job expectations and responsibilities can result in frustration and potential staff turnover.

What is the effective solution?

While both teams may possess strong communication skills, relying on their ability to cover up the challenges in the short term, you have to consider long-term success and elevate the company’s communication strategies. The most effective solution is to separate the corporate communications team and marketing communications team, allowing each to focus on their specialized areas and play to their strengths. This separation provides the opportunity to develop tailored strategies for building relationships with stakeholders and engaging with customers, ultimately maximizing the effectiveness of both teams.

What the solution is not…

It is worth noting that some companies may already have an established corporate communications team and decide to integrate marketing staff and roles into that existing team. However, this approach tends to be problematic, as it leads to a fusion of the two functions without recognizing and respecting their distinct nature. Consequently, this blending can result in a muddled and ineffective communication strategy.

In some cases, companies opt to create a separate marketing team and have them report directly to the corporate communications team. However, this arrangement can hinder the autonomy and effectiveness of the marketing communications team. The corporate communications team may have concerns about certain marketing strategies that they perceive as potentially detrimental to the company’s reputation or key performance indicators (KPIs). This can lead to conflicts and challenges within the reporting structure.

Alternative Solution: Hire a digital marketing agency

If staffing the marketing communications team internally is challenging due to talent shortages or time constraints, an alternative is to hire a digital marketing agency. Then again, do not place the agency under the supervision of your corporate communications team, as this can recreate the same issues.

Drawing from my own experience, I worked in a company where the marketing agency reported to the corporate communications team. As a corporate communications professional at that time, I lacked the marketing expertise to assess the agency’s strategies effectively. It resulted in a lack of alignment and very subpar outcomes.

Manage the digital marketing agency with a marketing manager

To address this, my recommendation is to hire a marketing strategist or manager who can oversee the digital marketing agency. This marketing manager can provide the necessary expertise and bridge the gap between the company’s objectives and the agency’s execution. By having the marketing manager as the point of contact, you can ensure better coordination, understanding, and accountability. The marketing manager can act as a liaison between the agency and the company’s leadership, ensuring that marketing efforts align with the overall goals and drive desired outcomes.

When the marketing manager reports directly to the CEO or CFO, they function as a separate department within the company, responsible for overseeing the marketing agency’s activities. This structure enables effective communication, strategy discussions, resource allocation, and advocacy for marketing initiatives. Collaborating with the marketing manager, who comprehends the agency’s challenges and objectives, facilitates smoother decision-making processes and secures necessary resources from the company.

Watch the full video here

Can a corporate communications team work with a marketing communications team?

Yes, a corporate communications team and a marketing communications team can work together within the same company. There are areas where they can collaborate and leverage their expertise to achieve common goals. Here are a few instances I can give off the top of my head.

Product Launch

One such area of collaboration is during a product launch. The corporate communications team will handle media relations, communicating with the press about the product and representing the company’s interests to stakeholders. On the other hand, the marketing communications team will focus on engaging consumers and developing marketing strategies to promote the product’s benefits and generate sales. While both teams may use the same communication channels, such as social media or newspapers, their messaging and approaches will differ. Corporate communications will emphasize the significance of the product launch for the company while marketing communications will highlight how the product can enhance the consumers’ lives.

Crisis Management

Crisis management is another scenario where the two teams can collaborate. In a crisis situation, the corporate communications team takes the lead in managing the company’s reputation and addressing the crisis’s impact. They communicate with stakeholders, share updates, and provide reassurance. Simultaneously, the marketing communications team can support by assuring consumers about the continuity of the company’s products or services during the crisis. While corporate communications lead the overall crisis communication strategy, the marketing team plays a crucial role in maintaining consumer confidence and addressing their concerns.

Collaboration for Communication Campaigns

Corporate communications can also draw upon marketing ideas and expertise when running campaigns targeted at stakeholders. If there is a need to sensitize stakeholders about a particular topic, corporate communications can collaborate with the marketing team. Marketing communications can create materials, such as flyers or graphic arts, based on the brief provided by corporate communications. They can infuse creativity and emotion into the messaging to engage stakeholders effectively. Marketing communications’ proficiency in crafting persuasive and visually appealing content can enhance the impact of the campaign.

Be sure to have both teams collaborate on an equal footing

Although there are areas where collaboration between the corporate communications team and marketing communications team is beneficial, it is essential to maintain a clear distinction between their roles and responsibilities. Each team brings a unique perspective and skill set to the table, and their expertise should be leveraged effectively to achieve the company’s communication objectives. By collaborating strategically and playing to their respective strengths, these teams can work together to enhance the company’s overall communication efforts.

More (smaller) Solution

The Need for Creativity within Corporate Communications

It is true that the landscape of corporate communications has evolved, and there is a growing need for creativity within this domain. While it is important for the marketing communications team to provide creative support, it is also advisable for the corporate communications team to have its own creative professionals.

The expansion of digital media and the need to capture attention with visually appealing graphics and branding necessitate creative skills within the corporate communications function. By hiring and training creatives specifically for corporate communications, companies can leverage their expertise in a way that enhances communication efforts. These creatives can use their graphic design skills, writing abilities, and other creative talents to bolster the effectiveness of corporate communications.

This should really be another blog topic.

Your marketing agency is not your creative agency

It is crucial to distinguish between a marketing agency and a creative agency. While marketing agencies may not necessarily specialize in creative work, they often charge extra for creating creatives for corporate communications. By building an in-house team of creatives within corporate communications, companies can avoid additional costs and have dedicated professionals who understand the specific communication requirements of the company.

Again, this should be another blog topic.

What to do with your Rockstars

Occasionally, there may be individuals who excel in both corporate communications and marketing communications. These multi-talented professionals can be valuable assets. However, it is not advisable to rely solely on their ability to switch between roles in the long term. Over time, these individuals may need to specialize and focus on a specific area that aligns with their skills and passions. Attempting to perform both roles simultaneously may lead to diluted efforts and decreased effectiveness. Allow these individuals to develop and specialize in a particular area, taking advantage of their unique skills and energy to elevate communications within their respective domains.

Finally, the end…

In summary, it is essential to allow corporate communications to focus on corporate communication and marketing to focus on marketing communication. By having dedicated teams for each function and providing them with the necessary training, independence, and resources, companies can ensure that their communication efforts are targeted, effective, and aligned with their goals. While creativity should be fostered within corporate communications, it is important to have a clear distinction between marketing and corporate communication roles to achieve the best results.