| In the event a high profile organizational setback or | | | | provide assistance to existing publications and |
| emergency occurs, what is know as the crisis | | | | websites. The communications consultant will ensure a |
| communication mode takes over. | | | | single message is reported to affected audiences and |
| At these crucial times, the corporate communications | | | | media outlets. |
| office immediately becomes the face and voice of the | | | | In any crisis situation, the only successful strategy is for |
| organization, especially when dealing with the media. | | | | the corporate communications consultant to bring any |
| Corporate Communications blends the roles of public | | | | bad news to the media, first. The worst possible |
| relations, advertising and marketing into a single, highly | | | | posture is for the organization to find itself reacting to |
| focused campaign. | | | | bad news that is generated by the media. |
| This involves carefully managing talent. A corporate | | | | Can Corporate Communications and the principles of |
| communications consultant will accurately assess each | | | | communication benefit virtually any organization in vital |
| person, with a goal of utilizing of their relative strengths, | | | | and relevant ways? |
| weaknesses and personality traits. | | | | Yes. There are three primary categories of |
| Under the old model in which outside firms were | | | | organizations that a corporate communications |
| contracted for PR or advertising help, any organization, | | | | consultant can effect most directly: |
| no matter how big or influential, was still just one of | | | | (1) Corporate, or for-profit, businesses and corporations, |
| many clients, regardless of the circumstances. | | | | embracing companies of any size and any industry. |
| While this approach is fine for the consultant, it denies | | | | They can vary from industrial and service-oriented |
| the client - it denies you - continuity, quality control and | | | | businesses, to professional sports teams, leagues, |
| the kind of accountability that can only come from a | | | | entertainment venues and everything in between. |
| long-standing relationship. | | | | (2) Not-for-Profit organizations, which usually range |
| These methods are and always were expensive and | | | | from schools, to labor unions, to cultural settings like |
| time-consuming. It also limits marketing to either sales | | | | museums or foundations, to charities of all types. |
| or fundraising, and tends to put communications in a | | | | (3) Government Organizations that include the local, |
| box and exclude it from a client's overall strategic mix. | | | | state and federal levels. |
| The new model for any corporate communications | | | | The real goal of corporate communications is to send |
| strategy must employ a focused and strategic | | | | the right message to the right audience at the right |
| approach. Ideally, the consultant will set up an in-house | | | | time, using the most effective tools available. |
| communications office that acts as an on-call liaison | | | | You need to be able to create those messages, |
| for all other departments in the organization. | | | | identify the target publics or audiences, and make wise |
| The consultant will support the various departments in | | | | selections in the channels used to send out those |
| writing, editing, public speaking, speech writing and | | | | messages. |