Corporate Communication: Roles, Skills, and Career Outlook

Introduction to Corporate Communication

It has been said that the product of the 21st century will be knowledge. With so much information being disseminated each day through print and electronic vehicles, it is very difficult to keep abreast of what is new and to identify the most effective ways to disseminate and take advantage of the knowledge gained. Organizations, in order to remain successful in this competitive global world, must ensure that the necessary people receive information both internally and externally. The person within larger companies who handles this role is sometimes called a corporate communication specialist. This is a broad term that encompasses a number of different communication roles depending on the organization, including internal communication, public relations, media relations, audiovisual specialist, and intranet/Internet management. In some companies, the marketing and communication functions are separate (housed in areas such as human resources and sales); in other organizations, they work together or one person holds both positions. With the changing world of business, the role of the corporate communication manager will change as well.

The communication specialist position grew out of the public relations and media relations positions, which dealt specifically with external contacts. As it became increasingly important to have good communication inside an organization — among employees and between management and employees — it became more critical to have this professional aboard to interface with the community, media, board of directors, and employees.

The Occupational Outlook Handbook published by the U.S. Department of Labor (2006) includes the corporate communication position under public relations. It defines this position as "advocates for businesses, nonprofit associations, universities, hospitals, and other organizations" who "build and maintain positive relationships with the public (internal and external)." These individuals can handle functions including media, community, consumer, industry, and governmental relations. They must understand the needs, attitudes, and concerns of diverse audiences. In larger organizations, they may develop annual communication plans, serve on cross-functional teams such as emergency evacuation committees, and consult with different functional areas.

The communications major in college attracts people who write, edit, translate, and report factual information. They share similar abilities and interests, such as facility with oral and written language and the clear, easy-to-understand expression of content. These individuals typically enjoy promoting and influencing others and are comfortable projecting themselves in public settings. They are regularly called upon to give speeches and run communication events (Fogg, Harrington, & Harrington, 2004, p. 285).

Academic Preparation and Career Pathways

Because the communication specialist often interacts with individuals throughout the company — and may report directly to the president in smaller organizations — degree programs for this field often combine both business and communication topics. In some programs, students receive a thorough overview of behavioral theories and concepts that explain and predict human interaction in the workplace. Specific emphasis is also placed on developing writing, speaking, marketing, interpersonal, team, and leadership skills that are critical for careers in corporate settings, including public relations, integrated marketing communication, human resources, and advertising.

Some students continue after receiving their communication degree into graduate study in communication, law, business, or administration. As new fields open or expand, communication specialists will be needed in those areas as well. For example, due to the growing healthcare sector, communication specialists will be needed not only for traditional positions such as public relations and internal communications, but also as patient advocates, family and patient liaisons, and event planners for geriatric facilities.

Corporate communication managers may be generalists — with a broad overview of different skills — or specialists in areas such as writing and production, Internet content, graphic design, and media. While in high school, many people drawn to this career enjoy courses in English and journalism, and may work on the school newspaper or yearbook. Most people in this career hold a college degree. Those who enter the field often join the International Association of Business Communicators, and many receive professional accreditation by taking an examination for competence in the field (Encyclopedia of Careers, p. 156).

Employment Trends and Salary Data

Graduates with bachelor's degrees in communications most likely work as wage and salary personnel in private, for-profit firms; a small proportion also work in the nonprofit area for larger charities, foundations, and nonprofit interest groups. Nearly one in six are self-employed. This statistic reflects a growing trend in the communications field: producers, directors, writers, and on-air personalities are increasingly hired on a part-time or temporary contract basis to complete special projects. Educational institutions — especially colleges and universities — also hire communications professionals to produce various internal publications such as alumni magazines and external communications such as websites. Government agencies, as well as elected officials, employ communications majors for speech writing and public relations work (Fogg, Harrington, & Harrington, 2004, p. 386).

Access to positions closely related to the communications degree is somewhat limited in this highly competitive field. Fewer than one in three graduates with an undergraduate degree report working in a job closely tied to their bachelor's degree. Only about 18% of communications majors state that they work as broadcasters, writers, public relations specialists, or in a similar creative position. A considerable number of graduates, however, report working in jobs that are somewhat related to the field; about one in six are involved in sales and marketing positions, and about 13% hold managerial or administrative positions, frequently within the communications industry. In addition, about 30% of graduates hold jobs unrelated to their undergraduate major, such as secretarial, clinical, or accounting positions (Fogg, Harrington, & Harrington, 2004, p. 386).

Although the median salary for those in managerial positions was approximately $43,000, those working outside the field cited a lack of positions, poor pay and promotional opportunities, and poor working conditions as important reasons for seeking other employment. Some communication specialists work a standard 35- to 40-hour week, but unpaid overtime is common; some work at home as telecommuters (Encyclopedia of Careers and Vocational Guidance, 2005, p. 158).