Jarrett Giacchino

Summary of the Aspects of Corporate Communications

Corporate communications is the communication process internally or externally that is

used by companies to relay anything that is happening within the company. In corporate

communications, there are six major aspects that are involved. They are advertising, branding,

public relations, sales promotion, personal selling, and social media marketing communications.

These six aspects are what make a successful company, and give the public eye an outlook on a

company or specific product.

According to the American Marketing Association(AMA), “Advertising means any paid

form of non-personal presentation and promotion of ideas, goods, or services by an identified

sponsor” (AMA, 2018). Advertising is related to corporate communications because it aligns

with communicating to audiences outside of the company in order to get consumers or

stakeholders to buy into the company. According to the Bureau of Labor Statistics, there were

149,900 advertising agent jobs in the United States in 2016, with that number expecting to

decline by 4% (Bureau of Labor Statistics, 2016). To become an advertising agent, individuals

must have good communication skills, creativity to draw potential customers or investors’

attention, and be very organized with deadlines. The article, Typical Entry Level Jobs in

Advertising, shows some of the entry level jobs in advertising which include advertising sales

coordinator, assistant media planner and a junior copywriter (Typical Entry Level Jobs in

Advertising, n.d).

Branding the second aspect of corporate communication is basically the truth about what

an organization is and, if their product is what they say it is. Branding works in corporate

communications because when someone is trying to sell something or get someone to invest in
what a specific company is doing, it is important that they get what they are shown in advertising

so they will continue to invest in that product or company. According to Nateralli and Plapler

(Marketing News) “marketers advocate for brands because they believe brands are key business

assets that facilitate demand, encourage growth and create competitive advantage.” (Nateralli,

Plapler, 2018). Entry level jobs in branding include branding ambassador, brand marketing

consultant and branding consultant. Important skills to have for branding include good

communication skills, and organization.

According to the Public Relations Society of America (PRSA) “Public relations is about

influencing, engaging and building a relationship with key stake holders” (PRSA, 2018). Public

relations works in corporate communications because it is the bridge between the company and

the public eye. According to the Bureau of Labor there were 73,500 public relations jobs in

2016 with it growing by 10% in the next ten years (Bureau of Labor Statistics, 2016). Entry

level jobs in the public relations field includes any public relations assistant. Some of the skills

needed to work these entry level public relations jobs include good people skills, good

communication skills and being very organized.

Sales promotion is a type of marketing is the push to getting someone to buy a product.

Sales promotion works with corporate communications because they are bringing the company’s

products to the public in attempt to sell them. The Bureau of Labor says entry level jobs for this

aspect include sales agent’s sales assistants and sales coordinators. (Bureau of Labor Statistics,

2016) Some of the skills needed to become one of these entry level sales promotion jobs include

good communication skills, people skills, organization and creativity. In this aspect, how you

sell your product is how good the company will do, so it is very important. With the decline in

advertising jobs, sales promotion is the same way and could also be expected to decline.
 The fifth aspect of corporate communications, personal selling, is when someone for a

company goes out into the public and has one on one contact with a person to try and sell them a

particular product. Like sales promotion, this goes with corporate communications because

individuals are bringing the company’s product to the public eye, in this case it is a more

personal sales approach. Weitz and Bradford (Personal Selling and Sales Management) state that

“the emphasis on building relationships rather than making short term sales” (Weitz, Bradford

,1999). Personal sales are all about building relationships with customers to ensure they continue

to invest in the product. The main entry level personal sales job would be a sales consultant.

Some of the skills needed to be in the personal sales field would be good communication skills,

good people skills, and creativity. Someone with these qualities would have an enriched career in

personal sales.

Social media marketing communications, is using social media to communicate at the

national and universal. Social media allows companies to show what they company have to offer

on a mass communication level to the public. This ties into corporate communications because

as a social media marketing communicator you are communicating your company name out

there for the world to see. Entry level jobs include Social Media Content Evaluator and Entry

Level Social Media Manager. Skills needed for these jobs include technological skills and

creativity. The job outlook for this aspect will increase greatly as technologies continue to

advance.

All of these six aspects go hand in hand, and work off of each other like a building block.

They all require similar skill sets, and they all tie into corporate communications in similar ways.

Since corporate communications is ultimately the voice of a company, it takes all six of these

aspects to make a company work.

 Reference

All About PR. (n.d.). Retrieved February 01, 2018, from https://www.prsa.org/all-about-pr/

Home: Occupational Outlook Handbook: (n.d.). Retrieved January 31, 2018, from

https://www.bls.gov/ooh/

Is Your Brand Essential to Your Customers? (2018). Retrieved February 01, 2018, from

https://www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/is-your-

brand-essential-to-your-customers.aspx

Weitz, B. A., & Bradford, K. D. (1999). Personal Selling and Sales Management: A Relationship

Marketing Perspective. Journal of the Academy of Marketing Science, 27(2), 241-254.

doi:10.1177/0092070399272008

What Are Typical Entry Level Jobs in the Advertising Industry? (n.d.). Retrieved January 31,

2018, from

https://learn.org/articles/What_are_Typical_Entry_Level_Jobs_in_the_Advertising_Indus

try.html