Roles within PR & Corporate Communications

There are many different ‘kinds’ of communication a company has to do, and in most large companies there will be different people and departments who look after each bit – meaning some PR professionals will specialise in one specific kind of corporate communications – probably one of the following…

By Emily Morrison

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Corporate and Media Relations

Communication with journalists and editors at newspapers, magazines, TV, radio and on the web in order to promote the company – its products, services and image.

Investor Relations

Representing corporations directly to investors. IR people don’t usually deal with the press.

City and Financial PR

This combines the above two – they represent a company to the financial press which is read by investors and potential investors.

Marketing Communications

This focuses on promoting products and services directly to consumers (this role may sit in the marketing department, so if you want to know more you should check our guide to that sector too).

Customer Relations

This is used by companies to manage their ongoing relationships with existing customers. Also known as customer care.

Internal Communications

All communication within a company. It helps employees to understand the organisation’s visions, values and culture. For example, though a company newsletter or intranet site.

Public Affairs

Getting your voice heard. Deals with social and political issues. Often referred to as lobbying, it often involves pressing for a change in government policy, eg a tobacco company might lobby for lower taxes on cigarettes while a health group might lobby for higher taxes.

Crisis Communications

Used to defend and protect an organisation facing a public challenge to its reputation. This could be anything from a faulty or dangerous product to a criminal allegation or media investigation. The financial reputation of the company may also need to be defended.

Change Management

Managing change within a company. Often used to manage awkward situations such as making people redundant, or to manage the changes required when a company merges with another. This will involve more than just PR/Communications people, though change in a company poses many communication challenges, so the communication department will most likely play a key part.

Corporate Responsibility and Sustainability

These days, companies are not just judged on their profitability. They need a good ‘corporate reputation’. This can be achieved by paying attention to ethical standards and balancing economic, environmental and social factors, addressing concerns and expectations of their shareholders and consumers. This has generally become a responsibility of the PR & Corporate Communications department.

Communication Strategy/Corporate Communications

Taking general responsibility for building an organisation’s corporate reputation amongst all of its stakeholders. These people may sit at the top of the communication department hierarchy. Some people would say that the term ‘corporate communication’ specifically applies to these people. This area might also be called ‘reputation management’.

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This article is part of the unicornjobs.com guide to Working In PR & Communications. Click here to go to the guide index.

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