The Role of Integrated Corporate Communication in Sustainability and Reputation

📚 Corporate communication is evolving into integrated strategic communication where each department's communication goals align with the overall communication goals of the company.

💼 The role of the Director of Communication (Dircom) is to ensure that each department achieves its specific daily objectives while also promoting the company's reputation and image as a whole.

🌐 The Dircom focuses on selling the company itself, its global reputation, and future projection, rather than selling specific products or services.

👥 Corporate communication is responsible for the sustainability, reputation, and public image of a company.

🌐 The role of the Dircom (Director of Communication) is to strategically oversee the company's interests and cannot be fulfilled by individual departments.

🔄 The new Dircom integrates and updates organizational structures, moving away from compartmentalized departments.

The traditional hierarchical organizational structure has shifted to a network-based system where everyone is interconnected.

Employees are given more responsibility, participation, and decision-making power.

This change in the organizational structure has led to a more democratic and inclusive work environment.

💼 Corporate communication requires collective responsibility, cooperation, and teamwork.

🌐 Communication towards both internal and external stakeholders should leverage new tools and adapt to changes.

🔑 Simplicity, clarity, and transparency in communication strategy are crucial to navigate the complexity of organizations.

🔑 The brand symbolizes the history, models, and positioning of the company.

🚗 Brands like Mercedes Benz and Zara represent their entire company's values.

💡 The significance of a brand lies in its meaning to the audience and its connection to the company.

📚 The role of corporate communication is focused on strategic intelligence and cultivating corporate culture, reputation, and relationships.

🔍 Tools in corporate communication are secondary to the main objectives of positioning and maintaining the image and reputation of the company.

🌱 Corporate communication professionals also need to consider the future and engage in departmental collaboration to achieve their goals.