Corporate comms should protect reputation, build trust, and support leadership decisions. This framework keeps messaging consistent and resilient.
1) Anchor on a corporate narrative
Write one narrative sentence and three proof points. This creates a stable foundation for all channels.
2) Map stakeholder priorities
Create a stakeholder map ranked by influence and risk impact. Use it to decide where leadership time and messaging focus should go.
3) Align leadership cadence
Set a predictable cadence for executive updates. Consistency builds trust faster than occasional big announcements.
4) Integrate crisis readiness
Build crisis messaging into the strategy. Prepare holding statements and define approval paths in advance.
5) Align internal and external messaging
Employees should hear key messages before external stakeholders when possible. Misalignment creates rumours and distrust.
6) Measure trust movement
Track media tone, stakeholder feedback, and sentiment signals monthly. Use the data to refine messaging before issues escalate.
FAQ
How often should the corporate narrative be updated?
Review it quarterly and update after major strategic shifts.
Who should own the narrative?
A senior comms lead with direct access to leadership.
Is internal comms part of corporate comms?
Yes. Employees are a core stakeholder group.
What is the biggest corporate comms risk?
Inconsistent messages across audiences.