A fourth consideration is closely linked. In our experience as a strategic public relations firm with corporate communications teams in emerging and global growth markets, there are usually significant knowledge and experience gaps. Embedding an external consultant in your organisation for a period of time can yield significant and demonstrable results in terms of capacity building through upskilling, training and recruiting for best practice. This can have a transformative impact on the ability of a team to operate with influence and impact.

The corporate communications team should act as the heartbeat of the company, serving both as its conscience, and as the lifeblood of the entire organisation. It has responsibility and accountability for the sum total of all of the brand touchpoints with the outside world, so must work to ensure cohesion and consistency.

A parting note of caution: reputation is increasingly predicated on good behaviour, as well as good communications. Doing the right thing is essential, because communications amplifies what’s already there: it cannot create positivity out of thin air. We live in an age of increasingly enforced transparency, due to social media and to the speed with which digital platforms and channels convey information. This is a risk and an opportunity.

Corporations that resource their communications function appropriately, and behave with both authenticity and integrity, cut through the clutter and create sustainable competitive advantage. Professional corporate communication tells powerful stories, and can accelerate brand growth, mitigate a crisis, burnish your reputation, and build your business. It’s worth investing in.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]