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Corporate Communications Functional Model

Functional Statements

​By Mansour Baker, SHRM-CP

Posted  01 May 2020

The corporate communication functional areas are grouped into activities or processes based on their need in accomplishing tasks.

Exhibit 1

The Corporate Communication Functional Structure Model

Described below are the functional statements for the Corporate Communication team

Level 2 Corporate Communication Functional Statements

Corporate Brand Management

• Formulate and manage corporate brand identity and strategy
• Develop corporate brand management processes and monitoring compliance
• Define and maintain advertising standards
• Formulate external communication strategy 
• Develop overall media plan
• Manage agency relationships and support media assets advertising campaigns to ensure alignment with corporate brand image
• Manage and update corporate website

Public Relations

• Maintain relationships with media and the public
• Prepare press releases and corporate PR material
• Release corporate publications
• Respond to media and press releases
• Develop PR support documents including stationary, business cards etc.
• Define communication strategies about partnerships and alliances
• Produce annual reports in coordination with company divisions and support functions
• Provide financial information to stakeholders
• Develop sponsoring concept and budget
• Organize and manage national and international corporate events
• Plan and manage company participation in and sponsorship of exhibitions and events

Internal Communications

• Introduce staff briefing system to communicate key external and internal information, developments and decisions to all staff
• Enable feedback from staff on communicated information through staff briefing system
• Manage internal communication including production and dissemination of all material such as newsletter, posters, etc.
• Facilitate and contribute to change management programs
• Manage and update intranet site

Level 3 Corporate Brand Management Functional Statements

Brand Development and Support

• Formulate corporate brand identity strategy, plan and budget
• Create, launch and drive corporate brand and manage copyright protection in coordination with the legal department
• Develop guidelines for all corporate communications to preserve corporate image
• Work with other divisions to ensure guidelines are abided by
• Set branding guidelines and standards for brand/customer interface and monitoring compliance of individual brands with the corporate brand management system
• Ensure brands alignment with corporate strategy
• Monitor perception of corporate brand

External Communications and Advertising

• Define advertising strategy for the corporate brand
• Manage corporate advertising budget
• Develop key advertising communication processes
• Contract advertising agency and manage relationship
• Lead the production of advertising ideas with external experts
• Develop media planning and buying policy
• Liaise with media buying entities for advertising the corporate brand
• Manage corporate media plan budget
• Monitor releases in media

Corporate Website Management

• Define corporate website guidelines
• Manage and control quality of the company website design and content

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