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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
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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