Difference between Corporate Communication and Public Relations
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Public relations and Corporate Communications are often confused because they both deal with communication with various public. However, there are key differences between the two fields.
Public relations is about managing the relationships between an organisation and its various public. It is about building and maintaining goodwill. Corporate communications is about communicating with various internal and external stakeholders of an organisation. Both public relations and corporate communications are important for any organisation, and they do work in collaboration. But most importantly we have to understand the key differences between them before deciding which field to pursue.
What makes public relations and corporate communications look similar?
The two disciplines of public relations and corporate communications share many similarities:
Both disciplines seek to maintain relationships with key stakeholders. And both PR and Corporate Communication use various tools and tactics to maintain relationships with key audiences. The focus of each discipline may be different, the end goal is the same.
The key difference between public relations and corporate communications
The key difference between public relations and corporate communications is that corporate communication is focused on communications within an organisation. Public relations is only focused on communications with the public.
Firstly, Public relations is a strategic communications discipline that builds mutually beneficial relationships between an organisation and its public. And corporate communication is the practice of managing communications within an organisation.
Secondly, While the two disciplines share some common ground, they are distinct fields with different goals. Corporate communication is internal-facing and public relations is external-facing.
Thirdly, Public relations is proactive, corporate communication is reactive. Moreover, Public relations focuses on relationships and corporate communication focuses on messaging.
Ultimately, the difference between public relations and corporate communications comes down to purpose. Public relations is about building relationships with the public to achieve objectives. Corporate communication is about managing communications within an organisation to achieve objectives
Difference between Corporate Communications & Public Relations
Managing public perception during crises and adapting to changing media landscapes.
Aspect |
Corporate Communications |
Public Relations |
|---|---|---|
Definition |
Focuses on the communication within and from a corporation to its internal and external stakeholders. | Involves managing and disseminating information from an organization to the public to shape its image and narrative. |
Primary Objective |
To convey the organization’s internal ethos and values, and maintain a consistent brand image. | To build and maintain a positive public image and manage stakeholder relations. |
Key Strategies |
Internal newsletters, corporate announcements, crisis communication, and brand management. | Media relations, event management, content creation, and crisis management. |
Target Audience |
Internal stakeholders (employees, management) and external stakeholders (investors, partners). | General public, media, government bodies, and potential customers. |
Tools & Channels |
Internal communication platforms, press releases, annual reports, and corporate websites. | Press releases, social media, public events, and media interviews. |
Skills Required |
Strategic thinking, brand management, internal communication, and corporate storytelling. | Media savvy, relationship building, public speaking, and persuasive writing. |
Measurement of Success |
Employee engagement and satisfaction, consistency in brand perception. | Public perception, media coverage quality, and stakeholder engagement. |
Typical Challenges |
Balancing transparency with confidentiality, maintaining consistent messaging across departments. | |
Top Teams |
Top 30 Corporate Communications Teams in India | India’s Biggest PR Firms |
Both public relations and corporate communications are important tools for managing an organisation’s image and reputation. In many cases, the two disciplines are used together to achieve the same objectives with key differences between the two. If this interests you, learn more about this field and make a successful career.
Related: Best Colleges for Public Relations in India
– Tamanna Singh
Tamanna is an Alumna of SCoRe (Class of 2020) and has worked as a PR consultant before (re)joining SCoRe as the Head of Student Affairs. She has also been a teacher previously, which helps her ensure that our curriculum & pedagogy are the best in the country, and our students get the value they join us for. She has worked as a PR Consultant at Value 360 Communications, New Delhi. And has a knack for being brutally honest, for which she is as respected as she is feared! She goes by @TamannaS03 on Twitter.
