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Why does Business Communication influence Corporate Image?

The way in which a business is perceived, positively or negatively, constitutes its corporate image. The corporate image is inseparable from all the activities within a business as it generally includes the overall picture that people have of a business. The corporate image of a business is also directly related to communication in the business.

The way in which a manager deals with employees will have an effect on employee morale and motivation. Lack of motivation among employees or little knowledge of products or services will impede good customer service. If employees deal with customers in an unprofessional manner, those customers will perceive the business in a negative way. How customers experience the products or services or their personal contact with the business, can result into either positive or negative viral marketing for the business. Customers have access to numerous social media platforms to post either complaints or compliments about the business. Word of mouth is a very powerful form of advertising these days that can either make or break a business.

It is thus not only communication with employees that influences the business’ corporate image, but also external communication to its various stakeholders. Controlled messages such as advertising can create a positive image of the business, but should form part of an integrated communication (IC) strategy, concentrating on the image of the business. Similarly uncontrolled messages via publicity can also affect the corporate image of the business, especially if the publicity is negative.

IC can contribute to a favourable corporate image of the business since consistent messages convey one specific message to the business’ target audience. Although a business cannot always control negative publicity, the way in which the business deals with communication messages inside and outside the business to its employees and stakeholders will eventually play a large role in how it is being perceived.

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