Corporate and marketing communication are two different types of messages created by companies and organizations. Corporate and marketing communication are targeted at distinct audiences with varying intent. Corporate messages are structured to convey the attitudes, beliefs and goals of an organization or company as an institution, while marketing messages are meant to informing the consuming public of a good or service.
Corporate communication is broadly defined as a corporation’s attempt to inform the public, including all its consumers, private investors and the media. Corporate communication represents the very voice with which corporate institutions interact with the outside world and is inclusive of communications regarding investor relations, government relations, labor relations and employee development. Where marketing communication is intended to focus on a particular product or service offered by a company, corporate communication is distinctly focused on news, strategies or opinions of the corporation that makes that product or service.
Marketing communication is created to influence consumers to purchase a particular product or service. Marketing messages are often specifically tailored to particular groups of the consuming public broken down by age, sex and gender. Companies create marketing messages based on the perceived preferences of these groups, or demographics. Marketing messages also vary widely from product to product. Corporations that produce a wide variety of products and services across numerous markets create diverse marketing campaigns across myriad demographics.
The major differences between corporate and marketing communications lie in the audience each type of communication is intended to target and the particular entity each message is intended to represent. Where corporate communication is intended to represent the uniform opinions, strategies and motivations of a singular corporate entity, marketing communications are designed uniquely to influence consumers to purchase the goods and services that corporate entity produces.
Corporate and marketing communications should not be confused with other channels of corporate communication, particularly public and community relations. Public relations is broadly defined as a corporate body’s attempt to influence and control the perception of their organization in the eyes of the general public. Community relations represents the interaction of a corporate entity or institution with the citizens who live and work in and around its place of business.