Currently, with the emergence of numerous organizations, a competitive market has been developing that has led most companies to improve their communication relationship between its members, using communication strategies or channels, in order to keep their employees updated about the changes made in the company, this in order to improve or strengthen their identity and corporate image towards their internal and external public.
All companies have different communication needs, but it is essential that there is an evaluation and selection in the messages and media that will be used towards their public, taking into account the profile of the organization.
Currently communication has become one of the central axes of a company, since through it there is a better communication relationship between employees and this is reflected in the treatment of customers.
It is considered important that companies stay up to date as there are more companies every day, therefore there is greater competition and the need for better communication for their internal and external public, as well as achieving an image and identity of the company.
For this reason, the use of organizational communication tools is important, for example “corporate communication”.
In corporate communication, the communicator forms the entire organizational message and in this way the corporate image and identity is defined, as the means that leads to the improvement of the business relationship.
To achieve the above, it is necessary to know the essential structure of the media and communication systems that exist in the company, such as newsletters, newspapers, magazines, whether internal or external, so that they are properly used, as well as understanding the importance of The communication within the company.
Once the means that are used in the company for proper communication have been identified, they must be worked on to prepare their design and content.
The purpose of developing corporate communication in a company is to value communication as a necessary tool to improve its image and identity.
To start any communication project in an organization, it is important to carry out a research effort, from knowing its organizational culture to its products and / or service that the company offers its clients, in this way they will be the appropriate uses of the communication strategy that be used in it, to reinforce your identity and corporate image.
For this reason, it is important that companies stay up to date as there are more companies every day, therefore there is greater competition and the need for better communication with their internal and external public.
The messages that are exchanged in the organization can be transmitted through interpersonal channels or through communication media such as memoranda, circulars, bulletins or magazines, bulletin boards and manuals, as well as audiovisual programs, internal television circuits, computerized systems, sound environmental or you can also make use of the mass media, in order to reach numerous external audiences. (Fernández Collado, 1998)
There are many means of communication by which a company can maintain communication with its employees, resulting in a better relationship between the two, this is reflected not only within the company but also abroad. This is a way for the company to maintain both its identity and its image before its internal and external public.
In practice, communication takes many forms in organizations such as "public relations and advertising", they are the oldest terms used to refer to particular or specific forms of communication, but they are still used frequently. It is considered that the important thing here is that the communication functions are carried out within the organization and especially that it is carried out by the communication specialists.
The functions that are considered suitable for communication to be successfully carried out in a company are: The production, innovation and maintenance function.
In the production function, the information that is managed is directed towards the production of the employees, through this it is communicated to them how they should carry out their work, including activities such as training, orientation, problem solving, goal setting, suggestions and ideas that improve the production that is generated.
This function covers any communication activity related to the performance of work in the organization.
In the case of the innovation function, whenever we hear this word we associate it with something new that will have a certain impact on society. However it does not necessarily have to be objectively new, but it does cause favorable reactions which is very important.
As for the maintenance function, through this function the employee integrates and coexists more with the other members of the organization, through social events such as: the celebration of a birthday of any member, the end of the year toast, the anniversary of the company, where recognitions are given to the most outstanding or senior employees, these, among other events, are examples that ensure that the job performance in a company is successfully met. Employees need to feel really part of the company, to consider themselves an important part of it.
In the three functions, the staff in the company is very important, as well as the appropriate delivery of information. However, its external public is also important, on whom any organism depends in a large percentage.
