Communication management is a central aspect of corporate management and includes the planning, organization, implementation, and control of communication measures. The goal is to ensure effective and efficient internal and external communication to achieve corporate objectives and shape the company's image. Various tools and channels are used, and attention is paid to both verbal and nonverbal communication. Communication management is thus an important factor for the success of a company.
Detailed Description
Communication management refers to the entirety of all processes necessary for successful communication within a company and with external stakeholders. It is not only about the transmission of information but also about creating understanding, trust, and acceptance. Communication management is an important part of management and contributes significantly to the success of a company. The following sections elaborate on the different aspects of communication management.
Goals of Communication Management
The goal of communication management is to ensure effective and efficient communication within the company and with external stakeholders. It involves the transmission of information, the creation of understanding and trust, and the steering of opinions and attitudes. Communication management thus contributes to the achievement of corporate goals and shapes the company's image.
Tasks of Communication Management
The main tasks of communication management can be divided into four areas:
- Planning: In the planning phase, a strategy is developed based on corporate goals and defining communication objectives. This includes selecting target groups, determining content and messages, and choosing the appropriate tools and channels.
- Organization: Organization includes structuring and coordinating communication measures. This involves determining responsibilities and competencies, coordinating internal and external resources, and integrating communication into business processes.
- Implementation: In the implementation phase, the planned communication measures are realized. This includes designing and producing communication materials, selecting and managing service providers, and implementing communication channels and tools.
- Control: Control serves to review communication management regarding goal achievement and efficiency. This includes monitoring the success of communication measures, identifying potential for optimization, adjusting the communication strategy, and documenting and reporting the results.
Tools and Channels in Communication Management
Various tools and channels are used in communication management to achieve communication goals. These include, among others:
- Mass media (e.g., print, radio, TV, online)
- Public Relations
- Advertising
- Sales Promotion
- Event Marketing
- Sponsorship
- Internal Communication
- Direct Marketing
- Social Media
The selection of the appropriate tools and channels depends on the communication goals, the target groups, and the resources available.
Verbal and Nonverbal Communication
Communication management pays attention to both verbal and nonverbal communication. Verbal communication refers to the exchange of information through language, while nonverbal communication involves the transmission of information through body language, facial expressions, gestures, tone of voice, and other nonverbal signals. Both forms of communication are important for successfully conveying messages and avoiding misunderstandings.
Collaboration with External Partners
In communication management, there is often collaboration with external partners to outsource certain tasks and functions. This includes, for example, advertising agencies, PR agencies, media agencies, or event agencies. Working with external partners allows for the use of specialized expertise and more efficient resource allocation.
Important Factors for Successful Communication Management
Various factors are crucial for successful communication management, including:
- A clear communication strategy based on corporate goals and defining communication objectives
- The selection of appropriate tools and channels to achieve communication goals
- Taking into account verbal and nonverbal communication to successfully convey messages and avoid misunderstandings
- Continuous monitoring and optimization of communication management
- Collaboration with external partners to utilize specialized expertise and allocate resources more efficiently
Overall, professional communication management significantly contributes to the success of a company and is thus a central aspect of corporate management.
