4 Trends in Corporate Communications

As the ways in which we communicate in our everyday lives morph and evolve, so do corporate communications. 

“Corporate communications is shaped by digital and cultural change. The tools and methods you use today won’t necessarily be the same tomorrow,” explains Tricia Richards-Service, Ph.D., academic director of the Wake Forest University School of Professional Studies (SPS) Master of Communications program. “This means professional communicators not only need a strong foundation in writing and presentation skills, they also have to respond and adapt to the world around them.”

Whether modern communications professionals are developing messages for employees, investors, the media, or the general public, keeping up with communications trends will help their messages break through—reaching their target audience and delivering the intended impact.

Here are some of the key trends in corporate communications to understand as we forge ahead this year.

1. Thoughtful and Ethical AI Use

Many companies now rely on AI for daily tasks. Though policies governing AI use will vary from company to company, it’s important to know as a baseline what AI is useful for—and what it isn’t.

AI as a corporate communication tool currently works best when used as a springboard or an assistant. It does a great job of exploring ideas, creating an outline or rough first draft, and handling some design and post-production processes. But using the AI’s output as the end product is generally discouraged. Taking that AI-produced rough first draft of the shareholder newsletter and sending it out as-is may save someone hours of time, but the audience may be able to tell right away that AI wrote it. Not to mention, AI can be factually inaccurate.

AI tools are getting better at mimicking a human personality, and prompt engineering can certainly refine and improve output. But the final product still should be reviewed and revised by an actual human who has a nuanced understanding of the company’s various audiences and can fact-check the content.

2. Diversifying Communication Channels and Formats

The communications field has come a long way from relying on traditional written formats such as emails, newsletters, reports, and articles. It now spans podcasts, videos, interviews, and in-person events—hosted and posted on a company’s website, YouTube channel, LinkedIn page, and elsewhere.

Being able to generate content for different channels and in different formats is crucial not only to resonate with the intended audience but also to reach new audiences, such as potential customers or investors. Think about it this way: not every investor is going to listen to a lengthy podcast interview with the CTO, but they may tune into a livestreamed town hall with the entire C-suite. Producing both formats expands message reach and interest.

As more platforms and spaces to see and be seen are created, a corporate communications strategy built around channel diversification will become increasingly important to ensure that no opportunity or audience is missed.

3. Boosting Employee Engagement with Internal Communications

Corporate communications plays an important role in employee engagement. It’s the main mechanism for relaying business vision and strategy across the company, announcing policy updates, and sharing critical information about employee benefits and deadlines, and more.

But not every employee sits in front of a computer all day. Some are working face-to-face with customers; others are managing operations on the factory floor. Wherever they are, whatever their role, every employee needs to be able to access and engage with important messages using the tools they have at hand. 

Prioritizing engagement takes creativity and experimentation. Maybe a few employees will open and read an email series from the CEO about corporate goals for the new year. But packaged as a series of short explainer videos posted in the Slack channel where the majority of employees spend their time? Suddenly, everyone is watching. Watching equals engagement, and engagement leads to a more informed, business-aligned, and motivated workforce.

4. Improving Transparency

Internal and external stakeholders want to know how the company is operating. Is it profitable? Is it living up to its stated mission and values? How well does it handle a crisis? As one of the most important business communication trends, transparency forms the foundation of the company’s trustworthiness and credibility. 

One way to improve transparency is to start by improving how information is shared and consumed. Company financials are easier to understand when shown as charts and graphs. Crisis messaging is more effective when it’s timely, regular, and conveyed in plain language—not corporate speak. Company goals and widespread changes are less vague and more relatable when discussed in a town hall setting, while employee concerns can be adequately aired during employee listening sessions.

Communications striving for transparency and inclusiveness help build stronger relationships between the company and all its stakeholders—regardless of role or background—while also making it easier to manage reputational challenges during difficult or uncertain times.

How a Master’s in Communications Prepares You for a Changing World

Corporate communications professionals carry a lot of responsibility and have to be capable of messaging effectively to any audience at any time. With a master’s in communications, you develop the knowledge and skills needed to lead—designing clear, ethical communications strategies and research-based messaging with measurable business impact. 

“With a graduate degree in communications, you get to be part of a dynamic and exciting field,” says Richards-Service. “You have the education you need to lead the development of corporate communications best practices and standards that underpin everything from HR to PR. Just as importantly, you can drive the business forward by analyzing emerging media and digital platforms and making communication decisions that increase awareness among new audiences.”

Learn more about our online Master of Communications program today. Request information to get started.