Not all individual entrepreneurs think about publishing a media outlet. Although recently, corporate media such as company websites have become extremely popular. And some companies have several sites at once - for internal and external users. And this action is fully justified. Internal portals are primarily needed to orient and coordinate a large audience.
What is corporate media?
Corporate media in the modern world are print or electronic publications. They are needed to disseminate information intended for official or general use. They can be varied. Among the prints, the following types are distinguished:
- Newspapers
- booklets;
- Magazines
- flyers and more.
Among electronic means distinguish:
- Sites
- television programs;
- radio programs.
In the absence of money for full-fledged programs, companies can shoot stories that are posted in local media. This will save resources on opening your own media. But at the same time, it will be necessary to keep an employee whose responsibilities will include the creation of corporate information products. You also need to understand that any corporate information is intended to enhance the image of the company and serve its corporate interests.
Corporate Edition Features
The main sign of corporate media is that it is difficult to find information not only about the subjects of the specified business, but also about other types of business. At the same time, several single-profile enterprises can act as founders of corporate media. These types of corporate media provide information about the industry as a whole, as well as about the founding companies. Information may still be posted that is relevant for all enterprises of this profile, but companies that became the founders of the publication will still serve as an example.
A corporate publication can be produced by the parent company. It is assumed that the company creates a special media department that deals with the resource from the very first step until the publication of the publication or program. Alternatively, you can conclude an agreement with the selected edition, the subject of which will be the production of a corporate information product. This will allow the company to do without an increase in staff, as well as to avoid large-scale work. Such a trick will save the company money, but it is worth accepting the fact that you will lose 100% control of the process. Many enterprises manage to find a compromise and build a working outsourcing scheme in which they get the maximum benefit and result.
Types of Corporate Media
The main types of corporate media:
- printed (corporate magazine, newsletter, newspaper, corporate board, catalog, corporate information sheet);
- electronic (radio, websites, television, as well as electronic versions of all publications).
Also, corporate publications can be divided by the audience they act on:
- For staff. They were created in order to increase staff loyalty to the company, as well as provide information on events that are held for employees (for example, about some competitions). Such publications publish stories and articles that are needed to improve the professional level of employees. The best specialists of the enterprise are encouraged in them. And of course, such media are needed to inform about new technologies in one area or another.
- For company customers. Such publications publish information that may be useful or interesting to the company's customers. For example, an existing housing stock of a company may be presented in a publication for clients of a real estate agency. But customers of tea and coffee shops will be interested in information about the beneficial properties of such products. The secrets of the effectiveness of the corporate media of travel companies is that they very clearly and visually represent the tourist countries and cities, so they work great.
- For business partners. Such publications publish information about new products, as well as about new production lines or processes. Searching for not only new partners and suppliers, but also buyers will be effective at such a platform.
- For professionals. That is, for those companies that independently carry out technical and scientific developments. Typically, the production of such media is carried out by large companies that are leaders in a particular area of production or economy. Their resources allow you to issue a decent periodical.
Also, corporate publications can be divided by the method of production. That is, in the process of creating a publication, only their own specialists can participate or third-party workers are involved. Also, the production of the publication may be given to an outsourcing company.
Separation of corporate publications by type of financial security
Financial support for corporate media is the third factor in the division of publications. Budgeting may occur at the expense of the founder. They can pay off thanks to the financial and economic activities of the media itself. Moreover, financing can only be partially paid back, then in part they are subsidized from the budget of the company. But there are such examples of corporate media that also bring profit. Most of these publications are in subsidies.
It is worth noting that some publications in the domestic market are turning from simple corporate ones into rather popular and large media that have a common focus. They often attract advertisers and begin to make very good profits.
The Importance of Corporate Publications for the Internal Audience
The purpose, objectives, and functions of corporate media directly depend on the target audience for which they are intended. One of the main purposes of corporate publications is the formation of corporate culture in the company. It is with the help of such media that the mission of the company, as well as its corporate values and role in society, are introduced into the consciousness of personnel. An ideological function refers to the core function of corporate media. On the pages of such a publication it is convenient to position models and standards of employee behavior.
One of the important purposes is to inform representatives of the target audience. In this case, the main topics of corporate media concern production processes, as well as possible professional problems and the most effective ways to solve them. It is this publication that provides employees with the most complete information about the enterprise as a whole, as well as about the company's strategy and its plans. The importance of the media is greatly enhanced when it comes to a market in which some kind of change often occurs. Indeed, timely reporting about them is the key to the success of the company.
It's no secret that at critical moments, rumors begin to grow at lightning speed, so it is so important to provide honest and objective information in time. Representatives of enterprises note precisely this moment the main value of such publications.
Such publications do an excellent job integrating important and useful information. Also, with their help, you can easily exchange professionally significant data. It is also such publications that help to find out relevant information regarding the profile of the company. Moreover, you can be sure that it will be advanced and modern.
The Importance of Corporate Publications to an External Audience
Corporate media are of interest to any target audience. It is only important that the employees who are involved in the production of publications clearly understand what they are intended for.
It is proved that the secrets of the effectiveness of corporate media lie in the fact that thanks to them, partners see the company that is the founder of such a publication as a truly reliable, strong and stable ally. This function is called commercial, noting that it consists in making the company more attractive for both partners and new customers. Buyers see the publisher as a very prestigious manufacturer, whose business is going well, and he provides products of exceptional highest quality. Hence the increase in loyalty and customer demand.
There are examples of corporate media that have become a full-fledged platform where customers communicate with the company. Here can be placed not only feedback on the work of the enterprise, but also suggestions that will help to improve products and services.
How is the distribution of corporate publications?
The specifics of the target audience, to which the media are oriented, directly affects the distribution schemes of corporate publications. If we are talking about a wide audience of retail customers, then in this case the following distribution options will be really productive:
- Post newspapers in mailboxes
- sticking up leaflets in the hallways.
But when issuing a glossy publication intended for VIP-clients, delivery must be organized not just in the office, but in person into the hands of the recipient. Common distribution channels are suitable for television and radio programs. But here you need to understand that only those who are really interested in information of such a profile will watch and listen to such programs. Provided that the stories are posted in other media, you should carefully consider the timing of the programs, because it must be suitable for your target audience. You also need to think through the channels through which you can notify customers about new information material.
If we are talking about publications for their employees, then they apply at the checkpoint or reception. Media for customers can be handed out in stores as well as in urban areas that are well-traveled. And they can also enter the offices of client companies.
Regardless of how distribution takes place, it is very important to consider the logistics of all deliveries and their proper design, which will correspond to the preferences of customers.
On-board media
On-board media is a type of corporate publications that are distributed in transport (airplanes, regular buses, trains, etc.). It is not necessary that the carrier itself is the publisher and founder. An example is the Atlant-Soyuz magazine, which is distributed on board aircraft operating on the Moscow Government airline.
The territory of distribution is one of the signs by which the classification of logbooks occurs:
- publications that are intended for visitors to airports, train stations (Pulkovo Airport, Vnukovo Airlines, and the like);
- publications distributed directly during flights (Donavia, S7. Business Class Passenger Magazine).
It is still possible to divide by the totality of social features when these types of on-board media are distinguished:
- For regular customers, foreign passengers or citizens of the Russian Federation, who often travel abroad.
- For passengers who always fly in business class on domestic flights.
- Universal editions.
You can also divide corporate on-board media by age:
Corporate Online Editions
A few years ago, Russian researchers noted the rapid growth of the appearance of corporate print media. Many companies were very enthusiastic about the possibility of dialogue with their audience in this way, releasing their own corporate press. However, the global trend over the past few years has been that press printing as such has slowed down. At the same time, corporate online media is becoming more popular. Among them are the following:
- official sites;
- pages on social networks;
- channels on video hosting;
- blogs, etc.
Such communication channels do not go unnoticed by not only commercial, but non-commercial structures. The vigorous activity of companies on the Internet allows you to perfectly cope with the promotion of your services and / or goods. But also corporate media such as new media can improve the image of the company, as well as create a corporate culture.
Why do corporate publications go online?
Creating corporate media on the web has become commonplace. But what exactly prompted enterprises to massively go online? There are several reasons, and we will analyze them below.
Firstly, the reason lies in the fact that the entire audience of companies is gradually moving to the Network. And this number is constantly growing. So, the annual growth rate is approximately 11% (for an audience that visits the Network at least once a month). For a daily audience, this figure is even higher at 15%. Moreover, according to statistics, there is no seasonal decrease in the share of users.
The best corporate media master the World Wide Web due to the fact that it helps to improve communication with both internal and external users. Thanks to the correct interaction with the first type of audience, a corporate culture is developing. And communication with the second type allows you to improve the image of the company and get another sales channel for the goods.
What information do companies publish in online media?
Using corporate online information tools, companies even search for employees. For example, the popular furniture company IKEA posted a test for potential employees on its official website. It is with the tempting title "Are we suitable for each other?" on the resource collects information about applicants who comply with the corporate policy of the company.
MindValleyRussian company’s Youtube channel is used by its owners to familiarize a large audience with the company's values. It also provides information on how these values are respected. In this context, media play by no means the last role. Thanks to their employees who successfully coped with any task are placed on their specially created internal corporate resource. At the same time, any employee of the company can express gratitude for the help.
For the official websites of large companies, it is no longer a new thing to place tabs with missions and company values. It is here that the consumer can directly get acquainted with the culture of the company. The goals and objectives of corporate media online have become the subject of research in many scientific papers. It is worth noting that in many respects these goals coincide with offline publications.
Corporate publications as a tool for enterprise management
When managing various business processes, top managers of companies can operate with different assets. But the trends are such that in recent years more and more attention is paid to intangible assets. This is important to maintain the company's reputation in the eyes of customers and leadership in the eyes of employees, as well as to create a positive image of the company. To manage such intangible assets can not do without a competently built communications system. This can be done with the help of effective tools, which are corporate media.
Today, the corporate publishing system consists of:
- several print media;
- official site.
Such a system is most common. But in some cases, it may also include news radio and television programs that are produced using your own or local. Other means of communication with the target audience can often be used (for example, sending news via e-mails).
The role of corporate media is difficult to overestimate, therefore, their creation should be treated as responsibly as possible.