MCC prepares graduates for job profiles in the area of Corporate Communication, but also for communication-intensive managerial roles in areas such as HR, compliance, and marketing. Following we present the most common profiles related to the Corporate Communication area:
Corporate Communication (in some companies still called Public Relations) job profiles are in charge of strategic planning and execution of all internal and external communication of a company. Junior profiles develop messages and execute omnichannel campaigns. Senior profiles set strategic communication objectives and assume leadership roles in corporate brand management, reputation management, social media strategy. Corporate communication directors are in direct contact with the top management to support corporate strategy, facilitate change and stakeholder centricity in business management. They are often also responsible for crisis communication (contingency plans preparation, leadership of crisis management teams).
Corporate Media job profiles include media relations activities and corporate news management. Media relations specialists develop corporate or product positioning strategies for specific media outlets; handle information requests from the press, and collect and analyze media coverage of the organization they represent. Corporate news specialists have specific expertise in corporate journalism. Junior profiles produce content for corporate blogs, magazines and podcasts, while senior profiles coordinate newsdesks or corporate newsrooms.
Digital communication job profiles are responsible for the management and implementation of a company's presence in the social media environment, including digital public relations and marketing campaigns. Junior profiles create content that is used via a variety of digital media including social media sites. They also monitor social media conversations and provide analytics about corporate and product brand presence in the social media environment. Senior profiles work in close contact with ICT specialists and the top management to develop digital experience among stakeholders and across internal departments, especially in those organizations involved in digital transformation journeys.
Corporate Social Responsibility and Sustainability
CSR and sustainability job profiles entail assisting the company in developing, managing, and altering social responsibility policies, regarding among others, environmental management, responsible sourcing, fair treatment of a company’s stakeholders, accountability and transparency. They also involve designing and managing strategic partnership with specific stakeholders and managing community relations. Levers of CSR/Sustainability managers include use of internal communication, to sharpen internal understanding and reinforce commitment towards sustainability; external communication to deliver the message of the company's commitment to social responsibility and sustainability; stakeholder partnerships and community relations.
Employee communication job profiles often work within or in partnership with the human resources management team, and manage all the communication directed to the company’s employees. Junior tasks may include drafting emails and memos announcing company news and initiatives, creating materials, such as employee handbooks or flyers, and produce or moderate contents for internal social media platforms. Senior profiles develop a leadership role in nurturing the corporate culture and purpose, caring for employees’ social connections and identification, and directing employer branding strategies.
Issues Management and Public Affairs
Issues management and public affairs are important communication roles that may be situated in different departments, such as corporate communication, sustainability management or legal. Communication specialists in this area have two roles: monitoring emerging issues and managing relationships with involved stakeholders to prevent the burst of crises; actively engaging in conversations with stakeholders in order to participate in the framing of social discourses relevant for the core business of the organization. Advocacy through public affairs and lobbying are common practices to influence public policies, through, for example, political action committees, industry coalitions and grassroots campaigning.
Investor relations job profiles manage the relationship between companies and current or prospective investors, and third-party analysts. They manage messages related to the disclosure of operations and financial performance data, such as annual reports, financial statements, investor briefings, shareholder meetings. Investor relations officers may be located in communication departments, but also in legal or accounting departments. In some cases, they report directly to the Chief Financial Officer (CFO).
Customer Communications and Marketing
Corporate communication strategy often affects marketing strategy, and vice versa, with increased cooperation and collaboration between the two functions. It is not uncommon, therefore, for members of the communication department to help manage customer relationships and market communications, including marketing messages, corporate advertising, sponsoring and partnership management, corporate events. In addition, the profile of Corporate Brand Manager is common in big corporations, state-owned companies, and professional services, where corporate brands have a prominent role compared to product brands.