CORPORATE COMMUNICATIONS
Romany Parakrama
THE BUSINESS PLAYBOOK
Mastering internal and external messaging in the age of AI, ESG and Gen Z
Main shift in corporate communications during the past five years
Success today hinges on shifting from message control to collaborative communication, where audiences expect transparent, responsive and fast two-way conversations over polished one-way broadcasts.
Social media impact on how companies manage their messaging
In an era where social media has turned everyone into a potential broadcaster, successful messaging requires ditching the corporate jargon and demands real time responsiveness in a human tone.
Authenticity in today’s corporate communications
Authenticity is non-negotiable – audiences can spot spin instantly. Owning mistakes, showing vulnerability and aligning words with actions is essential to avoid a backlash.
Handling negative public feedback in real time
Effective crisis response demands swift acknowledgment, accountability and a clear action plan – never delay, deflect, delete or become defensive.
Crucial skills for a corporate communicator
To cut through the noise, practise active listening to truly understand your audience, then craft resonant messages infused with emotional intelligence – as in a PR crisis, empathy matters and AI alone won’t cut it.
AI’s influence on communications strategies
Artificial intelligence can draft press releases, predict crises and personalise content but it’s not replacing communicators yet – it is merely enhancing their precision and efficiency – because without human oversight, it can backfire.
Tailoring communications for different generations in the workforce
One-size-fits-all messaging fails – reaching each generation means aligning with their preferences such as video and purpose for Gen Z, transparency for millennials, utility for Gen X and clarity for boomers.
Managing environmental, social and corporate governance (ESG) narratives
Turn ESG commitments into credible and compelling stories that build trust with stakeholders who are increasingly demanding more than profits – they want purpose.
Key elements of an effective internal communications strategy
Leadership visibility, two-way dialogue and crisis prep are foundational, as employees should feel informed, heard and aligned with the company’s direction.
Supporting change management efforts
Employees fear uncertainty; explain the why, update often and listen – to build the bridge between leadership vision and employee buy in.
Risks of over communicating versus under communicating in a crisis
Over communicating can breed confusion; under communicating leads to speculation and fear – the key is to provide value via short, frequent and factual updates.
Coaching leaders to communicate transparently
Teach leaders to speak human – coaching should prioritise clarity, empathy and presence over perfection, as trust is built on being real and not only being right.
Effective post-pandemic communication channels
Hybrid is king – video messages, internal social platforms, virtual town halls and direct messaging are more effective than mass emails.
Ensuring message consistency across global teams
Anchor your messaging in a clear central strategy but give regional teams the freedom to adapt tone and delivery – because true consistency comes from coherence, not uniformity.
Importance of visual storytelling
Visuals transcend language and attention spans – infographics, videos and design amplify impact, and make messages stick in an oversaturated world.
Role of data in shaping strategies
It guides decision making, sharpens targeting and proves ROI – data reveals what resonates but without human insight; it risks tone-deaf automation.
Navigating misinformation in the digital age
Monitor digital chatter proactively, respond with facts, and maintain clear and consistent messaging – credibility is your best defence.
Maintaining audience trust amid rapid organisational change
Trust hinges on transparency: communicate early, explain the why and keep people updated even when all the answers aren’t available yet.
Top three challenges in aligning communications with brand identity
Inconsistency, internal silos and unclear brand values – alignment requires shared understanding and disciplined execution.
Measuring the effectiveness of a communications plan
Track key performance indicators (KPIs) tied to engagement, sentiment, understanding and action, rather than only reach.
What makes a corporate message memorable
Simplicity, emotion and timing – it’s not what’s said, it’s what sticks.
