The Importance of Corporate Communications in a Public Listed Company in Malaysia

Is corporate communications truly important for a Public-Listed Company (PLC) or can it be ignored?

The importance of sound corporate communications can’t be ignored. Powerful communication facilitates executive meetings, the process of informing the media or stakeholders about the latest news and how/why a particular brand is narrated differently from its competitors.  

As they grow, all companies realize the importance of a communications team that can handle external requests from the media and customers, marketing and branding messages. A well-oiled corporate communication team is adept at ensuring internal discussions and information flow without any issues.

Corporate communications in brand promotion is vital for ensuring a cohesive company image. Businesses need to have a clear strategy for how they will communicate internally and externally and how that aligns with their brand. Businesses can use corporate communication to tell their brand story, which is about much more than what they do. The brand story includes why the company exists, what it values, how it is different and how it helps its customers.

During negative press or problematic business operations that affect the perception of the brand, corporate communications can help diffuse the situation and present the company in a positive light again. Through community outreach and carefully crafted messaging, businesses can highlight the unique and beneficial aspects of their brand to distract from the negative publicity.

In Malaysia, many smaller PLCs neglect corporate communications to cut down their administrative costs. These firms also do not see that importance of corporate communications because in their perspectives, the absence of a corporate communications team or strategy does not have any impact or correlations to their core operational businesses.

This is actually a fallacy as a weaker brand image or public awareness of your firm can directly relate to a weaker share price performance which may impact your firm it its ability to expand later especially if you are growing fast and require quick financing in the capital markets. In addition, a well-publicized firm can garner higher valuations that will allow it to carry out more M&As in the future as it will be much easier to acquire smaller companies with lower valuations. All in all, corporate communications are almost as VITAL to a PLC as your core businesses.

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