Organizational Vision
An organization whose goal is to sell its product or implement its solution, while also building brand recognition and reputation, and awareness For the offering, it takes much more than simply promoting the company in the market to achieve that goal.
An organization has a history, vision, mission, values, philosophy, and policies that define and drive it, and it is the role of Institutional Communication to make these known—to identify what the organization is, what its qualities and characteristics are, and what sets it apart and makes it unique. And it is the role of communication, in its institutional capacity, to reveal this uniqueness.
Institutional Communication is a means of structuring an organization’s external and internal communication through planning, implementation, management, goal-setting, and interaction with its audiences (and evaluating the results of that interaction).
Institutional Communication is responsible for shaping an institution’s identity and positive image, highlighting perspectives related to the organization’s mission and vision. It is linked to the corporate aspect that highlights the public side of institutions, shaping an organizational personality. Thus, developing Institutional Communication involves understanding and sharing a company’s characteristics—especially its values—with the goal of preserving and strengthening its image among stakeholders and, in the event of a crisis, keep it as intact as possible.
In the past, corporate communications were limited to promoting the brand of products, which restricted the company; however, they have since evolved to address other areas, serving as another voice that builds a different kind of relationship and goes beyond a purely commercial context.
Public Relations is responsible for the strategic management of an organization’s communication with its audiences, working not in isolation but in perfect synergy with all forms of communication. This work is carried out through institutional communication, which seeks to understand the stakeholders from the perspective of environmental dynamics, taking into account the contingencies, threats, and opportunities of the social and organizational landscape.
The scope of Institutional Communication encompasses small, medium, and large companies in any sector, since the need for communication cuts across all areas of business, regardless of a company’s level of maturity.
An organization in its early stages, just beginning its operations, will rely on reactive measures to address the needs of its audience and changes in the market. A more developed business, on the other hand, may seek to experiment and innovate, while a mature organization will have a strategy that is clearly defined and refined through operational experience.
For all of these different stages of development, and the problems and challenges associated with each of them, the communication marketing, in this institutional context, offers a range of solutions for the strategy and actions that will lead to the organizations' goals and unity.