Corporate communication is one of the most powerful strategic assets of any organisation. Through it, companies build their identity, project their reputation, strengthen their internal and external relationships, and position themselves in the market. However, communicating well is not a simple or automatic task. Far from it. It requires strategy, planning, coherence, listening and, above all, clarity of purpose.
In a context, such as today’s, where messages circulate at high speed and are amplified immediately, communication errors can have major consequences, both in terms of image and trust.
What are the most common mistakes in corporate communication?
1. Lack of coherence between discourse and reality
One of the most common – and most damaging – mistakes is the disconnect between what the organisation says and what it actually does. Promising sustainability, innovation, inclusion or social engagement without these assumptions being rooted in the actual culture and practices of the company is a direct way to erode credibility.
Consistency between speech and action is a basic principle of reputation. If a company communicates values that it does not apply, sooner or later the market, the media or public opinion will detect it. And in a social environment that is hypersensitive to inconsistency, the consequences can be difficult to reverse.
To avoid them , communication must be aligned with real values and internal culture, continuously validating that messages are backed up by concrete and sustainable actions over time and encouraging honest, realistic and factual communication.
2. Reactive rather than strategiccommunication
It is common to find organisations that only communicate when they “have to put out fires”, i .e. reactively in the face of a crisis, controversy or external pressure. This defensive attitude weakens the brand image and conveys a perception of improvisation or lack of transparency.
Effective corporate communication should not be limited to managing emergencies. It must be built from a strategicvision, with planning, defined objectives and a solid narrative that positions the organisation in its environment.
Therefore, it is important to design an annual communication plan, with proactive actions and clear message lines, to integrate communication into the global strategy of the company, and not just something isolated or punctual, and to anticipate possible scenarios by having well-defined protocols of action for each moment.
3. Not segmenting messages according to audiences
Each audience has its own expectations, languages and codes. One of the most recurrent mistakes in corporate communication is also to send the same message, with the same tone and through the same channel, to all audiences equally: employees, customers, media, investors, suppliers, institutions…
Lack of segmentation not only dilutes the impact of the message, but can also lead to misunderstandings or misinterpretations. Effective communication requires always adapting the content to the receiver.
To avoid this, it is important to identify and map the organisation’s key audiences, define specific messages for each one, considering their level of knowledge, interest and relationship with the company, and choose the most appropriate channels according to each audience: internal communication, media, social networks or face-to-face meetings, among others.
4. Excessive use of technical jargon or empty language.
The tendency to use artificial language, excessively technical or full of set phrases is another common mistake that can alienate our audience from the message we want to convey. Corporate communication should not be an exercise in opacity or unnecessary complexity. Its aim is to inform, connect and generate value, not to impress with grandiloquent terms or messages that are not understood.
When language is confusing or unnecessarily stilted, the clarity and therefore the effectiveness of the message is lost. Similarly, speeches that abuse marketing without providing substantive content tend to be perceived as unreliable or manipulative.
To avoid this, it is advisable to use clear, precise and direct language, without renouncing the institutional tone, to replace technicalities with understandable explanations when necessary and to always opt for authenticity and proximity, without losing professional rigour.
5. Ignoring the value of internal communication
Internal communication, often undervalued or treated as a purely operational tool, is actually a key pillar of any company’s communication. A well-informed workforce, aligned with objectives and committed to corporate values, is a brand’s best ambassador.
Therefore, failure to communicate properly inwardly can lead to misinformation, rumours, mistrust or demotivation. The lack of transparency or space for internal dialogue has a direct impact on team cohesion and productivity.
It is important to design an internal communication strategy aligned with the corporate culture, to foster two-way channels, to enable the active participation of employees and to report regularly on decisions, changes, achievements and challenges of the company.
6. Forgetting crisis communication
In an environment as exposed as the current one, where any incident can go viral in a matter of minutes, not having a communication crisis management protocol is a real imprudence. Silence, improvisation or denial of the facts tends to aggravate the situation and multiply the reputational damage.
Every organisation is exposed to critical situations: from operational errors to labour disputes, technology failures, leaks or media scandals. The difference between a well-managed crisis and a poorly managed one lies, in large part, in the ability to communicate quickly, transparently and responsibly.
To be prepared, the most important thing is to have a defined crisis plan that addresses different scenarios and responses, to designate spokespersons and train them properly to make statements, to have clear key messages consistent with the company’ s narrative, to maintain constant communication with key audiences throughout the process and to own mistakes when appropriate, and to implement corrective actions quickly, clearly and concisely.
7. Ignoring or underestimating the power of digital media or social media.
The emergence of social networks and the digital environment has radically transformed the communication ecosystem for many years now. It is not new that it is no longer enough to issue press releases or update a corporate website or blog. Today, communication requires active presence, constant listening and real-time responsiveness.
Ignoring digital media or social networks or using them without a strategy can lead to lack of control, contradictory messages or missed opportunities to connect with audiences.
It is key to integrate digital communication into the general corporate communication plan, to have up-to-date and professionally managed institutional profiles, to monitor the online conversation (constantly) to detect risks and opportunities and to respond with agility, coherence and appropriate tone in each of the channels.
The importance of corporate communication
Corporate communication is not just a functional tool, it is a central axis of organisational management. When it is planned, aligned with the strategy and executed with rigour, it has the power to build reputation, generate trust, build public loyalty and consolidate the positioning of a brand or institution.
Avoiding the most common mistakes, which we have reviewed, does not mean having perfect communication, but it does mean developing a conscious, responsible and professional communication practice. Commitment to clear, consistent and long-term communication is undoubtedly a competitive advantage for any organisation.
