A robust corporate communications toolkit is an essential component of any successful business. Without well-thought-out, consistent communications, how can you expect your audiences to know who you are, what you do and why they should do business with you? Here’s a checklist, divided into internal and external communications, for assessing how comprehensive your inventory is.

Internal Corporate Communications Toolkit

Internal communications include the messages, methods and outcomes of circulating information within an organization. This type of content takes into consideration stakeholder and employee needs, priorities and concerns and provides transparency about key initiatives and decisions made by leaders. Successful internal corporate communications facilitate loyalty, increase retention and motivate employees to work toward achieving the company’s vision, mission and growth goals. Here are the essentials:

1. Company mission and vision statements to inform employees, stakeholders, vendors, customers and prospective customers of the company’s overall goals and practices
2. Employee manuals and handbooks to train and communicate company standards, procedures and regulations
3. Employee newsletters, e-newsletters and emails to consistently keep employees up to date on internal and external business matters
4. Project-management software to facilitate communication and collaboration between employees on projects and shared goals
5. Training, meetings and seminars for continued education and team building
6. Company culture and branding that exists in shared habits, understandings, values and trends
7. Regularly scheduled reports to compile data in sensible methods for employee, supplier and stakeholder analysis
8. Internal reports to facilitate communication on projects among different departments and throughout organizational levels.

External Corporate Communications Toolkit

External communications are outward-facing and span a wider spectrum. They are designed to attract and engage prospects, customers, suppliers and vendors, members of the media, as well as potential or current investors and strategic alliance partners. Content needs to appeal to the interests, expectations, needs and motivations of each group. External corporate communications expand visibility, facilitate loyalty and customer retention, and position your firm as a leader in its field. Here are vital examples of external communications that every communications toolkit should include:

1. A website that clearly articulates your company’s expertise, identifies the audiences you serve, posts relevant content, enhances your reputation and generates leads,
2. Press releases, interviews and press kits to announce, inform and educate media and the public of major company changes, personnel, finances and investor information
3. White papers that serve as in-depth educational resources for prospects and customers and identify known and unknown marketplace challenges and your company’s proven-effective solutions
4. Business, scholarly and trade magazine articles that position your company as an expert and leader in your industry
5. Case studies and testimonials to showcase success stories and the positive results customers enjoy as a result of working with your company
6. Books and eBooks that reinforce your knowledge, expertise and experience
7. Social media that serves as a highly populated hub for information sharing and corporate exposure
8. Webinars powered by experts and incorporating real-time interaction with participants create an environment for interactive visual learning.
9. Instructional or informational videos to help your audiences understand the value of your products or services, improve their job performance and solve challenges they may face
10. Podcasts and radio platforms for conversational learning, news sharing and engaging discussion
11. External email newsletters, campaigns and other email contact for accessible and frequent communications between a company and all of its interested parties
12. Mass media advertising and direct mail for specified outreach to prospective, active and inactive customers
13. Speaking engagements to share expertise, demonstrate thought-leadership, increase visibility and credibility with your target audiences and reinforce your brand in a personal and interactive way
14. Blogs to increase frequency of contact in a less formal way and to provide content that is entertaining, timely, educational and engaging
15. Brochures and printed sales materials as a tangible resource to guide prospects through the sales process.

Communicate, Communicate, Communicate

Consistent, well-written and professionally produced content requires strategy, planning, agility, flexibility, attention to detail and teamwork. Whether internal or external, your corporate communications toolkit is essential for communicating your messages and maximizing your outreach and engagement with your target audiences. So, take the time to evaluate what you have, what you need and make sure your content is always fresh, relevant and engaging.