Taking the “Corporate” out of Corporate Communication

By Nicole Zahn

What do you think of when you hear the words “Corporate World”? Most of us would think of a dull, grey cubicle, imagining ourselves doing nothing but the same task each day with the only excitement being casual Fridays. It wasn’t until I had my experience at the 2017 PRSSA National Conference in Boston that I held this same perception.
After attending the “Taking the ‘Corporate’ out of Corporate Communications” session with General Motors Global Advanced Technology Communications Coordinator Chris Bonelli, I realized that the corporate worlds’ bland perception is false.
Casual dress attire? Engaging work environments with no cubicles? Executives working alongside you? Are you sure you’re working in corporate, Chris Bonelli?
Bonelli described many aspects of corporate life that spiked my interest and has made me think differently about my future career choices. For starters, having an engaging work environment is one of the first things I seek in an office culture. I want to work somewhere where we collaborate as a team and bounce ideas off one another; not resort to cubicle seclusion and communicate solely through email.
Throughout this session, Bonelli broke down what exactly Corporate Communications is. I thought this was an excellent topic that needed to be addressed due to the negative corporate perceptions, and because many external audiences have no idea that a business would be nothing without its communications team. Where else do you think you receive company news and information from? The Great Oz of General Motors?
Corporate Communications is a multi-functional approach with open engagement among different departments to create more effective work. This approach includes communications with the different departments such as sales, marketing, advertising, investor relations, finance, legal, etc. These different departments are what make up one entire corporation and its successes.
One point Bonelli made that struck my interest, is that while communications stems from collaboration among the different departments, it stems solely from culture. The CEO and Chairman of General Motors, Mary Barbara, is the first female CEO of a major automotive company. Because GE has been around for nearly 110 years, having a female at the top of the company is a major cultural advancement that we can expect to see more of.
After attending this session about corporate communications, I have a better understanding of how different departments and team members can engage and work as a team to accomplish goals. I also understand that the perceptions of corporate life are not what they seem to be. As a final reminder when job hunting, find a company that fits your needs, wants, and lifestyle because there’s no such thing as a bland cubicle job in the communications world.