Corporate Communication –
An Emerging Relationship

While the online responsibilities of Corporate Communication vary significantly from company to company, we have recently noticed that it is exerting a strong and expanding influence in Enterprise Portal initiatives. Not long ago, Corporate Communication's role was largely focused on enforcing traditional corporate identity guidelines – standards and compliance for content and graphics. This is rapidly changing.

Going forward, both portal technology advances and changing business goals will ensure that this compliance role will be insufficient in response to the emerging Enterprise Portal model. Corporate Communication is increasingly becoming the internal, online voice of the business, facilitating the tools and systems that integrate the portal into the day-to-day business of the enterprise.

In the next step beyond facilitation, Corporate Communication is in a position to identify new ways to e-enable business processes, thereby heightening productivity and supporting transformation. Finally, support to innovation through the portal, which serves as a conduit for improved competitiveness, offers a new but exciting challenge to Corporate Communication.