At the beginning of this semester our class set out to define Corporate Communication. An example from one group in our class was in our first post for the semester, “The communicative interaction of building and maintaining a reputation and consistent brand while fostering relationships internally and externally.”(IMC-Hawks, Aug 30,2010. “What is Corporate Communication?”)
Near the midway point of the semester now, I can say with confidence that our understanding of the concept of Corporate Communication has expanded and evolved. Differing from one organization to the next, Corporate Communication is an umbrella under which organizations can house as little as just shareholder communication, to as much as, marketing, advertising, public relations, and the communicative culture that exists between members of the organization itself.
Focusing on humor in Corporate Communication this week I have found that it is most prevalent in advertising as well as cultivating the culture of communication within an organization. Research shows that humor can be devastatingly effective as an advertising tool. Funny jokes are easy to remember and people are much more likely to talk about your add with others if it made them laugh. If this happens, you have just generated free, positive publicity which is a great thing for any business.
With respect to cultivating the culture of communication within an organization, humor, when used appropriately, can go a long way. Humor has an uncanny ability to relieve stress, and with a lower stress level at work members of an organization are more likely to communicate openly and honestly which fosters a trusting environment. “In a workplace with a trusting environment people open up to new ideas, find it easier to implement new ideas, and are more likely to engage in creative problem solving.” (Romero and Pescosolido, 2008) That being said it would appear to me that humor certainly has a home within Corporate Communication; organizations can, and should benefit from it’s appropriate implementation.
Here are some funny commercials that I would bet you will tell someone about.
Romero, Eric, and Anthony Pescosolido. 2008. “Humor and Group Effectiveness.” Human Relations 61: 395-415.