Why Corporate Communication is More Important Than Ever

In the era of rapid digital transformation, corporate communication has become one of the key pillars for the success of organizations. It is no longer enough for your message to be delivered; it must be impactful, clear, and consistent with the organization's identity. In this context, academic Tariq Al-Ahmari, during his appearance on the "Al-Liwan" program, provided a deep analysis of the key elements of effective communication within and outside the organization.

First: Communication Skills... From Listening to Impact

Al-Ahmari believes that successful communication begins with active listening—not just hearing, but truly engaging with the other party. He emphasized the importance of storytelling when presenting offers and initiatives, noting that storytelling is what makes the presentation memorable and engaging for the audience, especially through social media.

Key skills discussed:

  • The ability to be concise without losing essential information

  • Politeness and diplomacy in communication

  • Proper preparation and professional appearance

Second: The Mental Image and Professional Presence Across Digital Platforms

One of the biggest mistakes is for an individual or organization to lack a clear digital identity. Al-Ahmari mentions that everyone or every organization must define their area of expertise and message and build their image around it. Elements of professional digital presence include:

  • A professional personal image

  • A clear and focused bio

  • Content consistent with the area of expertise

  • Appropriate communication language for the platform (Twitter ≠ TikTok)

Third: Successful Corporate Communication Begins Internally

Al-Ahmari points out that the first step towards successful corporate communication begins internally, through:

  • Linking the communication department directly with the CEO

  • Involving the communication manager in decision-making

  • Having a strategic plan that is not based on "the moment"

  • Representing the community in the communication team (both men and women, youth and experience)

The Role of DocSuite in Supporting Corporate Communication

DocSuite, a leading corporate communication system in Saudi Arabia, is one of the modern systems supporting both public and private sector work environments in managing internal and external communications. The system provides:

  • Archiving of correspondence and documents

  • Transaction tracking

  • Sending smart alerts and reports

  • Full support for governance and transparency

Many government and private entities have adopted DocSuite as an effective tool to achieve a digital communication transformation that enhances performance and ensures professional interaction with both internal and external audiences.

Fourth: Crisis Management... Smart Interaction, Not Silence

"It takes 20 years to build a reputation... and 5 minutes to destroy it." With this quote, Al-Ahmari opened his discussion on communication crisis management. He explains that daily monitoring of the digital community and building prior relationships with the media and the public are key to handling any crisis.

He clarifies that responses should not be uniform; there are:

  • Denial strategies

  • Well-considered apologies

  • Smart ignorance

  • And sometimes, a "scapegoat"

Fifth: Strengthening Organizational Loyalty Starts with the Experience

Al-Ahmari believes that the best way to create real loyalty is by providing excellent core service, which should take precedence over appearance or decoration. He suggests:

  • Involving employees in decisions and discussions

  • Creating community experiences such as events and occasions

  • Focusing on the core experience for the customer

  • Offering immediate compensation in case of mistakes

Sixth: From Campaigns to Values... How Do Organizations Market Their Identity?

Through examples of awareness campaigns such as "Be Cautious" and "Housing Generosity," Al-Ahmari believes that values can be strongly marketed if presented in the language of the people and with an attractive visual style. He praised government initiatives that integrated the message with the story and local identity.

Conclusion: Communication Tools Have Changed… But the Message is Key

In the age of social networks and "appearing for the sake of appearing," Al-Ahmari stresses that balance in presence, communication based on a plan, and a professional mental image are the keys to success for any individual or organization.

The question remains: Does your organization have a strong and integrated internal communication system that supports its goals? If not, it's time to consider tools like DocSuite for corporate communication that can make a difference in performance and impact.