Corporate communication, also known as institutional communication, encompasses all communication activities implemented by a company or organization to promote its overall image, beyond its products or services. It highlights the entity itself, its values, mission, vision, commitments, and reputation to various audiences, including employees, investors, the media, institutions, and society at large. This communication aims to build and maintain a positive perception of the company, often incorporating public relations and media campaigns, and is generally managed by a communications director or a dedicated manager.