Cracker Barrel communications representative Maria Janella Escobar spoke to the importance of corporate communication at November’s installment of Media Masters Monday night in the Ezell Center.
Escobar is the director and head of corporate communications at the restaurant.
She worked with FedEx, Hilton Hotels and St. Jude Children’s Research Hospital before joining Cracker Barrel’s communications team.
Corporate communication is a multi-faceted field, mixing various elements of the business world into relaying a message to those in the public.
Part of Escobar’s work involves communicating the Cracker Barrel brand to the company’s audience. Those duties include refining the marketing campaign.
She explained that businesses have to find a way to relate to their customers through marketing.
“It’s just talking to people, and that is how people relate to companies and brands.” Escobar said.
Escobar also explained the difference between a crisis and an issue in the corporate communications world. A crisis is an unexpected event that cannot be prepared for. An issue is a reoccurring problem that can be prepared for.
She said that accountability is a must when working in communications.
“When you make a mistake, you have to admit you made a mistake,” Escobar said.
A big part of any company is working in the present to ensure a bright future.
Escobar said she hopes the popular country-themed restaurant’s reputation can grow while still maintaining the brand’s timeless value.
To Escobar, the company needs to remain true to its traditional values and atmosphere, opposed to rebranding campaigns that many restaurants are undergoing.
The communications expert took questions from the audience, sharing her knowledge with the communication-minded crowd of students.
Escobar relayed to students the importance of understanding all the roles of communications.
“Communication at the end of the day is a message, a sender, and a receiver,” Escobar said. “If you get that concept, you’ll be successful.”