Globalization of economy is the
basic trend of 21st century. In this age of globalization, most of
the academic discussions concentrating on communication management. This is
important in the application of marketing techniques and overall development
in the industry. The purpose of communication management is the accessibility
of information flow from top management to bottom and vice-versa. It will be
effective only when all parties (both internal groups as well as
stakeholders) in the organization should be communicate and transfer the
necessary information meaningfully and resourcefully. Communication is the
cornerstone function of every organization to build up its status in the
corporate world as well as its stakeholders. Communications is one of the
most important link between an organization and the public. Communication
generating from an organization and going out of its various audiences ?
whether within or beyond ? is termed as corporate communication.
Communication is the key factor
in the creation, implementation, monitoring and reporting on all corporate
activities. Through communication, stakeholders understand company?s purpose,
goals and values. Communication also aimed to influence employee?s attitude
toward the workplace loyalty and pride in the company in which they are
Major companies are considered
communication as an effective tool to intensifying its scope and
rationalizing its service. They have renewed their communication strategy to
expand their business empire. Leading organizations have their own
communication team with efficient communicators who are responsible for
communication function with various national and international organizations.
What is Corporate communication?
Theoretically speaking, Corporate
Communication plays a critical role in building and maintaining relationships
with the stakeholders of a corporation. Media communications are an essential
channel through which all stakeholders receive information and develop
perceptions of a company. Corporate communications are effective in the
successful business and its effects identified by the leading companies. It
is equally important as technology since application of technology need to
communicate effectively in the corporate world. Without effective
communication corporate relationship will be impossible.
Corporate Communications is the
processes; a company uses to communicate all its messages to key
constituencies. It encodes and promotes a strong corporate culture, a
coherent corporate identity, an appropriate and professional relationship
with the media, and quick, responsible ways of communicating in a crisis. It
also defines how an organization communicates with its stakeholders and how
that brings a company's values to life. Corporate Communications are often
defined as the products of communications, memos, letters, reports, Web
sites, community engagement, social and environmental initiatives or
programs. These make up most importantly an aggregate of messages that a
company sends to its audience whether internal or external.
To put it simply, corporate
communication is an umbrella that encompasses fields like advertising, public
relations, internal communications, investor relations, crisis management,
brand management, events and in some cases can extend to marketing as well.
Communication in changing
Just until a few years ago, companies communicated with
their consumers via press releases, and with their employees through internal
bulletins. Today however, the importance of communication has gone up
Now-a-days information technology and management are the recent
trend in the career field. Most of the company is looking for the people who
are able to make some changes. Communication skill is an essential element in
this new generation job. Also employees should be able to take new challenges
and to perform the job responsibility effectively. In this competitive world,
employees should be able to understand the situation and to communicate the
meaningful information in time.
The field of corporate communication serves as an excellent example of the
evolution of corporate functions and its subsequent impact in terms of career
prospects. The field has undergone radical developments over the years and
has become a full-fledged career option today. The number of job openings has
increased what with more companies taking notice of its importance in
business objectives, and a rise in competition.
As competition grows and as reputation becomes more important, any company
serious about its image will always have a need for corporate communication.
This is one among a few areas where career opportunity is going upwards.
Till about a decade ago, one
would have never ordinarily followed a career in corporate communication.
However, the influx of multinational companies (MNCs) has brought in new
trends that are followed in developed countries. Several large, medium and
even small sized companies now employ a full time executive dedicated to
image building. With companies realising the potential benefits from
corporate communication, there is no looking back for professionals in this
field. In fact even NGOs have started hiring communication professionals to
look at their ?corporate image?.
Duties of Corporate Communicator
As a corporate communicator, an
individual becomes the face of the organisation. The skill sets required in
corporate communications are an ability to articulate ideas, ability to write
lucidly and above all? being a people?s person. The corporate communicators are
involved in internal communication with employees and are responsible to
effectively transmit information originating from the management. For a stock
market listed company, the communication department within the organisation
is responsible for channelling investor queries as well as ensuring a
constant flow of information between various stakeholders. In large
organisations, the advertising and PR strategies also fall within the ambit
of corporate communication.
Corporate Communication experts are the advocates for organisations
in managing the complex communications that take places between organisations
and their external and internal audiences. These specialist communicators are
representing the organisation and make the organisation to aware of public
views and attitudes. Other responsibilities of corporate communicators
include media contacts, drafting press release, arrange and conduct
programmes of internal and external communications. Corporate
communication is responsible for creating and maintaining the brand and
looking after the organisation's reputation. It works towards projecting an
excellent image at all times. The positive image a company projects helps in
moulding public opinion in its favour in times of an actual crisis.
Specific responsibilities of a corporate communicator include:
Supervise the status of the organization
Develop, execute and evaluate communications strategies
Ensuring effective two-way internal communications
Taking the lead on media handling, proactively placing good news
stories, dealing with enquiries and producing media releases
Developing links with other departments, which enhances the smooth
Planning proactive communications
Leading public relations, including customer services
Playing a key role in issue management and planning
Ensuring that other health organizations are kept fully briefed on
developments, plans and any incidents in your organization
Producing high quality information service
Advising senior colleagues on strategic communications and related
Engaging in business promotion campaigns
Typically, the following skills would be necessary for a
Ability to work equally well both on your own and within a team
Ability to write, speak and brief others clearly
Ability to assess and select appropriate communications routes for
different messages and audiences
Ability to remain calm under pressure
Ability to recognize sensitive situations and act appropriately
Negotiating and influencing skills
Ability to work well with others at all levels both within and
outside your company
Ability to gain the trust and respect of senior colleagues
Ability to provide creative input to projects
Ability to think strategically
Above all, corporate communicator represents the corporation's
voice, its reputation, integrity and the images it projects of itself on a
global and regional stage populated by its various audiences and
What do aspirants need for it?
There are no defined qualifications for entering this field. Those with the
gift of the gab and the ability to write have an edge. Soft skills like
networking, inquisitiveness and time consciousness are also important.
Graduates in English literature and mass communication with some hands-on
experience are preferred at the entry level, so are MBAs.
A degree or diploma in mass communication helps for a
career in corporate communication. However, many professionals agree that
more than the degree, it is your personal skills that matter the most.
"It helps to have a degree in communication, but it is not essential.
What matters is being able to understand issues related to your organisation,
an understanding of current affairs, and an eye for any development that could
affect the organisation. A degree or
diploma in communication, no doubt, helps get an entry into the field. Also,
language skills and the ability to see opportunities are important qualities.
Ideally before getting into this
field one should have a relevant degree in communication. A formal degree in
journalism & mass communication can help you get an easier access into
this sector. Communication education gives you an understanding and helps to
grasp things faster.? Armed with degrees job seekers can directly consider entering
the sector. In today?s a job market students can easily start a rewarding
career in this field.
A degree would not give you the strategic thinking and the ability to make
and maintain contacts that matter a lot in corporate communication. You also
need an ability to understand the business, ability to network within and
outside the organisation and the ability to make people believe you as well
as believe in you. It is only after that your audiences trust you.
Future prospect in the field
There is enormous scope for corporate communication in India. Industries
are expanding and need to recognise the importance of having to communicate
with the public that matters to the most. With the kind of development we are
witnessing in India
and abroad, corporate communication is here to stay. Prospects in the field are plentiful for
more than one reason. Firstly, competition has grown. The need to maintain
the brand has grown considerably, with regard to Indian as well as global
consumers, as more foreign companies are coming to India than never before.
Secondly, the need to communicate has exploded. Even the target audiences
have expanded radically. We have come to use more and developed tools of
communication to reach out to them. Finally, the external scenario has become
More variables affect the image of the company now than before. Also, the
number of tools of communication has increased significantly. Television and
internet have changed the communication scenario. What would reach the public
in 24 hours in case of newspapers or 12-14 days in case of magazines earlier,
now reaches them in a matter of seconds. The tasks formerly being taken care
of with a couple of press releases are now being handled by entire
The size of the corporate
communication department is dependent upon the size of the company. Large
organisations have a full fledged department that works on their
communication objectives. While small companies may have just one individual
managing the entire show. In such a scenario, fresh talent is always
welcome. A fresher can earn anything between three to five lakhs per annum.
And from there, the sky is the limit.