Consumers and employees form merely two of the myriad publics that an organization must interact with, thus the growing importance of corporate communication.
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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 manifold.
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.
Also, due to escalation of the mass media, the public scrutiny of companies has intensified, once again impacting the growth of corporate communication.
"As competition grows and as reputation becomes more important, any company serious about its image will always have a need for corporate communication," asserts Manish Kalghatgi, General Manager, Corporate Communication, Mumbai International Airport Pvt Limited. "The only way this field is going is upwards," he adds.
What is corporate communication?
Corporate communication encompasses all the communication that takes place between an organization and its various stakeholders in order to project the company's brand within and beyond the organization. Corporate communication is responsible for creating and maintaining the brand and looking after the organization's reputation.
Traditionally about media relations and internal communication, this field now encompasses functions such as advertising and brand building and management.
Corporate communication also deals with crisis control, but it does not wait for a crisis to occur. It works towards projecting an excellent image at all times, which helps when the chips are down. The positive image a company projects helps in molding public opinion in its favor in times of an actual crisis.
'With globalization, all companies operating in India and abroad need to meet global benchmarks in the way that they represent themselves,' opines D Morada, Head, Corporate communication, Larsen & Toubro Ltd, adding, 'In many companies, there is also a need to transform the perception of the brand from its traditional perception to a more contemporary and global image.'
How is it different from PR?
Corporate communication is often confused with public relations, although the two are distinctly different from one another.
'Corporate communication is a far more intense and strategic method of communication than public relations,' explains Jimmy Mogal, Head, Corporate Communication, Hindustan Constructions Company. 'Corporate communication has to communicate strategically, depending on the situation, message and audience and come out with different solutions for different scenarios.'
Mogal further clarifies, 'Public relations form a part of corporate communication. Corporate communication includes all forms of communication, explicit or otherwise, that an enterprise uses to project itself.'
In other words, the range of corporate communication extends far more than the primary PR function of media relations. Today, even PR agencies are expected to come up with corporate communication solutions.
What do students need for it?
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 organization, an understanding of current affairs, and an eye for any development that could affect the organization.' states Kalghatgi.
'A degree or diploma in communication, no doubt, helps get an entry into the field,' adds Thrity Dadabhoy, Head, Corporate Communication, Wigan and Leigh College, Mumbai. 'But more important is the loyalty to the organization, the sense of allegiance that facilitates better performance. Also, language skills and the ability to see opportunities are important qualities.'
'A degree won't give you the strategic thinking and the ability to make and maintain contacts that matter a lot in corporate communication,' agrees Mogal. 'You also need an ability to understand the business, ability to network within and outside the organization and the ability to make people believe you as well as believe in you. You have to project an aura of credibility, which is crucial. Only then will your audiences trust you. Once you have earned their trust, however, you have to be sure never to lose it.'
Future Outlook
'There is enormous scope for corporate communication,' states Thrity. 'Industries are expanding and need to recognize 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 extremely dynamic.
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 departments. The heads of corporate communication departments are more often than not part of the executive committee, if not the board of directors.
In such a scenario, fresh talent is always welcome. A fresher can earn anything between three to five lakh per annum. And from there, the sky is the limit.
Source: Circle2Corner