Communication plays a vital role in our lives. Be it within the family, within friends, or in public dealing, the role of the way and manner of communicating is very important. Corporate working is no exception. The emergence of new technologies and the power of digital platforms have made companies realise the significance to maintain the integrity of corporate communication, and allow stakeholders and shareholders to view its existence positively.

Corporate communication can take many forms, depending on the target audience. An organisation’s communication strategy usually consists of written text like internal and external reports, announcements, website text, promotional materials, emails, notes, press releases, speeches, conferences, interviews and videos. Corporate communication techniques and management functions are intertwined to bring benefits to the organization and achieve desired goals.

Courses

With increased competition, the companies are much concerned about maintaining an impeccable image. Corporate image conveys everything about a company through visual communication, product advertising etc. and also strongly influences the company's identity. Graphic Design is an emerging creative career in India with ample of job and growth opportunities where one creates and designs visual concepts for the company.

A big number of colleges offer these courses. Besides, a degree in journalism & mass communication can help one get an easier access into this sector. The Indian Institute of Management has an Executive Program in Communication strategies for corporate leaders. Many private institutions provide short term courses for public relations managers, business and workplace communication, writing skills etc. Students may choose to specialize in various fields like advertising, public relations, internal communications, investor relations, crisis management, brand management and event management.

Scope and job prospects

For fresh grads in corporate communication, scope is not restricted to a specific industry. If communication is your strength and you have an ability to understand the intricacies then a career awaits. There are good job opportunities for budding individuals like business spokespersons, marketing specialists, technical copywriters, public speaking trainers, publicity managers, campaign directors, social media handlers, HR, Digital Marketing Specialists, Event Managers, or media planners.

 One can work as communication specialist in private companies, Public Administration, Non-Profit Organisations, Government & Corporate Affairs, MNCs, or Ministry (MIB).

Essential skills requisite

• Corporate Communications is rapidly gaining ground. To proclaim information, both internally and externally, or to market their products and services companies require expert professionals who have effective communication skills.
• A Company's reputation is intangible but it is a powerful asset that attracts sizable talent, builds consumer loyalty, allows businesses to influence stakeholder belief and positively impact premium customers. One needs to have an Inherent Interest in Current Affairs and Trending Stories.
• The Pandemic has changed the world. Old ideas, pitch and approaches to the business world just won’t cut in. Multitaskers can have a bright scope in this sector.
• One should have good interpersonal skills, have passion for public speaking, have leadership quality and ability to motivate colleagues and others, has an in-depth understanding of social media, possesses analytical skills and has an ability to successfully organize events, then one is already on course for a career in corporate communications.

Pandemic affect

The ongoing pandemic has been a rare and perhaps most uncertain period for corporate communication. Besides the forced lockdowns and subsequent global slowdowns, the executives face information disorders. The companies realized the importance of a crisis-response team in an emergency situation, which needs to monitor the situation constantly, be transparent and regularly update the communication chain. Particularly the need to timely inform the employees about the prevailing situation and the policy changes. Importantly they need to be motivated to get over the anxiety of uncertainty. Communication with customers should focus on empathy rather than trying to sell them products or services. Companies need to rethink advertising and promotion strategies to be more in line with the current times. The communication needs to be transparent with shareholders and stakeholders. When dealing with uncertainty one needs to keep honest communication going without having the fear of doing something wrong. As Charles Darwin has said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

The writer is Dr Mukesh Kwatra, founder of Smiling Tree