The profession of Public Relations (PR), now better known as Corporate Communication(CC), has come of age. It has expanded in scope and activities and is now recognized as an indispensable ingredient in strategic management. The growing proliferation of media, especially in the digital space has redefined the role and scope of CC and the concomitant need to upscale the skills of the practitioners from time to time. The past few years have seen increasing recognition of public sector Corporate Communication and Public Relations Practitioners getting recognition from professional bodies.
However, the speed at which the knowledge is getting added and new paradigms introduced, it is important that public sector management and PR practitioners take cognizance of this phenomenon and bring about required strategies and practices to meet the growing expectations of their myriad stakeholders. The emergence of Digital communication and Social media, in addition to the conventional media now demand a fresher 360 degree approach and outlook from PSEs in handling corporate communication. The PSEs that are in the retail business and those that are listed on the stock market, this become all the more important. The Public Sector has always been a key partner in government's agenda of inclusive growth, therefore, aligning PSEs CSR activities with the government's policies is the need of the hour. New CSR guidelines have provided newer opportunities to PSEs in this regard. Corporate communication practitioners therefore need to align their communication approaches keeping in view the sustainable development goals (SGDs) of the country.
Broad aims and objectives of the CC Summit A: To bring to a common platform CC/PR and other Management practitioners to discuss and deliberate on the newer areas of knowledge and skills required in the practice of CC/PR and the need for interdisciplinary approach in addressing organizational goals. Building effective bridges between government policies and efforts put in by PSEs in achieving SGDs. looking for opportunities in leveraging brand equity. To get hands - on - skills on various strategies of communication especially in the social media space through case studies. To recognize excellence in CC/PR practice through SCOPE awards in innovative techniques and strategic communication in the CC/PR practice.
Thrust Areas: A trajectory of CC/PR practice in Public sector across seven decades - a deconstruction. Newer paradigms in Media Relations Management - challenges and opportunities. Corporate Communication: Partner in Strategic Management - Issues and challenges. Creating a synergistic relationship between CC/PR and other management disciplines - The way forward. Internal stakeholders - communication impediments and the way forward. The Summit will be of immense value to all PR and CC professionals and those engaged in HR, CSR and marketing. Participants will get good opportunity to interact with senior leaders, eminent professionals and to network. It is happening on July 21 and July 22 at SCOPE Convention Center, New Delhi.
“The Public Sector Enterprises in the last six and a half decades have contributed enormously in nation building and have grown exponentially. Inspite of their achieving many milestones on social and economic fronts, they have neither fully utilized the media for building their brand image nor have they received the kind of media mileage that they deserved,” said UD Choubey, Director General,SCOPE.
Added DD Misra, Director (HR), ONGC Chairman, Steering Committee Corporate Communications Summit, 2016, “The role of Corporate Communications (CC) has assumed greater significance today when social media has changed the mediascape and made organizations more accountable in the public domain.The Public Sector enterprises have evolved into a strongcorporate identity over the years. In an open market regime where survival depends upon competitive edge to a business, strategic decisions play a pivotal role. Media perception, land acquisition issues, environment regulations and sustainable growth are cornerstones in today’s competitive world. CC department needs to focus on the above areas.”