Career in Corporate Communications

Globalization of economy is a major trend of 21st century. In this age of globalization, most of the academic discussions focus on Corporate Communication Management. This is important in the application of marketing techniques and overall development in the industry.

The purpose of Corporate 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 communicate and transfer the necessary information meaningfully and resourcefully.

Communication is an important function of every organization to build up its status in the corporate world as well as among its stakeholders. Communications is one of the most important link between an organization and the public.

Corporate Communication effective Techniques for Business 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 Communication 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 working.

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 Corporate Communication function with various national and international organizations.

Corporate Communication Definition :

Communication Corporate definition 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 Corporate Communication Company. Corporate communications are effective in the successful business and its effects identified by the leading companies. Without effective Corporate Communication relationship will be impossible.

Corporate Communications 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, websites, community engagement, social and environmental initiatives or programs.

These make up most importantly an aggregate of messages that a Corporate Communication 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 Corporate Sector :

Just until a few Years ago, Corporate Communication Companies communicated with their consumers via press releases, and with their employees through internal bulletins. Today however, the importance of Corporate Communication as a Career has gone up manifold.

Now – a – days information technology and management have assumed importance. Most of the companies are looking for the people who are able to make some impact. Corporate 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.

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 take care of their ‘corporate image’.

Duties of Corporate Communicator :

As a corporate communicator, an individual becomes the face of the organisation. Corporate Communication 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 Corporate 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 aware of public views and attitudes. Other responsibilities of corporate communicators include media contacts, drafting press release, arrange and conduct programs 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.

Specific responsibilities of a Corporate Communicator include :-

  • Supervise the status of the Corporate Communication organization.
  • Develop, execute and evaluate corporate strategy.
  • Ensuring effective two – way Internal Corporate 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 functioning.
  • Corporate Communication Planning.
  • 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 issues.
  • Engaging in business promotion campaigns.
  • Typically, the following skills would be necessary for a communications role :
  • 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 stakeholders.

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 MBA’s.

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 Corporate Communication Degree, 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 Corporate Communication 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 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. 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 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 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.

Pay Package Definition :

The pay scales in the sector vary based on the organisation and experience possessed by the candidate. A candidate with a relevant degree and good communication skills can also get remuneration in the range of Rupee 3.5 lakhs per annum.

Once you have relevant experience of 4 – 5 Years in the field, the annual remuneration can easily go up to Rupee 5 – 6 lakhs. Talented people can make their way up to the level of vice – president in a company.

The demand from organisations is only going to increase given the growth we are witnessing. If you feel that communication is your strength and have an ability to understand businesses then this is the career for you.

After all, like finance and marketing professionals, a corporate communication professional too is not restricted to a specific industry.

Co – Ordinator of Journalism & Mass Communication, IGNOU,
Puri (Orissa),
Email : snpattnaik@yahoo com.

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