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Smart
SkillS
How is it that we know so much about Bill Gates and Microsoft, even though we seldom see a Microsoft ad? We can say that about the Ambani's and Reliance too — we know about their personal lives, their hopes and aspirations for their companies, and future plans even before they are announced. In today's world where perceptions are so important, corporate communications ensures that the lines of communication between an organization and its consumers stay open and profitable. In an age when image consciousness holds the key to success, the scope and influence of corporate communications is constantly widening. Corporate communications is the most visible aspect of an organisation. It enables an organisation to project itself to the public and thus earn long-term gains from the generation of public goodwill. It is a function of management, where the aim is to portray an organisation as more than just a profit-making venture. This involves the implementation of a variety of strategies to develop relationships with sections of the public, whose support and goodwill is necessary for the success of an organisation. The corporate communications department in an organisation, therefore, works to achieve a variety of objectives. The direct objectives could be to project the benefits of a product or service manufactured or marketed by the organisation, or indirectly, handling the government and its image in the public domain, working with its partners, collaborators or principals, maintaining favourable contacts with financial organisations, and publicising corporate attitudes and activities as beneficial to the public at large. The main components of corporate communications are social contact and communication, and so this job encompasses public relations, advertising and marketing, and is also referred to as, marketing communication, or marcom. There are several jobs in the area of corporate communications. The Media or Press relations department is responsible for handling media coverage of the organisation. This involves arranging press conferences, issuing releases or statements, and in general keeping in touch with members of the print and visual media. Often it involves organising live events or TV shows which could range from a product or brand launch to an exhibition, a concert or even a seminar or workshop. Most organisations also maintain separate sections for external communication and internal communication. External Communication translates into handling the public, and can extend itself to marketing and brand management too. This means conveying the right kind of information and interacting with the public to ensure a positive reaction. Internal communication works within an organisation and involves coordination between the different departments. This can be carried out through compiling and editing of an in-house newsletter; organising social gatherings or direct communication like films, slide-shows, group discussions, training programmes and motivational activities. As corporate communications covers all aspects of an organisation’s working, professionals in this field are required to be knowledgeable about the organisations marketing strategy and business development. A course in mass communication, or communications management provides the knowledge and skills to get into this field. There are now specialised programmes in marketing communications and media management that cover the areas handled in corporate communications. Most of these courses are post-graduate courses which require a bachelor's degree in any discipline, preferably with commerce or business or social sciences. Preferred disciplines are sociology, psychology, economics, marketing and business management. There are also some short-term and refresher courses for those working in the field or wishing to make a career change. As the term implies, those getting into this field need to have confidence and excellent communication skills. Most companies also look for certain personal attributes in the candidate. These would include an attractive personality, a liking for people, sociability, and the ability to get on with all kinds of people. Innovative thinking, excellent inter-personal skills, the ability to speak and write well, initiative, and a sense of salesmanship can also take you places. With an increasing number of companies becoming aware of the importance of corporate communications, this career is growing in size and importance. International organisations and NGOs also see in this job, professionals who can project the development work being undertaken by the organisation, and enable them to raise funds from the public and government agencies. In government too, corporate communication extends beyond the boundaries of PR to that of brand messengers and agents of change. In today's dynamic business environment, corporate communications is being accepted as an integral part of every enterprise, opening up employment opportunities in commercial organisations, government organisations, advertising agencies, event management companies, hotel and tourism organisations, consultancy firms, financial services, international organisations and non-commercial institutions. Those with experience can also set up their own communications consultancy. A recent survey indicates that the requirement for communication specialists in corporate organizations is increasing, as there is a major shortage of trained professionals. So if you have the gift of the gab, a strong sense of business, and can think out of the box, start thinking of a career in corporate communications. The writer is a noted career expert
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