Join the Image makers' fraternity

Sanjay Arora

Communication forms the basis of every workplace, and although not always on the forefront, it significantly impacts the relevance and continuation of the organisation. A steadfast corporate communications team comes-up with initiatives to shape the company image, communicate with internal and external audiences and nurture a long-term positive reputation. Effective communication is an indispensable tool that acts as the backbone of any organisation.

Corporate communication entails designing and conveying messages and campaigns on behalf of the management, as well as facilitating dialogue with employees who make up the organisation. Broadly speaking, it consists of the internal and external communication team. In times of crisis, internal communication facilitates co-ordination and has proven to be crucial in maintaining calm within the organisation. On the other hand, external communication focuses on building the brand and public image of the organisation. This is a profession that is rapidly making headway because, although the operational success of a company plays a huge role in the prosperity of a company, the goodwill and reputation depends on the corporate communications team.

Qualifications

A formal training in the relevant courses definitely helps to gain insights in this field. All students wanting to start a career in Corporate Communications can pursue a bachelor’s degree in Journalism and Media or in Mass Communication. However, this isn’t mandatory. Students who have pursued their bachelor’s in other streams can also enter this profession. It always helps to go beyond a bachelor’s degree and pursue an MA in Advertising and Public Relations or in Mass Communication. Candidates having an additional MBA in marketing from a reputed institute stay ahead of the pack.

Skills

• · Embrace Technology: Social media platforms like Linkedin, Twitter, and Facebook have an expansive reach into the public in ways conventional mediums don't. Now, especially due to the pandemic that the world is facing, companies are shifting to media of virtual communication like video conferencing and blogging. In today’s fast paced, internet savvy world, welcoming technology with open arms might be your best foot forward.
• · Public speaking skills and effective writing: The tone, fashion and method in which communication is facilitated makes a huge difference in the organisation's culture and an employee's outlook on the organisation. Since the entire foundation of this profession lies in effective communication, it is important to develop these quintessential skills.
• · Business literacy: It always helps to stay on top of industry trends. Subjects like corporate law and Corporate Social Responsibility (CSR) can be taken up in college. Students may also go on to pursue an MBA. Another option is to take up online business courses to learn critical business skills.
• ·  Trust the process: It is important to be open to new ideas and never stop the learning process. Having a unique trait like being multilingual, having an eye for visuals or having a good network of people, can set you apart from the rest of the crowd. The beauty of this profession lies in its diversity and intersectionality. The opportunities are numerous and open-ended. Believing in yourself and having an air of confidence will steer you in the direction of success.

 Career prospects and Work profile

The corporate communications team is diverse and specialised in a unique set of skills. Majorly, these skills revolve around effective internal communication, engaging and timely external communication, public relations(PR), Investor relations, Corporate branding and crisis communication. The internal and external communication team works hand-in-hand to meet the goals of the company.

• The initial position for a Corporate Communications professional is Deputy general manager or Manager-marketing and communications.
• Higher positions in the corporate ladder are Director-Marketing and Communications, Head-Corporate Communications and Head-Corporate Brand and Communications.
• He/she can also work as an independent Corporate communications consultant.
• Creatives like designers, animators and content creators also get employed since visual language and text is of crucial importance in gaining attention and communicating ideas.

 — The writer is a Panchkula-based Employability Expert and Chief Mentor and CEO, mavencareercoaching.com

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