Make good connections

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Make good connections

Wednesday, 29 September 2021 | Dr Mukesh Kwatra

Make good connections

Companies need to rethink advertising and promotion strategies to be more in line with the present times. Dr Mukesh Kwatra tells you how opportunities in corporate communication can open lucrative options

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 realize 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 organisation and achieve desired goals.

With increased competition, the companies are much concerned about maintaining an impeccable image. Corporate image conveys everything about a company through visual communication and product advertising 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 and mass communication can help one get an easier access into this sector. The Indian Institute of Management has an executive programme in communication strategies for corporate leaders. Many private institutions provide short term courses for public relations managers, business and workplace communication and writing skills. Students may choose to specialise in various fields like advertising, public relations, internal communications, investor relations, crisis management, brand management and event management.

For fresh graduates, 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 to name a few. However, certain skills are needed. These are:

  • 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 interest in current affairs.
  • The present 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, passion for public speaking, 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 organise events.

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. 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.

The writer is founder, Smiling Tree

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