The Telegraph
Since 1st March, 1999
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Right Degree

Do you want to enhance brand visibility and credibility; appear higher in search engine rankings, establish expertise in the industry or subject area, and personalise your company by giving it a human voice? Then corporate communication may just act as your magic wand. Corporate communication is about getting your message across to customers.

Communication in this age has acquired a new definition altogether. Today’s corporate communication professionals write news releases, design brochures, edit video material for the company and update the organisation’s web pages.

What do I have to do?

A corporate communication manager creates, implements and oversees communication programmes that effectively describe and promote the organisation and its products. They often assist in the preparation of presentations and speeches geared toward employees and consumers.

Corporate communication promotes strong corporate culture, coherent corporate identity, reasonable corporate philosophy and a genuine sense of corporate citizenship. It also helps in maintaining an appropriate and professional relationship with the press, including quick, responsible ways of communicating in a crisis. Corporate communication helps in understanding of communication tools and technologies and sophisticated approaches to global communication.

How an organisation communicates with its employees, its extended audience, the press, and its customers matter in building its corporate image.

Corporate communication ensures effective and timely dissemination of information, a positive corporate image, a smooth and affirmative relationship with all stakeholders, be it a corporate body, a company, an organisation, an institution, an NGO or a government body. With increasing competition, easy access to information and the media explosion, reputation management has gained even more importance. Thus the role of corporate communication has gained immense significance.

Some of the work in this domain involves building and maintaining a positive relationship with the media (TV, print and web). Corporate communication managers draft and disseminate press releases, organise press conferences and meet media professionals.

They also organise events for the media. They manage company publications, events, intranet and other internal web portals, sharing information with employees. The brand managers develop and maintain corporate identity.

What should I study?

You should be a graduate in arts, science, commerce, management studies or mass communication with at least 55 per cent marks. Those with some experience in the media or with a proven record of writing, are given preference. Some institutes conduct an entrance test followed by an interview and a group discussion.

You should have strong communication skills, be able to articulate clearly in the written as well as the spoken word and understand the mental make-up of a cross-section of people. People in this field are expected to be confident team leaders and quick learners.

What next?

In the global job market, corporate communication is becoming increasingly critical to overall business strategy. Research has demonstrated that companies with top of the line corporate and marketing communication functions increase revenue, profit and customer retention. “There is an absolute correlation between a multinational’s communication competence and an improved bottom line,” says Paul A. Argenti, professor of corporate communication at Tuck School of Business, Dartmouth College, and author of Corporate Communication.

The corporate communication programme prepares students for jobs in the government, the private industry and nonprofit organisations as specialists in the visual and verbal presentation of information. In today’s dynamic business environment, corporate communication is accepted as an integral part of every enterprise, opening up employment opportunities in commercial and government organisations, advertising agencies, event management companies, hotel and tourism organisations, consultancy firms, financial services, international organisations and non-commercial institutions.

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