CORPORATE COMMUNICATION THE CORE OF MANAGEMENT

By Mkessa Patricia (42618)

By doing corporate communication one can be able to manage a business through appropriate communication with the publics of the organization.

Pranab Pani comment that, Communication is though as a concept existed since the beginning of the human civilization. Various developments in global social political lives all through the growth of civilization and with the ubiquitous presence of ever changing technological tools, communication has assumed a new meaning and thereby much importance. In the global economy and changing world, it assumes greater significance and hence the focus.

Corporate business needs to communicate regularly to all its stakeholders the external world and internally as well.

External, that is the corporate communication officer can use new media in communication to get connected with its shareholders, customers and prospects on company’s business plan, strategy, economic health, investment, goals & objectives, achievements, future business outlook and corporate social responsibility (CSR).

Internal, To keep its human resources connected with the company’s larger picture, reminding them of the company’s goals & objectives, enthusing them with company’s achievements, advising on corporate strategy, talent management, employee engagement, business strategies, change management, business development, CSR, motivating & empowering employees through various developmental schemes.

Both these factors weigh heavily on business and its positive influence on all. Corporate Communication holds an important position in the corporate structure. Effective use of this would benefit the organization in overcoming choppy times in business. The leadership management needs to understand and appreciate this and should make use of this level playing strategic tool to its overall benefit. Ignoring the same would spell trouble in the long run and also would create uncomfortable gaps with its stakeholders.

Corporate Communication also enjoys significance in overall business perspective in the competitive world. This stitches together the related segments like Corporate Policy and Corporate Planning into the reckoning. All these are vital to the organization’s overall growth and economic health. This act as a vital supporting tool while complimenting with Business Development, Sales and Customer Care, and Learning & Development. This way, it plays a vital role in the corporate scheme of things. A management tool of immense value that couldn’t be ignored or wished away. Prudent and planned use of communication in all its manifestation helps the company grow appreciably and in cohesion besides maintaining a strong brand image staying competitive, commanding respect in the market.

With the increase importance of communication in business, the status of Public Relations (PR) has changed fundamentally. PR has transformed itself and rechristened as Corporate Communication and has become the fulcrum of the management. It is the required connectivity that brings in the coherence among the various units of management and internal as well as external rings of activities. In other words, it brings in a sense of oneness of purpose and direction. Communication binds the company together, strengthens its resolve and energizes it to move to the future. Corporate Communication brings in a culture of management that is founded on transparency, accountability and responsiveness.