Corporate communication is communication activities of the entire company, and it touches advertising PR sales promotion IMC publicity and other areas. During 1990s the public sector NTPC has changed its PR dept to name it as corporate communication department. In private sectors in India corporate communication departments are dynamic and are taken into confidence at the highest level.
Corporate communication has been changing, and it involves entire communication activities of a corporation. A company communicates to numerous stake holders like customers employees’ shareholders and others, and the relationship has to go on smooth level for a company to exist in marketplace. Corporate communication makes it possible for that, and it is like PR in paving for better run-in marketplace. Corporate communication is dynamic now a days and previously it had press relations and media relations only. It now includes new media tools and dynamics of technology and virtual media which makes it is all possible for corporation to gain advantage in marketplace.
Corporate advertising is advertising for entire company and not product publicity alone. Tatas and others have used corporate advertising to tell philosophies of that corporation and how it meets corporate social responsibility
Corporate PR is PR for entire company, and it includes suppliers’ dealers’ distributors customers media government union and other relationships corporate PR promotes crisis public relations and how it can solve such. ONGC launched crisis communication during 1980s when fire in its oil wells onshore. ONGC tackled it well as fires are natural hazards and can’t be avoided and pacified agitated people/ This happened during Indira Gandhi prime minister ship of the 1980s.
Similarly, when Three Mile Island in Harris burg PA USA had nuclear break down such efforts as in the
ONGC cases were taken. The results were mixed however in the Pennsylvania case. PR and corporate communication can be used in crisis situations to save organizations from going down
Technology
Technology has come about and new media and press relations of corporate communication activities use new media and online networks. Websites have become permanent features of corporations, and it is easier to read websites and get information than with anything else. Online media and advertising have become major forms of promotion in corporate communication. Technology proliferation and TV have made corporate communication exciting and dynamic
Government
Government departments and PSUs are major benefactors of corporate communication and PM Modis schemes have been told to people through corporate communication departments of various ministries. During Indira Gandhi regime PR was used more often and she praised PR in one conference of PR society of India also. Communication skills are essential to succeed in corporate communication work and without it one should not dare to enter into corporate communication field
Qualifications for a corporate communication professional is a good degree skill in language use and technology and able to go with management of his organization. Local languages are also essential to succeed in government or PSUs in corporate communication
Corporate communication has bright future in technology savvy world in growing complex nature of business relationships in changing world. To meet targets and ability to get along with all are of primary importance in dynamics of corporate communication. It is to be seen how the changing scenario of corporate communication will aid management and technology of dynamic organizations in India and the world.
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