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Communication in Corporate Affairs


Guest articles > Communication in Corporate Affairs


by: Margaret Francis


Globalization of economy is the basic trend of 21st century. Most of the academic discussions concentrating on corporate communication which is important in the application of marketing techniques in the industry. The relevance of successful and coordinated corporate communication is unquestionable. Theoretically supported corporate communications are effective in the successful business and its effects identified by the leading companies. It is equally important as technology since application of technology need to communicate effectively in the corporate world. With out effective communication corporate relationship will be impossible. Proper communication will enable the business growth in an organization.

Now a days Information Technology and management are the recent trend in the career field. Most of the company is looking for the people who are able to make some changes. Communication skill is an essential element in this new generation job. Also employees should be able to take new challenges and to perform the job responsibility effectively. In this competitive world, employees should be able to understand the situation and to communicate the meaningful information in time.

The purpose of communication management is the accessibility of information flow from top management to bottom. It will be effective only when officials are communicating information effectively to all the employees. Thus all parties should be communicate and transfer the necessary information meaningfully and resourcefully. The development of the organization depends on its communication process. Since each and every business process communication is inevitable. It is an exchange of information and knowledge with the internal groups as well as stakeholders who have direct relationship with the organization, which will enhance the growth of the organization.

Corporate communication is the strong and consistent message which is influencing and motivating its employees and stakeholders and also it aims to attain business development success. If there is any change or business crisis, corporate communication plays a very vital role to handle it effectively. Every body is looking forward how will the change or crisis affect the organization and how it handled by the authorities. They also have the curiosity to know how a company tackles the situations even after the event is over. In corporate life it is very indispensable; you need to put into words what ever you did. Moreover you need to communicate confidently.

Communication is the cornerstone function of every organization to buildup its status in the corporate world as well as its stakeholders. Their work is very concerned with internal communications management from the standpoint of sharing knowledge and decisions from the enterprise with employees, suppliers, investors and partners. Communications is one of the most important link between an organization and the public.

Major companies are considered communication as an effective tool to intensifying its scope and rationalizing its service. They have renewed their communication strategy to expand their branches in various parts of the country. Organization interaction with the community, its stakeholders, staff and other interested groups always channel its progress. Leading organizations have their own communication team with efficient communicators who are responsible for communication function with various national and international organizations.

Each communication department has its own Communicators and communications director is the head of the board. They have communication teams and department has its own right. Certain other organizations communications happen in the areas of public involvement, clients and the corporate affairs department. Communication can be a part of someone’s job. Time demands are not concerned in the case of important communications. Communications professional’s role is different based on their seniority and designation. It may also depend on whether they are working individually or group based. Usually their role is to make information about their organization which is to be accessed by their staff and public. It also aims to the accountability and their involvement in the reforms that are taking place.

Early management theories assumed bosses should be dominant, paternal, and rational in the use of communication to direct employees' work. The body of knowledge relevant to that managerial philosophy can be reduced to one directive: Give instructions clearly and firmly. From that limited beginning, research and theory progressed to explain the impact organizations have on how people communicate and why communication helps or harms organizations (Morgan, 1986; Redding, 1985; Richetto, 1977).

Many research studies revealed that human relationship empowering employee’s interest in their work and a positive attitude about themselves and about the organization. This leads to the use of advanced management philosophy.

Employee’s involvement in the design and execution of work recognized by the managers and researchers and they emphasized bosses cannot control workers as per human resource approach. There is a cooperative balance between bosses and employees in the Revolutionizing management theory, where the human resources shifted the locus of control. A recent version of this approach reduces organizational excellence and productivity to the axiom "Work smarter, not harder." That approach to management treats employees and organizational processes as being thoughtful ( Jablin, 1982a; Morgan, Frost, & Pondy, 1983)

Corporate Communications is the processes a company uses to communicate all its messages to key constituencies. It encodes and promotes a strong corporate culture, a coherent corporate identity, an appropriate and professional relationship with the media, and quick, responsible ways of communicating in a crisis. It also defines how an organization communicates with its stakeholders and how that brings a company's values to life. Corporate Communications are often defined as the products of communications, memos, letters, reports, Web sites, community engagement, social and environmental initiatives or programs. These make up most importantly an aggregate of messages that a company sends to its constituencies whether internal or external.

It is important to build up an image of a company by demonstrating its integrity and to listen and speak to its stakeholders honestly. This makes corporate social responsibility as a vital component of Corporate Communications, making it as a strategic tool in which a company stand out by creating competitive advantage

Interpersonal communication in an organization, realize the fact that the interpersonal communication transpires when people inside a company interact with out side people like products sale and services to customers or clients. All means of communication occurs in large companies, employees routinely communicate interpersonally with one another, for instance by phone or writing, without ever meeting face to face. A variety of new electronic innovations offer many possibilities for interpersonal contact through mediated channels. "Interpersonal communication," Weick ( 1987) observed, "is the essence of organization because it creates structures that then affect what else gets said and done and by whom" Organizational performances are interactional, contextual, episodic, and improvisational (Pacanowsky & O'Donnell-Trujillo, 1982).

Interpersonal communication is important for the exchange of information and coordination of activities. Employees' perception of the quality of communication in their organization depends on their interaction with their supervisors, the climate in the company, and appraisal others make of their work performance ( Pincus, 1986).

Employees are approaching their immediate head to get job related information which will affect their performance, satisfaction, team work and turn over. They are also seeking information from the top management to extent the scope of their efforts in the outcome especially productivity, commitment, morale, loyalty and trust. The crisis issues of the company like risk management, environment, social investment and community engagement are forcing companies to become more deliberately engaged through communicators.

Communication is the key factor in the creation, implementation, monitoring and reporting on all corporate activities. Through communication, stakeholders understand company’s purpose, goals and values. Communication also aimed to influence employee’s attitude toward the workplace loyalty and pride in the company in which they are working. Theoretically speaking, Corporate Communication plays a critical role in building and maintaining relationships with the stakeholders of a corporation. Communication is an unavoidable tool in the corporate sector. Media communications are an essential channel through which all stakeholders receive information and develop perceptions of a company.

Specific responsibilities of a corporate communicator include:

  • Supervise the status of the organization
  • Develop, execute and evaluate communications strategies
  • Ensuring effective two-way internal communications
  • Taking the lead on media handling, proactively placing good news stories, dealing with enquiries and producing media releases
  • Developing links with other departments, which enhances the smooth functioning.
  • Planning proactive communications
  • Leading public relations, including customer services
  • Playing a key role in issue management and planning
  • Ensuring that other health organizations are kept fully briefed on developments, plans and any incidents in your organization
  • Producing high quality information service
  • Advising senior colleagues on strategic communications and related issues
  • Engaging in business promotion campaigns
  • Typically, the following skills would be necessary for a communications role:
  • Ability to work equally well both on your own and within a team
  • Ability to write, speak and brief others clearly
  • Ability to assess and select appropriate communications routes for different messages and audiences
  • Ability to remain calm under pressure
  • Ability to recognize sensitive situations and act appropriately
  • Negotiating and influencing skills
  • Ability to work well with others at all levels both within and outside your company
  • Ability to gain the trust and respect of senior colleagues
  • Ability to provide creative input to projects
  • Ability to think strategically

Now a days communication professional are facing lot of challenges in the areas of global corporate and brand positioning, internal relations in change situations, corporate identity shaping, and brand management. All communication is based on organizational strategy and the communication professionals are expected to fulfill the objectives of the organization.

Corporate Communication experts are the advocates for an organisations in managing the complex communications that take places between organisations and their external and internal audiences. These specialist communicators are representing the organisation and make the organisation to aware of public views and attitudes. Other responsibilities of corporate communicators include media contacts, drafting press release,arrange and conduct programmes of internal and external communications.

The process of corporate communication includes both theory and practice. It is important to identify the role of communication in corporate relationship for the effective functioning as well as to provide organisational objectives. Apart from these to create a personal portfolio which portrait the skills across the range of professional communication areas. Other areas like skills in managing and planning projects in the areas of corporate communication is also essential. .Enhance the knowledge of corporate communication to an advanced level, developing and presenting plans for corporate communication in a range of different scenarios, including crisis management and the development of corporate brands.

Effective communication is closely related to the suceess of the organisation. Through which company’s reputation, survival and its success is communicating to the public as well as its own employees and stakeholders. Communication is closely linked to business objectives and strategies. It is essential if organisations are to inform and influence external stakeholders including their customers, and to harness the efforts of all their members towards the successful accomplishment of organisational objectives.

In conclusion, corporate communications represents the corporation's voice, its reputation, integrity and the images it projects of itself on a global and regional stage populated by its various audiences and stakeholders.

Prepared by:

Margaret Francis, MSW, M.Phil, PGDCIM, Registered Social Worker and Counselor, GSCC, UK.

Contributor: Margaret Francis

Published here on: 2-Sep-07

Classification: Communication

MSWord: Communication In Corporate Affairs.doc

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