Corporate Mantras

[hari]

Corporate Communication has become a vital tool for organisations in a bid to reach out to public – both external and internal.

The story so far...

The size of the corporate communication department is dependent upon the size of the company. Large organisations have a full fledged department that works on their communication objectives. While small companies may have just one individual managing the entire show. Students and professionals, who have wanted to make career in corporate communications, have never had it better.



To put it simply, corporate communication is an umbrella that encompasses fields like advertising, public relations, internal communications, investor relations, crisis management, brand management, events and in some cases can extend to marketing as well! Geeta Shah, executive director, School of Broadcasting and Communication describes the scope of the field, "When one mentions corporate communication, the first thought that comes to mind is in-house PR. This is a myopic approach towards the field. While several small companies limit corporate communication to public relations, people opting for a career in this field should know the range of responsibilities that comes under the gamut of this profession."



The corporation's viewpoint...

Till about a decade ago, one would have never ordinarily followed a career in corporate communication. However, the influx of MNCs has brought in new trends that are followed in developed countries. Several large, medium and even small sized companies now employ a full time executive dedicated to image building. Naina Sharma, a corporate communication assistant manager in a leading retail conglomerate, explains, "With companies realising the potential benefits from corporate communication, there is no looking back for professionals in this field." In fact even NGOs have started hiring communication professionals to look at their 'corporate image'.



As a corporate communicator, an individual becomes the face of the organisation. The skill sets required in corporate communications are an ability to articulate ideas, ability to write lucidly and above all... being a people's person. These employees are involved in internal communication with employees and are responsible to effectively transmit information originating from the management. For a listed company, the communication department within the organisation is responsible for channelling investor queries as well as ensuring a constant flow of information between various stakeholders. In large organisations, the advertising and PR strategies also fall within the ambit of corporate communication. The underlying tenet - basic principles of communication play a major role in this job profile.



Making your way...

For people working as PR professionals, this career is a natural progression. PR requires people to learn about the clients, identify news-worthy pegs about the client and interact with media. This work continues in the case of corporate communication as well baring the fact that in PR, one manages 3-4 clients at a time. However, corporate communication is not the domain of just former PR people. Professionals from other segments within media too are making a beeline towards this career option.



Ideally before getting into this field one should have a relevant degree in communication. A formal degree can help you get an easier access into this sector. Sharma completed her studies and got a PG in communication and media before entering the field. She confirms, "Education gives you an understanding and helps to grasp things faster." Armed with degrees job seekers can directly consider entering the sector as opposed to first working in some other segment. Shah adds, "In today's a job market students can easily start a rewarding career in this field. Even in our students, we have observed an acceptance to pursue a career dedicated to corporate communication."



You don't need to be disheartened incase you haven't done any course in media. In fact, doing a course in bio-chemistry or structural engineering (or some other discipline) might work to your advantage. As a structural engineer, you stand a good chance of being selected by a construction company for their corporate communication department. Reason being, a person qualified in the field the company operates, will be able to understand the nuances of the business and communicate it more effectively as well.



The rewards...

The pay scales in the sector vary based on the organisation and experience on part of the candidate. The base salary for a fresher would range around Rs. 15,000/ month. According to Ria Mukherjee, senior executive corporate communication, NIIT Technologies, "A candidate with a relevant degree and good communication skills can also get remuneration in the range of Rs 3 lakhs per annum." Once you have relevant experience of 4-5 years in the field, the annual remuneration can easily go up to Rs 5-6 lakhs.



The demand from organisations is only going to increase given the growth we are witnessing. If you feel that communication is your strength and have an ability to understand businesses then this is the career for you. After all, like finance and marketing professionals, a corporate communication professional too is not restricted to a specific industry.