Corporate Communications: A Career For The Articulate

What would you say is the topmost concern of the burgeoning corporate houses? Fobbing off competition? Becoming a leader? Promoting their business? Projecting a superior brand? If you are smart, you will not pick any one, but all of the above.

The fact that corporate communications intersects each of those arenas is a fair indication of its scope and ambit as a challenging career choice. Here’s a quick look at what the brouhaha surrounding corporate communications is all about.

What is Corporate Communication. All the communication between an organisation (Corporate) and its stakeholders for creating, maintaining and perpetuating its brand, and augmenting its reputation is referred to as Corporate Communication. It includes in its purview other dynamic functions: Advertising, public relations, event promotion, marketing, brand management, et al.

Why is Corporate Communication big. With an ever increasing number of corporates, competition is becoming more and more cut-throat. At the same time, the mass media’s hawk eyes are constantly scrutinising companies. It therefore becomes imperative to make the right noises.

Projections matter. Creating and building a brand consciousness and remaining in close contact with stakeholders – employees, public, shareholders, clients, etc – and informing them about the purposes, goals and values is key. This is where Corporate Communication steps in. It also aims to influence the employees’ attitude and feelings towards their job, and works towards giving a fillip to loyalty.

What you need. A degree or diploma in mass communication helps but it is not essential. The career has a slant towards soft skills and looks for those who have an awareness and understanding of current affairs, and are astute fire fighters. A corporate communicator needs to be a total people’s person with an ability to articulate well. If equipped with the convincing prowess, you can do well as the voice of the corporate.

Remuneration. The beginning in this field requires patience, perseverance and back-breaking work. But rewards are certain to follow. A fresher can earn anything between Rs 3-5 lakh per annum. From there on, it’s about proving your mettle. There is no dearth of work, neither are the returns wanting. If you have the gift of the gab and are ambitious, go for it.


Shilpa Gupta