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Third Annual Corporate Communications meet stresses on right communication mix

03-August-2007
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Third Annual Corporate Communications meet stresses on right communication mix

The third annual Corporate Communications meet delved on the corporate communication involvement, with industry luminaries. The first half of the day had speakers talking on how to effectively link both internal and external communication efforts to achieve company goals.

The session elucidated insights and challenges on the right media and channels to be used, to optimise organisational objectives, hence boosting profit margins. The seminar had speakers like Dr Pragnya Ram, Paresh Chaudhry, Charudatta Deshpande and Dr Ajit Pathak.

Nandita Lakshmanan, Founder and CEO, The Practice Strategic Communications India Pvt. Ltd, gave the opening and welcome remarks at the session. The first case study was presented by Dr Pragnya Ram, Group President-Corporate Communications, Aditya Birla Management Corporation. She presented her case study on the subject lines of ‘Communicators As Image Strategists’. The presentation highlighted how Aditya Birla Management Corporation utilises communication in its business strategies.

The next speaker was Paresh Chaudhry, Head of Corporate Communications, South Asia Unilever, Hindustan Unilever Ltd. He presented his study with insights into how brands and companies can make an improved social and economical change. He said, “Upholding and sustaining a brand’s or company’s reputation by considering the social, environmental and economical changes, is something that a responsible brand or company should regard at all times.” He added that if brands and aspiring companies in India wish to compete and thrive in a global market, there are certain rules to be followed.

Charudatta Deshpande, Head of Corporate Communication, ICICI Bank, explained the importance of how media training is important for corporate communicators. He said, “Proper media training is essential for every corporate communicator to succeed in effectively dealing with various media. This session will stress on the necessary requirements of a good corporate communicator in today's changing and challenging world.” According to him, most of the corporate communicators are not knowledgeable of that particular business and thus one needs to solve that big hurdle to establish his own credentials and respect.

The first half of the seminar ended with the case study presented by Dr Ajit Pathak, National President, Public Relations Society of India (PRSI). Dr Pathak stressed that today’s corporate communication is supported to achieve business mission. He said, “Be it business competition, overseas expansion, revamped marketing, brand management, attracting the best talent -- all the activities can be accelerated by meaningful corporate communications efforts.” In regards to achieving this goal, he strongly pointed out the ability to understand the journalists’ needs, spokespersons being trained to talk to media during crisis, and the needs to reach the target audience.

The third annual Corporate Communications meet focussed on interactivity within sessions while addressing current concerns of corporate communication, such as the optimisation of new media tools both internally and externally in an organisation. It also pointed out the importance of crisis preparedness, issues management, as well as image, identity and reputation management.

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