Call of Corporate Communications – Part 1


With businesses getting more competitive and technology growing at the rate of knots, this profession is getting increasingly challenging, creative and rewarding

As a profession, Corporate Communications is rapidly gaining ground. Businesses are realising that company reputation is as important as having a great product or service out in the market. Reputation is intangible but it is a powerful asset that attracts great talent, builds consumer loyalty, allows businesses to influence stakeholder opinion and helps determine the premium customers are willing to pay. These are great differentiators and businesses are starting to recognise their importance. As a consequence, there never has been a better time than now to think of a career in corporate communications.

Global studies are also reflecting this: the 2015 World PR Report (which can be accessed at said that the industry had shown 7% growth in 2014. This is quite phenomenal in an economy that has otherwise remained obstinately sluggish. It further strengthens the fact that a career in corporate communications would be a wise decision.

The profession is also becoming rather cool: some of the most advanced tools in the business are being thrown up by technology in the form of social media and community management, digital and multimedia channels, data-based insights that sharpen messaging and improve outcomes. So, if you’d love to write, communicate and rub shoulders with media, understand the underlying psychology that drives and motivates people, have a handle on business, possess analytical skills and relish organising events, you are already be on course for a career in corporate communications.

What are the most important skills you need to break into the world of corporate communications?

The Global Communication Report 2016 (which can be accessed at provides us an insight. The report says, “Writing — which might be considered a ‘price of admission’ ability for a communications department — was ranked as more critical than strategic planning (84%), social media expertise (76%), and multimedia content development (76%) and a long way ahead of things such as business literacy (62%), analytics (62%), research (48%), search engine optimisation (41%), and behavioural science (32%).”

What this indicates are the arrows required in the quiver of a good corporate communications professional.

(to be continued…)

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