The 3rd Annual Conference on Corporate Communications,
organised by marcus evans, saw a convergence of corporate communications professionals
from all over India and neighbouring countries.
The focus of the two-day
event, held on 2 and 3 August 2007, at Mumbai''s Le Royal Meridien hotel, was to
examine current best practices. Nandita Lakshmanan, founder and CEO of the pan-India
PR firm, The PRactice Strategic Communications India, chaired the conference.
shared their views and experiences on the concerns and the changing role of corporate
communications. They also discussed the tools that can help them achieve their
communication objectives better.
Dr Pragnya Ram, group executive president,
corporate communications, Aditya Birla Management Corporation Limited, presented
a case study on how the corporation utilises communiation in their business strategies.
effectively with various media is rated as an important aspect of communications,
more so in crisis situations. Charudatta Deshpande, head of corporate communications
at ICICI Bank elaborated on how senior management could be helped through media
training to come across as honest, trustworthy and well-informed disseminators
That the role of corporate communications is changing and
gaining importance within organisations is apparent. Corporate communicators are
moving away from their traditional roles of doers and implementers to being consultants
and co-strategists. Kavita Ghatge, vice president, corporate communications, Siemens,
stressed upon the fact that communications is a core business function and a communication
plan, just like a business plan, should be planned well in advance.
of the key functions of corporate communications is managing and maintaining communications
during a crisis. Crisis management is always more effective when corporate communications
teams prepare in advance of likely contingencies. Advance planning strategies
were presented on day two of the event by Meenu Handa, director, corporate communications,
Microsoft India. She shared her experiences to demonstrate how the key to effective
communication crisis is to be prepared before a crisis occurs.
shoulder the huge responsibility of continuously enhancing
the image of their organisation, building the brand
and strengthening relationships with all stakeholders.
An online presence through a corporate website plays
an important role here. But not just any kind of online
presence. Anjali Mathur, director and chief operating
officer of the The Information Company (TIC), presented
case studies on how her company helped two of India''s
largest business houses to define a web strategy and
formulate best practices for their corporate websites,
tata.com and adityabirla.com.
Batra, editor-in-chief, exchange4media.com, spoke on the importance of the new
media landscape in today''s technology-oriented business world.
vice president, Apeejay Surrendra Group, talked about driving communication as
a core corporate value and building capacity in communication as a business competence
to increase and sustain productivity, reduce attrition and energise an organisation.