Corporate communications

The emerging world economy is a scenario of intense cut-throat competition. The competition, if anything, is getting more severe and covers the offering of every product and service. Getting the attention of prospective customers, and making sure that a certain message about the product or service offered is accurately and interestingly communicated to them is the new professional challenge of the Corporate Communicator of today and tomorrow.
Unlike the ubiquitous public relations officer of yesteryear, who was nothing but a miscellaneous handyman for all occasions, a man Friday with a nondescript job profile, the new Corporate Communicator will have to take care of a comprehensive corporate identity development programme and assess the existing corporation image of the organisation he represents that prevails in different audiences. It will also involve the creation of a culture of Corporate Communication. The professional function of the new Corporate Communicator will be an ensemble of internal communication within the organisation, media relations, marketing communication, investor communication and interacion with governments and governmental agencies. [From the blurb on the book flap]