Published Paper Details:

Corporate Communication can be defined as the method by which a corporate house or a company communicates either internally, externally or both. Today, Public Relations has become part of Corporate Communication, while components like investor relations, internal communication, branding, advertising, marketing communication and government relations play a pivotal role. Is Corporate Communication simply the old wine of PR in a new bottle? Well, at the outset it might look so, but this researcher (by virtue of having exposure to both) is convinced that Corporate Communication has specific mission-oriented initiatives giving it a definite edge over PR. With globalization occurring in India during the past decade, the floodgates to Corporate Communication were opened. The concept of PR shrunk to government offices only, while corporate and MNCs embraced Corporate Communication with specialists and brand managers taking charge. Journalists with experience suddenly had another career option and many companies started hiring them as Corporate Communication managers. CorpCom was the buzzword all over. Internal Communication is a core component of Corporate Communication. Similar to the interaction between a person�s right and left hand, it complements some of the elements that propel External Communication. With workforce (employee) empowerment becoming the order of the day, the role of Internal Communication has changed drastically over the years. HAL chose to launch the Corporate Communication concept through a group of journalists who were recruited straight from different media houses. With many of its products going global, HAL was forced to look at some aggressive branding campaigns. The pre-2005 stand of sticking to age-old Public Relations practices was not fetching any dividends for the Company�s image. Finally, in June 2006, HAL Management formally announced the formation of Corporate Communication Department.