Corporate communication system, process and practices of public and private undertakings in karnataka state: An empirical study

The concept of corporate communication has been widened to include the cultivation of mutually beneficial relationships between the organization and various stakeholders who matter most from the point of view of business management. The present study evaluates the corporate communication system, process and practices of leading public and private undertakings with special reference to Karnataka State. The crucial importance of corporate communication becomes highly relevant in the present times since the world moves towards globalization of communication and economy. A synthesis of the available literature suggest that corporate communication scenario of Karnataka State suffers from certain limitations. The present study approached the problem through a systematic survey method, which is popular in Mass Communication and Journalism and other branches of Social Science. The implications of the findings of the study on the system, process and practices of corporate communication in leading corporate houses of Karnataka State namely – Bharat Earth Movers Limited, Bharat Heavy Electricals Limited, MphasiS and Biocon sensitize the various stakeholders corporate communication for better practice and performance. The investigation reveals that it is imperative to formulate a corporate communication policy in the new millennium since modern corporate houses are required to race against the time and rise to the occasion in reaching out to various stakeholders. The policy makers of public and private corporate houses are also required to expand and develop corporate communication system by involving the visionaries and missionaries in the field concerned. A separate training division would facilitate constant development of human resources in the corporate communication department of the select corporate houses. The corporate communicators should also be encouraged to gain the benefit of specialization in various branches of corporate communication management in modern society. The corporate communication activities need management support and active involvement of various branches of organizational management. The study emphasizes that inter-departmental coordination would enrich the status of corporate communication in select corporate houses. The modern corporate houses should also formulate a set of sound ethical considerations and practices in order to prevent unlawful and unhealthy corporate communication practices. The corporate communicators also required proper training and orientation in the art of image building and demonstrating the socially beneficial programmes of the corporate houses through adequate communication campaigns. The practice of corporate communication demands integrated approaches in general and application of multimedia in particular. The future agenda for corporate communication management in select corporate houses must deal with the process of corporate social responsibility and adoption of sound ethical practices. The corporate communication services have to be rendered with due respect to professional ethics and corporate social responsibility.