NATIONAL INSURANCE ACADEMY

PUNE

P765 – PROGRAMME FOR CORPORATE COMMUNICATIONS DEPARTMENT OFFICIALS (LIC)

(2024 - 25)

Background:

“Corporate communication” is primarily a mechanism to develop and manage a set of relationships with the public and the stakeholders who could impact the overall performances of the organisation. These relationships must be viewed in a long-term strategic manner. Thus, according to the above definition, corporate communication is used to build the image among its audiences to enhance its overall performances. It goes beyond the traditional method of communication and harnesses the potential of the print, audio-visual and digital media for the company’s reputation. It uses advertising, public relations, community relations, corporate literature, exhibitions, event management, research, sponsorship management, traditional media, and IMC (integrated marketing communication) to place organization, products, and services in the marketplace.

Digitalisation is empowering end users and increasing competition to share the voice and share of market. There has been a rapid shift in societal expectations around access to information and transparency—and also a desire for more two-way dialogue and an opportunity to input ideas. Digital platforms, as a means of stakeholder engagement, feature largely in the communications toolbox. Given the disintermediation of news distribution, companies need to be innovating but also get more comfortable with their lack of overt “control” over content. The website is now, more than ever, a channel that significantly influences perceptions of a company, but it must also be consistent with the real-world experience of the brand.

The Corporate communications departments have long been the fifth wheel. However, with the evolution of the industry over the past few years – from shrinking newsrooms to new marketing software and social media networks – CCOs and CMOs are finally getting a real seat at the C-suite table, as leadership understands now more than ever the direct impact both marketing and PR can have on all aspects of the business. Nonetheless, with greater understanding comes more pressure to deliver. Today’s communications roles now span brand awareness and brand equity as well as sales growth – all of which are deemed successful or not successful – through quantitative measurements.

With these newly defined roles and greater responsibility, traditional corporate communications teams are restructuring and rethinking how to effectively market their products. To succeed, they must be more focused on delivering multimedia content, creating integrated campaigns, and consistently demonstrating ROI.

Program Objectives:

§  To understand the strategic role of corporate communications for business operations, and to harness the potential of all types of Media.

§  To understand how communication strategies influence public, employees, and stakeholders.

§  To learn how to connect and liaison with the PR industry.

§  To learn to realign the brand image with new stakeholder values during the pandemic and after.

§  To learn to measure business campaign performance with the help of analytical tools.

§  To learning the challenges of social media advertising and finding solutions to them.

§  To learn to launch integrated multi-media campaigns.

Programme Contents:

§  LIC in the listed environment

§  Advertisement Regulations /Guidelines

§  Harnessing Creativity in Corporate Communications

§  Media & Government Relations

§  Corporate Image Management & Advertising.

§  Corporate PR & Effectively liaising with PR agencies.

§  Brand Management, Brand Promotion, Event management and sponsorships.

§  Business Communication and Communication Etiquette

§  Social & Digital Media Management

§  Measuring impact of Media Campaign & demonstrating ROI.

Participants Profile:

§  Administrative officials in the cadre of AO & above of C.C. departments of CO & ZOs to be nominated by the respective HRD Departments.

§  Officers working in the Marketing dept. of Divisional Offices dealing with C.C. activity to be nominated by respective Zonal HRDs.

Duration:       3 days

Dates:

     I.     19.06.2024 - 21.06.2024

  II.     18.09.2024 - 20.09.2024