NATIONAL INSURANCE ACADEMY
P765 – PROGRAMME FOR CORPORATE
COMMUNICATIONS DEPARTMENT OFFICIALS (LIC)
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.
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.
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.
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.
understand the strategic role of corporate communications for business
operations, and to harness the potential of all types of Media.
understand how communication strategies influence public, employees and
learn how to connect and liaison with the PR industry.
learn to realign the brand image with new stakeholder values during the pandemic
learn to measure business campaign performance with the help of analytical
learning the challenges of social media advertising and finding solutions to
learn to launch integrated multi-media campaigns.
LIC in the listed
Harnessing Creativity in
Media & Government
Management & Advertising.
Corporate PR &
Effectively liaising with PR agencies.
Brand Management, Brand
Promotion, Event management and sponsorships.
and Communication Etiquette
Social & Digital
Measuring impact of Media Campaign & demonstrating ROI.
Administrative officials in the cadre of AO &
above of C.C. departments of CO & ZOs to be nominated by the respective HRDs
Officers working in the Marketing deptt of
Divisional Offices dealing with C.C. activity to be nominated by respective