Director Human Recourses and Corporate Communications, Unilever Sri Lanka Ltd, and Deputy Vice Chairman of the Ceylon Chamber of Commerce, Dr Anura Ekanayake has said that corporate communications is a relatively new term and yet the most important, as in todays time business ethics are of great importance to built product image, says a press release.
He stated this while addressing a meeting on "Corporate Communications: Challenges and Opportunities for South Asian Business,"was organised by the Marketing Association of Pakistan (MAP) here on Wednesday night.
He said that corporate communication is essential, since globalisation has improved interactions and now corporate brand, image and character are the most focused aspects. He added that they create/invoke feelings and perceptions of consumers.
In addition to this, he said "be aware of global standards, but also of local prejudices," meaning that corporate communication should be designed based on individuals and communities, as they differ in each country, depending upon which perceptions are formed.
Ekanayake further advised that since silence can be taken as an admission of guilt, corporatists should communicate actively with their stakeholders. He also stated that corporatists should practice what they say, as going against their own words can "create a greater damage to the company and its image." He added that communication is also important to gain investors support and during crises management.
President, MAP, S. Farukh Mazhar, Vice President, Mohsin Feroz, Honorary Secretary, Farrukh S. Ahmed, Honorary Secretary, Honorary Treasurer, Muhammad Umar Qasim also spoke on the occasion.-PR