The role of Corp Comm has become more strategic than ever: Ruchika Mehta, The Park Hotels
Corporate Director - Communications and Public Relations, The Park Hotels tells us how corporate communications has taken on a new meaning in today’s time and age
From managing press coverage to having a bigger say in the strategic affairs of the organisation, the role of corporate communications has come full circle. In a world where a single Tweet can undo years of brand building exercise, it is the corporate communications professional who ensures that the brand is well represented. With brand identity becoming synonymous with brand longevity and thus business and revenues, Ruchika Mehta, Corporate Director, Communications and Public Relations, The Park Hotels tells us how corporate communications has taken on a new meaning in today’s time and age.
Edited Excerpts:
What kind of shift has corporate communications witnessed over the years?
Corporate Communications space has changed drastically over the years. It has become more strategic in its approach and it has become a lot more evolved than what it used to be. Earlier corporate communications was restricted to public relations, which was mostly about managing the press. Now it has grown in its scope. As I said, it has become super strategic than ever because the CEOs and the top management work directly with the communications people now. To put it simply, the shift is a lot more about brand image and brand reputation than just sending information to public at large.
How has growth of digital and social platforms impacted the communications space in your view?
If we talk about the digital medium, though it provides new possibilities and opportunities, it also comes with its own set of challenges. With the widespread reach of digital and social and its ‘always-on’ nature, reputation management has become more critical and even difficult at times, because you have to be available everywhere at every given point of time. Also, the digital medium is difficult to control beyond a point and one has to ensure that the right messaging happens and there is the right perspective of your organisation that is being shared. Also, crisis communication is becoming difficult; you don't have time anymore, earlier you would have couple of hours to figure out what to do; now you have to figure out in couple of minutes.
How integrated has the communications role become with the marketing and sales aspect of the organisation compared to what it used to be a decade back?
It is important to remember that the image of the brand is in the custody of the communications department and it is our responsibility to see that the brand image is reflected well. Once the brand image is reflected well, it automatically impacts the overall business potential. So it is a critical role in that sense. We may not be directly impacting the revenue but we are definitely involved in the process of creating revenue. We help marketing and sales to achieve what they want to achieve by creating campaigns and by creating messaging that would help them to reach and achieve their targets.
Finally, in your view, what kind of trends will define communications space as we move forward?
First of all, when it comes to marketing spends; we are witnessing a new trend. Traditionally, it was television and print which was a communicators preferred medium but now a big chunk of these spends are going to digital because that is where my consumer is. As we move forward we will also see story telling becoming all the more important for brands. This in turn would help brands create distinct identity for themselves, so whoever will be the best story teller is going to be the better brand.
As we see video is becoming very important and going forth video communication messaging is going to become even more important. Also, the use of algorithms and artificial intelligence is going to redefine the communications space. In fact, it has already become important because we are constantly being guided by the data led insights about our customers and this is going to become more refined as we move forward.
Edited Excerpts:
What kind of shift has corporate communications witnessed over the years?
Corporate Communications space has changed drastically over the years. It has become more strategic in its approach and it has become a lot more evolved than what it used to be. Earlier corporate communications was restricted to public relations, which was mostly about managing the press. Now it has grown in its scope. As I said, it has become super strategic than ever because the CEOs and the top management work directly with the communications people now. To put it simply, the shift is a lot more about brand image and brand reputation than just sending information to public at large.
How has growth of digital and social platforms impacted the communications space in your view?
If we talk about the digital medium, though it provides new possibilities and opportunities, it also comes with its own set of challenges. With the widespread reach of digital and social and its ‘always-on’ nature, reputation management has become more critical and even difficult at times, because you have to be available everywhere at every given point of time. Also, the digital medium is difficult to control beyond a point and one has to ensure that the right messaging happens and there is the right perspective of your organisation that is being shared. Also, crisis communication is becoming difficult; you don't have time anymore, earlier you would have couple of hours to figure out what to do; now you have to figure out in couple of minutes.
How integrated has the communications role become with the marketing and sales aspect of the organisation compared to what it used to be a decade back?
It is important to remember that the image of the brand is in the custody of the communications department and it is our responsibility to see that the brand image is reflected well. Once the brand image is reflected well, it automatically impacts the overall business potential. So it is a critical role in that sense. We may not be directly impacting the revenue but we are definitely involved in the process of creating revenue. We help marketing and sales to achieve what they want to achieve by creating campaigns and by creating messaging that would help them to reach and achieve their targets.
Finally, in your view, what kind of trends will define communications space as we move forward?
First of all, when it comes to marketing spends; we are witnessing a new trend. Traditionally, it was television and print which was a communicators preferred medium but now a big chunk of these spends are going to digital because that is where my consumer is. As we move forward we will also see story telling becoming all the more important for brands. This in turn would help brands create distinct identity for themselves, so whoever will be the best story teller is going to be the better brand.
As we see video is becoming very important and going forth video communication messaging is going to become even more important. Also, the use of algorithms and artificial intelligence is going to redefine the communications space. In fact, it has already become important because we are constantly being guided by the data led insights about our customers and this is going to become more refined as we move forward.
