Sanjita Cariappa
Corporate Communication Consultant and Writer
Bangalore and Beyond
Democratised access to information has fundamentally changed the way businesses must manage their identities and reputations. In this radically different environment, communication is more important than ever in building relationships with the multiple stakeholders upon whom businesses depend for their survival.
Communication is rapidly gaining importance as organisations recognize the power of messaging in influencing stakeholders and achieving business objectives.
The proliferation of communication channels enabled by technology has created myriad opportunities for companies to engage with stakeholders. It has also levelled the playing field, so that all entities - big and small - have relatively equal access to these channels, at a relatively low cost. The result oftentimes is cacophony, as companies vie in a frenzied contest for stakeholder attention.
Adding to the complexity is the growing number of stakeholder groups - customers, investors, media, employees, the public at large - with whom companies must continually engage. Each of these groups is more empowered, more sceptical, more demanding - of information, of transparency, of agility. And each of these groups is amply equipped to air its discontent publicly.
The acute realisation that communication matters now more than ever prompted me to venture out as a Corporate Communication consultant and writer, following 18 years of building brands and scripting the narrative of organisations around the world.