Tuesday, October 26, 2010

CAREER IN PLANT PATHOLOGY

Dr. Mamta Singh

The field of plant pathology offers a variety of different career. Many plant pathologists work in academia, state and federal government positions, as well as in the industrial and private sectors.

Plant Pathology is a branch of agricultural science that deals with the study of fungi, bacteria, viruses, nematodes, and other microbes that cause diseases of plants. The branch focuses on understanding how hosts, pathogens, and environments interact to cause plant diseases and on understanding how to control plant diseases. A plant pathologist is a person who specializes in plant health much similar to a physician who specializes in human health or a veterinarian in animal health.

With this agricultural technology option, students who wish to work for various commodity, seed, and agri-chemical industries learn to apply these principles to scientific agriculture and plant medicine. Under the biotechnology option, students learn to apply these principles to modern biology and plant medicine. The latter option is recommended for students who wish to go on to graduate school or go to work right away in biotechnological firms, universities, or research laboratories.

WHO IS PLANT PATHOLOGIST?

A plant pathologist is a professional who specializes in plant health much as a physician specializes in human health or a veterinarian in animal health. Keeping plants healthy requires an understanding of the organisms and agents that cause disease as well as an understanding of how plants grow and are affected by disease. Through college courses in botany, microbiology, crop science, soil science, ecology, genetics, biochemistry, molecular biology, and physiology, students receive the necessary background for exciting careers in the interdisciplinary science of plant pathology. Most specialize by taking advanced college training for master's and doctoral degrees. Plant pathologists are employed by colleges and universities, state and federal government agencies, industrial firms, international institutes, and as private practitioners.

PLANT PATHOLOGISTS MAKE EVERY EFFORT TO KEEP PLANTS HEALTHY

Plant diseases are caused by a variety of living organisms (called pathogens) such as fungi, bacteria, viruses, nematodes, phytoplasmas, protozoa, and parasitic plants, and by nonliving agents such as air pollutants, nutrient imbalances, and various environmental factors. New diseases and changes in existing pathogens remain a constant threat to our forests, food and fiber crops, and landscape plants. Development of new and innovative ways to control plant diseases is a constant challenge for plant pathologists.

Plant diseases may be managed by altering the host plant, the pathogen, and/or the environment. Examples include growing resistant plant varieties, planting pathogen-free seed or stock, applying a biological control agent, modifying environmental conditions to decrease disease, and using plant medicines that inhibit or kill the pathogen without harming the plant or the environment.

Considerable research is necessary before techniques can be recommended that will effectively manage plant diseases in ways that are economical for growers and safe for the environment and consumers. Effective disease management often varies from region to region due to differences in environment, soil type, cropping practices, and plant varieties.

In their work, plant pathologists cooperate with plant breeders and crop management, insect, and weed specialists in developing integrated, environmentally sound approaches to managing crops and their pests (including pathogens). Working together with other specialists, plant pathologists contribute to the production of a stronger economy, safer foodstuffs, a cleaner environment, conservation of soil and water resources, and the health of workers in farms, gardens, and landscapes. Plant pathologists and bioengineers also are cooperating closely in developing disease-resistant plant varieties, preserving food from spoilage, developing new strains of organisms for biological control, and even in developing composting processes for solid waste disposal.

Plant pathologists utilize modern scientific equipment and techniques to unravel the mysteries of how pathogens attack plants and to understand the effects of environmental conditions on disease development. Interactions between plants and their pathogens are studied at all levels of biological organization, from molecules to organisms to ecosystems.

Research laboratories are equipped with plant growth chambers where light and temperature can be controlled accurately, with scanning electron microscopes that provide three-dimensional images of pathogens on plant surfaces, with high-performance liquid chromatographs that provide rapid analysis of chemicals in diseased and healthy plants, and, of course, with computers for analyzing data. Techniques for nucleic acid hybridization and separation, plant tissue culture, serology, and other modern biotechnologies are utilized by many plant pathologists in their day-to-day activities.

Research is also conducted in the field under natural conditions and utilizes technologies such as volumetric spore trapping instruments to quantify fungal spores in the air over a crop canopy or field-based microprocessors that sense environmental factors and are used to assess the health status of plants in a field or region.

Plant pathologists employed by the Cooperative Extension Service, by industry, or as private practitioners work directly with agricultural producers, food processors, landscape and forest managers, or other professionals involved in growing or managing plants. In this role, plant pathologists function much as physicians or veterinarians in advising clients on the diagnosis and management of plant diseases. Many professionals rely on plant pathologists to provide books and pamphlets on plant diseases useful for operating clinics using modern diagnostic technology and for direct consultation in field situations.

Plant pathologists also teach in colleges and universities where they convey their knowledge of plant health to subsequent generations of plant pathologists and other professionals.

OPPORTUNITIES IN PLANT PATHOLOGY

Training for a bachelor's degree in one of the biological, chemical, or mathematical sciences at an accredited college or university is the first step towards becoming a plant pathologist. Certain employment opportunities may be enhanced by undergraduate coursework or a major in plant pathology. For example, plant pathology expertise is useful for farm and greenhouse managers, park and golf course superintendents, agribusiness sales representatives, and other biological science positions requiring a bachelor's degree.

Graduate work in plant pathology usually is essential to acquire sufficient knowledge of the science to obtain most professional positions. Most state universities with a college of agriculture offer advanced curricula leading to a master of science and/or a doctor of philosophy degree in plant pathology.

Employment opportunities include research, product development, sales, teaching, extension, administration, regulatory work, and private practice. Certain institutions also offer advanced degrees in crop protection or plant health that combine curricula in crop science, soil science, entomology, weed science, and plant pathology with practical experience to prepare graduates for careers as private or public practitioners of plant health management.

The expanding interest in the quality of our global environment and increasing global demand for high-quality food, fiber, tree and ornamental plants provides many opportunities for plant pathologists. These professionals often are sought by government and nonprofit organizations and corporations to participate in teams of specialists addressing international agricultural development. Such employment may be on a continuing or a consulting basis.

If you are interested in a challenging and exciting career in plant pathology, contact a plant pathology department in one of the state universities listed below for information on curricula and career opportunities.

AGRICULTURAL UNIVERSITIES

University

Address

Fax No.

E-Mail Address

Assam Agricultural University (AAU)

Jorhat 785 013 (Assam)

0376-320919

btis@ren.nic.in

bic_aau@dbt.ernet.in

Acharya N.G.Ranga Agricultural University (APAU)

Rajendranagar, Hyderabad
500 030 (A.P.)

040-4015031

root@apau.ap.nic.in

Birsa Agricultural University (BAU)

Kanke,
Ranchi 834 006
(
Bihar)

0651-304451

root@bau.bih.nic.in

Bidhan Chandra Krishi Viswavidyalaya (BCKV)

Haringhatta P.O. Mohanpur, Nadia 741 246 (West Bengal)

03473-33275

root@bckv.wp.nic.in

C.S. Azad University of Agriculture & Technology
(CSAUA&T)

Kanpur
208 002
(Uttar Pradesh)

0512-210408

--------

Gujarat Agricultural University (GAU)

Dantiwada, Sardar Krishi Nagar 385 506 (Gujarat)

02748-77002

--------

G.B. Pant University of Agriculture & Tech. (GBPUA&T)

Pantnagar
263 145, Nainital
(UttarPradesh)

05948-33473, 05948-33608

root@gbpuat.ernet.in

Haryana Agricultural University (HAU)

Hissar 124 001 (Haryana)

01662-73552

root@hau.pnp.nic.in

Himachal Pradesh Krishi Viswavidyalaya (HPKV)

Palampur
176 062 (HimachalPradesh)

01894-30511

--------

Indira Gandhi Krishi Vishwa Vidyalaya(IGKVV)

Krishak Nagar
Raipur 492 012
(Madhya Pradesh)

0771-424532

--------

Indian Agricultural Research Insitute (IARI)

Pusa, New Delhi


--------

Jawaharlal Nehru Krishi Viswa Vidyalaya (JNKVV)

Jabalpur 482 004 (Madhya Pradesh)

0761-343382

root@jnau.mp.nic.in

Kerala Agricultural University (KAU)

Vellanikkara, Trichur 680 654 (Kerala)

0487-370019

kauhqr@ren.nic.in

Konkan Krishi Vidyapeeth (KKV)

Dapoli 415 712 (Maharashtra)

02358-82074

--------

Marathwada Agricultural University (MAU)

Parbhani 431 402 (Maharashtra)

02452-45582

--------

Mahatma Phule Krishi Vidyapeeth (MPKV)

Rahuri 413 712 (Maharashtra)



Narendra Dev University of Agriculture & Technology (NDUA&T)

Faizabad 224 001
(Uttar Pradesh)

0527-814947

--------

Orissa University of Agriculture & Technology (OUA&T)

Bhubaneswar
751 003 (Orissa)

0674-407780

0674-401692



Author:
Dr. Mamta Singh


CAREER IN NCC

By Col. S.K.Joshi, Shaurya Chakra, Sena Medal

The National Cadet Corps came into existence on 16 July 1948, under the 31st NCC Act of 1948, based on the recommendation of Pundit H Kunzru Committee. NCC was started with strength of 38,500 Boys Cadets. Girls Cadets were added in the Army Wing in 1949, Air Wing in 1950 and Naval Wing in 1952. In the initial stages, NCC was confined mainly to the urban areas. Today NCC has spread to every corner of the country, having more than 13 lakhs Cadets. The National Cadet Corps, which has both Boys and Girls as cadets, has the basic aim of developing the character qualities in the youth to make them good citizens of the society and worthy leaders of the future in every walk of life.

The National Cadet Corps is the only organization of its kind, which imparts Leadership, Discipline, Integration, Adventure, Military, Physical and Community Development training to over 13 lakhs youth of the country. The Youth of the country are the future of India. NCC is the organisation to install the values of "Unity and Discipline"- the Motto of the National Cadet Corps.

The NCC has a total of 765 units in India which encompasses 586 districts in the country, covering 6985 schools and 5159 colleges.

The NCC is staffed by 1697 Armed Forces Officers, 11093 junior and non-commissioned Officers of the Defence Forces, 34 Whole Time Lady Officers and 10351 Associate NCC Officers ie college professors and school teachers. In all, NCC has 92 Group Headquarters, 647 Army Wing Units, 58 Naval Wing Units and 58 Air Wing Units. For training of the staff, it has an Officers Training Academy at Kamptee and Women Officers Training Academy at Gwalior. NCC is funded by the Central Govt. and the respective State Govts. The Central Advisory Committee is headed by Defence Minister and the State Advisory Committee give impetus to the activities in NCC.

Categories in NCC

There are two divison/wing in NCC- Junior Division/Junior Wing at school level & Senior Division/Junior Wing at both school & college level. NCC cadet must be a student of either a school or college. 'A','B' &'C' certificates are given to cadets after qualifying for these exams.

Incentives

NCC cadets are granted with some incentives in the form of scholarship. These incentives are as follows:-

Incentives provided by NCC Headquarters

Scholarship Scheme:

150 Scholarships to JD/JW and 100 scholarships to SD/SW of Rs. 2000/-each awarded annually to meritorious NCC Cadets who have undergone two years training with minimum 60% attendance.

*JD/JW- 10th pass with minimum 70% marks in aggregate.

*SD/SW- 10+2 or Pre-Degree/Pre-University/Diploma in Polytechnic, with 70% in aggregate of science stream & 60% of art/commerce stream.

Note: Relaxation of 5% marks for SC/ST. Bonus 10% marks on securing minimum percentage as above to SC/ST/OBC.

Financial help is given to the cadets & their families if they are injured during the training.

*Delhi:

- 1.25 lakhs (Due to high risk NCC activities).

- 1 lakh (During other NCC activities)

*Injury Reimbursement of upto Rs. 1 lakh for specialized treatment in case of permanent disability and upto Rs. 50,000/- for normal treatment.

Financial Support to NCC

Funding of the NCC is the dual responsibility of central and the State Governments. Financial support from both these govt. is therefore a mandatory requirement to ensure functional efficiency of the organization. The State Govt. bears the liability for the following expenditure.

*Pay and Allowance of State Government Employees in NCC Organization.

*Office Accommodation, Furniture, POL etc. in respect of Gp HQ and units.

*Refreshment, Washing and Polishing Allowances for NCC Cadets.

*Outfit and Outfit Maintenance, and Honorarium for ANOs.

*Pre-Commission and Refresher Training for ANOs.

25% of NCC Camp expenditure is bear by the State Government. The other 75% is reimbursed by the Central Govt.

Bonus marks are given in following vacancies:-

At the time of recruitment in the ranks in the Defence Forces, Cadets get bonus marks .

Soldier GD Category-In this category bonus marks are based on total marks secured in physical and written examination.

*NCC 'A' Certificate-5%

NCC 'B' Certificate-8%

NCC 'C' Certificate-10%

Soldier Tech/Clk/SKT/Nursing.Asstt: Bonus marks will be based on total marks obtained in written examination.

*NCC 'A' Certificate-5%

NCC 'B' Certificate-8%

NCC 'C' Certificate-10%

*Navy: Under mentioned marks are added for recruitment in Navy Direct entry Sailor and Artificer Apprentices

Certificate Sailor Artificer Apprentices

Certificate 'A' 02 marks 05 marks

Certificate 'B' 04 marks 10 marks

Certificate 'C' 06 marks 15 marks

*Air Force: Under mentioned marks are added to selection test marks of certificate holders:

NCC 'A' Certificate-3 marks

NCC 'B' Certificate-4 marks

NCC 'C' Certificate-5 marks

*Military Nursing Service:

One seat is reserved for B.Sc (Nursing) Course and 24 Probationer Nursing Course for NCC trained girls, possessing G-2 Certificate in order of merit.

Many incentives provided by the NCC cadets by Para Military Forces are as follows:-

BSF (Border Security Force)

NCC 'A' Certificate-4 marks

NCC 'B' Certificate-6 marks

NCC 'C' Certificate-10 marks

CISF (Central Industrial Security Force): Preferential marks to NCC certificate holders for recruitment in CISF

NCC 'B' Certificate-1 mark

NCC 'C' Certificate-3 marks

Coast Guard: Weightage of 15 marks to NCC 'C' Certificate holders for recruitment in officer cadre or ranks depending on education qualification.

ITBP (Indo Tibetan Border Police): Preference to NCC 'C' Certificate holders for recruitment in officer cadre of ranks, depending on educational qualification.

commission of cadets in Armed Forces as officers

*Army

NCC 'C' Certificate holders in age group 19-25 years are required to compete in UPSC examination for commission though IMA (Indian Military Academy) or OTA (Officers Training Academy).

32 Vacancies are reserved in regular course of IMA for 'C' Certificate holders] irrespective of position in merit, subject of passing UPSC examination and clearing SSB interview.

NCC Special Entry Scheme for SD Wings graduates in OTA in group 19-25 years with 50% marks, through DDG of states for direct interview (SSB) every year. The Cadets are exempted from CDS examination conducted by UPSC. The Cadets should have 'A' or 'B' grade in 'C' certificate examination.

*Navy

Upto nine vacancies per course for commission in Navy are reserved for NCC 'C" certificate pass graduate cadets with B.Sc (Physics & Maths) or BE in the age group of 19 to 24 years and passed by SSB exempted from CDS examination of UPSC.

*Air Force

Pilots Course:- 10% vacancies reserved in each branch for NCC 'C" Certificate holders. Not processed through UPSC examination.

Girl cadets also can get different jobs. Girl cadets may choose career as Army Officers, Whole Time Lady Officers and Girls Cadet Instructors (GCIs).

NCC cadets can get a good job more easily as compared to others. Private and Public Sectors give preference to the holders of 'A','B' &'C' certificates. Many reputed companies like Reliance Group, Ambuja Group, Tata, Birla, Infosys and other MNC prefer NCC Cadets for different jobs. In this way NCC improves the status of the cadets in job market and helps them in achieving the aim of their life.

One can easily identify the NCC cadets in a job because an NCC cadet looks confident, disciplined, helpful and easily accepts the additional responsibilities.

By Col. S.K.Joshi , Shaurya Chakra, Sena Medal

Joint Director (Trg)

NCC Directorate

Old Sectt. Bulding

Delhi-110054

Career opportunities in Gemology

Gemology is the science, art and profession of identifying and evaluating gemstones. It is considered as a branch of mineralogy in Geosciences. Gemologists are taught to classify natural gemstones and check for damage to these stones. The splendor, durability and material value of gemstones have always surprised people and have remained a cause of interest for centuries.

A gemstone or gem (also called a precious or semi-precious stone) is a piece of attractive mineral, which?when cut and polished?is used to make jewelry or other adornments. However certain rocks, (such as lapis-lazuli) and organic materials (such as amber or jet) are not minerals, but are still used for jewelry, and are therefore often considered to be gemstones as well. Most gemstones are hard, but some soft minerals are used in jewelry because of their lustre or other physical properties that have aesthetic value. Rarity is another characteristic that lends value to a gemstone.

Gemstones are basically categorized based on of their crystal structure, specific gravity, refractive index, and other optical properties, such as pleochroism. The physical property of "hardness" is defined by the non-linear Moh?s scale of mineral hardness. Gemologists study these factors while valuing or appraising cut and polished gemstones. Gemological microscopic study of the internal structure is used to determine whether a gem is synthetic or natural by revealing natural fluid inclusions, and included partially melted exogenous crystals to demonstrate evidence of heat treatment to enhance colour.

The spectroscopic analysis of cut gemstones also allows a gemologist to understand the atomic structure and identify its origin as it is a major factor in valuing a gemstone. For example, a ruby from Burma will have definite internal and optical activity variance as compared to a Thai ruby. When the gemstones are in a rough state, the gemologist studies the external structure; the host rock and mineral association; and natural and polished colour. Initially, the stone is identified by its colour, refractive index, optical character, specific gravity, and examination of internal characteristics under magnification

Career Opportunities:

Since time immemorial gems have remained "neighbor's envy and owner's pride". The ornaments have been exotic, unequalled and invaluable articles of personal glory. They are considered symbols of wealth, talismans, adornments of gods, kings and the rich. They have also been revered for their magical powers as well. There are very few substances which pack so much value in such little sizes. And, with changing fashion and taste, men and women today, are steadily moving away from conventional styles of adornment and ornamentation and gradually adopting modern patterns better suited to their busy life styles. According to estimates, 60 percent by value, 82 percent by volume and 95 percent of the cut and polished diamonds get processed in India. Also considering the fact that India is the largest consumer of gold in the world and has excellent infrastructure for diamond cutting, Gemology can prove to be a very lucrative and satisfying career.

To be eligible for admission into a Gemology course, you must have completed 10+2 (any stream) or graduation. The duration of the courses vary but they are of short terms. A good command over English is a must if you want to progress in this field because not only it gives an edge during communication with customers but also, best of the books on the subject are in English.

Gemology course mainly consists of gem's identification and colouring, metal concepts drawing techniques, metallurgical processes, elements of fashion, design methodology, computer aided designing, ornament designing, ornament making and traditional and modern processes with specialization in jewellery designing. Gemologists identify, sort and grade gemstones in order to advise jewellers/ jewellery designs regarding various properties of gems and the suitability of particular gemstones in different metals and settings. Thus, the functions of a Gemologist include identification, measurement of weights, establishment of size and all other such aspects of various precious stones. You can specialize as a gem grinder, gem polisher, gem assorter, engraver, jewellery setter, researcher and scientist. You can also be involved in teaching and training people with relevant qualification and adequate experience.

For becoming a successful Gemologist you should have a sense of design and appreciation of quality. Excellent powers of observation, attention to detail, precision, ability to concentrate, initiative, an objective approach and a tremendous sense of responsibility are some of the other qualities, which will make your progress in this area, fast and smooth. Good hand-eye coordination, patience and concentration are required in great measures because the work is precise and delicate in nature. Students are taught on the various aspects of the stones that include:

  • Identification and coloring of stones, i.e. sorting and grading of stones.
  • Occurrence of the stones
  • Physical properties of the stones
  • Optical properties of the stones
  • Identification of naturally occurring gems
  • Design methodology
  • Metal concepts drawing techniques
  • Ornament designing, computer aided designing
  • Metallurgical process
  • Ornament making in both traditional and modern techniques

It is a fact that Indian gem cutters and craftsmen are respected and held in high regard all over the world. Also, Government's liberalization policy has opened up a whole new world of opportunities in India and abroad. Within India, Jaipur (Rajasthan) is among the world's largest gem cutting centers. Other emerging centers include Delhi, Mumbai, Surat and Ahmedabad. Most of the jewellery export houses and other centers located in these cities offer good positions to those with training in the latest trends and developments in this field. With the entry of branded gems and jewellery as well as the increased interest in newer designs and westernized styles, job opportunities have increased manifolds. If you can satisfy market needs and continue to create new things, you can carve a niche for yourself as a self- employed entrepreneur.

Job Opportunities:

Growing demand for precious stone jewelry has created the need for more gemologists. Anybody who has a passion for jewelry and stones and has an eye for detail can become a successful gemologist. In recent times the entry of branded jewelry has infused new impetus in the profession. And when it comes to gems and jewelry exports, India accounts for 70% (approx.) exports worldwide. There is also a demand for traditional gold jewelry in the international market. The Indian Gem & Jewelry industry is poised to enter the new millennium with great confidence. Indian gem cutters and craftsmen are held in high regard the world over. The opening up of the market will help India to acquire a sizeable share of the world market.

Job openings have shown an increase with entry of branded jewelry and increased interest in newer and westernized styles. Self-employed jewelry designers can carve a niche for themselves provided they could satisfy market needs and continue to be creative at the same time. Within manufacturing, increasing automation will take some time to adversely affect employment of low-skilled occupations, such as assembler and polisher when replacement benefits and costs outweigh the productivity of manpower. Automation will have a lesser impact on more creative, highly skilled positions, such as mould and model maker.

The demand for jewelry is largely affected by the amount of disposable income people have. Therefore, the increasing number of affluent individuals, workingwomen, double-income households and fashion conscious men are expected to keep jewelry sales strong.

Related occupations could be of gem-cutters, hand engravers, and watchmakers and repairers

It is a fact that Indian gem cutters and craftsmen are respected and held in high regard all over the world. Also, Government's liberalization policy has opened up a whole new world of opportunities in India and abroad. Within India, Jaipur (Rajasthan) is among the world's largest gem-cutting centers. Other emerging centers located in these cities offer good positions to those with training in the latest trends and developments in this field. With the entry of branded gems and jewellery as well as the increased interest in newer designs and westernized styles, job opportunities have increased manifolds. If you can satisfy market needs and continue to create new things, you can carve a miche for yourself as a self-employed entrepreneur.

Though automation has set in this field also, keeping pace with the changing times, it will take time before it adversely affects the employment of lower level skilled workers. But automation will hardly have much impact on the creative and highly skilled positions. Employment is not at all a problem for skilled workers. The salaries vary depending on the type of the job you are doing. Creative jobs generally fetch you a starting salary of Rs.15,000 per month. People involved in this business can also be retailers, wholesalers of gems and jewellery shop, where income levels vary from one extreme to another.

Owing to the availability of cheap labour, it is estimated that nine out of every ten diamonds are cut in India. Further, employment opportunities should be excellent as jewellery sales are increasing. Due to the discovery and pilferage of imitations of diamonds and synthetic gems, the field is still evolving. The International Gemological Institute (IGI), the largest independent gem certification and appraisal institute with gemological laboratories in Antwerp (Belgium), New York (US) and Bangkok (Thailand), has set up shop in Mumbai in recognition of India's immense potential in this field. Many other gemological institutes have been eyeing India in the recent past.

· National Institute of Fashion Technology (NIFT) has following branches :-

(a) NIFT Campus, near Gulmohar Park, Hauz Khas, New Delhi.

(b) Tata Mills, Parel, Mumbai (Maharashtra).

(c) Sector III, Salt Lake City, Kolkata (West Bengal).

(d) GIDC Electronic Estate, Gandhinagar (Gujarat).

(e) Chenatha Bhavan, Nampally, Hyderabad (Andhra Pradesh)

(f) Co-optex Building, Egmore, Chennai (Tamil Nadu).

There are numerous institutes all over the world that offer courses in gemology. If you choose to do a course through any other institute, please check if they have an accreditation from the American Gemological Society (AGS).

(Author is Geologist and working as Project Scientist in Jharkhand Space Applications Center (JSAC), Deptt. of IT, Govt. of Jharkhand & Co author is University professor in Department of Geology, Ranchi University, Ranchi, Jharkhand. Email: vivekearth@gmail.com / bsingh6029@gmail.com )

Career Opportunities in Corporate Communication

Dr. Satyanarayana Pattnaik

Globalization of economy is the basic trend of 21st century. In this age of globalization, most of the academic discussions concentrating on communication management. This is important in the application of marketing techniques and overall development in the industry. The purpose of communication management is the accessibility of information flow from top management to bottom and vice-versa. It will be effective only when all parties (both internal groups as well as stakeholders) in the organization should be communicate and transfer the necessary information meaningfully and resourcefully. Communication is the cornerstone function of every organization to build up its status in the corporate world as well as its stakeholders. Communications is one of the most important link between an organization and the public. Communication generating from an organization and going out of its various audiences­­ ? whether within or beyond ? is termed as corporate communication.

Communication is the key factor in the creation, implementation, monitoring and reporting on all corporate activities. Through communication, stakeholders understand company?s purpose, goals and values. Communication also aimed to influence employee?s attitude toward the workplace loyalty and pride in the company in which they are working.

Major companies are considered communication as an effective tool to intensifying its scope and rationalizing its service. They have renewed their communication strategy to expand their business empire. Leading organizations have their own communication team with efficient communicators who are responsible for communication function with various national and international organizations.

What is Corporate communication?

Theoretically speaking, Corporate Communication plays a critical role in building and maintaining relationships with the stakeholders of a corporation. Media communications are an essential channel through which all stakeholders receive information and develop perceptions of a company. Corporate communications are effective in the successful business and its effects identified by the leading companies. It is equally important as technology since application of technology need to communicate effectively in the corporate world. Without effective communication corporate relationship will be impossible.

Corporate Communications is the processes; a company uses to communicate all its messages to key constituencies. It encodes and promotes a strong corporate culture, a coherent corporate identity, an appropriate and professional relationship with the media, and quick, responsible ways of communicating in a crisis. It also defines how an organization communicates with its stakeholders and how that brings a company's values to life. Corporate Communications are often defined as the products of communications, memos, letters, reports, Web sites, community engagement, social and environmental initiatives or programs. These make up most importantly an aggregate of messages that a company sends to its audience whether internal or external.

To put it simply, corporate communication is an umbrella that encompasses fields like advertising, public relations, internal communications, investor relations, crisis management, brand management, events and in some cases can extend to marketing as well.

Communication in changing corporate sector

Just until a few years ago, companies communicated with their consumers via press releases, and with their employees through internal bulletins. Today however, the importance of communication has gone up manifold.

Now-a-days information technology and management are the recent trend in the career field. Most of the company is looking for the people who are able to make some changes. Communication skill is an essential element in this new generation job. Also employees should be able to take new challenges and to perform the job responsibility effectively. In this competitive world, employees should be able to understand the situation and to communicate the meaningful information in time.


The field of corporate communication serves as an excellent example of the evolution of corporate functions and its subsequent impact in terms of career prospects. The field has undergone radical developments over the years and has become a full-fledged career option today. The number of job openings has increased what with more companies taking notice of its importance in business objectives, and a rise in competition.


As competition grows and as reputation becomes more important, any company serious about its image will always have a need for corporate communication. This is one among a few areas where career opportunity is going upwards.

Till about a decade ago, one would have never ordinarily followed a career in corporate communication. However, the influx of multinational companies (MNCs) has brought in new trends that are followed in developed countries. Several large, medium and even small sized companies now employ a full time executive dedicated to image building. With companies realising the potential benefits from corporate communication, there is no looking back for professionals in this field. In fact even NGOs have started hiring communication professionals to look at their ?corporate image?.

Duties of Corporate Communicator

As a corporate communicator, an individual becomes the face of the organisation. The skill sets required in corporate communications are an ability to articulate ideas, ability to write lucidly and above all? being a people?s person. The corporate communicators are involved in internal communication with employees and are responsible to effectively transmit information originating from the management. For a stock market listed company, the communication department within the organisation is responsible for channelling investor queries as well as ensuring a constant flow of information between various stakeholders. In large organisations, the advertising and PR strategies also fall within the ambit of corporate communication.

Corporate Communication experts are the advocates for organisations in managing the complex communications that take places between organisations and their external and internal audiences. These specialist communicators are representing the organisation and make the organisation to aware of public views and attitudes. Other responsibilities of corporate communicators include media contacts, drafting press release, arrange and conduct programmes of internal and external communications. Corporate communication is responsible for creating and maintaining the brand and looking after the organisation's reputation. It works towards projecting an excellent image at all times. The positive image a company projects helps in moulding public opinion in its favour in times of an actual crisis.


Specific responsibilities of a corporate communicator include:

· Supervise the status of the organization

· Develop, execute and evaluate communications strategies

· Ensuring effective two-way internal communications

· Taking the lead on media handling, proactively placing good news stories, dealing with enquiries and producing media releases

· Developing links with other departments, which enhances the smooth functioning.

· Planning proactive communications

· Leading public relations, including customer services

· Playing a key role in issue management and planning

· Ensuring that other health organizations are kept fully briefed on developments, plans and any incidents in your organization

· Producing high quality information service

· Advising senior colleagues on strategic communications and related issues

· Engaging in business promotion campaigns

· Typically, the following skills would be necessary for a communications role:

· Ability to work equally well both on your own and within a team

· Ability to write, speak and brief others clearly

· Ability to assess and select appropriate communications routes for different messages and audiences

· Ability to remain calm under pressure

· Ability to recognize sensitive situations and act appropriately

· Negotiating and influencing skills

· Ability to work well with others at all levels both within and outside your company

· Ability to gain the trust and respect of senior colleagues

· Ability to provide creative input to projects

· Ability to think strategically

Above all, corporate communicator represents the corporation's voice, its reputation, integrity and the images it projects of itself on a global and regional stage populated by its various audiences and stakeholders.

What do aspirants need for it?


There are no defined qualifications for entering this field. Those with the gift of the gab and the ability to write have an edge. Soft skills like networking, inquisitiveness and time consciousness are also important. Graduates in English literature and mass communication with some hands-on experience are preferred at the entry level, so are MBAs.

A degree or diploma in mass communication helps for a career in corporate communication. However, many professionals agree that more than the degree, it is your personal skills that matter the most. "It helps to have a degree in communication, but it is not essential. What matters is being able to understand issues related to your organisation, an understanding of current affairs, and an eye for any development that could affect the organisation. A degree or diploma in communication, no doubt, helps get an entry into the field. Also, language skills and the ability to see opportunities are important qualities.

Ideally before getting into this field one should have a relevant degree in communication. A formal degree in journalism & mass communication can help you get an easier access into this sector. Communication education gives you an understanding and helps to grasp things faster.? Armed with degrees job seekers can directly consider entering the sector. In today?s a job market students can easily start a rewarding career in this field.


A degree would not give you the strategic thinking and the ability to make and maintain contacts that matter a lot in corporate communication. You also need an ability to understand the business, ability to network within and outside the organisation and the ability to make people believe you as well as believe in you. It is only after that your audiences trust you.

Future prospect in the field


There is enormous scope for corporate communication in India. Industries are expanding and need to recognise the importance of having to communicate with the public that matters to the most. With the kind of development we are witnessing in India and abroad, corporate communication is here to stay. Prospects in the field are plentiful for more than one reason. Firstly, competition has grown. The need to maintain the brand has grown considerably, with regard to Indian as well as global consumers, as more foreign companies are coming to India than never before. Secondly, the need to communicate has exploded. Even the target audiences have expanded radically. We have come to use more and developed tools of communication to reach out to them. Finally, the external scenario has become extremely dynamic.

More variables affect the image of the company now than before. Also, the number of tools of communication has increased significantly. Television and internet have changed the communication scenario. What would reach the public in 24 hours in case of newspapers or 12-14 days in case of magazines earlier, now reaches them in a matter of seconds. The tasks formerly being taken care of with a couple of press releases are now being handled by entire departments.

The size of the corporate communication department is dependent upon the size of the company. Large organisations have a full fledged department that works on their communication objectives. While small companies may have just one individual managing the entire show. In such a scenario, fresh talent is always welcome. A fresher can earn anything between three to five lakhs per annum. And from there, the sky is the limit.

The pay package

The pay scales in the sector vary based on the organisation and experience on part of the candidate. A candidate with a relevant degree and good communication skills can also get remuneration in the range of Rs 3.5 lakhs per annum. Once you have relevant experience of 4-5 years in the field, the annual remuneration can easily go up to Rs 5-6 lakhs. While talented people can make their way up to the level of vice-president in a company, at the entry level, corporate communicators usually draw salary of Rs 15,000-20,000.

The demand from organisations is only going to increase given the growth we are witnessing. If you feel that communication is your strength and have an ability to understand businesses then this is the career for you. After all, like finance and marketing professionals, a corporate communication professional too is not restricted to a specific industry.

­­............................................................................................................................................................

The author is course coordinator of Journalism & Mass Communication at IGNOU, Puri (Orissa). Contact at: snpattnaik@yahoo.com