When communication comes full circle

Building Brands


An  umbrella of services that — when integrated — helps build a brand which can reach the target audience is how experts define 360 degree communication. It starts from  conceptualisation to execution; it involves branding activities, marketing, promotions, events, and multimedia management.

“It is different from traditional advertising communication as it evolves and brings dimension to a product that is flat,” explains Adris Chakraborty, director of Mumbai-based Manhattan Communications. 360 degree marketing communication simply means a one-shop stop for all the marketing and branding activities of a client. It is a blend of winning strategies and compelling communication techniques.   There are many fascinating elements in this arena.

Direct Marketing

Creative:  This helps meet the client’s communications needs with good designs in the larger context of their ultimate communication needs. Interactive: Communication is not effective without interaction. So developing interactive multimedia websites, communication software and presentations is essential.

Events: Event promotions are a versatile way to modify behaviour, motivate people and excite consumers. This is done through product launches, exhibitions and road shows.  
Media: Media planning is done through print, TV, outdoor and broadcasting campaigns. Public relations: Effective media relations is vital to the success of any corporation’s overall communications strategy. This is done through seminars, press meets and newsletters.

Career pathway

A Bachelor’s or Master’s degree in Business Management, Mass Communication or Media and Entertainment is essential. Students with a background of web designing, JAVA or Flash are preferred.

Today, there is an understanding of the importance of a concerted Public Relations & Communication programme, making this an industry with tremendous potential and opportunities.  Apart from the traditional agency set-up, opportunities are also available with different companies and the pay packages are promising.  Professionals can also establish their own firms.

Competencies and skills

Written and verbal communication skills are crucial as it is the foundation of the business. Natasha Pal, Chief Operating Officer of Mumbai-based Vitcom Consulting, says, “It pays to develop people management and presentation skills and enhance your knowledge of what is happening in the world at large. It is also vital to specifically understand your client’s business.”

Persons who are open to new ideas or able to perceive things in a new light are sure to move up the professional ladder. Communication professionals today work with a very large canvas.  As consultants who are responsible for the public image of clients, they are involved in a wide variety of activities from strategy to planning to relationship building, and from planning events to executing a host of deliverables. The challenges are plenty because a majority of the time they deal with real-time situations and address a wide audience that encompasses employees, consumers and investors.

Research and development, which is one of pivotal facets of communication, makes the work challenging as it involves finding the target audience, evaluating the need for the service and maintaining standards.

Learning matrix

360 degree communication services promises learning in many ways. “The learning curve is continuous as it entails keeping pace with new technologies and striving for creativity,” says Mourya Jayaram, Managing Partner of Prodigy Communications, Bangalore. Rishi Mahajan of Full Circle Communications says, “Thinking up new ideas and concepts is intellectually stimulating and seeing your ideas grow into brands is extremely satisfying.”

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