Being a level-headed communicator
02 August 2019 | People
As the coordinator of the Capricorn Group’s stakeholder engagement strategy and communication plans, I am responsible for supporting the implementation of these plans, under the guidance of Marlize Horn, who is the executive officer: group brand and corporate affairs. I believe that the field of corporate communication is vital for all businesses, as it guides the positioning of an organisation’s image and identity.
Corporate communication is not about sending out internal newsletters, as some may believe. Instead, it is a strategic function that involves the creation of content and programmes to inform internal and external stakeholders about important matters.
It is also about the constant evaluation of communication platforms, supporting business strategy execution and building a strong internal and external brand for your organisation.
Thus, the purpose of my role in communication is to transform and support the change management process.
Anyone who occupies a communication role creates platforms for change to happen within an organisation and establishes the perception of that organisation externally. The Capricorn Group is listed on the Namibian Stock Exchange (NSX) and this requires that we communicate effectively with shareholders, investors, analysts and the media.
Communication has evolved to include stakeholder engagement - a popular buzz word in the business environment. Although quite a huge responsibility on its own, stakeholder engagement is a subfield of communication because it involves continuous engagement with those that affect or are affected by an organisation. It aims to build strong relationships, solidify trust and mitigate surprises or manage crises.
The world of communication and stakeholder management is exciting but also challenging, in the sense that it requires persistence, dedication and attention to detail, as a position in this field is always in the ‘spotlight’. If you are considering working in the communication industry, make an effort to build on your interpersonal, public speaking, writing and strategic thinking skills. Pursue studies in journalism, public relations, business and marketing that will give you the necessary foundation from which to launch. Digital communication brings numerous opportunities and risks, and specific knowledge and skills to communicate effectively on social media platforms is also important.
Keep in mind that the communication sector is continually developing, and thus, so should you. So update yourself with the necessary skills to remain relevant and up-to-date with the latest trends in the industry. Aim towards becoming not only a skilled, but also a level-headed communicator, who will impact and change lives, as you represent a company that places high value on your capabilities to represent their interests.
*Grace Luvindao the communication and stakeholder engagement practitioner for the Capricorn Group.