Why PUBLIC RELATIONS ?
Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) public. It's the key to effective communication in all sectors of business, government, academic and not-for-profit.

It is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance.

WHY CORPORATE COMMUNICATION ?
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, and consumers and employees form merely two of the myriad publics that an organisation must interact with, thus the growing importance of corporate communication.

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.

Also, due to escalation of the mass media, the public scrutiny of companies has intensified, once again impacting the growth of corporate communication. "As competition grows and as reputation becomes more important, any company serious about its image will always have a need for corporate communication.”

Corporate communication encompasses all the communication that takes place between an organisation and its various stakeholders in order to project the company's brand within and beyond the organisation. Corporate communication is responsible for creating and maintaining the brand and looking after the organisation's reputation.