Advances in Consumer Research
Issue 4 : 1209-1216
Original Article
Corporate Communications as a Tool for Brand Enhancement: A Meta-Analysis
 ,
1
Research Scholar, School of Media and Entertainment, GD Goenka University, Haryana
2
Associate Professor, School of Media and Entertainment, GD Goenka University, Haryana
Abstract

The sector of business communication is rife with opportunities, driven by increasing economic competitiveness. Effective corporate communication is essential for businesses to spotlight their brand and maintain a positive image. Analysts predict that India's share of global GDP will rise from 6% to 11% by 2025, positioning it as the third-largest economy globally, surpassing the US and China. In this dynamic environment, the demand for communication specialists has surged. Jharkhand, rich in minerals and ores, attracts substantial corporate interest, particularly in the steel, power, and mining sectors. Understanding the specific communication strategies employed by companies in Jharkhand is crucial for maintaining their brand image.

Objective: This study aims to explore the role of corporate communication in managing effective interactions between businesses and stakeholders in Jharkhand. It seeks to understand how major corporations in the steel, power, and mining sectors evolve and implement communication strategies to sustain their brand image.

Methodology: The research employs a mixed-method approach, incorporating the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to ensure a comprehensive and systematic review. This includes stakeholder surveys to gather primary data, critical reviews of news reports to assess public perception, and analysis of existing corporate communication policies to identify strategic practices. This comprehensive approach allows for a detailed evaluation of the communication techniques used by corporate houses operating in Jharkhand.

Conclusion: The study identifies the strengths and weaknesses of current communication strategies in Jharkhand's resource sectors. It provides actionable recommendations for enhancing corporate communication effectiveness, emphasizing the need for transparency, proactive media engagement, and robust crisis communication plans. These insights are aimed at helping corporate entities in resource-rich states like Jharkhand to improve their brand image and stakeholder relations

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