Dr. Aparna Dhawan
Communication and Promotion Committee Chair, APAC

Communication is one of the most basic functions of effective management for achieving managerial and organizational effectiveness. As indicated in the meaning of the word, communication has been derived from the Latin word “communis”, which means common. Communication, therefore, refers to the sharing of ideas, facts, opinions, information and understanding. It allows organizations to make good decisions, form well-conceived plans, establish a sound organizational structure, and even be well-linked with different stakeholders.

The Asia Pacific Accreditation Cooperation (APAC) conducted a three-day webinar for its members from 17-19 August 2022, to inform the participants about different methodologies to be adapted for effective networking communication skills. The first day of the webinar provided insight to participants on types of communication methods and helped improve understanding of the framework of communication. A communication framework is important as it helps in developing the right communication strategy and plan, and in the sorting of information, thereby supporting the application of the six Ms of communication (market, mission, message, media, money and measurement). Importance of stakeholder mapping and engagement was explained.

Participants undertook group discussion in breakout rooms wherein they learned ways to develop a marketing strategy using SWOT (strengths, weaknesses, opportunities, and threats) analysis. Brainstorming sessions helped them convey the value proposition of their organization and develop key brand messaging. There was an emphasis on the requirements of cross-cultural communication and ways to develop effective relationship building. A special session on communication with regulators was conducted.

Over 85 participants attended the webinar and I was the faculty for same. A session was also conducted by Mr. Brahim Houla (IAF Communications and Marketing Committee Chair) and Ms. Verónica Ramírez (ILAC Marketing and Communications Committee Chair).