There is a need for institutions to recruit qualified communication officers who can synchronise the activities of their specific organisations and ensure that all departments work in harmony.
These remarks were made by a Public Relations lecturer Wilfred Marube during a public lecture at Kisii University.
Marube said many institutions had difficulties in achieving their vision and mission because they lack expertise which could be provided by a qualified corporate communication officer.
He, however, regretted that some of those who had recruited officers in the corporate departments did not properly source for the qualified ones who ended up causing confusion within the organisations.
Marube explained that the corporate communication officer’s role was to create cohesiveness by linking the chief executive officer and the staff.
He said that when there was such a platform, institutions will be able to operate without grapevine and achieved maximum targets within a given duration.
He said that a corporate communication officer should be someone who humbles himself or herself, social and ensure that people work with ease at the workplace.
He added that the officer must understand the core business of the organisation for them to succeed in being their role.
“If an organisation was dealing with drugs, the officer must familiarise with language related to the drugs," said Marube.
"While one working with the county assembly should know the standing orders so that they are able to communicate well with other internal stakeholders within the organisation,” he said.
The lecturer equated the corporate communication officer to a player no six in a football match whom he said was positioned strategically to assist everyone score a goal though he actually never scores.
He said when this player was effective and efficient at his position, and then the team will emerge victorious.