“Corporate communication provides order and direction for the organization to undertake its daily operation and  deliver its product and services to its stakeholders in a timely and efficient manner. It must always be aimed at  enhancing the organization’s credibility and reputation, and reaching  the most  of its stakeholders thus, increasing visibility and relevance.”

 This sums up the seminar by Dr. Jesus C. Fernandez, SEAMEO BIOTROP Deputy Director for Programme and Marketing, on “Creating a Positive and Consistent Corporate Image” given to SEAMEO BIOTROP staff members on 3 March 2011 at the Centre’s Matoa Room.  The seminar was the last in the series of in-house seminars initiated by Dr. Fernandez on “Building and Maintaining the SEAMEO BIOTROP Corporate Image.”

After providing the basic concepts and principles on corporate communication, Dr. Fernandez oriented the staff members on the Centre’s  Strategic Corporate Communication Framework approved by the SEAMEO BIOTROP Governing Board during its 48th meeting in October 2010 held in Bangkok, Thailand.  In general, the framework aims to  raise the general profile of tropical biology and, at the same time, enhance the Centre’s visibility and relevance in the region and beyond.  The framework specifies the Centre’s key target audience and their information needs, key corporate messages, and the types of media to use and the strategies to maximize them in building the corporate image of SEAMEO BIOTROP.

The seminar discussions resulted to an agreement among  management and staff members to fully commit themselves and support the  effective implementation of the Centre’s corporate communication framework as an integral part of SEAMEO BIOTROP’s 9th Five-Year Development Plan (2012-2017). (JF)