TATA

COMMUNICATION
AND PUBLIC
RELATIONS
Guide's Name :Dr. Priyadarrsini Podar

Author’s Name: Omkar Kawade

Pratiksha Shetty (166/B)
Sweety Rajpurohit (134/B)

SIES (Nerul) College Of Arts Sciences And Commerce

BMS department
 ABSTRACT
Tata Communication is a global provider of telecommunications
solutions and services. Headquartered in Mumbai and Singapore, it has
more than 8500 employees across 38 countries. The $2.9 billion
company is listed on the Bombay Stock Exchange and the National
Stock Exchange of India and is the flagship telecoms arm of the $103.3
billion Tata Group
 INTRODUCTION
• TATA Communications is a leader in media ecosystems, network infrastructure, and cloud
solutions. We share TATA’s goal of unlocking the true potential of digital transformation,
propelling businesses to the next level of success.
• Digitalzone helped TATA Communications make headway in the right direction and made
it possible for the brand to get the most out of this increased demand for network capacity
and cloud computing services.
It was vexing for TATA’s team to get in touch with their target audience during COVID-19.
• Digitalzone’s marketing is laser-focused; we target and convert accounts that matter the
most. We created campaigns dedicated to these accounts, creating a differentiated
experience for our client’s audience.
 OBJECTIVES
• To manage the center and its activities.
• To maintain discipline and create a conducive environment.
• To analyze impacts, strengths and shortcomings of activities.
• To address issues of center staff and communicate it to higher
management.
• To establish community, connect and increase participation of people
in activities.
 LITERATURE REVIEW
Tata Communications syncs the organization’s commitment to sustainable
development with employee development through its Global Employee Volunteering
Program (GEVP). The GEVP operates under the overarching framework of United
Nations’ Sustainable Development Goals but is not limited to 5 SDGs and It can be
aligned to any of the 17 SDGs depending on regional social challenges. The ‘Global
Guidelines for CSR and Employee Volunteering’ details out the management struc-
ture, role of stakeholders, locale specific themes and key KPIs, providing ample room
for its impro-visation and adaptation to local realities. The guidelines lay impetus on
formation of regional affinity groups, known as ‘Pulse Groups’. These groups
constitute 100 highly motivated cross functional employees who volunteer as
extensions of the CSR function
function for designing, planning, execution and monitoring
ofthe activities.All the CSR and employee
volunteeringinterventions are undertaken in project mode
with specific targets, outcomes, activities and milestones,
using a cloud-based technological tool that enables partners
and employees to upload real time data along with ‘geo-
tagged’ photographs for precision. The internal
communications team plays a pivotal role in communicating
the different initiatives planned throughout the year.
 DATA ANALYSIS
The company’s purpose is to deliver a New World of Communications™, unleashing new growth
opportunities for customers while making a positive, tangible impact on wider society.With this clear
sense of purpose, combined with the digital expertise, they enable the digital transformation of
enterprises globally, including 300 of the Fortune 500. Tata unlock opportunities for businesses by
enabling borderless growth, boosting product innovation and customer experience, improving
productivity and efficiency, building agility and managing risk – through secure, connected, digital
experiences.With the solutions orientated approach, proven managed service capabilities and cutting-
edge infrastructure, they are at the heart of the enabling the digital ecosystem - driving the next level of
intelligence powered by cloud, mobility, Internet of Things (IoT), collaboration, security, and network
services.Tata Communications carries around 30% of the world’s internet routes and connects
businesses to 60% of the world’s cloud giants and 4 out of 5 mobile subscribers. The company’s
capabilities are underpinned by its global network, the world’s largest wholly owned subsea fibre
backbone and a Tier-1 IP network with connectivity to more than 200 countries and territories.
 Business Highlights
• Present in more than 200 countries and territories around the world
• Serves over 7,000 customers globally that represent over 300 of the Fortune 500
• Connects 4 out of 5 mobile subscribers worldwide
• Connects businesses to 60% of the world’s cloud giants
• Operates the largest wholly owned and most advanced subsea fibre network which underpins
the internet backbone, where its network carries around 30% of the world’s internet routes
• Its Internet of Things network in India will be the world’s largest network of its kind, spanning
nearly 2,000 communities and touching over 400 million people
• Listed on both the Bombay Stock Exchange and the National Stock Exchange of India 
 Employee
Volunteering Story Diwakar has been volunteering throughout his 15 years of professional
service. At Tata Communications, he has volunteered in more than a
dozen activities in Mumbai, Delhi and Chandigarh. Diwakar has
participated in a many of activities including: Seva Sandwich (preparing
sandwiches for underserved community children), beach cleanup drives
in Mumbai, water conservation and awareness activities to highlight
women’s everyday struggle in collecting drinking water, bio diversity
walks, recycling waste materials to create new products, and blood
donotion drives, among others. One of his most memorable volunteering
experiences was assembling bicycles and donating them to
underprivileged children in Mumbai. Diwakar is also part of ProEngage
(a Tata Group level skill-based volunteering program). He works with a
local NGO and undertakes personality development classes for students
enrolled in variouseducation/employment courses with the NGO. He has
also been part of the first ever film on employee volunteering at Tata
Communications.He shares that volunteering has enhanced his overall
experience of working at Tata Communications and gives him self-
satisfaction. Volunteering aitivities have brought him closer to
likeminded people and he has made many friends in the process, through
peer learning and experience sharing.
 ROLE OF PUBLIC RELATIONS
It refers to the various ways in which the public relations team of an organization steps in and deals with the
issues revolving around the community. It is also a platform which connects and is accessible to everyone
within the community. Gather the interest of community: one of the major roles of the public relations team
is to understand the interest of the community which it aims to serve. It can be done through mass media to
find out the interest of the community. Secondary role can be Religious play to find out more about the
community. Take up the responsibility for the community: After identifying the core interest, it is essential
for the public relations team to actively participate within the community. This is possible by looking at the
volunteering activities conducted by the organization for the community. Issuing news for the community
interest can be beneficial for both the organization and community. Business and community group: An
increased involvement in key business groups should also be introduced as part of the promotional activities.
This involvement will help create visibility of the organization within a business and community audience,
therefore increasing the chances of developing strategic partnerships with other local businesses and groups.
There could also be an opportunity for cross promotion in the business groups' members' newsletters,
publications or website.
Managing the Functions: organization has to take up responsibility for the management of the function
which help them to raise funds for conducting or doing community activities. Sponsorship this could mean,
for example, sponsoring a local event (community day or fair), donating new sports equipment to the local
soccer club or donating a prize to the local school‟s speech night. This type of sponsorship is reasonably
inexpensive yet can be capitalized on to make a great local newspaper story.Planning and implementation
of special events: Active participation by the organization and its employees can be successfully achieved
when the public relations team coordinates and plans activities or special events like reunion, exhibition
and employee community services. This can help the organization and community to interact, understand
and mutually grow.Preparing publications for local resident groups: through community relations the
public relation team of an organization will publish information and news content targeting locals who are
part of the community. Such local publications would deal with ground level content generation aimed at
creating knowledge and spreading awareness about indigenous community.Looking at local house tour as
needed – The organization should plan open house tours for their employees in order to provide them a
better understanding about local community issues. Similarly planning and conducting local house tour can
help the visitors also to know about the community and their feedback can help the community to grow.
 CONCLUSION
Tata Company extensively uses corporate communication and corporate social responsibility as their
key public relation strategy. They also use these strategies for branding their product and positioning
themselves in national and international market. The advertising tool of Tata Company helped a lot to
manage their public relations strategy. Tata is known for its quality and services. Tata Company has
used corporate communications and corporate social responsibility as their public relation strategies.
They have handled their situation with the help of these two components of public relations. They have
maintained their relation with their staff and clients by using corporate communication and corporate
social responsibility. Tata Company believes in quality of the product and services provided by them.
Tata Company give more importance to maintaining good relation with the staff inside the firm by
providing them various facilities and maintain their goodwill in the market with their clients. They have
very well maintained their crisis by immediately reacting to it. Tata‟s PR strategies also depends on
their corporate communication goals on sustainable growth and the brand they are in the national and
international market.
 BIBLIOGRAPHY
• https:/www.tata.com
• https:/www.tatacommunications.com
• https:/en.m.wikipedia.org.
• https:/m.indiamart.com
• https:/www.academia.edu