Corporate communication has undergone significant transformation in the era of digital media and globalization, particularly in emerging markets like Bangladesh. As a pioneer in Bangladesh’s satellite television industry and an award-winning journalist with over two decades of experience, Kawser Mahmud brings a unique perspective on the evolution of media and corporate communication in the country in a conversation with Ipshita Maliat Rahman of the Industry Insider.
How has the landscape of corporate communication in Bangladesh evolved over the past decade, and what are the most significant changes you’ve observed?
The corporate communication landscape in Bangladesh has evolved significantly as new media has emerged, and how it is consumed has also evolved over the past decade. Digital platforms have become crucial for communication, especially for reaching audiences, with social media, digital marketing, and website optimization playing key roles. Companies also prioritize corporate social responsibility and sustainability concepts.
With the rise of data-driven communication systems, these data are now used as insights to tailor messages to specific audiences, and crisis communication has become more proactive. Internal corporate communication has become important, emphasizing employee engagement, motivation, and advocacy to achieve better outcomes.
In your experience, what are the key challenges faced by Bangladeshi companies when implementing effective corporate communication strategies, especially when engaging with international stakeholders?
A big communication challenge for Bangladeshi companies is dealing with international stakeholders, such as language barriers, cultural differences, limited resources, complex regulatory environments, and building trust and credibility.
Companies should invest in language training, cultivate cultural awareness and emotional intelligence, hire skilled communication professionals, and leverage technology to overcome these.
How do cultural nuances in Bangladesh influence corporate communication practices, and how can companies balance local sensitivities with global communication standards?
Cultural nuances shape corporate communication in our country, where respect for hierarchy, emphasis on interpersonal relationships, and collectivism play key roles. Businesses must adopt a more personal, relationship-driven approach to communication, emphasizing trust, respect for authority, and community values.
Corporate messages should be sensitive to local traditions, religion, and social issues to avoid cultural missteps. To balance these local sensitivities with global communication standards, companies can customize global messages to reflect local values, provide cultural awareness training for their teams, and involve local stakeholders for effective representation in content creation.
Corporate social responsibility (CSR) is gaining importance globally. How are Bangladeshi companies incorporating CSR into their corporate communication efforts, and how does this impact their reputation?
CSR is more than a trend; it is crucial for building trust and improving reputations. Companies do this to show they care about society through initiatives, such as working with NGOs, encouraging employees to participate in CSR activities, and being open about their actions by introducing annual sustainability reports.
It’s essential to dispel a common myth: CSR isn’t just about making donations. While philanthropy is important, true CSR goes much deeper. It’s about creating initiatives that transform lives and instill lasting change.
Companies should not view CSR as merely a public relations tool and instead embrace a heartfelt commitment to their societal role. Effective CSR communication should highlight what the company contributes and how those contributions drive transformation and create authentic value for communities. It’s about aligning purpose with action and showing that businesses can play a vital role in shaping a better future.
Can you share an example of how a Bangladeshi company successfully managed its communication during a challenging situation, and what lessons can be drawn from this?
You need to understand the bigger picture and gauge the audience’s sentiment. Mishandling crisis situations can lead to severe reputational damage. Over the years, we’ve seen several instances where poor communication backfired, such as a telecom company misrepresenting a poet’s work or consumer brands pushing loud, ineffective messages.
A positive example comes from GlaxoSmithKline (GSK) about five years ago when they decided to discontinue certain products and shut down operations in Bangladesh. I was directly involved as a PR consultant during this challenging period. While GSK maintained compliance and transparency, the situation could have quickly escalated into chaos due to stakeholder concerns. A major issue was the potential job loss for highly skilled and experienced employees.
To address this, we organized a job fair, inviting other pharmaceutical companies to recruit GSK’s workforce through on-site interviews. This initiative was a huge success, with most employees finding new opportunities, and it earned widespread praise from the media and industry peers. Competitors also benefited by gaining skilled professionals.
The key takeaway is that you must focus on thoughtful and impactful solutions during a crisis. Clear intentions and proactive actions help resolve the crisis and reinforce trust and goodwill.
As Bangladesh attracts more foreign investment, how can local companies improve their cross-cultural communication skills to build stronger relationships with international partners and investors?
To improve cross-cultural communication, start with cultural awareness. This means understanding decision-making styles, formalities, and negotiation tactics to avoid misunderstandings. Language proficiency is important; beyond English, mastering business idioms and expressions builds deeper connections.
Adapt your communication style to be flexible—formal or direct—and be mindful of nonverbal cues. Prioritize trust through transparency and regular, clear updates.
How do you see the role of corporate communication evolving in Bangladesh over the next five years, particularly in light of global trends such as sustainability reporting and stakeholder capitalism?
It will change a lot in the next five years. With global trends like sustainability reporting and stakeholder capitalism, companies must focus on being more transparent and purpose-driven. It’s no longer just about profits—stakeholders want to see impact and accountability, especially regarding social and environmental issues.
Authentic storytelling that highlights how businesses contribute to society will be key. Plus, with the growing focus on inclusivity and trust, companies must engage with their communities more directly. The bottom line? Corporate communication will shift from being a ‘nice-to-have’ to a must-have strategic driver.
Your documentary ‘Warrior Without Weapon’ received recognition at the Liberation Docfest Bangladesh. How do you see the role of documentary filmmaking in corporate storytelling and brand communication in Bangladesh?
Warrior Without Weapon—known as Shobdoshena in Bangla— aimed to tell the compelling story of the voice warriors of Shadhin Bangla Betar Kendra in 1971. These courageous individuals fought against the Pakistan military not with guns but with their voices.
They became the voice of freedom through songs, poetry, and news, spreading hope and unity nationwide. It took me nearly 15 years to uncover and bring these stories to the audience. It is both a tribute to their bravery and a way to inspire younger generations to reflect on the patriotism and resilience of our artists during the Liberation War. All the leading voice warriors of Shadhin Bangla Betar Kendra were involved, and I am excited to officially release the director’s cut on the upcoming Independence Day, March 26.
Storytelling has the unique power to create emotional connections, and I believe it’s one of the most impactful ways to engage with people. However, there is substantial room for improvement in Bangladesh. Many organizations often overload their content with excessive information rather than focusing on simple but functional storytelling. Audiences prefer concise, meaningful, and visually engaging content over long, clichéd narratives.
Though social media platforms are saturated with content, only a handful of impactful and memorable pieces cut through the noise. Corporate content creators must embrace a ‘keep it simple’ philosophy to stand out, ensuring their storytelling is authentic, focused, and aligned with the audience’s preferences.
Drawing from your experience with Karuj Communications, what unique challenges do Bangladeshi companies face in aligning their communication strategies with global standards while maintaining local cultural relevance?
Through my experience spanning over two decades across various sectors, I have observed that many Bangladeshi entrepreneurs and industrialists possess significant expertise in business frameworks but often lack an understanding of how strategic communication works.
This gap becomes evident when initiatives fail to achieve their objectives, highlighting how ineffective communication strategies prevent them from reaching their desired results. At this point, rebuilding a good reputation becomes an uphill battle.
Many decision-makers confuse advertising with communication. They often do not understand the differences between the two and may lack knowledge of modern tools and channels that are crucial for effective communication. Additionally, they often overlook the budgeting needed for communication strategies.
Communication must meet global standards while aligning with the local context. This requires continuous training and grooming of all stakeholders involved. Good communication helps build relationships and drive growth.
How do you think companies in Bangladesh can best leverage digital and social media for effective corporate communication?
Content is being produced at an unprecedented rate today. Companies must adopt strategies to stand out in this saturated landscape. First, they must understand the digital landscape they’re operating within—this includes gaining insights into their target audience and competitors.
I believe that audiovisual content is one of the most powerful tools for connecting with audiences. A well-crafted Industrial film, in particular, can communicate your company’s mission, values, and achievements, leaving a lasting impact on viewers.
Businesses have to use digital media to reach their full potential. That includes enhancing credibility by focusing on transparency and responsiveness. Regular updates, quick responses to customer queries, and addressing concerns publicly help build trust. Influencer partnerships with thought leaders can amplify brand messages, especially in a culturally rich market like Bangladesh.
Data-driven strategies are key. Analyzing engagement metrics, audience behavior, and sentiment can help businesses refine their communication efforts.
Your experience includes collaborations with international organizations like UNDP and GIZ. What lessons can Bangladeshi companies learn from these global entities regarding crisis communication and reputation management?
Global organizations like UNDP and GIZ are efficient in communication and reputation management. These organizations operate with clear objectives and well-defined strategic frameworks, focusing strictly on delivering measurable results rather than deviating from unrelated tasks.
In Bangladesh, however, gatekeepers often prioritize appeasing top management rather than developing meaningful communication strategies that help companies grow and establish trust. This mindset can hinder the ability to address crises and build or repair reputations.
Bangladeshi companies can adopt key practices from these global entities to excel in crisis communication and reputation management. This includes setting clear objectives, sticking to strategic priorities, and fostering a culture of accountability. It could be the simple practice of maintaining a written communication strategy assigning managerial entities for proper project coordination.
Lastly, what advice and essential skills would you give young professionals in Bangladesh aspiring to build a career in corporate communication, particularly those aiming to work in a global context?
Young professionals should master communication skills such as storytelling, audience analysis, and clear messaging. Staying updated on global trends and tools like social media analytics and PR platforms is essential. The only alternative is learning new techniques to convey messages, whether for social media or interpersonal communications. Cultural sensitivity is critical when working internationally, as is building strong networks locally and globally.
Soft skills like adaptability, critical thinking, problem-solving, and teamwork are important. Continuous learning through case studies, certifications, workshops, and courses will help develop a global mindset.
