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DateLine Sunday, 30 March 2008

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Communication vital - apparel sector a shining example

Why wasn't the business community's voice heard on vital issues such as conflict resolution, even at a time when it was speaking out? leading business magazine LMD asked Amal Cabraal, Chairman, unilever Sri Lanka, in its March edition.

Cabraal said that "this may be a result of weak communication strategies - the basic principles of good communication have not been adhered to.

He said, "If you want governments to listen, you must be clever in how you communicate. Your message must be clear and you must be able to engage the Government despite its other priorities, such as the war on terror.

Whoever is speaking should have built a certain reputation and over time, some trust. So, what you need is a clear, consistent, meaningful message that engages the Government. Therefore, it is not a matter of quantity, but quality."

Some industry associations have struck the right balance in this regard, Cabraal said, citing the apparel sector as an example.

"They seem to have united admirably as an industry association.

They have a clear vision of where to take the industry and a strong, united voice. They have also been able to cleverly engage the Government - much better than other industry organisations. A major advantage is the fact that they are raking in significant dollar revenue. Nevertheless, the apparel industry has got its act together and so, the Government takes heed of what it says.

The health of the apparel industry is in good hands," he said.

As for the influential Ceylon Chamber of Commerce, Cabraal said that he is in a committee that is fine-tuning its approach to addressing national issues.

"We have recognised the need to change our communications strategy," he said.

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