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. |