In these times of social networks, digital media, validators, and influencers, corporate communication seems to have become a complex activity that is increasingly difficult to execute effectively. Although it may seem so, and many proclaim it, it is not valid. Communication, especially corporate communication, continues to be efficient and straightforward if those in charge of carrying it out decide to develop it in this way. Here I propose the 11 concepts that summarize how companies should communicate and relate to their audience.
It does not matter if a company’s communication is digital or traditional media. It does not matter if it is done by storytelling or performance indicators. Nor does it matter if it is testimonial or factual data. Whatever the style, format, periodicity, or intensity, all corporate communications should have 11 essential and determining elements. I have worked from my own experience, divided into three groups: fundamental reasons, efficient applications, and practical objectives. All these elements exposed in the light of communication need to simplify the planning and development of what companies do to interact with their audiences successfully.
It is pertinent to clarify that applying these concepts without strategic planning, perseverance, persistence, evaluation or measurement, and without socialization or training does not guarantee the fulfillment of the goals. The 11 elements are not a loose wheel that runs parallel to the planned communication but is a fundamental part. It is assumed that applying the 11 concepts is done systematically within the company’s design and acceptance. It aligned with the company’s idea of defining itself in front of its audience and its environment.
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ESSENTIAL REASONS, Corporate communication has three crucial reasons why it exists. Whether it is just the general public or one of the strategic audiences described in the strategic communications plan as stakeholders, the meaning is the same. Communications exist to build relationships with an audience, improve existing relationships, or repair damaged ones. Corporate communication must be applied for these three fundamental purposes. When communication has other motivations, it runs the high risk of deviating and failing to fulfill its essential role. That is why internal and external teams must understand these three purposes very well and execute actions so that they are fulfilled before any other.
EFFICIENT APPLICATIONS corporate communication should be applied so that the audience perceives the following three elements effectively. First, what does the company do? Second, how it positively affects or improves people’s lives or communities in its radius of influence, not limited only to geography. Third, suppose the audience has understood the first two. In that case, the company or organization can already establish the relationship dynamic with its audience and begin materializing joint, reciprocal, or equitable achievements and benefits for the parties. This message and leaving the constant perception in the audience will ensure that the mutual relationship is permanent. Well-consolidated efficient applications based on fundamental reasons will benefit from the five practical objectives of corporate communication. The three efficient applications in their entirety are called to become a powerful element of daily reinforcement of the relationship established with the individuals in the audience.
EFFECTIVE OBJECTIVES, which I also call elements of adequate visibility. They correspond to those achievements that corporate communication must seek and maintain. They have impeccably and consistently fulfilled the last two groups or the last six elements. The objectives are the following five:
- Positioning is the search and finding of the place and image the organization wishes to be perceived by its audience concerning other entities or competitors.
- Reputation (positive) will be the result of the behavior developed by the organization over time and describes its ability to distribute value to stakeholders.
- Agenda is the construction of the list of topics of interest affecting consistent with long-term institutional objectives. In this way, the critical concept of fulfilling the organization’s mission is applied, which must cover the second element of the three efficient applications previously described.
- Management is understood as the strategic leadership actions grouped under the concept of unity and reaffirmation of concern for the audience and the exercise of the organization’s mission.
- Solidarity is awakening and gaining support from the natural stakeholders of the organization or company in moments of success (maximization) and crises (minimization).
To conclude, I propose that the professionals of the communications offices discuss and adopt these 11 elements to their organization or work. The company’s size, mission, or objective radius does not matter. These elements are applied proportionally to all organizations as long as those in charge of communication know-how adapt them. At this point, my recommendation is that the 11 features are included and visible or recognizable in the strategic communication plans and the integrated marketing communication. They are two institutional moments in which they are profusely exposed. Also, these elements and their application be part of the media training program for the organization’s spokespersons. Last but not least, these elements are part of the crisis management manual. There, the company can maximize it because they will be fundamental in producing messages and much more in achieving objectives.
Corporate communication made simple and effective maintains its value in these times of modernity and the superficiality of the media and messages. Many organizations are influential in new media and traditional media. They have understood that the way to reach the audience is essential, but so is the depth of the messages, which is what finally unites them with the people in their audience. Nothing is more intimate in the communication of social networks and new media than the action of a person with corporate messages. Never has a person been more exposed to the corporate news, and if it is presented in the right way, it will be forceful. Also, never before was the audience’s rejection so decisive and fast as in current times. Hence the importance of doing it right. If you are interested in implementing the 11 elements, write me; if you think I can help you. To learn more about this topic or if you have specific needs, write to me at ottogutierrez@ymail.com, tell me about your project or demand, and I can surely help you.
Otto Gutierrez 