From the beginning of time, man has been characterized not only by their need to communicate but also to relate. For this reason, man has developed various means for communication and, hence, relationships, from hieroglyphics to popular social media with which we currently count.
However, we always come across someone who has difficulty relating with others. That “someone”, too often, is a company. But, what a company has to do in this of engaging relationships? A lot. If a brand or organization fails to communicate effectively, both internally and externally, it will face situations that can cost its reputation, and consequently, its business.
The business communications of today are marked by an integration of several areas: marketing, public relations and communications as such. The aim is to produce consistent messages about the company or its brands to transmit effectively, through various means, actions and strategies, so as to reach its target audience and generate loyalty.
This is because, says Don Schultz, a parent of Integrated Marketing Communications, customers went from just listen and choose to respond and be heard for the companies. For this reason, the four P’s of McCharthy were dethroned by the four C’s of Lauterborn: the product by the consumer; the price for the cost; the place for the convenience of purchasing; and promotion for the communication. In addition, new technologies have played a key role in this process, because now consumers are more informed than ever and, therefore, require organizations preferential and direct attention.
Regarding, internal communications are as important as external. Not because a company lives of sell a product or service means it must communicate exclusively with buyers or customers, setting aside their workforce, that is, whom creates the product/service. It is extremely important to keep staff informed about its company, its objectives, goals, values, etc.; since human capital is its main promoter. To have well informed employees about the work of the organization, is to have a committed team that, at the same time, will divulge its key messages, doing “advertising” word-of-mouth.
Unfortunately, today many companies believe that, because their managers know how to communicate, they already dominate the area of business communications. Not even have a department in this area or, even worse, they have an agency absorbing their money without concrete results. Are you one of them? We hope not.
Mónica De Oliveira
Communications and Marketing Consultant – Value Added Partners
[photo credit: Jonny Goldstein]
