Learn the power of Business Communication and why to use it – WAU
With the “explosion” of the internet, in the last few years, business communication started to appear on the priority list of most of the businesses. After all, no company lives in isolation, right? However, it is not enough to communicate in any way, it is necessary to “sell the fish” and pass a positive image of the organization to all audiences […]
With the “explosion” of the internet, in the last few years, business communication started to appear on the priority list of most of the businesses.
After all, no company lives in isolation, right?
However, it is not enough to communicate in any way, it is necessary to “sell the fish” and spend a positive image organization for all audiences with which it relates.
If you were a person, how would the company you work for express yourself?
How would she be recognized by other people, at home or on the street?
Business communication can give us some answers to these questions.
Check out, in today’s post, how various strategies can be combined to improve the company’s relationship with the general public and drive positive business results.
Shall we go ahead?
The power of integrated communication for the company’s success
Nobody talks to a child, a young person, a bus driver, a businessman and a politician in the same way, do you agree?
In most day-to-day situations, we try to adapt the way we act and communicate according to the person we speak to and the context of the conversation, right?
In business communication the situation is similar.
As you may well know, organizations need to dealing with different audiences, such as employees, senior management, partners, customers, government agencies, class entities, among many others.
If in the past, it was worthwhile for a company to broadcast a TV commercial, in the interval of a soap opera, to reach millions of people, nowadays it is necessary to think twice before using this tactic.
Firstly, the television audience has fallen sharply in recent years.
Currently, who doesn’t have a smartphone or tablet to read their favorite blogs, subscribe to YouTube channels, check out what’s new on Twitter or Facebook, right?
Secondly, a TV commercial is like fishing with a net at sea, as it “catches” or hits people who have nothing to do with the company.
Not to mention the high cost of advertising on television.
With so many audiences and channels available to disseminate information about a business today, an effective strategy to deal with this scenario is to use integrated communication.
And what would she be?
In a simple way, we can say that integrated communication is the union of several tools, languages and areas of knowledge to favor the achievement of strategic objectives of an organization.
Did you find it a bit complicated? So, let’s take an example, to make it easier.
Imagine that you want to leave the house and go to work.
You can go on foot, by bicycle, in your own car, by motorcycle, taxi, bus or subway.
The choice of means to get around will depend on your personal taste, the money you have, the weather conditions etc.
Now think that this commute from home to work is the path that a company often needs to take to bring its own messages to the different audiences it has.
Often, the central idea of the company’s content is the same, however, the way of speaking and the way to get the message to people must be different.
This is where integrated communication comes in.
When the company unites the areas of marketing, journalism, publicity and advertising, public relations, human resources and sales, for example, it is able to reach the different audiences with which it needs to relate.
After all, what good is it to pass an image of a modern and flexible company to customers and the press, if in the internal environment there is only bureaucracy, do you agree?
With so many areas together, one can ask if this integration is really worthwhile.
When integrated communication is well done, that is, when everyone contributes to a common goal, the answer is yes.
Have you ever wondered if the company’s doorman to the president and the end customer to the state governor, all had the same positive image of a business?
This would be a sign that integrated communication worked well to reach the company’s different audiences.
Reasons for not leaving out business communication
Business communication is a set of activities, carried out by various professionals, that are part of the strategic planning of the business.
These actions seek to take care of the company’s institutional image, in addition to helping the organization achieve its own goals, such as increased sales.
Many companies forget that, even if they remain “silent”, they will send a message to the public.
In this case, the image transmitted could even be carelessness, arrogance, lack of commitment to the client, etc.
It’s no surprise that today, even if you don’t want to, the company will be part of people’s conversations.
The internet came in full force to facilitate the exchange of messages and to allow content literally to go around the world, even if they are criticisms and complaints.
Have you ever thought about the danger of negative rumors against the company?
If in the past it was very expensive for a business to have several channels of business communication, nowadays that reality has changed a lot.
Whereas in the past the organization’s image was transmitted only by commercials or by news in newspapers, radio and TV stations, today companies can have their own channels for disseminating content.
Therefore, there is no longer an excuse that it is difficult to communicate with business audiences.
With the advancement of technology, today it is possible to make even a customized business communication for each type of audience.
What can no longer occur, if in fact the company wants to be competitive in the market, is that it is silent or closed in on itself.
In the same way that a football team needs to go on the attack, to win the game, a business has to go after the public if it wants to beat the competition.
Still, this does not mean that sometimes business communication does not have to be defensive.
When a newspaper seeks information about the business, the press office must be ready to act at that time.
Likewise, if a customer makes a comment on a social network, with a question, the company must have someone to give the right answer.
We need to remember that business communication must also reach people who work in the business itself.
After all, they are the ones who build the organization every day and can become evangelizers of the brand in society in general.
Who has never heard of the expressions “radio corridor”, “radio pedestrian” or “cordless phone”, right?
These types of situations only occur because there is a lack of business communication aimed at the internal public.
One way to overcome this barrier is the use of internal marketing, which helps to strengthen employees’ ties with the company itself.
People often work for years in an organization, but if they want to know what the business, mission and vision of the company is, let alone the values.
A less attentive manager may think that this does not matter, after all, what matters is the employee doing his job well.
The problem with this type of attitude is that the company is seen by employees as “one more” in the market instead of being the only one to act in its own way.
Therefore, the differentiation of the company should already start “indoors”.
When someone thinks of an Internet search engine, computer operating system, smartphone or tablet, soda, washing powder, steel wool, photocopy machine, etc. soon specific brands come to mind, right?
What perhaps many people forget is how much business communication effort was used until these brands (which you know very well which ones) achieved this status of being practically synonymous with categories of products or services.
At the present time, whatever the size and segment of the company, it must be where its audience is.
The communication should not be cast, like, cold.
In order not to leave any public forgotten, organizations increasingly seek to have broad business communication, using various strategies and channels.
For example, internal newspaper, website, blog, email marketing, social media profiles, YouTube videos, events, press articles, partnerships with other companies, free educational materials, etc. are some of the ways that companies use to meet the different audiences they have.
Corporate communication as guardian of the institutional image
In superhero stories, comics and movies, every now and then the protagonist needs to prevent the villain from taking certain power and misusing it to hurt other people, right?
As strange as the comparison may seem strange, we can say that corporate communication assumes the role of hero in defending the company’s institutional image.
That’s because there will be plenty of villains or situations to tarnish the reputation of the business.
In addition to protecting the institutional image, business communication must also create conditions for the public to associate the business with good values and feelings, such as credibility, trust, respect, ethics, etc.
In this sense, the use of marketing can be very useful in helping the company to convey the positive points of the brand.
By facilitating the meeting between the business and the consumer, marketing kicks off the relationship between the target audience and the company.
Marketing also helps to fix brand values in people’s minds.
After all, it is not enough to just have a great product or service, the company’s target audience needs to know these qualities.
Content marketing as an ally of business communication
Remember the joke in which someone stops a group of people, asks for attention and, after a few moments, thanks for the attention given.
Some business communication strategies, such as advertising on videos on YouTube or on television, do almost the same thing.
If, on the one hand, technology has facilitated the creation and dissemination of content, on the other it has generated an “ocean of information” and has given the power of choice for anyone to consume what they want, provided they have access to the internet.
The problem is that the generation that got used to the web finds commercials invasive, not to mention “boring”.
With this barrier, posed by the public itself, how will companies communicate with their potential customers?
Digital marketing and content marketing can help answer that question.
If there are many people searching for what interests them on the web, how about offering useful and relevant content to this audience, without sounding invasive?
The materials produced by content marketing, such as posts, e-books, infographics, videos, etc., are efficient ways for companies to get in touch with people who are really interested in what these organizations publish.
To help someone solve a problem, learn a knowledge, know a trend, end a “pain” etc., the business uses content marketing to reinforce the corporate communication strategy and, with that, earn valuable points in the consumer’s preference.
More than attracting visitors, content marketing and digital marketing are effective in retaining that audience with the brand and in generating revenue for the company.
The advantage of your business using these strategies is that you can measure just about anything you want.
With the metrics, you will be able to improve business communication and, still, be able to present concrete results to the superiors.
As you could see in today’s post, a company that wants to stand out in the market, have a positive perception of the public and be a reference in its segment of activity must be tuned in to capture and meet the needs of consumers.
In addition, the company must take care of its own institutional image and prevent the possible risks that can scratch the brand.
When the communication and marketing area is planned, it is easier to have ready answers, which give results, for different day-to-day situations of an organization.
Did you like to know the potential of content marketing for your business? Then, also check out the post “Understand how to create a content marketing strategy and why documenting it is so important”.