Clarity is the cornerstone of B2B communications, and it has two separate, but still connected meanings. Companies need to understand and practice both, in order to achieve Clarity in Business.
In the age of Social Media companies can understandably feel paranoid about what they share with the public. One can easily go viral, and not in a good way. Company representatives are also more interconnected than ever. This means that even if our misdeeds are not known to the public, the news will spread like wildfire inside business circles. For the above reasons, organisations have to show clarity, in order to preemptively stop scandals based on half-informations and speculation.
Clarity in the Way We Communicate
The first type of Clarity is the way how businesses communicate with each other. Their message is evident, with no hidden meanings; they get to the point quickly, with no or little beating around the bush. B2B communication is clear, concise and functional; however, this does not mean it has to be rigid and dispassionate.
Emotion, courtesy and friendliness are key parts of human relationships, and we are still living in an age where decisions are made by people. Meaningful personal interactions and stories will always have a place in B2B communications, because only those can develop Trust.
Clarity in the Way We Operate
Clarity’s other meaning lies is in the practices and intentions of the communicating parties. Constant consultation and feedback informs both parties of their expectations, goals and progress. This kind of clarity, or even transparency, is essential in a healthy business Cooperation.
It is important to note that today, this form of clarity is almost mandatory. In both the B2C and B2B market stakeholders, employees, consumers and customers, are all demanding transparency. Thanks to the policing nature of Social Media, scandals can break out anytime, leading to overwhelming public outcry severely harming a company’s reputation.
Clarity and Corporate Social Responsibility
Now, companies are morally obligated to take on Social Responsibilities, and to deal with Public Affairs. As power is more and more decentralised, organisations need to step out of background and lead with good example. They also have to do it ethically, with clearly defined and transparent goals.
The age of reckless greenwashing without consequences is over.