It appears that, in a large number of companies, there is an absence of an organized and transversal Communication structure. They only think about communication in the concepts of sales and marketing support. It is a solely operational Communication process, one that has only the speaker in mind. Even worse, sometimes it is completely unrelated to the strategic objectives.
More than 1/4 of the companies surveyed in the InterComm Report study do not believe that Communication has a strategic relevance. They do not give it a prominent place in the company. More than 20% do not have a continuous and assiduous relationship with some stakeholders, namely their suppliers and partners. Even though customers and employees are at the top of mind of these organizations.
Advantages of Professional Communication
There are few companies that are truly aware and conscious of the benefits of providing the chance that Communication, in the broadest sense and which is not summarized as the product/service Communication responsibility of commercial areas, can contribute to the competitiveness of the organization.
Only a small percentage of companies, with a certain dimension and maturity, understand and manage their communication. They make investments in terms of Institutional Communication. In addition to exploring other Communication channels, for example different type of media or social networks. Thus, they establish relationships with industry associations and other strategic partners. Perhaps we can infer that companies that answered favorably to the challenge of participating in this project have good practices to share or in admitting to no have them, are aware of the importance of investing in Communication in the short/medium term.
Global Communication
Businesses are now required to address globally internal Communication, digital Communication, issues regarding reputation – which are the structural basis to guide all other areas of intervention in Communication – the relationship with the media, sustainability, risk management and Communication crisis, managing events, and all other actions that can be streamlined in order to create leads. It is essential to always seek to demonstrate coherence, cadence and continuity, with a strategic approach, mapping and managing all stakeholders and, through these different areas of specialization, reach them all.
Faced with various dimensions of Communication and the growing importance of new channels, the most important thing is to learn to be consistent and work Communication in a genuinely integrated manner. Reaching not only new customers, but all stakeholders is the big challenge.
We need to develop the brand in a way that explains who we are and why they should trust us. The value proposition has to be creative and disruptive. It is important to reassess the relationships with all stakeholders and the channels where we achieve better results. The way we relate to each other has changed with the recent scenario. Communication, as well as the perception of this dimension and application, must accompany this transformation.