How to effectively convey the value proposition of your business? Convert communication into a strategic asset, an important factor for the success of your company. In this article, we will discuss some communication strategies for your company.
The public image and reputation that any company projects to its stakeholders have become a significant and indispensable asset that impacts on the growth of the business and its permanence in the market. This is why effective communication with Target Audiences has become a challenge faced by organizations, searching for a space among the thousands of messages that are directed each day to audiences, along with the emergence of new channels and formats that accelerate the rhythm of communication processes.
In this scenario, the role of the CEO is crucial, since he must not only support and be the main figure of corporate leadership but also of communicational leadership. You should consider that your organization needs to have communication tools that leverage business efforts and effectively transmit the value proposition of your company.
But how to achieve it? There are several ways to do this. Here we propose 7 strategies that, we believe, should be present in your communication strategy.
These tricks are given:
- Traditional and Digital RP
- Digital Marketing
- Social Networks
- Brand Journalism
- Media Training
- Crisis Management
- Media Analysis
- Traditional and Digital RP: Relate to your audiences
Many CEOs are busy on a long list of pending public relations and their role in achieving business goals. What can we achieve with the PRs? Its essential objective is to relate companies with their Target Audiences / People Buyer. For this, PRs today not only have traditional media printed and online but also social media that has opened new possibilities to expand and facilitate communication.
- Digital Marketing: SEO in favor of the CEO
We already live in a digital world and your business must also be part of this, and what better than through digital Marketing, internet Marketing a tool that includes techniques and strategies to promote products and services through digital channels for direct potential customers towards your brand in a timely, relevant, personal and profitable manner.
Why does your business need to enter this trend? Digital Marketing is a simple way to increase the recall of your brand and expand its reach to target audiences through search engines, social networks, blogs, email, and so on. It does not matter in which industry your company moves, because whatever it is, surely a digital strategy can do much in favor of your business.
- Social Networks: Generate engagement and build your leadership
These digital platforms have conquered users of all ages and interested in very diverse business niches. Today, companies and their brands cannot think of reaching their consumers without having the presence in these spaces. For what Social Networks? Companies can create and maintain digital communities of users around them, strengthening their leadership through the dissemination of valuable content linked to the business objectives, the brand and the interests of their buyers, encouraging interaction, behavior and generating actions in favor of the brand, in addition to other benefits.
If you still doubted it, let us tell you that today many CEOs have assimilated these benefits; So much so that they themselves are expanding their presence in social networks to build and strengthen their thought leadership and business vision of their industry in front of Target Audiences.
- Brand Journalism: More value for your business
The way in which companies communicate with their markets has changed and trends such as brand journalism are being incorporated into communication strategies, which is that companies create spaces to share information; Content Marketing, which is the creation of valuable content and viral ideas to inspire, educate, inform and convince your audiences, creating an emotional bond with them; Storytelling , which is the way to pose a story, and Transmedia , which is an intentional division of history and its dissemination through multiple channels (offline and online).
But why consider it for the business? Brand Journalism is being used by large companies such as Coca-Cola, American Express, HSBC, Intel and Credit Suisse, among others as a complement to their commercial information allowing them to reach their audiences directly, which contributes to achieving the business objectives, since to guide them with informative content, fresh, current, relevant, valuable and of entertainment in their trip through the cycle of purchase, it increases the positioning, promotes the consideration and provokes the action towards the brand.
- Media Training: Power your encounters
Although many CEOs already know the benefits of a Media Relations program, some still refuse to take a media training that allows them to perform effectively during a media encounter. What can I do for you? Media training provides elements, techniques, and skills necessary to effectively use the messages, enhancing your encounters with both traditional and Social Media, and that will help you become a reliable, accessible and empathetic source of information.
Part of the CEO’s job is to speak to the various media, whether it’s a reporter with a tape recorder in hand, a television host in live broadcast or a digital influencer; Therefore, it is necessary to always be prepared to ensure that key messages will be delivered in an appropriate manner.
- Crisis Management: Seize the opportunity after adversity
Today, corporations recognize that communication in times of crisis is a vital part of their Crisis Management and Strategies for Business Continuity, because, as we all know, bad things happen to any company affecting its reputation. Why resort to this tool? Having a crisis communication plan will allow your company to anticipate, react and keep the lines of communication open, whether in a traditional or digital media environment, to prevent your stakeholders from having a bad image of you or your company.
No company would voluntarily submit to the dangers inherent in a crisis; however, the organization that positively overcomes a situation like this, understands that the opportunity can come from adversity.
- Media Analysis: Measure your goals, build your successes
Well, you know that any Business Strategy, including Marketing, must be measured to know the progress and demonstrate the value of each of the actions. For this reason, it is important to measure the effectiveness of a PR strategy, Social Networks, Content Marketing or Digital Marketing, but always based on pre-established objectives and aligned with the company’s general goals.
What business benefits can it provide? Measure correctly the results of RP efforts; that is, with the appropriate metrics and KPIs, it will allow a correct execution or adjustment of your plan to optimize the investment that goes to this item. The use of metrics to measure the impact of PR is a key component of the Return on Impressions / Participations taking a step beyond the Return on Investment (ROI) that was traditionally used for the evaluation of PRs.
An effective and measurable communication with stakeholders is an important factor for business success, so do not underestimate this issue.