Everyone knows about communications challenges faced by larger organisations but few people talk about simple, practical solutions. A recent discussion triggered three very fundamental answers which aim to work individually or collectively:
Most messaging counts – Larger organisations have evolved to a function-specialist comms model. This coupled with the sheer amount of activity tends to compartmentalise efforts: PR is separate from Social Media is separate from Advertising and DM. Each area understandably feels theirs is the most important to the business. But the analytical evidence suggests all areas interact and relate in some way. This US Telco case study is a perfect example of PR and advertising interacting. It suggests in times of PR crisis, advertising should be pulled or risk amplifying the damage to brand health.
Single point of review – Rather than reviewing each comms area separately, some effort to integrate analysis can return big benefits. This approach amplifies the meaning by allowing context for deeper interpretation. After all, its not the numbers its what they mean that counts. The other part of that solution is to take a brand health perspective on outcomes. It is important everyone agrees on the objective as brand health gains, or at least minimising damage in crises times. This means a common ground to work from and a valid way to measure progress – something the Exec. team will be keen to hear more about!
Workshop & Refine – This is the critical step of meeting to consider results, debate strategies and agree refinements. It’s a meeting of the minds to figure out the integration between comms and will payback huge ROI. Why? Because it creates time to think, plan and unify direction. It also uses brand health to take an external view from customers and prospects. So if your brand health tracking doesn’t consider all comms areas, then it may be time to upgrade it.
This triple-play formula aims to boost your communications outcomes, your brand health and should also contribute to a lift sales over time.
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