As an individual, you tend to
give importance to communication because it connects you with others. The same logic is even applicable for a corporate house.
The better will be your communication; the better will be your connection with
your stakeholders, investors, customers, employees, sponsors and media. It is all
about bringing transparency and credibility. It is a mode of creating a favorable
point of view on which a corporate house works.
It is almost 90 years ago when few corporate bureaucrats felt that
telling the truth will help them to be prepared
for the future. Hence, they started communicating with employees and media and
proving their communication by their action. In this way, they build a brand of
trust and transparency in the marketplace and even for employees. Now,
corporate communication is an integral part of any corporate house who believes
in professionalism and ethics. A corporate with
complete, crisp, clear, correct, coherent, concrete, and courteous
communication builds a better brand for employees and customers.
Communication can be anything;
from public relation to marketing; or from employee communication to crisis
communication. However, the goal is same; convey your message that one should
easily interpret and understand. Nowadays,
people do not go with the name or fame of
the corporate house. People buy, connect, go, believe and trust people. Hence, right
corporate communication creates a market visibility for you which people can
trust and connect with your people, and
stakeholders are your people. Stakeholders are the brand ambassador of any corporate, and they build a brand for you
outside. They drive the branding for you, but how are they going to drive? They
propel a branding for you if they know
their company well; if the company connects with
them; if a corporate house communicates and helping them to understand
the goal, vision, and mission of the company.
With time, communication mode and
the pattern has changed a lot. Initially,
it was with the media to gain the recognition, but now, it is with every
stakeholder to gain the confidence a being an “Employer of Choice” or a “Brand of
Trust.” The trends have changed due to market behavior and corporate
environment. Now, corporate houses are more keen to have controlled and
organized corporate communication strategy to communicate with all the
stakeholders. The “Fav 5s” are included
here;
Employees are Consumers too –
Now, your employees are your consumers. Communication with consumers is
important, but with employees is even more crucial.
Communication
“All-Ways” – It is not only creating communication and delivering.
It is also important to receive as well and work towards it. Corporates have
created a culture where everybody will be heard and respected.
Attention –
“Earned it & Reward it” – The goal is not to make the readers to
read. The goal is to engage readers to take the action which you want them to
take. Hence, earn the attention by something powerful and meaningful. Reward them
when your objectives are met. In this
way, people will be eager to listen to you, engage with you and work for you.
Create
“Story” – Listening to a story
is always exciting, but seeing a storytelling is even more exciting. Hence,
corporates create a process of storytelling to grab everyone’s attention and
gain everyone’s participation.
Establish a
Brand – “Take care of your stakeholders; stakeholders will take care of your
Brand” – Corporates started believing this universal truth as they
felt the brand is not about profit or
numbers only; it is all about connecting and listening
to the point of views of every stakeholder. A culture builds a Brand. A
brand makes the market value. And, the market value creates the brand value.
