Good corporate communication includes planning, practice and frequency.
Think of the companies you have a low opinion of, and they're likely to be those that not only did something wrong, but hid information from the public, jeopardizing customer's safety or livelihoods. A well-executed communication program is vital to a company's success in trying times and normal circumstances. Good corporate communication includes several key principles.
Audiences
Audiences are the groups that receive messages from corporations, and they should not just include the company's shareholders. Communication about company activities must include employees and the general public too. In some cases, providing information to legislators and regulators is also appropriate.
Methods
Company communicators must utilize numerous media to get their messages to stakeholders, while analyzing which methods are appropriate and effective for each audience. Electronic options include email, websites, text messages and social media venues like Facebook and Twitter. "Social media has changed dramatically the media landscape for the practice of corporate communication," states the 2009 Corporate Communications International Corporate Communication Practice and Trends Study. "The challenge is for communication officers to focus on the strategic, rather than the tactical, use of the new technology."
While public speaking is still an important channel for delivering information, executives may need to incorporate video, photos and electronic presentation software to keep the audience's attention. Printed materials like newsletters, brochures, postcards and advertising still play an important role in corporate communication.
Frequency
Audiences should not just hear from a company when it has a big announcement. Corporate communicators must build relationships with stakeholders by keeping them "in the loop" on items of lesser importance as well. Items that can be communicated regularly include new products in development, pending legislation that might affect the company, charitable activities, and plans for new facilities or policies.
Transparency
Good corporate communication focuses on building trust with stakeholders, and transparency is a key part of this effort. Stakeholders expect company leaders to be honest and forthcoming. They do not want to find out from a news story or community rumor that the company is being sued or considering layoffs. Leaders can help put audiences at ease by sharing a bit of their personal life and experiences when appropriate, such as in a corporate blog.
Planning
While unexpected events that require communication with stakeholders are likely to occur, it's still important for corporations to have a communication plan that guides their efforts over the long haul. This plan should include an analysis of each audience with which the company communicates and what goals it hopes to achieve. Including measurable goals in the plan allows corporate communicators to gauge their progress and adjust their plan as needed. In addition to general communication goals, plans should include a detailed outline of how the company's communications staff will respond to emergency situations.
Practice and Training
Not all executives are born communicators, and even those with strong public-speaking skills can benefit from some training. Company leaders who are planning to give a public presentation should practice in front of the corporation's public relations staff to get pointers for improving their delivery. When an executive will be participating in a news conference, they can practice in front of a camera with staff posing as reporters asking tough questions. Some executives may benefit from attending media relations and/or public speaking training delivered by professional coaches.
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