CHANGES IN THE CORPORATE COMMUNICATIONS MODEL

A lot has happened over the years. Companies have started, only to close down later. Some have done so well, leading to a major Initial Public Offer (IPO). The not so financially stable companies have filed for mergers in a bid to save whatever they have left or better yet, penetrate new markets-expand.

Flickr | Sebastien Wiertz

Social media on the other hand has loyally fought for its place at the apex of communication. These are some of the changes that have taken place over the years.

Has anything worth noting taken place in the corporate communications world? Indeed. In a research conducted by W2O Group Centre for Social Commerce in collaboration with S.I. Newhouse School of Public Communications at Syracuse University, there is a clear indication that in 2015, corporate communications has taken a whole new dimension.

In the report titled, Thriving and Coping a Social and Digital Age, there has been tremendous change in the corporate communications model. It is becoming clearer that with the technological advances, the roles of the corporate communications officer, are shifting from the usual tradesman to that of a strategist. This is implicitly because of the changes in how information is exchanged in corporations.

Technology has helped to elevate the communicator’s role from that of a tradesman to that of a strategist by providing communicators with valuable information about the pulse of the organization, and the ability to respond appropriately. Too often, companies are communicating to a workforce that doesn't exist. As employees get lost in a world more connected and noisy than ever, technology has enabled communicators to become the nerve centers of their organizations by better communicating with employees. {ibid}

With that in mind, corporations are re-evaluating their corporate communications structures to incorporate these changes. Since communication will play a significant role in strategic planning.

The following are the six key changes that have taken place in the corporate communications model as highlighted in the report.

Forget Coverage. Focus On Influence

Days when corporations would fight for the front pages of newspapers, magazines, or even the prime time during news hours-are going, going…gone. Instead, corporations are aligning their objectives to provide influence in the market. Communicating the right message, to the right people at the right time is the new bottom line for corporate communications officers (CCO). Companies want to the thought leaders in their respective industries.

Analytics, Analytics... Analytics
Measuring the returns of all the strategies deployed is necessary. As one of the excerpts puts it: “The existence of digital and social analytics has changed how we as an organization approach strategy.” The CCO needs to be confident enough to test what his/her strategies and if they are meeting the objectives set.

These measurements lead to insights, which then enable the CCO to further improve on the working strategies and change those that are lagging behind.

Organizational Charts? Networked Systems

In my career, my first task was to design an organizational chart. After weeks of collaboration with the General Manager, I had something solid to present. I waited, and waited…and waited. To date, no one has ever brought up that topic. It died a natural death.

A clear indication that corporations are tearing down the completely organizational charts-a system that emphasizes a top-down model of communication. Instead, due to the massive interactions in corporations, a networking system is taking centre stage. Emphasis is now on the need for employees to connect with everyone in the organizations.

“The org chart is no more. We have to integrate and collaborate cross-functionally to achieve success.” {ibid}

CCO are tasked with ensuring that we have a flat, transparent structure encouraging open dialogue and a free flow of communication.

Community Is the ‘New’ Audience

With strategy comes targeting. The more information the information sphere keeps getting, the more saturated it gets. Thus the need to narrow our focus. CCO are looking to reach a group of individuals who share the same interests rather than disseminating information with the hope that it gets to some people. Like throwing many darts in the dark.

“The concept that key stakeholders are audiences is no more. Audiences are static. Audiences demand one-way stimulation. Today, stakeholders are communities. Interested, engaged, networked, motivated, with shared concerns. Communications must be calibrated to address these dynamic entities.” {ibid}

In the presence of social media, face-to-face communication is still important

Corporations want to engage with their communities. The digital age has led to the mushrooming of members of these communities in all corners of the world. In homes, offices, trains, schools they are able to ‘speak’ and share their takes on the happenings. The moment we take out the relationship building aspect of it, the whole use of social becomes pointless.

As one executive told researchers, social without real-life connections “will actually hinder engagement.” You can’t just get people to click “like” — you actually have to convince them to leave their well-worn recliners.

Storytelling Has Changed

At the core of any corporation, we have a great lore. An inspiring story that acts as a constant reminder to the employees and all and sundry of what the corporation is trying to achieve. A source of motivation, if I may.

But today, it’s not all about crafting a narrative. The use of multimedia in telling this story is fundamental. Using images, audio, infographics among other is a sure way of improving the story.

60 percent of people today identify as visual learners. Tactics like infographics are more popular than ever and social media has forced companies to re-evaluate how they tell their corporate story. {ibid}

Changes will always be at our doorsteps. In addition, as change is hard to implement it is advisable that we always train, fail, and learn from our mistakes and most of all upgrade at the slightest of opportunities.

Courtesy: PRNewser