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Problem: What is effective corporate communication?
Learning Objectives: 1. How to communicate with stakeholders (Channels)
2. How to structure the message
3. What is the main goal of corporate communication
Keywords: What are stakeholders?
Communication goals
Communication channels
Emotional corporate stories
Personal study: 1. How to communicate with stakeholders (Channels)?
I guess today the easiest way to communicate is the internet.
If this is in the form of Webside, E-Mail or Social Media.
I guess it is really important to treat the stakeholders really
nice, so say never no. Just be sure that they know what
a "yes" costs.
http://thesavvypm.wordpress.com/2008/05/28/7-ways-to-communicate-with-your-stakeholders/
http://www.attask.com/resources/blogpost/tips-project-management-stakeholder-communication/
http://smallbusiness.chron.com/should-companies-communicate-well-stakeholders-15237.html
2. How to structure the message?
The message should be a story which submit to the stakeholders
emotions and feelings. When the stakeholder has this emotions
there will be a band between the product and the stakeholder.
At the end the stakeholder must feel that he is a part of it.
3. What is the main goal of corporate communication?
Of course at the end the company will make money with it.
But as better the message is as more money and clients will
the company get.
http://en.wikipedia.org/wiki/Corporate_communication
http://smallbusiness.chron.com/functions-corporate-communication-department-23716.html
Close Task 1
Discussion
LO1 – How to communicate with stakeholders?
·
What is a stakeholder?
Everyone
who is effected by the company and everyone who is interested in the success of the company.
·
2 types of stakeholders
How can a company define
their communications? By making a difference between internal and external communication.
·
Principles of Aristotle
3
parts to think about:
(1)
Speaker
For example: The organisation
For example: The organisation
(2)
Receiver
For example: A stakeholder
(3)
Message
·
We came to the conclusion that different
stakeholders means also different channel.
6 different channels:
(1) Direct
Marketing (4) PR
(2) Advertising (5) Point Of Sale (POS)
(3) Sales
(B2B) (6) Marketing Communication
For example: Redbull free fall from space
For example: Redbull free fall from space
·
Another possible channel to reach stakeholders is
by using press releases.
For example:
Apple’s press release
LO2 - How to structure the message?
·
Simon Sinek has a theory about how to tell your
message to your stakeholders.
The theory is called ‘The Golden Circle’
For example: Apple
If Apple were like everyone else, a marketing message from them would
sound like this:
What: We make good computers
How: Beautiful designed, simple to use and user-friendly
Why: Want to buy one? (we expect some sort of behaviour, like a
purchase)
à That’s
how most of companies/ organisations communicate.
à It is
uninspiring
This is how Apple does it:
Why: We believe in challenging the status quo and we believe in thinking
differently
How: The way we challenge the status quo is by making our products
beautiful designed, simple to use and user-friendly. We just happen to make
create computers.
What: Do you want to buy one?
è
Reverse the order of information
è People
don’t buy what you do, they buy why you do it.
·
Before making a message you should first go through
3 steps:
(1) Determining
the objectives
(2) Which
recourses do you have? Money, staff, time, etc.
(3) Reputation,
how does the message fits with it.
·
We concluded that a good message leads to a
good image.
·
In addition to the 3 first steps before
creating a message we discussed following questions:
-
Who are
you and what is your story?
-
What
are you selling?
-
Who are
you selling it to?
-
Why
should they care?
-
Who is
your competition?
-
How do
they communicate about their product or services?
-
What
differentiates you from your competition?
·
Your message
(or the way you send your message out) can change depending on in which country
you are.
Indirect Communications >< Direct Communications
(First why à what) (First
what à why)
For example: China cars
First the theme, setting in the
advertising
without a car.
= This approach didn’t work in
America.
·
Now a lot of companies use the “two-way
communication”: asking your stakeholders (mostly your consumers and customers)
through media (such as social media) a question to improve your work and of
course acting on it.
For example:
(1) Cold
Stone (Ice cream shop) askes several times a year what kind of new flavour
costumers want to have in a shop. They ask is through Twitter and Facebook.
(2) Mc
Donalds does the same thing to invent new burgers. They ask the customers and
so other people can vote on the inventions. 1 new burger will actually be sold
in the restaurants.
·
Not only what you say (message-based) but also the
way of saying it (no-message-based) influences the message and the people
hearing/reading it. No-message-based elements are colors, sound, font, etc.
·
We all agreed that showing the people behind a
brand has an influence on the customers.
For example: Posting pictures on Instagram from your
staff or Steve Jobs as a spokesman of Apple.
LO 3 - What is the goal?
·
We agreed on several goals:
o Be
profitable
o Brand
image
o Brand
awareness
o People
need to know why
o People
should know how after seeing/hearing an instructive message
o Maintaining
your reputation
à Be
open if there are problems (= crisis control)
For example: Johnson&Johnson calling back
medication and giving money back
·
Your goal(s) should accord to the needs and wants
of your stakeholders
·
A company should act like a person, people make also
mistakes.
·
We concluded that a message should be sustainable.
Keywords
Communication channels
Stakeholders
Corporate stories
Communication goals
Evaluation
Evaluation of the task and the
learning results.
For any comments feel free :-)
Thank you and see you soon with my new Blog about IMC Integrated marketing communications!!!
