Communication is the best tool you have to reach your core audiences, including employees, leaders, external partners and consumers. Approaching this strategically is the key to fostering long-term, trusting relationships. Your business goals will drive this effort.
Many times we think about integrating messages across channels. It is just as important to ensure we are integrating our messaging thematically by aligning our communications efforts with our mission, vision and core values. The more we do this, the more we will build trust among our core audiences. Often, this effort requires us to think about the reasons behind our organizational actions and initiatives. Why are you committed to providing new services to the public? Don’t miss an opportunity to communicate how your organization’s decisions and actions demonstrate your core values in action.
The same goes for internal communications. Why are you committed to increasing pay and enhancing benefits? Don’t miss an opportunity to share those deeper motivations — in a way that feels natural and flows properly as a supporting message within the communication.
Strategic communication is a process. It takes time and effort, but it’s well worth it. Here are just a few of the things that thoughtful, purposeful communications can do for your organization:
- Transform your employees into loyal brand advocates.
- Refine the voice of executive leadership, to enhance the connection with your team and align everyone with the organization’s business goals.
- Help your leaders understand that in many ways, they are the face of your organization, especially internally. This has special importance when it comes to the employee experience, which directly influences customer service.
- Move consumers through the stages of the buyer’s journey, from awareness to action — with the goal of converting each person into a loyal brand advocate.
Explore my blog for more insight into communication-related topics.
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