How can you design corporate communication that meets today's trends and challenges?

Corporate communication is the starting point for the marketing activities of any organization or business. Your purpose and core values should be clear, because if you do not know it yourself, how would your customers/clients know? These values should also be aligned internally. Steer away from values and purpose which do not align with how the employees see the company. Not because it cannot change, but because when the intended purpose and values are not reflected internally, you have the chance of missing out on your biggest ambassadors. Your employees. Too many organizations focus on the purpose and values they want to have, without checking if their actions and decisions supports these values and purpose.

Authenticity is the secret sauce for effective communication. It builds brand. It builds trust and it transcends the corporate reporting cycle. For example most corporations would have had some crisis, some issue, some challenge come up. Or in simple terms an old fashioned screw up. Owning it acknowledging it publicly and learning from it is critical. Get that right and it sets the trend and bar for future communication. People listen to the good news and the sales pitch when they hear you talking about the touchy topics and tough times

In an age of disruption and community demands for equitable voice, effective communication involves understanding your audience or stakeholders, identifying and anticipating their needs, desires and the unmet ones, and shaping and co-creating conversations with them. As a collective of individuals, organisations also need to understand what they truly stand for, their higher calling, in crafting cohesive narratives.

Crafting corporate communication today demands embracing digital transformation, leveraging online platforms and social media. Tailoring messages to diverse groups is key, fostering transparency and trust. Prioritizing authenticity and the human element builds genuine connections. To boost engagement, integrate multimedia content like infographics and videos. Stay updated with emerging tech for continuous relevance. Implementing these strategies unlocks influential corporate communication for today's trends and challenges.

Communications pros aren’t solely focused on the customer (as marketing should be). They have to cater to a host of stakeholders: employees, journalists, analysts, investors, governments, regulators, financial analysts, their executive team… the list goes on. So while yes, communicators need to look hard at the differences in their audience’s demographics to understand how best to message them—they also need to understand that each stakeholder group requires an entirely different and custom approach from another. Analysts ≠ journalists ≠ employees. One sized comms strategies *do not* fit all. (Shout out to the scrappy comms teams out there wearing all the hats to execute on differentiated strategies to each and every stakeholder group ??).

One thing I would add to what has already been said, with which I fully agree, is the importance of having a clear goal. What does your company want to get from your communication strategy? Does it want to use it to attract clients, start new partnerships, work on employer branding, attract possible new hires, become a content hub, gain credibility and brand recognition? Does it have more than one goal? Knowing what you want from corporate communications is important to execute your strategy effectively and correctly transmitting and highlighting company values in a way that will be valuable to your target audience while helping your company reach its goals.

Basically, it's about asking yourself a few questions over and over again, the answers to which will tell you whether you will be successful: what do you want to achieve? And to achieve this, who do I need to reach? And in what way? You will quickly realize: depending on which channel I use, I address a different target group. And I can only reach them if I speak their language. Think and act platform-specifically.

Define your key stakeholder groups. Then define the best channels to reach those audiences. Finally, define the key topics and messages that you need to communicate to each group, the cadence of communications and your spokespersons. Once you put this on a calendar template you have a plan and you can start executing. Don’t forget to remain flexible to changing contexts and to measure what you do.

If you're passionate about communications or take a proactive role in leading communications, you understand that corporate communication goes beyond just reaching your audience. Although your audience plays a crucial role as recipients, your focus extends to various stakeholders, senior management, media, government, and more. It's essential to align your communication goals with this diverse group of stakeholders and thoroughly understand the demographics of your audience. As communicators you should explore all potential scenarios, considering factors such as communication style and interaction channels, to ensure your message or campaign effectively reaches your target audience.

Embracing digital transformation in corporate communication is no longer an option, it's a necessity. But, remember, don't get lost in trends. Why are you doing this? What are your goals? Have a clear vision first. It's better to excel in a few channels than to be mediocre in many. Focus on what matters most and do it exceptionally well. Once that's smooth, consider adding more. Balance is key - use the right tools and channels effectively without overwhelming your resources. Remember, quality over quantity always wins in the digital game.

Digital tools can empower your communications and enable you to work at warp speed BUT only if that is what works for your audience. Don't automatically default to tech-driven tools or platforms to deliver your message. Listen and understand each target audience's needs before deciding on the tools to reach them. Tech doesn't just deliver messages, either. They can be used for listening and engaging in conversations. In fact, that is social's most powerful feature - "ordinary" followers being able to have a conversation with their favorite brands, issues, personalities. If you're using social to send messages, make it a priority to listen and engage also.

Embracing digital transformation is essential in today's world. Recently, I had a meeting with a potential client whose organization prohibits digital marketing for religious reasons. Initially, I thought, "Well, let's revert to the old-school methods like printed ads, flyers, radio, etc." However, I soon found myself crafting a proposal that wouldn't achieve the impact and results desired by that organization. Nowadays, a significant portion of the world operates in the digital realm. Choosing not to engage with this world is a decision that inevitably isolates those who opt out of this transformation.

One of the best ways to do this is to think digital first. Consider that your audience might keep in touch with you ONLY via your social media feeds. Ask yourself if they are taking the right messages home, if that’s the case. I.e. Would someone know your purpose, values and strategy clearly by stumbling upon your social media profiles?

And I would add: embracing a digital mindset! It is essential. In today's fast-paced business environment, leveraging digital transformation can revolutionize how we connect with our audience. "Design thinking" is a great example, Inbound Marketing, Growth Marketing... It's a way of thinking things differently. By doing so, we not only stay relevant in the digital landscape but also ensure that our communication is effective, engaging, and responsive to the needs of our audience. It's a transformative journey that can propel our corporate communication to new heights

The best way to make a point in writing and communications channels is to have someone else say it for you. Quotes from customers or board members not only give credibility to your product or service, they built engagement and collaboration with your stakeholders in your process.

Corporate communication isn't just about talking to the outside world; it's equally crucial inside the company. Nowadays, it's essential to communicate employees first, then go to customers, and finally reach investors. Let's look at an example: Company A, in the service industry prioritizes client communication but lacks a well-organized internal communication system. This leads to conflicts, confusion, and various internal issues affecting productivity, employee satisfaction, and overall growth. Corporate communication shapes a company's image. Internal communication is where it starts. It needs attention first, with transparency and clarity, before focusing on external strategies. This sets the tone for success and positive branding.

Since transitioning to the PR and Communications industry earlier this year, I've come to appreciate the importance of a proactive and adaptable approach in crafting corporate communications that align with current trends and challenges. A significant part of this approach involves the mantra of "speaking less and listening more." It underscores the significance of genuine collaboration with diverse teams and stakeholders, emphasizing that it's not a mere tick-box exercise; and you must value their inputs and integrate them into your strategy to deliver a successful campaign. Remember, the success of any campaign is not the sole responsibility of one individual or a single department but a collaboration of teams and stakeholders.

Internal dialogue is usually the starting point for a successful corporate communication strategy. Colleagues will help you better grasp the needs and expectations of your audience and by involving them from the start, you are more likely to benefit from their support in the implementation phase.

So many times communications (corporate, media relations, government relations, internal, executive) address the brand where we are now. This is a missed opportunity to glean insights from your various audiences about the aspirational aspects of your brand, message, and narrative. No one engages to maintain the status quo (especially as Americans). Take each opportunity as one to collaborate about the shared vision and mission of where you want to be, together.

Heading Communications for Girl Scouts of the USA,we often said we needed to move at the speed of girls, but in the realm of rapid fire communication and information sharing, it was imperative to move at the speed of all media and communication channels. We prioritized swift, honest, and proactive communication. This approach allowed us to get ahead of a narrative and tell our own story, be accountable for our actions and decisions, and openly HUMAN about our achievements, challenges, and learnings. This involved partnering with the CEO and other key leaders to build trust and preemptively identify potential issues and streamline decision-making processes when it mattered most.

To ensure transparency and accountability communication should be well-thought out. If you are communicating to varying audiences (different time zones, methods of receiving communications, languages, etc.) make sure to strategically plan for the dispersion of messages. The last thing you want is for employees to have the ability to play a game of telephone with each other. Inevitably stories will get mixed up, or shared out of order. Also, no one expects executives to share every last detail of a business. People generally understand that things like M&A are generally handled under a protective cloak until the right - and legal - time to share. So, the call is really for leaders to just not outright lie. That’s the core of being ethical.

It's inevitable that if you're giving employees a platform for two-way communications, that you are prepared for both the good and the bad. Like the outside world, people are not afraid to share their opinions, particularly on important social and cultural topics - so you have to willing and prepared to respond authentically or face being called out in front of many other employees.

One more thing I would add: The "our story" stuff on the website should be more than a hagiography of the company founder(s). Focus on on why the company was founded, whatever it does now and where it's going. And tell us what's the company does, noted just how it'll make its customers feel. If you do management consulting or software development, say that. Don't say things like "Acme helps client companies achieve new levels of excellence by delivering best-in-class, end-to-end solutions that create happiness and joy."

Transparency holds you accountable. Being vulnerable allows you to be transparent. Your target audience wants the real and raw you. That’s what is relatable. Talk about that!

If you're going to be "compelling," it means finding the blend of what you want to say with what your audience wants to hear and saying it with a fresh perspective. Ask yourself some telling questions...What's happening in the national or global narrative that you can connect with? What problem are you solving, and do others share in this challenge? Is your story impacting a large number of people, contrary to current beliefs, relevant to the current news cycle, or maybe just plain entertaining? If you haven't got a hook, you haven't got a story.

Effective communicators can impact audiences by telling a captivating story that is backed by data. You will lose your audience by communicating data alone. You will lose your credibility by telling a story that is not backed by data. The sweet spot is finding a balance between telling an engaging story and having a solid foundation of data to support it.

Put people at the heart of the storytelling to humanise the data-driven proof points. People and culture define 'human interest'.

Storytelling is the most underrated and important skill for any modern marketer (or, anyone working in a business setting at all, I’d argue). Storytelling is at the core of everything we do: how we communicate our value to our customers, how we articulate achievements to our managers, how we explain our progress to the board of directors, how we rally our employees behind our brand. No matter what your role or your position in an organization—storytelling is fundamental to your ability to do your job well.

Corporate communication is like a dragon with several heads: you have to think about many audiences at once, to whom you have to tell essentially the same story. Employees, social media users, opinion leaders, media. This is just a small part of the audience that can relate to your message. Be precise about the communication channels you choose and the tone of your voice. Speak clearly, persuasively, use attractive visual solutions and your audience will reward you with engagement and positivity about the organisation you represent.

Aligning to your purpose, engaging with the right audiences, telling stories that matter are the building blocks to successful corporate communications. After you've defined those, then it's time to decide WHO is the best person to be the voice of each communication. It's not always the CEO. Who has the most credibility to deliver the crafted message?

What is often overlooked is the essential need to know your various audiences and how they consume their information. Your corporate messages could be lost in the shuffle if the outgoing messages are being delivered with one broad brush - tone, look, and content across all platforms. Instead, personalize the corporate message for the various audiences, on the platforms where they consume their information. Not only will you transmit your message, you are most likely to engage your audiences. Be sure to make time to receive - not only transmit - valuable content. Relationship is what communication is about - belonging, being part of the enterprise, and building loyalty.

Do the really hard work of aligning all of your executives, marketing, and sales teams around a bold company point of view (PoV) that shows up across earned, owned, and paid channels. It's not enough to tell a good story anymore. Everyone has a good story and the market is about to be flooded with a lot of mediocre to good stories produced by generative AI. You have to move people to feel something, to take action, to feel compelled to align themselves with your brand.

Crafting good story-telling communication pieces with: 1. clear objectives, vision, mission, values, 2. factual and transparent information, 3. adjustable tone of voice for the targeted audience, with real-time updates would be a suffix. Most importantly, monitoring the feedback and reactions to published pieces would also be helpful.