“Balance” can tip the scales of perception in your favor
-- Looking at the major areas of concentration for corporate communications in a complex selling environment --
Your market needs to see a sense of balance of information coming from your organization. The million-dollar question I hear is, “What should our communications program look like when we are done planning?”
The answer for each company is different because companies are in various stages of development, have their own internal assets from which to draw and unique stories to share with their markets.
Before we get into balance, what does it mean to be out of balance? If you study a company’s communications you will see it – too much of the same thing or a lack of information. Does the company flood the market with too many announcements, thereby diluting the really important news? Is there a lack of evidence that illustrates the company as that of an innovator or market leader?
In the banking community, you hear the term “silos,” which usually means a disconnect between areas of operation or the inability to use information across the enterprise.
The silos in corporate communication are: 1) Outbound Company News, 2) Executive Positioning & Issues Leadership and 3) Validation of “Good Works.”
1. The goal of outbound company news is to show the company as having forward or positive momentum.
2. The goal of executive positioning & issues leadership is to show the company as having the intellectual capital needed to solve problems and to lead through thought leadership.
3. The goal of validation of “good works” is proof your company can deliver on its promises and that customers are achieving benefits from doing business with you.
Delivering on all three areas in your company communications is a powerful combination in that goes a long way in securing the perception you want.
If you want to dive deeper into these areas, please call or email me.
Your market needs to see a sense of balance of information coming from your organization. The million-dollar question I hear is, “What should our communications program look like when we are done planning?”
The answer for each company is different because companies are in various stages of development, have their own internal assets from which to draw and unique stories to share with their markets.
Before we get into balance, what does it mean to be out of balance? If you study a company’s communications you will see it – too much of the same thing or a lack of information. Does the company flood the market with too many announcements, thereby diluting the really important news? Is there a lack of evidence that illustrates the company as that of an innovator or market leader?
In the banking community, you hear the term “silos,” which usually means a disconnect between areas of operation or the inability to use information across the enterprise.
The silos in corporate communication are: 1) Outbound Company News, 2) Executive Positioning & Issues Leadership and 3) Validation of “Good Works.”
1. The goal of outbound company news is to show the company as having forward or positive momentum.
2. The goal of executive positioning & issues leadership is to show the company as having the intellectual capital needed to solve problems and to lead through thought leadership.
3. The goal of validation of “good works” is proof your company can deliver on its promises and that customers are achieving benefits from doing business with you.
Delivering on all three areas in your company communications is a powerful combination in that goes a long way in securing the perception you want.
If you want to dive deeper into these areas, please call or email me.
Comments