“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 area...