Why Business Communication is Important – With the “explosion” of the internet, in recent years, business communication has come to appear on the list of priorities of most businesses.
After all, no company lives alone, does it?
However, it is not enough to communicate in any way, it is necessary to “sell the fish” and to give a positive image of the organization to all the public to which it relates.
If it were a person, how would the company you work for express themselves?
How would she be recognized by others, at home or on the street?
Business communication can give us some answers to these questions.
Check out, in today’s post, how various strategies can be combined to enhance the company’s relationship with the general public and drive positive business results.
Let’s move on?
The Power of Integrated Communication for Business Success
No one talks to a child, to a young man, to a bus driver, to a businessman, and to a politician in the same way, do you agree?
In most situations of everyday life, we try to adapt our way of acting and of communicating according to the person with whom we speak and the context of the conversation, do not we?
In business communication the situation is similar.
As you may well know, organizations need to deal with different audiences, such as employees, top management, partners, clients, government agencies, class entities, and so on.
If in the past, it was worth it for a company to spend a commercial on TV, in the interval of a soap opera, to reach millions of people, nowadays one has to think twice before using this tactic.
First, the television audience has fallen sharply in recent years.
Currently, who does not have a smartphone or a tablet to read their favorite blogs, subscribe to YouTube channels, check the news on Twitter or Facebook, is not it?
Second, a TV commercial is like fishing with a net in the sea, because it “catches” or reaches people who have nothing to do with the company.
Not to mention the high cost of advertising on television.
With so many audiences and channels available to disseminate information about a business today, an effective strategy for dealing with this scenario is to use integrated communication.
And what would she be?
In a simple way, we can say that integrated communication is the union of several tools, languages, and areas of knowledge to favor the achievement of the strategic objectives of an organization.
Did you find it rather complicated? So, let’s give an example, to get easier.
Imagine that you want to leave the house and go to work.
You can go on foot, by bike, by car, motorcycle, taxi, bus or subway.
Choosing the means to get around will depend on your personal taste, the money you have, the weather conditions, and so on.
Now think that this journey from home to work is the path a company needs to make to bring its own messages to the various audiences it has.
Often, the core idea of the content of the company is the same, however, the way of speaking and the medium to get the message to people should be different.
This is where integrated communication comes in.
When the company unites the areas of marketing, journalism, publicity and advertising, public relations, human resources, and sales, for example, it manages to reach the different audiences with whom it needs to relate.
After all, what’s the point of passing a modern and flexible company image to customers and the press, if you only have a bureaucracy in the internal environment, do you agree?
With so many areas together, one might ask if it really pays for this integration.
When integrated communication is well done, that is, when all contribute to a common goal, the answer is yes.
Ever wondered if the doorman from the company to the president and the final client to the state governor all had the same positive image of a business?
This would signal that integrated communication worked well to reach the different audiences of the company.
Reasons not to leave business communication aside
Business communication is a set of activities, made by several professionals, that are part of strategic business planning.
These actions seek to take care of the institutional image of the company, in addition to contributing to the organization achieving its own goals, such as increased sales.
Many companies forget that even if they remain “silent”, they will pass on a message to the public.
In this case, the image transmitted could be of carelessness, arrogance, lack of commitment to the client, etc.
Unsurprisingly, today, even if you do not want to, the company will be part of people’s conversations.
The internet has come full force to facilitate the exchange of messages and literally allow the contents to go around the world, even if they are criticisms and complaints.
Have you thought about the danger of negative rumors against the company?
If it was once too expensive for a business to have multiple channels of business communication, these days things have changed a lot.
While in the past the image of the organization was broadcast only by commercials or news in newspapers, radio and TV stations, companies today can have their own channels for disseminating content.
Therefore, there is no excuse that it is difficult to communicate with business audiences.
With the advancement of technology, nowadays it is possible to even make a customized business communication for each type of audience.
What can no longer occur, if in fact, the company wants to be competitive in the market, is that it shut up or if it closes in itself.
Just as a football team needs to go to the attack, to win the game, a business has to go after the public should it want to outgrow the competition.
Still, that does not mean that sometimes business communication does not have to be defensive.
When a newspaper looks for business information, the press office must be ready to act at that time.
Likewise, if a customer makes a comment on a social network, with a doubt, the company should have someone to give the right answer.
We need to remember that business communication should also reach people who work in the business itself.
After all, it is they who build the organization every day and who can become brand evangelizers in society in general.
Whoever heard of the expressions “radio hallway”, “radio pawn” or “cordless telephone”, is not it?
These types of situations only occur because business communication is lacking for the internal public.
One way to overcome this barrier is to use endomarketing, which helps strengthen employee ties with the company itself.
Often, people work for years in an organization, but if they want to know what the business is, the mission and vision of the company, let alone the values.
A less attentive manager may think this is of no importance, after all, what counts is for the employee to do his or her job well.
The problem with this type of attitude is that the company comes to be seen by employees as “one more” in the market rather than the only one to act in its own way.
Therefore, the differentiation of the company must already begin “in the house”.
When someone thinks of Internet search engine, computer operating system, smartphone or tablet, soda, soap powder, steel wool, photocopying machine etc. soon comes to mind specific brands, does not it?
What most people may forget is how much business communication effort has been used until these brands (which you know very well which ones) achieve this status of being almost synonymous with categories of products or services.
In today’s time, whatever the size and the segment of the company, it should be where your audience is.
Communication should not be cast, equal, cold.
In order not to leave any forgotten public, organizations are increasingly looking to have broad business communication, using multiple strategies and multiple channels.
For example, internal newspaper, website, blog, email marketing, profiles on social networks, videos on YouTube, events, press materials, partnerships with other companies, free educational materials etc. are some of the ways companies use to meet the different audiences they have.
Corporate communication as the guardian of the institutional image
In superhero stories, in comics, and in movies, every now and then the protagonist needs to prevent the villain from taking some power and misusing it to hurt other people, right?
Although the comparison may seem strange, we can say that business communication assumes the role of hero in defending the corporate image of the company.
That’s because there will be no shortage of villains or situations to tarnish the reputation of the business.
In addition to protecting the institutional image, business communication should also create conditions for the public to associate business with good values and feelings, such as credibility, trust, respect, ethics, etc.
In this sense, the use of marketing can be very useful to help the company convey the positive points of the brand.
By facilitating the business-consumer encounter, marketing kick-starts a relationship between the target audience and the business.
Marketing also helps to set people’s minds on brand values.
After all, it is not enough just to have a great product or service, it is necessary that the target audience of the company know these qualities.
Content marketing as an ally of business communication
Remember the joke that someone for a group of people, asks for attention and, after a few moments, thanks for the attention given.
Some business communication strategies, like advertising pieces on videos on YouTube or on television, do almost the same thing.
While technology facilitated the creation and dissemination of content, on the other hand, it generated an “ocean of information” and empowered anyone to consume what they want, as long as they have access to the internet.
The problem is that the generation that has become accustomed to the web finds the commercials invasive, not to say “boring”.
With this barrier, put by the public itself, how will companies communicate with their potential customers?
Digital marketing and content marketing can help answer that question.
If there are many people researching what interests them on the web, how about delivering useful and relevant content to this audience without sounding invasive?
Materials produced by content marketing, such as posts, e-books, infographics, videos, etc., are efficient ways for companies to get in touch with people who actually have an interest in what those organizations post.
By helping someone solve a problem, learn a skill, learn a trend, end a “pain”, etc., the business uses content marketing to reinforce the business communication strategy and thereby earn valuable points in the consumer.
More than attracting visitors, content marketing, and digital marketing are effective in holding this audience close to the brand and generating revenue for the company.
The advantage of your business using these strategies is that you can measure just about anything you want.
With metrics, you can improve business communication and deliver concrete results for superiors.
As you can see in today’s post, a company that wants to stand out in the market, have a positive perception of the public and be a reference in its segment of action must be integrated to capture and meet the needs of consumers.
In addition, the company must take care of its own institutional image and guard against the possible risks that can scratch the brand.
When the area of communication and marketing is planned, it is easier to have ready-made answers that work for different everyday situations in an organization.
Did you like to know the potential of content marketing for your business? So check out the post “Understand how to build a content marketing strategy and why documenting it is so important. “