Below we have outlined key areas that often play an instrumental role in shaping corporate communications. The seamless communication of the company’s vision, goals and culture plays a major role in the success of the company.
Does your company annually review your key messages, target groups, communication channels and materials? This is a great starting point. What do you have? How does it work? Which areas have the greatest potential for improvement? And how are communications aligned to support goals and milestones? An assessment can take many forms.
The natural result of in-house assessments is a communication strategy and practical plan. How can the communication strategy optimize your resources and potential for effective delivery? The communications plan is multi-dimensional: identify your objectives; choose your target audiences; design your key messages; select your communication methods; set milestones and routines. Review budgets, quality procedures and monitoring of results.
You can strengthen your message after the assessment phase or as a stand-alone initiative. There are various ways to crystalize your messaging; reviewing existing material; workshops; working with DNA models or creating manuscripts. A clear, consistent structure of key targets and messages strengthens the delivery and execution of your messaging. In addition to print and digital, verbal communications are also important: dialogue with clients, partners, suppliers and colleagues.
Do you have a distinct visual identity that is consistent throughout your material? By visual identity we think of visible elements of such as color, form, and shape, which convey the symbolic meanings that cannot be imparted through words alone. Building upon this branding is vital; remember that brand is a set of expectations, narratives and relationships that account for a consumer’s decision to choose one product or service over another.
An important dimension of a company’s public profile is company web sites. While start-ups need to create their first web page, other ventures can benefit from an annual or periodic review of an existing web page. Test your web site against important uses and features: to what extent does it support sales? Does it have an impact on internal communications? Does it reflect the progress of your company? Finally, is the web page likely going to be an important tool to support future growth?
What type of presentations does your organization use now or will be using in the future? How effective are your corporate, product, technology, sales and process-focused presentations? How do they align and are you reaping maximum benefit from them? With presentations, the questions are not only how well messages and design are set up, but also how they are used in practice. Practical and verbal delivery also matters.
What type of print material does your company have? How do they work together? How are they aligned with presentation material, web and digital communications? Where do you see the greatest room for improvement with messaging, visual identity and practical use?
Beyond material that is updated and upgraded on occasion, communications is an ongoing task, including the creation and sharing of news, tenders, sales material, customized presentations for internal decisions and supporting target groups with ongoing updates. Communications is a process and establishing and implementing routines are ongoing chores.
6 Communication Programs
Your initial messaging grabs attention, but client loyalty is built upon the continuation of a strong and unique communications system.
Communication requires the skill to identify your niche target groups and the ability to communicate effectively with each one at their terms, both internally and externally.
Road Map to The Full Service Program
Core20 assist communications departments, marketing executives and management with a full range of strategic and practical communication tasks. Our Full-Service program allows for various degrees of involvement and ambition levels.