November 6, 2017
Is it time for a Communication Makeover?
In my work with corporate clients, I see first-hand that they have a variety of vehicles for internal and external communications. That’s the good news. It shows they value it. The bad news? Many are out-of-date and have not evolved for many years. It’s easy to fall into the trap of continuing to churn out the same old newsletters, monthly videos, and campaigns. It is much harder to create integrated communications that:
- Have a consistent message
- Align with company goals
- Engage employees
- Drive business
If you have not updated your communications in the past year, it is time to consider a makeover. Here are 5 steps to get started.
Step #1 – Audit internal and external communications. Are they on-brand? What communication vehicles are you using and what is missing? What tools are you using to create the communication? How frequently do you communicate?
Step #2 – Create or clarify your company story. People love stories. Yours needs to do more than be a chronology of your company, more than a menu of services. It needs to demonstrate why you exist, the passion you have and what sets you apart.
Step #3- Do your research. You don’t know what you don’t know. There are many ways to accomplish this. You can do it yourself with some simple survey questions of current and potential customers. Or, hire it out. Knowledge is power and good market research will uncover opportunities, customer needs, and gaps in your products and services.
Step #4- Go digital. By 2020, 82% of consumer internet traffic will be video. With more internet users, more connected devices, and faster broadband speeds, you will miss out if you delay digitizing your business.
Step #5- Train communication champions. Don’t assume leaders will be able to communicate to their teams and employees. People need training on how to tell your story, presentation skills, and tools to support them.