Creating business value in today’s corporate world needs to take in all intangibles, due demands and expectations of “business critical” communications. To win it – from conceptualization to publication – We must try to understand a structured process of social and reputation management across all channels. Be it your website, blogs, tweets, emails, what you communicate represent your business to the world and is the cornerstone of your corporate strategy.
For those who have a vision to win the future corporate communications Sri Lanka 2021, it is a tough challenge – but also a great opportunity to integrate new ways of making better decisions. But the reality of winning the future is not matching demands; instead it is about creating greater visibility across all platforms and removing unwanted clutter – which seems to dominate today’s communications.
So… what is needed to win the future? What new tools are needed to penetrate the tough hides of clients, customers, investors and other stake holders? What new accessories should are need to join the fight for market share? This article aims to tackle them all…
Throw Away the “Current Strategy” if…
What is the predictive model that guides your current strategy in communication?
What is the ROI on your last financial calendar year on communication?
How has your communication driven your business value over the last 3 years?
If you are a CCO or a communication officer, and do not have a definite answer to either of the above three questions, then fear not – you are in the majority. 80% of reputation leaders across 300+ global companies agreed they are not ready to deliver on the promise of expectations. This is a staggering number. What have you done to circumvent the problem? If your answer is to “invest more” on future communications, then it is time to throw out your current communication strategy… and keep reading this article to the very end.
Fundamental Reason why Reputation Leaders Fail in Sri Lanka
They don’t have a strategized structured process – to analyze the past, to measure the present and to look beyond to the future.
A structured process enable to influence, and guide communications of large businesses when integrated within the Corporate Social Responsibility (CSR). These same business –making communication departments work with other departments while strengthening the core strategic areas of the company (instead of putting them in an island). Reputation management is the bridge that communicates your business strategy. Through reputation building your business becomes relevant to EVERYONE! From CEO to the executives that gather in the lunch room to share their lunch packet. Your reputation markets the belief of your businesses future potential.
Without a structured process, you can bet your sales force to lag for not having the latest proof points to handle customers. Without a structured process you can bet your investors to leave the next conference call with more doubts than beliefs… Worst of all, without a structured process you can bet your employees/associates to have a vague future about making a career with your company.
Damage Control and Specific Steps to Move Forward
While in no specific ways I will try to portray myself as a consultant or a strategist in the area of corporate communications, I will sit this part out and have internationally acclaimed communications strategist Kasper Ulf Nielsen explain it…
“To move a business/company forward the CCO needs to take control of the process and define the answers to business questions like following”:
1. What is the direct business impact of a good or bad reputation?
2. How does our stakeholder ecosystem work and what impacts do each of them have on the business?
3. What is our reputation strategy?
4. How are we implementing the strategy into the business?
5. Where are we investing money on communications and why?
So the question to ask yourself is – am I working on these answers or do I have them already? And if you do then you are among the 20%* who are ready to win in the reputation economy
*Results are from Reputation Institute “Annual Reputation Leaders Study, 2018.”
Winning the FUTURE
The best way to predict the future is to invent it – Alan Kay.
That does not mean you need to start laboring away inventing a corporate communication model right this moment. Instead, I rounded up nine internationally acclaimed marketing gurus to prophesize the winning marketing strategy of the future. While each of the nine quotes is a great way to get started in the right direction, the next contemplation is to HOW to present it to your stakeholders – What is the MOST EFFECTIVE medium? What is the BEST mode of delivering a positive ROI? What is the MOST ENGAGING tool that can go social media viral? And most importantly in less time with fewer resources?
WHY? Because video has a story telling power to narrate a company from its inception to current status and to narrate its future possibilities. Video is everywhere you turn on your PC. From adorable kittens to drunken men trying to break-dance –not hitting the play button has become painfully irresistible to everyone on social media. A video can bring your business to life with a “creation story” on how your company began; it can include characters your audience will root for. It can infuse a personality to a story (and while not giving too much away) your audience will look forward to seeing much more of your business again… and again.