CHALLENGES OF CORPORATE COMMUNICATION

Challenges of Corporate Communication

Like any other profession, corporate communication officer face different challenges   in their work place as days goes on.. The following are some of challenges that corporate communication encounter;

1.      The mobile mind shift; optimizing corporate communication officer for mobile means thinking beyond how your content will look on a smaller screen. It is a mind shift, better assets and corporate communication must determine how client brands fit into consumers’ constant communication and reliability of mobile devices.

2.      Hyper-personalized content; customers desire information that is personalized, send to the right channel at the right time. Corporate communication must advise clients to shift from traditional channels to hyper personalized and more engaging tactics. Example of this tactics includes coke’s personalized bottles, apple’s product engraving and Google’s art, copy and code project.

3.      A global industry; Corporate communication clients and stakeholders tend to look for support in the immediate neighborhood. At the same time, understanding geographical and cultural specifics of different countries is central to learn the markets’ conditions. The solution is that network corporate communication teams to share knowledge and insight with each other for an effective and integrated approach example universal corporate communication measurement standards set by the Coalition for Corporate Communication research standards.

4.      Real-time crisis monitoring; nearly 30% of company crises spread internationally within an hour, and over 2/3 of crises gain international reach within 24 hours. Most crisis experts agree that it is not a matter of if your company will experience a crisis, but when your company will experience that crisis. Fortunately, comprehensive media monitoring services allow brands to maintain the reputation and quickly spot a brewing crisis on the internet, social media and broadcast TV and radio. The corporate communication agencies and corporate staff must act quickly when they identify one of the warning signs of a crisis.

5.      The power of images; image-driven content not only increases consumer engagement and retention; it also drives more sales. Interest and Facebook lead in most revenue per visitor among all social media platforms, thanks to their focus on videos and images. Beker predicts next generation press releases to be disseminated via videos and social media posts.

6.      Transparency; the risk of the company losing control over negative news is substantial. Brands can only address and repair bad customer experiences and crisis-causing news with honesty and transparency.

7.      The death of traditional journalism; the role of media organizations as gatekeepers of information and audience has faded. Brands can take over the role of reporters and tell their own stories and news in an engaging way.

8.      Brand values; more companies are projecting their values in corporate communication and marketing materials. Brands like Nike make it focus of their campaigns. Companies are also recognizing the benefits of corporate social responsibility programs to elevate their values and give back to the community while doing so. Corporate Social Responsibility (CSR) programs are effective: a recent study shows more consumers are choosing cause, based brands over charitable giving as their way of giving back.

BY SHAYO ISSAH