A lot has happened over the years. Companies have started, only to close down later. Some have done so well, leading to a major Initial Public Offer (IPO). The not so financially stable companies have filed for mergers in a bid to save whatever they have left or better yet, penetrate new markets-expand.

Flickr | Sebastien Wiertz

Social media on the other hand has loyally fought for its place at the apex of communication. These are some of the changes that have taken place over the years.

Has anything worth noting taken place in the corporate communications world? Indeed. In a research conducted by W2O Group Centre for Social Commerce in collaboration with S.I. Newhouse School of Public Communications at Syracuse University, there is a clear indication that in 2015, corporate communications has taken a whole new dimension.

In the report titled, Thriving and Coping a Social and Digital Age, there has been tremendous change in the corporate communications model. It is becoming clearer that with the technological advances, the roles of the corporate communications officer, are shifting from the usual tradesman to that of a strategist. This is implicitly because of the changes in how information is exchanged in corporations.

Technology has helped to elevate the communicator’s role from that of a tradesman to that of a strategist by providing communicators with valuable information about the pulse of the organization, and the ability to respond appropriately. Too often, companies are communicating to a workforce that doesn't exist. As employees get lost in a world more connected and noisy than ever, technology has enabled communicators to become the nerve centers of their organizations by better communicating with employees. {ibid}

With that in mind, corporations are re-evaluating their corporate communications structures to incorporate these changes. Since communication will play a significant role in strategic planning.

The following are the six key changes that have taken place in the corporate communications model as highlighted in the report.

Forget Coverage. Focus On Influence

Days when corporations would fight for the front pages of newspapers, magazines, or even the prime time during news hours-are going, going…gone. Instead, corporations are aligning their objectives to provide influence in the market. Communicating the right message, to the right people at the right time is the new bottom line for corporate communications officers (CCO). Companies want to the thought leaders in their respective industries.

Analytics, Analytics... Analytics
Measuring the returns of all the strategies deployed is necessary. As one of the excerpts puts it: “The existence of digital and social analytics has changed how we as an organization approach strategy.” The CCO needs to be confident enough to test what his/her strategies and if they are meeting the objectives set.

These measurements lead to insights, which then enable the CCO to further improve on the working strategies and change those that are lagging behind.

Organizational Charts? Networked Systems

In my career, my first task was to design an organizational chart. After weeks of collaboration with the General Manager, I had something solid to present. I waited, and waited…and waited. To date, no one has ever brought up that topic. It died a natural death.

A clear indication that corporations are tearing down the completely organizational charts-a system that emphasizes a top-down model of communication. Instead, due to the massive interactions in corporations, a networking system is taking centre stage. Emphasis is now on the need for employees to connect with everyone in the organizations.

“The org chart is no more. We have to integrate and collaborate cross-functionally to achieve success.” {ibid}

CCO are tasked with ensuring that we have a flat, transparent structure encouraging open dialogue and a free flow of communication.

Community Is the ‘New’ Audience

With strategy comes targeting. The more information the information sphere keeps getting, the more saturated it gets. Thus the need to narrow our focus. CCO are looking to reach a group of individuals who share the same interests rather than disseminating information with the hope that it gets to some people. Like throwing many darts in the dark.

“The concept that key stakeholders are audiences is no more. Audiences are static. Audiences demand one-way stimulation. Today, stakeholders are communities. Interested, engaged, networked, motivated, with shared concerns. Communications must be calibrated to address these dynamic entities.” {ibid}

In the presence of social media, face-to-face communication is still important

Corporations want to engage with their communities. The digital age has led to the mushrooming of members of these communities in all corners of the world. In homes, offices, trains, schools they are able to ‘speak’ and share their takes on the happenings. The moment we take out the relationship building aspect of it, the whole use of social becomes pointless.

As one executive told researchers, social without real-life connections “will actually hinder engagement.” You can’t just get people to click “like” — you actually have to convince them to leave their well-worn recliners.

Storytelling Has Changed

At the core of any corporation, we have a great lore. An inspiring story that acts as a constant reminder to the employees and all and sundry of what the corporation is trying to achieve. A source of motivation, if I may.

But today, it’s not all about crafting a narrative. The use of multimedia in telling this story is fundamental. Using images, audio, infographics among other is a sure way of improving the story.

60 percent of people today identify as visual learners. Tactics like infographics are more popular than ever and social media has forced companies to re-evaluate how they tell their corporate story. {ibid}

Changes will always be at our doorsteps. In addition, as change is hard to implement it is advisable that we always train, fail, and learn from our mistakes and most of all upgrade at the slightest of opportunities.

Courtesy: PRNewser

The world is a global village. This premise holds true, more so in this time and age. And this is pegged on the ever rising technological breakthroughs and/or communication.

Why communication? Well, a village symbolizes ease of reach in regard to relaying and or receiving information.

Flickr-Sean MacEntee|Productivity

Technology has permeated in our corporations, to an extent which has impacted communication tremendously. From the time we get in the office, to the moment we leave, heads down and fingers tapping away at our keyboards. Be it emails, social media and drafting that proposal; employees are on the communication super highway.

Consequently, most corporations have been lenient with these emerging culture. Suggesting that the whole concept of actual internal communication will soon lose grip.

Internal communication (IC) otherwise referred to as employee communication is the transmission of messages from one employee to another. Better yet, the transfer of messages within the confines of the corporate structures. In my understanding.

IC takes various forms: meetings, memos, internal emails, notices, brainstorming sessions and so on. Through these forms, we then expect to see productivity.

And from the looks of it, before a business immerses itself in meeting the needs of the customers, considerable time and efforts should be channelled in ensuring that employees are ‘comfortable.’ I use the word loosely, but in essence I mean to imply that once the corporation meets its employees’ requirements then a ripple effect will be felt all the way to the customer’s heart. To paraphrase; happy wife, happy life. Happy employee, happy customer. Undoubtedly.

With that in mind the corporation should rise head and shoulders, to ensure the engagement of their employees. Since IC and employee engagement work in tandem. The more engaged employees are, the higher the returns/productivity. This is the reason behind communication and or public relations, being a core management function. To contribute towards productivity.

Frost & Sullivan attest that, “Companies with engaged and empowered employees are increasing their customer satisfaction by over 40 percent; improving profitability by nearly 30 percent; and boosting overall performance by 36 percent.” What corporation wouldn’t dream of such stellar performance?

As corporations, how do we engage employees? According to Melcrum; ‘Employee Engagement – traditionally speaking – involves employees striving to go the extra mile at work, speaking positively of their employer and planning to stay.’ Depending on the existing culture, this can be easy or prove a daunting task but winnable.

The following guidelines will help corporations do better in employee engagement, which starts from a strong internal communications system

•  Connecting the employee to what success looks like for your business,
•   Building a powerful employer brand.
•  Creating a supportive culture

Connecting the Employee to What Success Looks Like For Your Business

Sam Walton is the greatest entrepreneur who ever lived. After venturing into retail business-opening discount stores-after coming back from the army, Sam Walton built the greatest retail business in the world-Wal-Mart.

In his book, Built in America, Sam held meetings every Saturday morning throughout the company’s lore. During the meetings, he would energize his employees, find solutions to problems and decide on the cause of action then. He would invite special guests with some wisdom to share with the team. He had his employees, be part of the business by giving them the choice of buying stock in the company and sharing in on the profits.

Sam’s story, sends home this message that if you want to build a remarkable company, engage your employees. Stoop to their level, listen to them and show them the bigger picture with the promise that they too have a stake in it.

Building a Powerful Employer Brand

Hiring is no mean task. Ask human resources. In most cases companies will get away with employing people who are not so much suited to the job at hand. But if the company promises to spend time on this particular employee, training them, then no harm no foul.

By focusing on employees who will work together as a team-helps the company build a powerful employer brand. Potential employees will yearn to be part of that amazing group. This desire leads to an interest in the whole business. From the moment they sign that contract, this employee will be motivated in doing their best to propel the company forward.

Creating a Supportive Culture

How many employees have had a great idea only for them to be given a 1000 excuses why it cannot work? A lot!

In reference to Sam’s story, he valued what his employees had in mind. One of his operating mantras was ‘thinking small’. He posits that the best solutions to every day challenges in business are out in the open.

In his meetings, he would literally ask, his employees how they could improve the sale of product A, B or which small town was ready for them. This made the employees feel valued. Not only in terms of their labour but intellectually too.

A supportive culture breeds a team high in self-esteem. And a confident employee will be ready to do the right thing, solve problems, meet deadlines, speak out and above all achieve goals.

All these guidelines are pegged on how alive a company’s internal communications are. Traditionally, communication used to be one way. Top-Down, kind of communication. Especially in government. Where a whole ministries decisions are waited upon on the Okay-ing of the cabinet secretary.

This bred incompetence in the public sector. Since all the government employees are and have never been engaged. But for there to be change in the way employees work-both public and private sector- employee engagement is key. Which evidently is a result of a two way communication model. An employee needs to be heard just as the employer demands to. Internal communication is the only sure way to connect, build and create a support culture in an organization.

The sprouting of companies daily, brings the topic of communication and/or public relations back to the podium. In a recent observation, many start-ups in the country, haven’t placed any value on the need for communication. Unfortunately, this will later result into a culture devoid of this important management function. Big cause for worry.

What is your crisis?

The belief that communication should come into play when companies hit it big, is a miss. The best time for the incorporation of communication in the day-to-day running of any company, is during the initial stages. This enables the interested parties, more so, communications personnel to position the company for any turbulences that all business are susceptible to.

Speaking of turbulences, many companies find themselves in crises and come out without really knowing what just happened. Such unawareness not only risks the reputation of the business (which we in communication believe to be king) but also the longevity of the business as well. The damage done can be irreparable.

Thus the need for every company to be armed with a communications team, capable of delivering on this critical management function.

Recent news stories have brought to light what we would categorize as crises. The death of George Muchai MP-Kabete, raised a lot of heat. Despite the different findings, as recorded in the Star newspaper, allow me to direct your attention to the organization in which he served as the deputy secretary general-Central Organization of Trade Unions (COTU).

Word has it that due to an existing misunderstanding between the deceased and Mr. Francis Atwoli, Secretary General, he is the main suspect. This is such a bold statement right there.

However what we need to note is that the organization-COTU, is under attack. Then, the leaders heading the organization, case in point: Francis Atwoli. Though some may argue that Atwoli is COTU and COTU is Atwoli, in this instance let us separate the two.

In another related news story, the country is experiencing a blackout. Pardon me, a media blackout. Not to be mistaken with a power blackout. In Waweru Mburu’s Monday segment, on Yaliyotendeka, the Communication Authority of Kenya’s (CAK) Francis Wangusi and team awarded a foreign company (Chinese) the license to offer the digital package to Kenyan media consumers. A move that angered media houses over what they call allowing colonization to take root in this time and era when Kenyans are capable of handling their own business. Again, it’s CAK’s image that is under siege as much as Wangusi’s but we will separate the two.

Separating the two is due to a mere fact that most of our parastatals chiefs, corporate heads have in their own wisdom separated their own images from that of the corporations they work for. The two images should be brought together a ploy that could even further amplify the final image of the corporation. I digress.

In this situation we are witnessing a crisis, which if you recall in my introduction will come and go with few to none recognizing what just happened. Suppose the two were on the Nairobi Stock Exchange (NSE) the value of their stocks would be on a nose dive. Why? Because all it takes for stockholders to dump your stocks is bad noise. The more this noise turns into a roar, the likelier that the corporation will be found neck dip in a crisis. The financial effect would be catastrophic, don’t you agree?

This article aims to take you through a crash course on crisis management otherwise referred to as issues management. In the likelihood you find yourself in such a spot, whether you were included from inception (it would be easier) or you just landed this job follow this steps:

React

In both cases, the communication team should issue a statement denying or accepting the premise of the attacks. In the COTU case, the communications head should issue a press release to the media houses, accounting for the whereabouts of the person in question (Atwoli). And further calling on the authorities to pay him a visit if they have questions that would help them close in on the suspect. At the outset, do not play defensive. Instead cooperate in assisting the country know the truth. In this situation I am working on the assumptions that your character is as clean as whistle.

‘I did not have sexual relations with that woman…’ these words are linked to former U.S president Bill Clinton. Communications specialist, have proven that when attacked with an accusation, responding to it directly makes you even more guilty. Clinton’s case study has been used to share that knowledge.

The CAK’s case, communications team should retrieve any piece of information agreed upon by the media houses and the authority. Otherwise, they should issue a statement corroborating their decision to issue the license to the foreign company.

However, depending on the weight of the issue, a mere vow of silence does the trick. Responding does not always guarantee a favourable reaction. It could elicit a boomerang effect, where your own responses/words can be used to drive the last nail on the accusation’s coffin. Approach with caution.

Matters that appertain to irreparable scandals, act on them quickly and decisively. Say, by firing that scandalous C.E.O. This will allow you room to handle the situation as well as mitigate any further damages that would result. Suppose the person was in close proximity with company secrets and decides to hang the company out to dry.

This tactic works to calm interested parties. However, the result may not turn out as expected. Stay alert to execute more ploys, in such instances.

Call for a Meeting

Once you have handled the situation at the country level, it’s time to scale it further down. Have the key players meet and iron out their differences in detail. This ploy aims to withdraw the issue from the country’s platform and bring it to where it belongs-the corporation.

As the representative of the corporation you need to refresh your negotiating skills. Be ready to give a little in order to get something in return-that is a rule in negotiation. Mark your boundaries but again tread lightly on the boundaries of the opponent. What a tricky business?

Remember to arm yourself with goals. Just in case the negotiations get heated and spin out of control but must be done. They help to focus on the goals and not the distractions.

Remember to take each and every word uttered in that meeting with the weight it deserves. Put it into context (framing) and bear in mind that you are there to salvage the image of the organization and the person who is in question. These two ploys may seem nothing at first, but their effect will be nothing short of a miracle. 

To conclude, crises exist in different dimensions of our lives. Having the nose to smell them from a mile away, is good. But in case we miss it, and open the door only to find it there-start with the two and create more strategies for the events that will follow. A crises usually triggers a chain reaction.

A recent study by the Holmes report, indicated that creativity is growing in importance among those in the communication and/or public relations profession. The rest of the ploys will depend on your creativity and the crisis at hand. Since I have gotten you started, let your creative juices flow!

Still on the benefits of a strong corporate identity.

Unity

Corporations exist to meet particular needs.  A set of vision, mission statements, colour, logo among other key components that comprise of the corporate identity package; enable a corporation to live up to the their promise.

When corporations begin, they make a promise. Immediately or with time, they then fulfill this promise. Corporate identity brings that unity between what customers see and what they actually get. A strong corporate identity, makes this a reality.

Confidence in the financial dimension

Money is what fuels corporations.  Other corporations, money is the sole reason they are in business.

Money comes in different ways. From angel investors, savings, loans from banks among others. Throughout time it has been noted that people are ready to put their money in the known. Calculated risk, so to speak.

A strong corporate identity, gives the corporation confidence. An indication that they have nothing to hide. It is believed that a corporation that is loud in regard to making itself known-logos everywhere, colours, slogans-is trustworthy. This goes an extra mile to win confidence from all stakeholders willing and ready to do business.

For a moment imagine, a corporation launching its Initial Public Offer (IPO) with a weak corporate identity? The IPO will be nothing short of a disaster. Why? Failure to win the confidence of the stakeholders. Nobody will buy the shares.

I recall when Safaricom launched its IPO, it was the Kenyan bubble. Many saw richness beckoning. People took out loans and invested in shares. Regardless of how the whole shebang turned out; it’s the frenzy that I would like you to take note off. After years of using Safaricom services-communicating-which at the time was much cheaper than Celtel; Safaricom had won the hearts of the masses. So when they said, ‘Guys, look. We are making money and we would like to make some for you.’ People dug in, with the biggest spoons. That is a great case of a strong corporate identity at play. Confidence.

This is perhaps why Safaricom continues to be the biggest telecommunication service provider in Kenya.

Expressing values

At the outset, before a Graphics Designer is asked to craft a work of art in the name of a logo, a brief is usually provided. This is a document that highlights what the end product-logo-should be like. How it should feel. Spell out. Represent. Some go the extra mile of suggesting iconic representations. If you haven’t been in the habit of supplying a brief please do. It helps capture the feel of the corporation.

Once crafted, the corporate identity communicates the values of the corporation. Say, Kempinski (the famous valentine special hotel-with a suite that was going for Kshs. 2.4 million a night, remember?) their logo and any other corporate identity material should depict a high-end hotel. An exclusive ultra-modern hotel. I bet, if you see this great structure in Westlands you will agree that it’s worth the Kshs. 2.4 million or not.

If a corporation espouses a culture of innovativeness, efficiency, speed…all these will be made manifest through the corporate identity. Way before prospective clients begin to actively interact with the corporation.

Staff motivation

This is a biggie. A motivated employee is a productive employee. As much as money is pertinent in the day-to-day running of corporations, human resources occupies the first tier. It is human resources who through teamwork, make it possible to meet the corporation’s bottom line.

A strong corporate identity; works on its own to create self-esteem for the employees of the company. Before management weighs in with their staff motivation programs-the work is already half done.

I remember as a young high school lad, we were out on a field trip. Our place of destination was Mumias Sugar Company. Yes, the one being strangled by the greedy. The feeling I got from the tour, gave me a yearning that in my heart, I told myself I would love to work there someday.

If I had that strong desire to work for that company, how did those already doing feel?

After coming in and conquering the market, Safaricom is a force to be reckoned with. Ask any youth if they would like to work for Safaricom-Kenya’s blue-chip-Company and they will answer, when do I start. This desire, like a chain reaction sends pulses from the outside to the employees who attach value to their work hence staying motivated.

Support for communications

Communication is imperative. Thus the essence of corporate communications. Marketing, advertisement, meetings, public relations among other communication platforms-a corporations bid to pass a message to its audience is an act of communication.

Whenever a message is dispatched, a logo and colours are embedded in them to not only indicate source of message but also bring with it the feeling attached to the corporation by the public.

This is why in most marketing and or advertising materials emphasis will not only be laid on the message (key) but also the proper use of the corporate identity components.

This adds strength and credibility to the message.

In conclusion, corporate identity should be the first thing an owner should think about, but of course it is preceded by the idea and finances. Once you are ready to roll your sleeves and give the market a taste of what you got, plan your corporate identity well and in advance. Let it simmer. Hire the services of a great corporate communications consultant to help you do it while you focus on taking the business off the ground. I assure you that the effort will pay off when IPO’s come beckoning. Or when a catastrophe hits and you need to convince people you are sorry. Only and only a strong corporate identity will bring you out and better.

Let us get working on that corporate identity, shall we.

Marketing Strategies

What’s in a name? Hope. A second chance...this remains one of Shakespeare’s famous questions of all time. In the world of corporate communications we understand that a name is worth much more. Ask Kenya Airways, Safaricom, Bidco, Apple etc. So, yes, there is so much more in a name!

Albeit, a name in itself is not the end-game. But, accompanied with a vision and mission statement, organizational culture, logos, colour, typefaces, house styles and organizational behaviour (OB); cumulatively, we have the corporate identity.

In our religious pursuit of this corporate identity business, we need to hit the ground running. Because, we know that a corporate identity will either make or break a corporation. And since we want to be successful on this endeavour, we will indeed hit the ground running.

With this in mind, it is key to work on a strong corporate identity from the outset. Anything worth doing is worth doing well, right? Well, it depends. Although this statement leaves no room for error, personally I believe in making mistakes, not intentionally though. Over the years, mistakes have given me the ability to learn and make improvements. In this case; as much as we try to build a strong corporate identity-allowing ourselves some room to make an error is not such a bad thing.

A strong corporate identity brings along with it 8 benefits. These are;

Recognition;

The market is laden with corporations. This is with the promise of more mushrooming daily. A strong corporate identity makes it possible for your target audience to identify your business. There is no better, joy, than when your target audience knows your name, corporate colours, slogans and advertisements running in the various media.

Recognition is good for business. It better positions the company in the market giving it a better advantage against competitors. We live in times when consumers, want to know who they are dealing with and who they are buying services or products from.

Customer Relations;

Once your target audience has recognised you, a relationship has been established. Depending on the corporations unique selling proposition (USP) the customer will find themselves in business with the corporation. Since, people want to deal with corporations that are known, and you have made the effort to be known-the relationship is further cultivated.

At this point the customers feels comfortable in the known than the unknown. They feel they can trust the corporation, with not only their money but with their needs. And the sure guarantee of having someone to complain to if their needs are not being met.

Product/Service Support;

Corporations exist to provide services or products aimed at meeting the demands of a particular market. Through package design, the corporate identity (logo and name) are embedded in the end product to help push the product and service in the market.

Imagine taking a stroll in a shopping mall; and you stumble upon a two bathing soaps. One branded Geisha and one on a blank package and half the price of Geisha. The tendency to opt for Geisha despite being expensive are high-because you are sure of the corporation providing the product.

In an era, where marketing is taking centre stage-events are sweeping the floor trying to connecting with the masses. Thus making it the best avenue to reach out to loyal customers and target potential customers.

… (More in our next blog post)