Brand and deep transformations are taking place in the business climes that would re-define the communications function, how it would be stretched, who would lead it and what the future of same would be.
As the distinction between the brand and reputation becomes increasingly blurred due to greater transparency and the ease of linking the corporate and product brands by consumers and other constituents becomes more seamless, organisations would have to consider what that means for telling their stories to audiences that are critical to them.
As Nigerian top brands scan the horizon for the way forward, the major concern remains how to ensure consistency in the message across the organisation and the information overload to be heard.
I strongly believe that answer is in CONSOLIDATION of communication functions to ensure alignment and impact.
In developing this discuss the questions that drove my thoughts were;
A. What changes and challenges are the financial sector facing?
C. What do I think the future of corporate communications would look like?
1.1. The changing corporate communications landscape.
The communications landscape is becoming more complex, both in terms of channels as well as how to manage, engage with and impact business -critical audiences.
The rise of social, digital and mobile communications is the standard out change that most communications professionals have to deal with in the next 48 months or go extinct.
1.2. Managing reputation and getting the story heard are the second most critical challenge facing corporate communications. What's the way forward?
Creating impact in an information saturated communications environment is a tedious challenge.
Non-traditional stakeholders are increasingly important in the communications mix.
It's critical that they are in alignment with this shift.
1.3. The way forward.
The future of corporate communications would be more integrated, social and stakeholder focused.
Brands would need to consolidate to tell their stories in a more consistent and compelling way.
The new realities present both opportunities and challenges.
My further thoughts;
A. The combination of social media and instantaneous digital communications means that transparency is the new default setting for communications.
Most brands are beginning to come to grips with the reality that everything and anything going on internally can suddenly be part of the conversation.
This presents risks and challenges but also opportunities for influencing same.
Organising the communication around this platform creates a compelling and believable narrative.
However, Same Would require a buy-in from the executive management, discipline and internal alignment.
Brand and reputation management would increasingly be managed as one.
No comments:
Post a Comment