The correct administration of the resources ensures integrated and effective communication and contributes to the strengthening of the image, the main active of the organization.
Organizations assign a strategic value to communication since, since they have effectively communicated the characteristics or attributes they make to their identity, they have experienced a favorable attitude of the audiences of interest and, therefore, strengthened their image.
However, communication can lose effectiveness when it is “disintegrated”, that is, when distributed in different specific action sectors.
Paul Capriotti, in his book The company image says that when the marketing and advertising area is responsible for product communication, the Public Relations Area of Institutional Communication, the Human Resources Area of internal communication and the graphic design companies of visual communication, it happens that – with shy contacts and great misgivings – each area makes ‘its’ campaign.
In some corporations there are also specialists in financial, digital or sustainable communication, among others. The specificity of some areas requires the intervention of their professionals, who – at the time of communicating – must subordinate to the plans that the organization has in this area.
Let’s imagine various scenarios where an institution can be involved, such as: fusion; acquisition; Preventive Creditors Contest, internal reorganization; Plant taking; strike; etc In all these cases, communication for employees, unions, clients, suppliers, press, government, shareholders, banks and stock market, must respond to a key message and be issued in a pre -established order and period.
The same happens in the “peace times” where the scenarios can be others: product releases; investments; Visual identity changes; organizational changes; advertising campaigns; etc
Both in one and another, communication must be holistic, consistent and respect the guidelines of the Strategic Communication Plan. Only in this way is the desired confidence and credibility achieved before the different audiences of the organization.
The correct administration of the resources ensures integrated and effective communication and contributes to the strengthening of the image, the main active of the organization.
HRC Founder | Consultant
Source: Ambito
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