We start from the basis that communication strategies must be comprehensive. There is, for example, a press plan, a network plan and a separate internal communication plan. Everything must be related through a holistic vision based on the company’s business plan and objectives; the information we have about our audiences and their needs, and the environment we must face at all times.
To achieve the above, having information is necessary, but unfortunately, it is not enough. We must go one step further and be able to search and then order, categorize, differentiate and, above all, analyze the material we have. For that we need a combination of factors that just 5 years ago did not exist: the technological tools necessary to collect the information found in different media, and new communication professionals who are capable of handling these tools and analyzing the data with a strategic vision in order to use them in the best way when positioning our brand or organization.
If we do not understand this new communication dynamic and the need to have data that can help decision making, we are giving ourselves a very important advantage. However, in order to make progress in this direction, it is also important “overcome” some myths that have been installed about it and do not adjust to reality.
1) Having communication data and analyzing it is very expensive: In this case, it is true that an initial investment (not very large) is needed in search tools and resources, but once the team is formed, the benefits and usefulness of what is obtained amply justify the initial decision. In addition, the results are highly superior and verifiable.
2) Getting the data and analyzing it takes a lot of time: When you have a professional and formed team together with the appropriate methodology, it is a job that does not take a lot of hours and saves us a lot of time when making decisions. Understanding the environment is part of our job and with these tools we can do it much more simply.
3) Performing the data analysis, the communication of the organization is resolved. In a social discipline such as Communication, people are still essential. Data by itself, without qualified professionals who can analyze it and generate the best strategies from it, have no value or meaning. Having a good team is the key to enhancing the process and making it successful.
In short, in the natural evolution of communication, those who do not take into account the collection and analysis of data are in inferior conditions. All organizations must go down this path and adapt to the new reality with internal teams or external consultants (this is usually the most convenient option in terms of resources and time) that can provide the best data analysis to make the best decisions.
It represents a great challenge, but also an enormous opportunity for evolution for the communication of organizations and the relationship with their audiences, a fact that supposes a new way of approaching and relating. On the other hand, for the communicators, it is the chance to reconvert, become much more complete professionals and to continue fulfilling a strategic role for the businesses of each company.
General Director BCW Argentina.
Source: Ambito
