Communication Pays
By Christian Pedersen, Communication Adviser, Added Value Communication
Communication is rising on the agenda in the business world. It is increasingly important for companies to have a positive image among its stakeholders.
In the Danish Newspaper Jyllands-Posten on August 28, 2008 the survey "Corporate Communication Practises & Trends. A Global Study" showed that in Danish Communication Departments the main focus is on working with Communication Policy, Communication Strategy, Crisis Communication, Media Relations and Internal Communication.
This is hardly surprising, but perhaps it is more surprising that it is primarily the big companies, which - in theory - have control of their communication effort.
As Communication Adviser I visit several small and medium sized companies in Denmark. Communication is not always on top of the agenda, to say the least. Of course there is much more focus on sales and development of the business. Only if the Director or a member of the Management Team has the talent for communication, initiatives have been taken. But typically most directors find that communication needs to be prioritized one way or the other.
A typical small or medium sized company can not afford to have a full time Communication Manager, as the need for external media initiatives probably will only take place three to four times per year. In such cases the company could benefit from the support of an experienced Communication Adviser.
Often there is no reason to boost a great PR effort, if you just need to communicate with a small and specific customer group. Perhaps a direct mail campaign is more efficient and less costly. Also communicating your messages through selected trade papers to selected groups is an opportunity that should be considered.
When you have started the PR effort, you need to keep the momentum. This is expected by the company's stakeholders. Also, you should not have too high expectations to the following financial results after a single communication activity. In the long run you need to build a truthful image and to raise the awareness of the company and its activities. This should be an integrated part of the company's profile - to the benefit of the company's overall earnings and growth.
Read more about corporate communication.
