Communications is the single most important factor driving strong Brand positioning, Awareness, Recognition and Brand association. 

No matter what an organization does �" be it providing medical care, offering avenues for an aspirational lifestyle, selling air travel - it must be communicated to the target audience.

Corporate Communications is the art and the science of developing and cementing relationships with the customers, and framing the best strategy to deliver the Company’s message in the most effective manner, in order to successfully build a long-lasting and meaningful connect with the customer.

At the crux of it is ensuring that the intended message - whether subliminal, allusive, explicit �" reaches the target customers. Moreover, it must be conveyed with the utmost clarity and in the most creative manner possible �" whether through word of mouth or even drumbeats in a dense jungle!

The Corporate Communications function is the chief custodian of the Brand, and with its direct access to the media, the primary Brand Ambassador.

It is tasked with building the Brand and reinforcing it continually in order to retain and expand the share of mind of customers �" both existing and future.

Creating a supportive work environment for “Brand Ambassadors”

It is important to recognize that Corporate Communications is integral to what senior and top management does, and the Corporate Communications Department must therefore always be aware of key business related aspects.

The Communications Department must always understand any changes that the organization is undergoing or undertaking, and also, in essence, “all the important things” that the Company is involved in. Not only does this equip individual “Brand Ambassadors” with sufficient information to position the Brand externally, but it also provides a useful foundation for the Corporate Communications function to set the overall marketing strategy.

Further, the Organization’s leadership, including the Chief Executive Officer, must actively encourage a culture of “information-sharing,” and of openness, mutual respect, trust, and belonging. The tone for such an inclusive work environment must be set at the top.

Good PR is essential in tough times

Often when the chips are down, companies make the mistake of cutting corners or even completely eliminating activities that seem superfluous or are ostensibly meant only for the ‘good-times.’ Regrettably, advertising and Public Relations (PR) often count among this set of activities.

However, holding back advertising / marketing and PR spends is probably the worst step to take in difficult times. Such situations call for even stronger communication to shape, sustain, or reclaim Brand positioning, cement relationships with the existing market and customer base, and build brand value for new customer segments.

The changing rules of the Game......

With the evolving operating environment and the development of new technologies, organizations must build agility and learn to adapt in order to stay relevant, meet new challenges and utilize emerging opportunities.

Further, they must develop the capacity to “internalize Web 2.0, strengthen their internet-driven PR and Communication strategies and become adept at using Social Media.
The widespread use of Social Media also means that companies, and their employees, must be careful in how they position the products / services on various social networking platforms.

Unfortunately, there have been instances of short-sightedness by PR professionals on their personal Facebook and Twitter accounts, which end up hurting the Company’s reputation.

....... And what this means for Communications Professionals

These different channels of Communication have opened new doors: information is now easily searchable and available round the clock, and archived information can be readily obtained with a mere click of the mouse.

It, therefore, becomes imperative that the Communications professional and other Company spokespersons be cautious, clear, sincere and conscientious in how they communicate.

The Seven Cardinal Rules of Effective Communication

In devising communication capsules, it is important to adhere to the “7 Cs of Communication” �" Be Clear, Concise, Concrete, Correct, Coherent, Complete and Courteous.

With this simple formula, companies can never go wrong �" and at the same time, they can maximize the reach, frequency and penetration of the messages with the target audience.

What the Corporate Communications function should aim for

1. Build its ability to communicate the Company’s messages in the most effective way and for the right customer segment.
2. Devise optimal strategies to directly reach as wide an audience base as possible, while minimizing the loss of resources and effort.
3. Develop razor-sharp knowledge of, and insight on, relevant issues and current events in order to have the ability to tackle a crisis while reducing damage to Brand value.
4. Boost team morale with a thoughtful communications strategy that aims to deepen employee engagement and identification with the Brand.

Key tenets of an Effective Communications Strategy

If Communication has the power to “make” a brand and augment its recall value, it can also “break” a brand. Therefore, it is vital for Corporate Communications to follow certain principles. Significantly -

1. Communication capsules must hold value for the target audience. In addition, they must be realistic, and delivered in a timely fashion.
2. Communication must be purposeful and create a strong bond with the audience. Additionally, they must generate “feel good” sentiment and respect for the brand.
3. The message need not necessarily be always about business, but can also be about Corporate Social Responsibility (CSR). CSR activities can, in fact, create lasting value for the Brand.
4. The Communication strategy must always keep the bottom-line in focus. At the end of the day, the objective of an organization is to run a successful business, and all strategies, initiatives and programmes must dovetail into that plank.
5. Each Communication must be rational, carefully prepared, and thought through. Untrained or unprepared Brand representatives speaking on external platforms solely to generate a media presence, and without truly conveying a strong message, pose a serious reputational risk for the Brand, and for the organization at large.
6. Communication must generate respect and strong identification in the Brand even from internal customers.
7. Finally, each employee can be a brand ambassador for the company, and hence must understand the organization’s ethos and be able to convey it correctly to the external world - through words, actions, demeanour and Brand association.

With all the Communication tools and PR strategies at your disposal, you are in that enviable position to build a brand and reinforce its image consistently in the minds of the relevant publics.

L. Aruna Dhir is a Hospitality & Feature Writer and Columnist for some of the world’s highest ranked Hospitality publications including 4Hoteliers.com and Bizcatalyst360.com. Her industry writings are used as references in case studies and hotel schools. A Freelance Writer since 1987, Aruna is also an avid blogger (www.luckyaruna.blogspot.com and www.larunadhir.blogspot.com) and a published poet; with two anthologies to her credit. Her articles have appeared in several national and international publications. With over 16 years of experience with some of India and Asia's top hotel brands, Aruna is a seasoned Corporate Communications Specialist, PR Strategist and Writer who has taken a sabbatical, after holding the position of the Director - Public Relations at The Imperial New Delhi, in order to work on book projects - on Public Relations & Communications, Hotels, Food and India respectively. As an industry expert, Aruna has launched brands, developed training modules, created standardization of business communication and written manuals. In 2002, in a national Newspaper poll, Aruna was voted as the best Hospitality PR Professional by a cross-section of peers from competition hotels, guests, hospitality heads and stalwarts from the PR world. Aruna has represented India to a select group of opinion-makers in the United States, as a Cultural Ambassador under the aegis of Rotary International and participated in the IXth Commonwealth Study Conference held in Australia and chaired by Princess Anne. In her official and personal capacity L. Aruna Dhir has and continues to work on several social awareness projects �" People for Animals, Earthquake Relief, National Blind Association, PETA, Friendicoes to name a few.