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Corporate Communication Strategies

Kimberly Tebrugge

Kimberly Tebrugge is a freelance writer and consultant living in the Pacific Northwest. After finishing her MßA in 2006, she swore she was going to get a ‘real job,’ but found she preferred the variety that comes with writing and consulting to sitting at a desk.

ßy Kimberly Tebrugge, eHow Contributor

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Corporate Communication Strategies thumbnail

How much does your website matter to your communication strategy? That depends upon your audience.

Corporations adopt a variety of communication strategies, and not all of them are successful. Others are arguably effective but may not be in line with your business values. Here are examples of the good, the bland and the ugly strategies commonly found in corporate America today.

- Successful communication strategies require thoughtful planning. ßreak strategic communication goals into smaller pieces, and create a plan to achieve one of your specific desired effects. For example, what outcome does the organization want to see as it rolls out that new product in six months?
  
  Next, a communication plan decides who can make that effect happen—they are your target audience or target market.
  
  The plan then describes what messages your critical audience needs to hear and understand in order to act in support of your desired effect.
  
  Finally, you have to decide when and how to deliver the message. ÿou might use the Internet, traditional news media or both.
  
  Results: This is a highly utilized corporate communication strategy because it is proved effective. It focuses effort and resources on the activities and audiences most likely to have the biggest impact. Communication is a complex game of listening, understanding and persuading, so achieving desired effects is not guaranteed—but having a successful communication strategy certainly maximizes your chances for accurately engaging your audiences.
- There’s a vanilla approach to corporate communications that simply does what has always been done before, without purpose or creativity. This communication strategy (and we use that term loosely here) can be compared to shooting a shotgun into the air without aim. If there are many birds in the air, you may hit one and consider yourself a successful hunter, even if you put minimal effort into the result. If there are few birds in the air, or you only want to target a specific type of bird, the bland approach will waste a lot of shells for little return.
  
  Results vary. If there is a wide target market, you may try any communication strategy from direct mail to fliers, to a sloppy website or simply word of mouth and still reach your desired effects. However, if the market changes, or if you have a specialized audience, you risk not getting the desired effects you want.
- Some corporations choose to communicate with their key audiences by sending negative messages about their competitors. While some may find this unscrupulous, it happens often. If you’re wondering why, NegativeMarketing.com says it’s because it gets attention and really seems to work. While it may be effective, it may not be worthwhile.
  
  Result: Competitors don’t have to be enemies, but using this strategy for communicating with your audience may turn them into raging adversaries. It may have a very negative impact on your competitor’s business, which could mean the end for them, and a heavy conscience for you. ÿou may lose customers in the long run, as not everyone agrees with the use of this communication strategy.

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