Having integrated communication, where the same standard of information (internal and/or external) is expressed across all areas of the company, is the goal of most managers. Especially when considering corporations with units spread across multiple locations.
But after all, what is the secret to end-to-end communication? In many organizations, outreach activities are compartmentalized, resulting in different languages and actions.
We can say that, to achieve success, integrated communication involves adopting targeted and up-to-date market strategies. These, in turn, generate time savings and security for the expected results.
Want to know more? In this material, we have separated the best practices for integrated and effective corporate communication. Check them out:
Summary
Follow along with us and enjoy the reading!
1. Integrate your teams
When we talk about integrated communication, it is important to emphasize that all areas related to the subject must be involved. As an example, we can mention the company’s stance regarding the code of ethics. In this case, the Marketing or Communication, HR, and People Management departments must work together to ensure that all units are aware of the standards.
Another example is the launch of a specific product, where all employees must know about it and be aware of the effort required for the business’s success. Here, alongside marketing strategies, production, sales, and administrative work come into play to promote the new offering.
Relying on the involvement of people at different management levels also contributes to the entire process. Depending on the importance of the subject to be communicated, it is necessary to engage everyone from the top — say, the executive board — down to positions with less decision-making power, which are nonetheless essential for sharing information.
The point is that, within the development of integrated communication, everyone needs to work together. Otherwise, this can result in frustration, such as delivery issues or unmet expectations.
Lack of organization can lead to financial losses
A lack of integration between teams causes major damage to a company. Just to give an idea of how much it interferes, communication inefficiency costs brands around $958 million per year in inefficient data generation.
To develop a successful experience, you should focus on:
Knowing who is part of the process by segmenting the audience;
Understanding the channels that best reach your persona;
Developing uniform messages, using language, visual assets, and design to tie the campaign together.
Read more: How to integrate internal and external company communication?
Technology contributes to integration
In the previous topic, we discussed how important it is to bring people together for a common goal. However, a question arises: how to integrate a team, especially when there are members in different locations? The answer lies in the use of technology.
Technological tools can help professionals involved follow the exact same communication strategy. These resources are even capable of improving contact and streamlining processes in real-time without noise, as everyone will understand the company’s objectives more easily.
2. Put your target audience first
For every message shared, there is a target audience at the receiving end. In integrated corporate communication, it is no different. It is necessary to transmit the same message so that it reaches the target audience uniformly.
However, for the message to reach the intended recipient correctly, it is essential to know who they are and which channels should be used to reach them. In the case of internal communication, HR can map out the profile using the information already contained in employee records. As for the external audience, when the company does not have complete data on potential clients, identifying buyer personas is crucial.
Here, several questions must be considered:
- Who is my target audience?
- Through which channels do they like to establish a relationship?
- What resources or communication channels interest them the most?
- What is their acceptance of social media?
Having clear answers to these questions greatly contributes to building an effective integrated communication plan.
In daily operations, countless messages are misinterpreted, ignored, or fail to arrive as intended. For this reason, it is essential to understand the behaviors, emotions, and interests of the target audience, as well as to ensure the accuracy and relevance of any information.
A successful communication process is one in which the transmitted message is well understood by the receivers, whether they are employees or customers.
Best resources for communication
When we choose the wrong means to disseminate information, it takes longer to achieve our goals. Therefore, reflect on which strategies and tools to use to deliver communication quickly and without obstacles.
Remember that a poorly transmitted message can negatively affect not only the workplace, but also the company’s image as a whole. Make sure that information reaches the other side in the best possible way. To achieve this, it is necessary to embrace communication trends.
Finally, it is also worth exploring creative ways to build good relationships. Internal actions, company recognition for hitting goals, and public relations work all contribute to a more positive outcome.
3. Maintain a single, up-to-date strategy
Maintaining a single and updated strategy is one of the obstacles encountered in the integrated communication process, both internally and externally.
Planning can certainly be crafted by multiple minds and distributed across various channels. However, the core message must be singular. Otherwise, it may confuse those receiving the information.
To reinforce internal communication, hold frequent meetings with each type of area involved to unify the message. Regarding external communication, you must have well-defined strategies for promoting products, services, or even the brand itself, always taking into account new technologies for customer acquisition.
Mapping weaknesses and opportunities
Constantly mapping the business’s strengths and weaknesses, making it possible to identify what can be improved, is one of the key steps. In addition, there must be a clear general integration objective, with well-defined responsibilities and a corporate communication plan.
Unfortunately, it is common to see organizations that isolate data communication. But companies that unify their message for employees and customers tend to stand out and achieve greater success.
There is no use in investing in informal content when the internal process is bureaucratic and unfriendly, for example. You must deliver what you promise; otherwise, the audience’s disbelief may be the only result of so much effort.
Oh, and don’t forget that the strategy needs to be constantly updated! Therefore, keep your processes continuously optimized.
4. Invest in a standardized visual identity
Just as the message must be singular, the company’s visual identity must follow an exclusive line.
Imagery was, is, and always will be the public’s first contact with the brand. Since the Industrial Revolution, companies have used visual resources to highlight their products. Over time, internal communication also began to adopt the same concepts destined for external communication.
In the case of integrated corporate communication, it is necessary to follow standards and principles that allow for brand awareness in different locations. Logos, colors, and design must be identical across all materials. Thus, both the team in the northern office and the one in the south, for example, will visually recognize what belongs to the company.
The identity must balance being easy to assimilate while leaving a strong impression. Here, it is essential to have the participation of an internal design or branding professional. The premise that “less is more” must be strictly followed.
Read more: Why your company needs strong brand positioning
Once this part is executed, another point must be observed: the creation of a brand style guide with precise guidelines so that the entire set of developed assets is respected—including internally in commercial presentations, internal communications, and company events. This document is indispensable for the organization to maintain a solid identity across its various classified personas.
5. Measure the success of integrated communication
An integrated team, a defined target audience, and a ready visual identity. The success of integrated communication is guaranteed, right? Wrong.
There is still one more item missing from this process: measuring the adopted strategies. Otherwise, there is a strong possibility that you are investing your resources in the wrong place.
It is more than necessary to track the results of each action and analyze whether they meet expectations. After all, if sales figures, revenues, and costs are closely monitored, why should communication be left aside?
From metrics, it is possible to anticipate crises or realize whether the applied investment is yielding a good return. Furthermore, numbers provide strong justification for managers defending their projects.
Evaluate ROI
Measurement can do more than present good numbers: it allows you to see in time when you need to change strategy. After all, a mistake can cost more than getting it right!
Constantly evaluate your company’s Return on Investment (ROI) to know which actions are actually worthwhile. Even when dealing with internal communication, where tracking is more complex and abstract, it is possible to find ways to identify it.
Read more: How to measure the ROI of my business communication?
Management and analysis tools can contribute with indicators. The important thing to remember is that both metrics and Key Performance Indicators (KPIs) are always tied to the communication’s strategic objectives.
Conclusion
Adopting best practices for integrated communication is the best path when it comes to achieving expected results. This means the company must unite its efforts to put planning into action. And it all starts with team integration, relying on the participation of employees from the most diverse areas and hierarchies.
In addition, it is necessary to define the target audience, identifying how they think, act, and receive communication. At this stage, relying on technological tools is paramount to ensuring accurate information reaches those who need it.
Regardless of how communication occurs, it must follow a single, updated strategy. The corporation needs a unified voice; otherwise, it risks dealing with stress generated by contradictory information. The strain is undoubtedly greater when reaching this point. Therefore, this step should never be underestimated!
Another point that deserves special attention is the visual identity, since it is the public’s first contact with the brand. Considering colors, shapes, and standardization ensures that employees recognize the brand, no matter which unit they are in.
Finally, do not give up on measuring the success of integrated communication. After all, you might think everything is going well while the numbers say the opposite. From celebrating work anniversaries to implementing a new system, everything should be monitored. And if you realize you are on the wrong path, there is still time to turn around and invest in other tactics.
Be prepared to change when necessary. Learn from experience and constantly research the best solutions. Test as much as necessary and always improve. Most importantly, communication should help develop strong relationships with your audiences. Therefore, build strong brand values!
Need integrated communication in your company? Discover smart corporate communication solutions!
