We often talk about sales strategies, marketing, products, pricing, among other things specifically related to sales. However, none of these things make sense if organizational communication is not the most important aspect of an organization.
In the internet age, there is no longer the possibility of hiding: every step of an organization is public and can quickly go viral. Small decisions that may not have been so relevant in the past can either ruin a company's image or make it a success. Today, it is impossible to pretend to be something you are not.
What is Organizational Communication?
Organizational communication can be defined as any type of communicational exchange that occurs within an organization. When we send an email, create a story for Instagram, or leave a message for a colleague, we are practicing organizational communication.
It seems simple, easy, intuitive. But the absence of a strategic communication plan can lead the company into a crisis situation. An example of this is the brand Brastemp, which had its image harmed by posts from a dissatisfied customer on the internet.
However, Brastemp has always had solid communication and has regarded it as one of the most important points throughout the organization's history. One of the initiatives that helped the brand improve its image was making decisions such as providing adequate training for employees involved in the crisis and addressing the issue transparently and respectfully, even on social media.
How do I want my organization to be perceived by the public?
Have you ever thought about what image you would like your audiences to have of your organization?
The image we create in our minds for the business is not always the same as what we project to the public. There needs to be harmony between what we want to appear to be and what we actually are. This becomes even more important as the internet acts as a virtual showcase of our organizational decisions.
I can have a modern and trendy company targeting young people. However, this image falls apart if there is no unity between the discourse and the practice. If the decisions and the way I communicate with my employees in the workplace, with customers at every point of the buying process, as well as with other stakeholders, diverge from this idea, none of it will matter.
Once again, the Brastemp case is useful: the company has always positioned itself as responsible for unparalleled quality, and it has become one of the favorites among the public when choosing appliances for this reason.
The point here is that the positioning as responsible for delivering quality was not just a discourse, but an intrinsic practice in the company's DNA. When faced with a crisis of a customer speaking poorly of the brand, they took this situation as an opportunity to further improve processes that had already been maintained with great care.
Therefore, investing in organizational communication is one of the fundamental strategies to achieve concrete objectives for your company! Moreover, increasingly, audiences demand well-defined communication processes at all levels in the products and services they consume.
Utilize new technologies to your advantage and think about the types of communication that need to be worked on in your business. After all, where are your greatest difficulties? Institutional communication, administrative communication, marketing communication, external communication, or even internal communication is important! For a complete strategy, consider all the variables regarding organizational communication in your company!
Need to improve your communication in terms of Digital Marketing? Understand how this investment can be a great business for your company's success.