Organizational Communication as a Marketing Strategy

We talk a lot about sales strategies, marketing, products, pricing, and other topics specifically related to sales. However, none of this makes sense if organizational communication isn't at the core of an organization.

In the internet age, there's no longer any room for hiding: every step an organization takes is public and quickly goes viral. Small decisions, perhaps unimportant in the past, can just as easily ruin a company's image as they can make it a success. Today, it's impossible to pretend to be something you're not.

What is Organizational Communication?

Organizational communication can be defined as any type of communication exchange that occurs within an organization. When we send an email, create an Instagram story, or leave a message for a colleague, we are practicing organizational communication.

It seems simple, easy, and intuitive. But the lack of strategic communication planning can lead a company into crisis. An example of this is the Brastemp brand, which suffered a negative image due to online posts by a dissatisfied customer.

Brastemp, however, has always maintained strong communication and considered it one of the most important aspects throughout the organization's history. One of the initiatives that helped the brand improve its image was making decisions such as adequate training for employees involved in the crisis and addressing the issue transparently and respectfully, including 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 for our business in our imagination isn't always the same as the one we project to our audiences. There needs to be a balance between what we want to appear and who we actually are. This becomes even more important when the internet acts as a virtual showcase for our organizational decisions.

I can have a company that looks modern and contemporary, targeting young people. However, this image falls apart if there's no unity between words and practice. If the decisions and the way I communicate with my employees in the workplace, with customers at every point in the purchasing process, and 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 has become one of the public's favorites when choosing home appliances for this reason.

The point here is that positioning themselves as responsible for delivering quality wasn't just lip service, but rather an intrinsic practice in the company's DNA. When faced with a crisis involving a customer criticizing the brand, they took it as an opportunity to further improve processes that were already being meticulously maintained.

Therefore, investing in organizational communication is one of the fundamental strategies for achieving concrete goals for your company! Furthermore, audiences increasingly demand well-defined communication processes at all levels in the products and services they consume. 

Use new technologies to your advantage and consider the types of communication that need to be addressed in your business. After all, where are your biggest challenges? Institutional communication, administrative communication, marketing communication, external communication, or even internal communication are all important! For a comprehensive strategy, consider all the variables related to organizational communication in your company!

You need to improve your communication at a Digital marketing? Understand how this investment can be a great deal for the success of your company.