Not so long ago, all the hype was about digitalization. It still is today, but a new “ion” is also competing for prominence: electrification. The pace of innovation is accelerating and with this acceleration there is also increasing disruption of the message and the audience’s retention of that message, not to mention trust.
The question many companies are now asking is, ‘How can our innovation be heard and understood in the market?” Well, for starters, and to avoid disappointment, let’s be clear; there is no silver bullet, no copy and paste answer nor a standard operating model from the communications profession.
Today, companies must have something to say that disassembles the confusion, digests the important messages in the broader societal debate and provides a clear path to a sustainable solution that their product or service offers. A communication strategy must be catchy, unique, demonstrate leadership and connect the real issues that affect your customers and your customers’ customers.
This is why there is no simple answer. But there is a need for companies to, instead of relying on their “gut feeling’, sit with communications professionals who want to understand their business strategy and who can then find the bond between that strategy and what matters most in society. The result should be a partnership between the business and communications profession that is aligned with business strategy and culture, which provides an elevated perception of the company, its employees, products and its role in society.
Only by connecting these points in your communications strategy can you hope to achieve message retention, lasting recognition and the trust and confidence in the brand message that ultimately cuts through the noise out there. This will then naturally lead to the success of the strategy and with this, business growth.
Is this finally the end for cheap PR and cowboy communications? It’s about time that thoughtful, strategic communications was also brought to trade media relations so no matter your size, market position or aspirations – your “ion” and your unique advantage in the market is heard, listened to and trusted.
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