A solid, reliable corporate communications strategy is essential if you want your business to succeed. Especially in fast-growing companies, shortcomings can often be seen. This can have a negative impact on your company’s reputation, but it can also be a reason why your company is less efficient than it could be. Developing a corporate communications strategy is crucial for the success of your enterprise, but creating such a strategy is easier said than done. We will show you all the necessary steps to make corporate communications work in your company.
What is a Corporate Communication Strategy and why is it so important?
A corporate communications strategy is used to define the external and internal image of your company and to convey a clear picture of what your enterprise stands for. The strategy defines how you communicate with the people who are related to your business, for example as customers or partners. A clear company communication is essential to keep your goals and missions in view and to ensure that everyone knows these goals and can act in their interest. With a solid corporate communications strategy, you can improve your company’s image, influence your external perception and bring transparency to your stakeholders.
Typical stakeholders of your enterprise communications are:
- Potential customers
Preparation: What’s the status quo and where do you want to go?
Your corporate communications strategy needs to be more than just a few thoughts about your values and messaging. It has to be a well planned and founded construct that is related to your business plan and needs a lot of groundwork before.
Define the Status Quo
Before you can think about your corporate communications strategy, you need to know what your enterprise stands for. What are your values and missions? What are the short-term and long-term goal of the company? You need a comprehensive business plan and a clear idea of what your company should achieve in the near future in order to be able to define your enterprise communications. Take a close look at your business and determine which parts are not working as they should and what could be the reason for that. Talk to your executives and make sure that everyone has the same idea of what your company is striving for. Also, talk to your partners and find out how your business is perceived. Get feedback from your employees to evaluate whether they know your company’s values and goals and whether they identify with them. Don’t forget your customers: Are they satisfied with your performance? Do they understand right away what your enterprise offers, how you stand out from the competition, and why they should choose you?
Executives: Do they know what your company strives for, and are they trying to apply that their department’s daily work?
Partners: How is your company perceived? Is working with you a clear advantage for them, and are they happy with how it works out?
Employees: Do they feel comfortable with representing your company’s values? Do they even know what these are? Can they identify with your company’s values and goals?
Customers: Are they satisfied with your performance? Would they rebuy it? Do they understand right away what your company offers, how you stand out from the competition, and why they should choose you?
Create your message
Once you know your perception among your target groups, you can formulate the main message of your enterprise communication. It starts at the top: What are the guiding values of your company? Based on this, you can express your message for each department and audience. Consider whether you want to emphasize a particular aspect of your message. Depending on your guiding values, your mission, and previous perception, your message could look like this: Convey to your customers that your product is of the highest quality, your service is excellent, and you offer a better product than your competitors. Your partners and investors should be convinced that your company is well and responsibly managed. Your employees should feel heard and taken seriously. They are representing the success and values of your company – thus play an important role in your corporate communications strategy. Your message can be very individual. In general, it should be adapted to the target group, your mission, and the status quo.
Define your Corporate Communications Strategy
Now it is time to think about how you want to communicate your message to the different audiences. In the end, you should develop a well-thought-out, documented structure. It should pay attention to the possible problems that you have found in the “preparation” phase and provide possibilities for solving them. It also includes concrete ways and means by which you want to communicate with different audiences. Your corporate communications strategy is a planned concept with a clearly defined message.The more straightforward this message is designed, the better it will perform in the end.
Find your enterprise communications tools
There are several ways to address different audiences. Your Instagram account may not be the right way to send your message to your partners, but your LinkedIn account may be. In finding the proper channels and tools for each part of your corporate communications strategy, you need to consider how best to reach your partners, customers, or potential customers. There are many ways to get your message out. Which channel is suitable depends on what your message looks like and to whom it is directed.
Suitable channels for enterprise communications are:
Communication tools: Find your Solution
Another important part and (maybe) the biggest challenge is communicating with your employees. There are countless tools for pursuing your internal communication strategy. Market leaders in this area are for example Microsoft Teams, Zoom, and Slack. While some get by with a chat and telephone structure, others offer the possibility of live video communication. When choosing the right tools for your corporate communications strategy, you should always consider which features you want to use.
The importance of video streaming
In general, your message will be more powerful, the more personal it is. This applies to all audiences and channels you want to communicate through. In large companies, personal contact with every employee is difficult to establish or even impossible. To keep your communication as personal as possible it would be better to phone rather than chat and make a video call rather than a phone call. Meanwhile, there are several video tools that not only allow you to make phone and video calls and hold meetings but also offer eLearning and webcasting features. In the last few years, the development in this area has increased rapidly, and since the Corona Pandemic, more and more companies are recognizing the value of digital communication. Now is the time not only to adapt provisionally to the changes brought about by the pandemic but to seize the opportunity to prepare for the future. The integration of digital communication, especially in the form of live video-streaming, should be included in every good corporate communications strategy.
The difficulties of live streaming and how StriveCast can help
Numerous communication tools can manage internal communication in your company. Many of them differ only in detail, as almost all of the popular enterprise video platforms (like Microsoft Teams, Kaltura, WTV, etc.) are capable of providing live-streaming. However, they are all subject to the same problem: Even if the possibility of live streaming is given, the feasibility and quality of the stream depend mainly on the company hardware’s technical characteristics. In large companies whose employees are located in the same geographical area, only a limited amount of bandwidth is available. However, if several people request video material simultaneously, quality and buffering problems may occur due to the size of the video data. Within company buildings, live streaming for all employees (e.g., for training purposes, speeches, or similar) is usually impossible.
If the available bandwidth is insufficient to provide such large amounts of data, an Enterprise Content Delivery Network (eCDN) can be a solution. It is a network used to distribute data more efficiently. StriveCast’s solution includes a Peer-to-Peer (P2P) eCDN, which allows users to share content among each other, resulting in up to 95% bandwidth savings. This way, all users can be provided with high-quality, fast video data. The StriveCast solution can be used without complicated installation and is already pre-integrated with the most common enterprise video platforms such as Microsoft Stream, Kaltura, WTV, Moving Image, and many more.
Hang in there
After you have prepared yourself sufficiently, developed your individual corporate communications strategy and have solved the technical difficulties, you are not finished. You’ll always have to ensure that your strategy is kept up to date and is continuously improved. A corporate communications strategy is not static, but should always adapt to internal and external changes just as technical innovation. The faster you adapt to change, the stronger your strategy can work to constantly improve your reputation and the efficiency of your business.
Are you in the process of developing your corporate communications strategy, or did it suffer from the changes of the Corona Pandemic? The live-streaming of meetings and events has become an integral part of today’s business world and will become more important every day. Many companies want to face up to the changes, but especially because of the technical challenges, they are quickly reaching their limits. StriveCast can help to set-up reliable, high-quality live streams that don’t eat up your bandwidth. Get ready for the future and develop a strategy that will not let technical challenges stop you from making your business as efficient and successful as possible.