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30 Insights from the 2019 Corporate Communications Conference
August 20, 2019 | Article
“Words, once they are printed, have a life of their own.”
Carole Burnett, actress
Intrigue, Influence, and Inspire
In a world dominated by social media, the public may own your narrative, but it doesn’t have to control it. Know the threats to your organization and who your influencers are and have a plan in place well ahead of time to respond to bad publicity, fake news, negative tweets, and whatever else may surface. However, corporate communications has expanded into much more than only responding to crises. Companies also need to communicate their purpose and tell their stories to both their workforce and the outer world through blogs, brand journalism, speaking gigs, and succinct messages.
When 166 practitioners and experts met to discuss corporate communications, we took notes. Here are the highlights:
Consumers want to do business with companies that have a positive impact on society, so make sure you know how to communicate your purpose.
- Your organization needs to know and understand its purpose in order to communicate it. To find it, ask: What were the organization’s founders trying to change when they started the business? What problem(s) were they trying to solve? What type of change does your organization want to see in the world? How does your brand fit in with this? What’s in it for me? How do I/the brand influence the purpose? How do employees connect to the purpose?
- Build your organization’s purpose and values into the business plan. If you can’t articulate how you’re going to change the world with a particular piece of work, then you shouldn’t be doing it.
- When communicating your purpose, determine who you want to reach. Good places to start include top-tier and nich
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