MULTIDIRECTIONAL COMMUNICATION: THE NEW PARADIGM FOR CONNECTING WITH AUDIENCES

For years, business communication has been based on a one-way model, in which brands spoke and the public listened. Times have changed and today we live in an age where consumers expect to be heard, to respond, to interact and to be an active part of conversations. 

This is where multi-directional communication comes into play, a must-have approach for companies looking to build lasting relationships with their audience.

What is multidirectional communication?

Multidirectional communication is communication that flows in multiple directions: from the company to the public, from the public to the company and from the public to each other. In addition to sending messages, it is about generating an open and constant dialogue between all the actors involved: brands, customers, employees, media, influencers, digital communities, etc.

This model recognises that there is no longer a single sender and a single receiver, but rather a network of voices who interact, voice their opinions, share and build the brand together.

Why is it key for business?

Implementing a multi-directional communication strategy brings significant benefits:

• Improving reputationactively listening to the public, responding to their concerns and enabling their participation builds trust and credibility.
• Encourages loyaltyBrands that build communities achieve stronger emotional bonds with their customers.
• Detect opportunities and risks earlythrough active listening on networks and other channels, companies can identify trends, needs or possible reputational crises.
• Driving innovationby involving employees, customers and partners in conversations, you open the door to new ideas that can transform processes or products.

How can communication agencies help?

Implementing multidirectional communication is not just a matter of opening social media profiles. You need the right tools and a clear ability to listen and respond. This is where InfluenceSuite, as a communication agency, comes into play because we help our clients to:

• Design content and storytelling strategies that encourage conversation with stakeholders and generate real engagement.
• Establish communication channels adapted to each target audience.
• Implement systems for active listening, conversation analysis and online reputation management.
• Manage real time interaction and train spokespersons and teams to respond coherently
• Foster a participative corporate culture where employees become active brand ambassadors.

Communication has long since ceased to be unidirectional and become multi-conversational. The companies that understand this change and know how to adapt to it will be the ones that lead in terms of trust, proximity and influence. If you are ready to start this process, don't hesitate to contact us because we are here to help you get there.

At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out isn't enough: we help brands stop looking like everyone else.