Companies have never had so many opportunities to communicate with their audiences. Social media, blogs, newsletters, articles or features in the media, podcasts and their own channels enable them to maintain a virtually continuous presence. In this context, maintaining a constant flow of communication has become an important part of many brands’ strategy.

Disappearing for months on end and only reappearing when there is a product to sell, a new development to announce or a crisis to manage can make it difficult to build a good relationship with your audience. However, being present does not mean you have to be talking constantly either.

Striking a balance between these two extremes is one of the challenges facing corporate communication today.

The importance of not disappearing

The relationship between a company and its stakeholders is built up over time. A brand that shares useful information, explains what it does, provides insight into its sector and engages in discussions that affect it is more likely to be recognised and remembered.

This is also important when it comes to media relations. A company that works on its positioning throughout the year is more likely to become a go-to source than one that only contacts journalists when it wants to secure coverage for a launch.

Consistency helps to build a reputation, but the results are rarely immediate. The aim is to establish a presence that, little by little, helps to associate the organisation with specific areas of expertise.

Communicating just for the sake of it can have the opposite effect

The problem arises when the need to maintain constant communication turns into an obligation to post something every day, regardless of whether or not there is a relevant message to share.

Not every piece of news requires a press release, nor does every trend warrant a post on LinkedIn. Nor is it necessary to take part in every conversation simply to show that the brand is active.

When quantity takes precedence over quality, content begins to become repetitive, loses its appeal and may end up overwhelming the audience. Instead of reinforcing the presence of the

In a business context, an overload of messages can mean that they go increasingly unnoticed.

The role of agencies: deciding when not to communicate as well

A good strategy also involves knowing how to prioritise topics. As communications agencies, we can help companies identify which stories are of genuine interest, tailor each message to the appropriate channel, and draw up a schedule that combines current affairs, original content, expert knowledge and periods of lower activity.

Furthermore, having a plan in place makes it possible to approach the same strategic direction from different angles without repeating oneself.

Ongoing communication, therefore, should not be measured by the number of posts published each month. A company can maintain a constant relationship with its audiences without filling every available space. Because whilst being present is important, ensuring that the audience wants to keep listening is even more so.