CORPORATE COMMUNICATION: HOW TO DEVELOP AN EFFECTIVE STRATEGY

Having a correctly designed communication strategy is, without a doubt, a fundamental axis for any corporate entity, also for those of a public or institutional nature. Communication in this area must be particularly clear and coherent and, furthermore, be aligned with the needs and expectations of society, as this is the only way to transmit the transparency and trust that is expected of them.

An effective corporate communications strategy enables government agencies, public bodies and other institutions to manage their image, convey their values and respond effectively to any crisis situation or change. Unlike private companies, institutions must take into account factors such as the public interest, accountability and policy regulation, which makes communication a key element in achieving good governance.  

It is therefore important to develop a strategy that incorporates the most appropriate tactical communication tools in each case. This will allow them to disseminate information and have an impact on society. The media are, in this case, an essential communication channel, as journalists are one of the most credible opinion leaders for the population. Their experience and sectorial knowledge allows them to transmit key messages in a professional manner under an umbrella of knowledge and informative rigour. 

Keys to effective institutional communication

In order to implement a correct institutional communication, at InfluenceSuite we always recommend using the services of a communication agency with experience in this field. We know how to create this strategy in an ad-hoc manner depending on each entity that requests it and integrate the most effective tools. That said, our recommendation when creating such a strategy is, without exception, to incorporate the following steps: 

• Define clear objectivesBefore launching any communicative action, it is necessary to determine what is to be achieved: Maximise visibility in society, inform about changes in specific policies, strengthen the relationship with citizens, reinforce reputation? Any of the above questions could be concrete objectives for such entities. 
• Identifying the target audienceKnowing your audience is essential to tailor your message. This is the only way to select the most appropriate channels that will have a direct impact on the desired stakeholders. In the case of institutions, these can range from the general public to specific sectors such as international organisations, the media or governmental bodies.
• Choosing the right types of communication campaignsDepending on the context, public relations strategies, public information campaigns, crisis communication or public policy outreach may be employed.
• Managing media relationsThe development of effective press releases and the organisation of press conferences adapted in form and substance to the current situation of the newsrooms, help to maximise the possibilities of obtaining media coverage and a better interpretation of the messages transmitted. In addition, it is a tactic that allows for closer relations with journalists in person, giving them the opportunity to interact bilaterally, thus achieving transparency and proximity to the entity in question. 
• Monitoring and evaluationEffective institutional communication also requires constant impact monitoring. Power measuring the impact quantitatively but, above all, qualitatively, is the best way to analyse the results obtained and, if necessary, to adjust the strategy if necessary.

Institutional communication seeks not only to inform, but also to build trust, strengthen its legitimacy and encourage citizen participation. A well-structured strategy allows institutions to stay aligned with their objectives and ensure an effective relationship with their environment. Proper planning of messages, together with the selection of the most suitable types of communication campaigns, is essential to ensure that communication is well received by society.

If you are looking for a communication agency capable of putting into practice all of the above, you have just found it. At InfluenceSuite we can help you achieve it. Shall we talk?