Mar 20 08

Top 5 Tips for Today’s Corporate Communicators

By Renn Vara

Having gone through the dot com era with all its talk about things being different this time, I have mixed feelings about saying the same about what’s happening today in corporate communications. But here goes:

  1. Speed vs. accuracy: Corporate communicators – those who are responsible for communicating to sales forces and other accountable folks – need to realize speed is more important than accuracy. Not that you want to be wrong. But don’t delay communicating just because you don’t have all the facts.
  2. Control vs. go with it: The days of sculpting the message are over. Corporate communicators need to train their leaders how to talk candidly but smart.
  3. Inside vs. outside: What you say inside the business is now fully accessible to the media, competitors, and customers. Be who you say you are.
  4. Building kingdoms vs. managing them: Truly adopt the age old adage, “focus on what you do (products, services, expertise) and contract out everything else.” That means if you’re not in the TV/radio business, contract out the creation of video, audio and web work. Then manage it.
  5. Obstruct vs. facilitate: Accept that your role is changing. Instead of being the guru of spin, be the message manager and trusted advisor to your leaders. Then get out of the way.

That should do it. I’m sure I’m missing a few. Like the old elephant problem, I’m only one hand of many. Let me know what you think.

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Filed under All, Corporate Media.

One Comment

  1. Robin Maiden Says:
    March 26th, 2008 at 5:24 am

    I agree hugely with the first three points which I think are all related.

    * Point 1. My take on it is, if your speed of communicating isn’t up to par with other sources, people will migrate to those other sources for their info. Your value and credibility will be diminished. Iterate. This isn’t a print world anymore. You don’t have to get it exactly right before going to “print.” You can get it close then send an updates with refinements and details.
    * Point 2. On this point, I believe over-controlling the message will reduce speed. See above. Iterate.
    * Point 3. I agree. Transparency is key. Always assume what you say or do could appear on YouTube.

    Robin Maiden

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