Deep Understanding of the Reality of What We Communicate

The current media landscape is characterized by a speed never seen before. The news cycles of media are increasingly shorter, but at the same time far more intense and destructive than in the past. How, after all, should organizations and their communication managers adapt to this situation? new reality?

There is certainly no mathematical way to solve this issue. However, there are some paths that can - and should - be followed in order to protect a brand's reputation, whether in the short or long term.

First of all, and before any other action, it is important to understand the context and particularities of each organization and also of the sector in which it operates. We can only communicate well what we know perfectly, namely the weakest points of our brand or organization, so that we can work on them and protect them from any eventuality.

Secondly, the identification of stakeholders and their expectations and needs is another essential point. In today's communication landscape, no organization, whatever it may be, "lives" on its own. The relationship with its stakeholders is therefore one of the aspects to be worked on.

Thirdly, drawing up a long-term communication plan. This plan must be in line with the organization's guiding principles so that there is a clear and coherent link between what is communicated and the organization's culture. At present, for example, issues such as environmental concern or gender equality are almost obligations.

The point I made earlier is particularly important. In an increasingly fast-paced and dynamic world, it is extremely important to clearly define what we want to communicate and how we want to do it. Otherwise, brands run the risk of having their reputation damaged or, as a study carried out by the Havas Group, that if they disappeared, consumers wouldn't even notice.

A deep understanding of the reality of what we are communicating, and who we are communicating it to and for, is the way to make a difference. Before acting, we must stop and try to understand.

Do you think you adequately understand the reality of your organization?