In, Out, Shake it all about – how do you manage your communications?

How do you make sure that your executive and corporate communications are the best that they can be?

If corporate communication is not an activity you undertake I would urge you to carefully consider just how important it is to have regular dialogue both internally with staff and stakeholders, and externally with customers. Even though you may have regular executive meetings to understand the real purpose/culture of your company as well as its strategic direction, your employees and customers are given very little motivation to do their best for you or continue to buy your products if you don’t communicate this with them – and ideally give them a voice, letting them know how much you value them.

If you already have a communications strategy It goes without saying that you need a communications lead who has experience, knowledge, passion and a good insight into what works and what doesn’t. The question here is where that individual fits into your organisation, and there are 3 typical strategies that companies adopt – each with advantages and disadvantages. Let’s explore the in, the out, and the shake it all about models.

The In
Having a dedicated communications lead in-house who you can call upon at any time is probably first choice for most companies, if they have the resources and the need.
Advantages

• Thorough knowledge of the company, personnel, challenges and issues
• Consistency of key messages and delivery styles
• Minimal time input required from executive/board to brief and manage
• Full-time provision
• 100% commitment without distractions

Disadvantages

• Expensive resource
• Lack of new external ideas and impetus
• Permanent position could take away the ‘edge’ of having to keep up with contemporary trends and styles (CPD)
• Can lead to similar styles across all communications – lack of variety
• Spare capacity due to lack of need to communicate 5 days a week is a waste of personnel and could lead to unnecessary projects to ‘fill’ time.
• Additional cost of full time employee versus intern/freelance/consultant
• Stagnancy after long time in role, lack of motivation and creativity

The Out
Outsourcing your communications requirements to external suppliers, or employing an intern for specific projects is a more realistic option for many companies for a number of reasons.
Advantages

• Fresh approach to each project
• Practical knowledge of the latest trends and styles
• More cost-effective on staffing budget
• You only pay for the activity you need
• More flexibility to bring in specific experts depending on type of communication
• Access to wider network of specialist expertise
• More creativity and motivation due to the desire to to impress and secure future projects

Disadvantages

• More executive time required to brief & manage
• More executive time is required to explain the company, it’s challenges and issues in the first instance (diminishes with repeated contracts)
• Consistency of message and brand style needs to be monitored
• They may be juggling multiple projects for different companies
• Lack of loyalty to your company unless stipulated in a contract

The Shake it all about
Many companies do not see communication as being sufficiently important to employ a specific person to take the lead, so the role may be something that is ‘done’ by the CEO via his/her PA, or dealt with by HR or marketing – bringing in specialist expertise when required.

Advantages

• Zero cost of employing a specific person to lead communication on full or temporary basis
• Consistency of message if created by marketing or HR
• Complete control of message if handled by CEO
• Internal knowledge of the business, it’s challenges and issues.

Disadvantages

• Marketing, HR and Communications require different skill-sets and expertise. A good marketeer will not necessarily create a good internal communication to staff. The emphasis, style and language is different from promotional or sales output.
• When there is no communication lead, communication falls to the bottom of the priority list and is often either forgotten, or a hastily-produced after-thought
• With little or no structured communication you risk detachment and possible alienation by employees and customers from your company ethos and culture.
• Content is skewed in favour of the department who is producing communication
• Ad-hoc approach does not lead to a coherent strategy and therefore budgeting for communications is very difficult.

It is worth taking time to consider the advantages and disadvantages of each approach to discover the communications strategy you want to put in place. With the plethora of communications consultants, experts, mentors, coaches and interns available at the click of a mouse there is no shortage of information and advice.

My best guidance is to instinctively find somebody with whom you resonate and feel you can trust when you have met them face to face.

Photograph c/o donaldclarkplanb.blogspot.co.uk