The Role of Communication

The role of communication is different across organizations whether in the private or public sector. Why? Because they all have different publics or audiences. However, a few elements remain the same no matter which organization you represent in relation to the outcomes a communications professional wants at the end of our efforts, we want either changes in behaviour, to show operational effectiveness, to respond appropriately to crises to protect reputations at stake and sound explanations of company or organization policies.

To properly service a client or be effectual to the organization you represent, there are a few things you need to ensure you are doing right, these include (but are not limited to): strategic communication, strategic engagement and internal communication.

Strategic Communication

The question you need to ask yourself at this moment is: Do I have a communication plan? And I don’t mean a plan in your head, or plans you add the to-do-list on a daily basis. I mean an actual document with information about the company/organization such as background information, the organization’s communication objectives, detailed information about your organization’s target audience bolstered by analytics as well as insights and the strategic messages and tactics that will form your holistic communication. If you can’t answer in the affirmative, then you have a problem. Even more, your organization has a problem.

Strategic Engagement

Knowing your target audience is key to engagement. You need to know where your target audience are, what platforms they are using, at the time of day they are using it and the general sentiments of their communication. You must also be aware that not all your audience are online, hence you must have an online and offline strategy.

Internal Communication

Ensuring your internal public is as informed as your external publics should be a priority. They should be equipped with the knowledge that can position them as ambassadors for the organization.

In the end, the timely and consistent delivery of information to all audiences must be done strategically, it ought not to be a nuisance, but should be done in such a way that it fit seamlessly into their lives. This is how it becomes effective.