At Galway Business School, you can take up a Certificate in Business Communications as part of the Springboard scheme, but how can smaller companies tackle the might of Big Data?
Delivering business communication is difficult. It’s competitive, there’s lots of noise and cut-through and getting audiences to pay attention and to react in the ways a company might want is tricky.
The response to these issue is often to go high-level - a ‘blue-sky strategy’ which brings with it all the irritation that such a phrase engenders as well as, more importantly, a vagueness about what actions need to be taken.
One way round it is to break the communications down into a series of questions. Once there’s clarity on this then things become a lot clearer. It may not always result in a high-minded strategy, but it will offer a clear path to results.
And it’s only three questions: What, Who and How?
This is the bit that actually helps you clarify what you want to achieve. Sounds obvious, but it’s often kept vague unless it’s properly interrogated.
What problem are you solving?
It helps to be specific. If the communications is being used to drive sales, then it’s unlikely to work directly - but if the communication is being used to drive brand profile which, in turn, will drive sales, then that’s the problem that’s being solved. The problem is therefore ‘low brand profile’, not low sales.
What are the communication goals?
By defining the problem, you can define the communications. Let’s keep with the brand profile issue - in that case, the goals are to raise awareness. That might point towards a communications campaign that uses mainstream media to put the brand in front of people, ratchet than, for example, the social media presence of a company that no-one has heard of.
Calls to action
What do you want people to do?
Generally, the final answer is often ‘spend more’, but you might be trying to drive a relationship with the brand that will, in turn, drive sales. So the calls to action (CTAs) might be to sign up for a newsletter, to follow on social media or to trial product samples.
How will you measure success?
Measuring success in communications can be tricky. You can measure audience on the brand’s web profiles (website and social) or through surveys or measure growth through the CTAs above.