“Peso formidable. ¿Qué ocurriría si día y noche te persiguiese un demonio en la más solitaria de las soledades, diciéndote: “Esta vida, tal como al presente la vives, tal como la has vivido, tendrás que vivirla otra vez y otras innumerables veces, y en ella nada habrá de nuevo; al contrario, cada dolor y cada […]
It becomes more and more difficult to understand the environment we live (country, city, neighborhood, school, work, etc.) and interact with our professional and personal stakeholders.
Developing a stakeholder mapping seems not so difficult. Nevertheless, it is not easy to identify our main stakeholders and sub-stakeholders. The list is exaustive.
After developing the list, we must analyze which kind of relationship does our company have with each group and where it wants to go to strenghten it. Is this group strategic for the company? In which sense? Reputation? Growth? Constructive feedback for our products and solutions?
Moreover, we need to establish plans to have an interactive dialogue with our targeted groups – panels, meetings, surveys, focus groups, participation in projects.
Our stakeholders, including employees, are the most valuable assets. Let´s treat them as they desearve.
Social media is making a revolution in the way we communicate as individuals and within the corporations. Although we need to believe on the power of social media tools and increase the use of twitter, Facebook and others instruments to inform with transparency and follow and be seen by various stakeholders and better understand the new trends, we need to avoid being frivol, redundant and to post to say we post.
Especially in the companies and managing Corporate Communications, the most fundamental aspect is to write good content. Storytelling – respecting the culture and tone of voice of the companies – is the best we can develop to make our enterprises attractive for our audience. In this aspect, it is fundamental to have good professional with writing skills and sensibility to translate the jargon of the companies and be heard by the society. From internal to external communications, content is EVERYTHING.
One of the most motivating trends that I experienced recently in my career is the deserved merit to the Public Affairs professionals. We are not at the best level but we have gain a “seat at the table”. We are involved in all strategic announcements, we know in advance about divestitures, sales, key projects and the CEOs ask for our counseling. Our profession is hard; we dedicate so many hours to make the best use of communications, to choose the right word to the right situation and to the right stakeholders. We are there in crisis; we are the support everyday for simple employee communications to a letter to a deputy asking for changes in the law that will benefit our company – and, in theory, the society. We are the ones that need to believe first. After, we need to make all employees believe. Often we are Human Resources, we are the middle managers in distinct areas, we are the speakers and we prepare the speakers. We get desperate when our CEO changes the prepared speech; we get desperate when he or she makes unfortunate comments in an employee forum. We are the vigilantes, the visible faces. This is tiring, but much more exciting than ever. Ideally we should be as well at the origin of the key decisions. We will arrive there.