Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Bill Gates was once quoted ‘if I have the last penny, I will rather spend it on Public Relations (communication)’. This is a great signal to from a business guru who understands impact of communication in any business success. In many cases, communication activities and departments suffer budget cuts. It takes informed top management to understand that during hard times, communication should still be a priority. Take marriage relationship for instance, many couples withdraw from each other when there is crisis. When there is a continuous silence, the relationship often crash. Because more than anything else, this is the time they both need to communicate more and made adjustments on issues that tend to divide or drain their energies.
Since this piece is not focused on top management and communication budget allocation, it will suffice to say no corporate organization will succeed today without adequate communication. Silence is no longer golden. Out of sight is now out of mind.
Now let us now assume there is adequate budget, many Communication departments, teams today face the challenges of not being able to measure up to the demand of the age. Many things account for this. Lack of skilled personnel in modern communication team demands, philosophical lineages and perspectives of the communication team leaders. Asides from the above, there are many underlining factors that will make a communication team fails in its endeavour in this digital age. Please do examine your team with the following parameters. We will do a follow up to this in no distance future.
Transparency: the old order is to hide information or to be involved in corporate speak. Corporate speak for many is equated with propaganda. This has become an obsolete tool. If you use this today you will run into ditches. Transparency is the new currency.
Taking ownership of crisis: while we were growing up, we have seen and experienced situation where the entire communication teams remained incommunicado during crisis. Communication team as well as a few top level officers especially CEO needs to be available now during crisis.
Strong digital knowledge: communication platform is no longer limited to electronic and prints. The digital platform is becoming a roaring lion which can devour. Be sure you have professional at hand in this area.
Content management: since digital platform gives credibility, enhances visibility, content management skill will be in high demand among communication team.
Story telling: We are back again to night time story era. People love story and they want to listen. Story telling craft will enhance better understanding and engagement. Sharpen your in house skill in digital story telling across platforms.
New talent and millennia professional: millennia are now in the working place. Corporate team must understand the demand of this age group to enjoy great relationship with them else they will soon move and join forces with your foes.
Understand the new trend in campaign management: campaign management process has changed. Campaigns are both successful when you bring the traditional and digital media together. Is your team adequately prepared for this?
Importance of owned media: over dependency on paid media will hurt you so much today. How far have you gone in strengthening your corporate owned media?
Proper management and strong policy on employee digital media usage: employees today can be a great asset or liabilities through their online media activities. Do you have a strong social media policy? Do you also know how to tap employees’ potential in increasing your corporate visibility and credibility?
Measurement: this is still an essential part of communication activities. Measurement parameters keep changing. Google algorithms also change. Be sure you know what counts.
Over to you, share your experience.