In a context of new technologies that enhance interaction between audiences and brands, it is rare to find an organization that dispenses with any communicative action. Generally, companies tend to invest part of their resources in marketing and advertising as part of their strategies to gain trust and attract potential customers. This plan to focus more on external communication is based on the pure need of being of organizations, that is, sales. But where do we leave our internal audiences?
Internal communication tends to be the most forgotten within communication plans. This is why many of the crises that have arisen in large companies in recent years stem from a lack of communication management between a brand and its internal audiences.
Be aware of who we are addressing
First, we must know what we mean by “internal publics.” Concepts are usually simplified into a dualism between client (external public) and worker (internal public). This trivialization of the different targets generates a series of problems when planning a good communication strategy, as a large number of variables are left out.
An x-ray or mapping of audiences is something as vital as it is necessary within any corporate action plan. Knowing who our interest groups are will help personalize the message.
It is necessary to know that internal publics sustain the organization and shape it. There are no more or less important groups within the organization, but rather groups with more or less global responsibility. Each of the pieces that form the backbone of the company; from the worker, to the manager, through the supplier; They are participants in its correct functioning.
Therefore, knowing how to adapt a strategy towards these audiences is a question that will determine success. Let’s understand the company as a ship, where both captain and rower have the objective of getting from destination A to destination B. Good communication will determine that everyone works on the same line until reaching port.
Create a team with common strategies
The main motivation for building a dialogue within our organization is to make all our audiences direct participants in the daily activity that is carried out. This, apart from enhancing the feeling of belonging, will generate a unified vision of corporate values, which translates into a perfect firewall against possible communication crises that are so popular lately.
The lack of investment in internal communication is usually attributed to a lack of funds for constant audits or a lack of awareness of the importance of taking actions in this field. Without going any further, even among large companies, until not long ago, it was an almost forgotten or very neglected area.
In search of balance between internal and external communication
Investing a lot in external audiences does not guarantee anything if we neglect all the groups that make up our organization. The ideal is to find a perfect balance, where all our targets are covered under our communication strategies. We not only seek to attract and/or retain new customers, but also to convert our workers, family members, suppliers… into prescribers and ambassadors of our own brand.
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