The development of new technologies has led to a revolution in the way that companies communicate due to the increasing need to generate synergies with their audiences. The constant search for new supports based on accessibility, interactivity and trust have made the concept of 360º communication a maxim of great importance that is positioned as a growing trend when developing communication strategies. Whether for advertising purposes or with a view to working on internal communication, 360º communication techniques have gradually gained greater prominence by enabling a more effective interaction with the user based on key bases such as trust and credibility.
What do we understand by 360º communication
360º communication is that which integrates its audiences, both external and internal, in all communication activities based on the company’s strategic objectives. To achieve this, the coordination between on/off messages, transversality in the way of communicating and the different lines of communication that allow us to improve the brand image of our organization are taken into account.
This concept of integral communication has been able to combine all the elements that have traditionally been used in communication, to adapt them in a fairly harmonious way to those that have already been used for the development of digital communication. In short, it seeks to generate a permanent dialogue between the institution and its public, presenting itself as coherent in its discourse. Both internal and external communication are covered within this 360º concept, each of them working in harmony with the other in order to generate confluences.
This has been enhanced by multiplatform communication as it is the centralizing axis of the various media and channels to execute 360º actions. In summary, we can see that it is a type of global communication that seeks to integrate into the company’s communication strategy. The clear purpose is to help achieve corporate objectives effectively. Finally, it generates synergies with the public, which translates into increased trust and credibility while improving brand image criteria.
Steps for developing a comprehensive communication campaign
After having reviewed the concept of 360º communication and being clear about the benefits it brings when it comes to generating synergies between organizations and their audiences, it is interesting to recommend a series of steps to take into account when planning and launching a comprehensive communication campaign.
1-First of all, although it seems obvious, it is necessary to know, know and know…, that is, carry out a diagnosis as an x-ray of the organization to have the greatest volume of data that will later help us determine clear objectives. This phase is mainly focused on research, feedback with other members of the organization and sharing with the work team.
2-Based on the data collected previously, it will be possible to set communicative objectives that are based on the needs of the organization based on its strategic line of action.
3-From here it is time to plan how the campaign will be carried out. To do this, the audiences, media and channels that we are going to use are established; while defining the message to be transmitted.
4-After this, it is time to carry out the execution of 360º communication based on the company’s possibilities. That is, at this point we will be able to carry out all our actions taking into account:
-Communicative axis: contents to transmit, ideas, ways of saying it…
-Media plan: audience purchasing versus audience construction, or synergy of both.
-Organization of the execution plan: establishing the frequency and intensity of the actions, assigned to an execution calendar.
5-Measure, measure and measure to know, through result indicators, the success or otherwise of our actions. This will allow us to adapt the plan to the data obtained. It is important to keep in mind that flexibility is a key factor for the correct achievement of a communication campaign.
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