Articles

The human perspective in communication

08-02-2013

The common perception we have of companies is that, as they grow, they begin losing their human touch and start to look like distant entities with whom we find tough to relate to, since they gain layers of processes and contact procedures that shields them from individuals who is a customer of their products or services. Nonetheless, companies are still comprised of individuals, who strive to go about their work as effectively as possible, serving its internal and external customers.

A company’s communication strategy must take this reality into consideration, and establish an emotional connection between the company and its stakeholders, betting on the creation of content that shows the inner qualities of its people, conveying the values and principles that guide the organization in its activity. The basic principle behind this is to create empathy not through the company as an entity, but through the people that work in it. By creating content for the audiences the company aims to touch, the personal point of view of those who work in the company helps to establish the connection and allows, for those who read it, to create a lasting emotional connection to the organization, versus the usual list of Corporate Culture information, followed by benefits in products, services and technologies.

This is especially relevant nowadays, with the growing relevant of social networks, that allow for a constant interaction, visible for everyone, between the organization and its customers. This real-time communication should be embedded in the global communication plan, meaning that whatever is done in social networks, as well as in newsletters, webinars, etc., should add to and amplify to an organization’s audiences, the work being done at the corporate level. The founding principles that guide a company’s communication should be clearly conveyed in any communication, including in social networks.

In today’s world, to rise above the crowd and the noise of all the communication that competes for a customer’s attention, it is necessary that companies innovate and make their communication more interesting and appealing for those reading / seeing it. In the first place, ensuring the coherence of communication, regardless of the channel used, avoiding the creation of communication siloes in which each group makes a separate communication, with the potential result of confusing its customers. And, secondly, by telling a story tied to the theme the organization wants to communicate, gaining goodwill and establishing a connection with the target audience. Because the customer is a single entity, regardless of where he sees an organization’s information - accessing the site, talking to others in social networks or reading an organization’s company news in the press.