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04-12-2008
Integrating your communications
We've just contributed to a book- called 'Does My Firm Look Big in This?'. It's all about how smaller organisations can hold their own against larger ones providing they invest in the way they present themselves.
The trick is distilling the essence of what makes you different and then consistently applying that to every audience you address and every communications tool you use - press, internet, email, stationery.
We've just won a CIPR award for the work we've done on getting Halesowen's Cornbow through an 18 month redevelopment.
At the start we captured the essence of what make the Cornbow different to Merry Hill, Birmingham and myriad neighbouring shopping centres. It was the fact that it was a community as much as a shopping centre.
We then ensured that message was communicated to the trade and local shoppers using a variety of media: posters, website, exhibition area, newsletters and banners.
Getting you started - a checklist on consistency in your communications
What is it about your organisation which differentiates you from your competition? What is your essence?
Can you articulate that essence in the 'elevator sell' - ie in less than 10 seconds?
How consistently is that difference understood and articulated among the whole team? Colleagues, customers, suppliers, others significantly involved in your organisation.
How is that essence communicated differently in your letterhead, business card, compliments slip, website, signage? You should be seeing differences in interpretation but, like a stick of rock, a similar theme should connect them all.
If you were to measure your reputation, exactly what do you want each audience/stakeholder/public to think, feel and believe about you?
How does your plan to communicate your company dovetail with your business plan?
The trick is distilling the essence of what makes you different and then consistently applying that to every audience you address and every communications tool you use - press, internet, email, stationery.
We've just won a CIPR award for the work we've done on getting Halesowen's Cornbow through an 18 month redevelopment.
At the start we captured the essence of what make the Cornbow different to Merry Hill, Birmingham and myriad neighbouring shopping centres. It was the fact that it was a community as much as a shopping centre.
We then ensured that message was communicated to the trade and local shoppers using a variety of media: posters, website, exhibition area, newsletters and banners.
Getting you started - a checklist on consistency in your communications
What is it about your organisation which differentiates you from your competition? What is your essence?
Can you articulate that essence in the 'elevator sell' - ie in less than 10 seconds?
How consistently is that difference understood and articulated among the whole team? Colleagues, customers, suppliers, others significantly involved in your organisation.
How is that essence communicated differently in your letterhead, business card, compliments slip, website, signage? You should be seeing differences in interpretation but, like a stick of rock, a similar theme should connect them all.
If you were to measure your reputation, exactly what do you want each audience/stakeholder/public to think, feel and believe about you?
How does your plan to communicate your company dovetail with your business plan?
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