Get the Message: The Importance of Internal and External Communications

Is it sales, social media, or some strategic mix of the two?
Turning their focus to external communications, our top 12 marketers and corporate communications executives seemed in lock step when it came to social media. Most pinpointed social media as the way in which they were identifying untraditional sales and marketing strategies. Some were engaging with key bloggers. Others were interacting with customers and prospects in new and meaningful ways through social media. Still others thought social media was the most cost effective way to go when traditional advertising and public relations budgets were being hacked to pieces.

While social media seemed to be a smart means to an end, respondents seemed to be approaching it in a conventional way and may not be properly leveraging Web 2.0. One said simply, "Budgets are being cut for most of our marcom activities. However, we are recommending and developing materials to assist in customer communications via the Web. We are also stepping up our trade media outreach." It appears as if this marketer, and most of the others, are taking a very safe route and not seeing the economic downturn as a possible opportunity to demonstrate out-of-the-box leadership in external communications.  

What are some of the initiatives they could be implementing? Communicators can develop a thought leadership podcast that can include prospects and, thus, be introduced to new companies via this vehicle. Or, they can develop podcasts that include their clients as guests which, in turn, deepens existing relationships. They can also help to uncover new pain points for the sales force to sell against. In addition, communications executives can develop a Webinar with an academic partner or nonprofit organization and demonstrate leadership on emerging trends. Some of these external tools can be leveraged with employees to boost morale and show how the corporation is being proactive and acting as an industry leader.

Next Page: Consider yourself a leader