strategic communication

“Write to be understood, speak to be heard, read to grow.” – Lawrence Clark Powell

Archive for the tag “future”

Onto the Next

It has been an enjoyable experience learning about strategic communication leadership and strategies these past weeks. I never thought I would have a blog, much less followers! Thanks to everyone who supported this blog. I hope some of these topics were beneficial to you.

Strategic communication is important in many environments, but it is especially crucial in professional settings. Businesses that are lead by those who are constantly looking ahead and envisioning the best for the company are the most successful. Leaders are willing to try new things if they think their company and the people involved will benefit. With how much emerging media has evolved, the possibilities for how future businesses are run are endless! It is important to use emerging media effectively in both internal and external communications. Internal and external support could be the foundation a company leads on if a crisis ever develops.

While actively engaged in the job search, I had a couple first impressions of how I thought businesses were run. It is important to understand that interviewing for a job is not just for the company, but for the job seeker as well. If your company’s interview process is unorganized, and the interviewers seem cold, what would a potential candidate think daily activities are like?

I am excited to say that I did go to a great interview with what seems like a wonderful, supportive company and I was given a job offer! I am very excited about all of the possibilities ahead as I start my career in a new city. I know that topics from my Graduate classes will be applied to everyday activities. I hope to be able to grow as a professional and learn new skills.

That being said, I will probably not have time to post much anymore. I have a lot of new things to engage in and get together these next couple weeks. Of course the holidays don’t leave much room for downtime either! I do not plan on deleting this blog, as I feel it can still be used as a reference. Who knows, maybe I will return sooner than I think.

Until then, it’s on to the next chapter for me: Strategic Communication in the Real World!

How does Your Company Measure Up?

Strategic communication professionals must balance a large variety of tasks every day for their company or organization. Not only do internal communications need to be practiced through e-mail, staff meetings, and feedback options, they also must ensure their external communications are conveying the right message to their audience. This blog has talked about the use of social media, the importance of internal and external relationships, and advertising strategies to reach the most people. Now, after a communications professional has gone through the long checklist of disseminating messages, how does one know whether or not the communication plan is successful?

When thinking in terms of company success, there are many tangible and intangible factors with big roles. Success is partly the big numbers at the end of the year. Were product sale goals met/exceeded? Was a certain product acquisition a good investment in terms of revenue? Numbers and quantitative data are convenient measures of a company’s success. However, another important part of overall success is the audience’s perception of your company. Are your products being received positively or negatively? Does your company’s reputation fit well with the community? Does your company have a long, solid relationship with both the consumers and the community?

Intangible factors like feelings and perceptions can sometimes be most important, but are often not considered. As long as employees get their proper paycheck there is nothing to worry about. Think of what the media defines as successful companies: Apple, Microsoft, and Google. These big name brands are not just successful because their products are used every day—they also value internal and external relationships. These brands have had their share of struggles, but being able to withstand good internal and external relationships for so long has made them trusted names in the world. They prove their worth through their services.

When evaluating a campaign, it is important to go back to a company’s original objectives. Objectives can be those specific numbers in sales mentioned before, but they can also be intangible. Perhaps with the selling of a certain product, you company also wants to raise awareness on a topic. Every bottle of Dawn dish soap features a statement about how Dawn saves wildlife. Their website features the statement “Every time you use dishwashing liquid from Dawn, you help save wildlife.” Customers that frequently buy Dawn will expect a picture of an animal on the front of the bottle and understand that Dawn is used to clean wildlife in terms of environmental disasters. When evaluating Dawn, strategic communicators can look at how much Dawn sells, how many visits to their official webpage occurred as a result of inquiry on how it helps save animals, and how many new volunteers sign up.

dawn

Sometimes internal employees can determine the success of a project within a company. The old idea about learning from failure definitely applies in the professional world. I can think of times when I was working on a project with a team and we were so confident that we were close to finishing when suddenly something else was thrown in that required us to start all over. Had we taken the time to fully understand the task, we could have prevented having to start over. However, when the next project came along, we were sure to hold a meeting to make sure everyone was on the same page about what needed to be done. What was so important during these tasks was that our leaders never faltered. No one had a negative attitude or wanted to quit. No one blamed anyone for mistakes. We just opened the floor for more suggestions and knew that we would complete the project if we continued to work hard and communicate with one another. Success of a company can be measured in terms of relationship commitment. Openness and assurance in all internal communications as well as emphasizing the human condition will show company success in terms of employee satisfaction. No matter the level of employee, all humans want to be treated as though they are a valued asset of a company. Employees with positive outlooks who continue to work hard are another factor to observe when evaluating success.

While this may not seem the most official way to measure a company’s success, what the public opinion says about a company speaks volumes. I have mentioned the Glassdoor app in previous posts, and how you can view rankings of companies based on a number of factors. However, when I chose to write my own review of a company, I was prompted with questions that will fill those rankings that can be viewed by anyone online. Review sites such as this one or Yelp can assist in evaluating a company as whole.

The first question is to define if you are a current or former employee, which could be the most important question to answer. Is your company satisfying to current employees? Do employees leave your company with positive comments about it? The next question is to list some Pros about working there as if “you are talking to a friend.” Glassdoor understands the impact of Word-of-mouth marketing, and gives current/former employees a chance to praise a company in a way that is comfortable to most people. The next section is to describe cons, or challenges, of working at the company. Finally, the last question is “Advice to Management.” This is where users can express their opinions on how the company is managed. Does upper management encourage growth? Do they accept employee feedback and promote two-way communication?

All of the reviews are anonymous, because Glassdoor wants users to give the full picture of a company. This benefits those looking for a job, but it also gives leaders of companies an opportunity to view how people feel about their work environment and services. Obviously, there are always the setbacks of scorned employees or current employees being asked to give positive reviews, so it is important to understand these reviews may not be 100% accurate. However, these feedback sites usually come up when Googling a specific company, and it would be beneficial for users to see a high rating.

Measuring a company’s success ultimately serves as a summary of each week’s topic these past eight weeks. Companies will find success if leaders are encouraging, open, innovative, and informative. Leaders who get a company excited about a product or cause will see the excitement transfer in both sales and general employee wellness. Reviews, word-of-mouth, and numbers all contribute to measuring success and will be useful in the overall evaluation of a company’s work.

The Power of a Leader’s Vision

Job seekers are finding that the culture of a workplace is extremely important. I am not just talking about employee relations and fun events, rather I am stressing the importance of how the company views leaders. Glassdoor is a website and app that provides reviews for companies nationwide. I downloaded the app and am able to search jobs and companies in any city. Once I find a company, I am taken to a Glassdoor page that gives it an overall rating out of 5 stars. The rating is compiled of anonymous reviews that share experiences. Each review includes a rating on recommendation, positive/negative outlook, and opinion of CEO.

Glassdoor2

The highest ranking companies have consistent positive outlooks of the CEO. Review titles are usually “Great place to work!” “Great Executives!” “Opportunity for growth!” The places where employees are encouraged to work hard and grow into new opportunities are the most appealing. The upward mobility is a result of a productive environment instilled by leaders upholding the company’s values. The leaders of the company have a vision for their purpose, and they know how to motivate all employees to continue working hard. A leader’s vision that is shared by all employees makes all the difference when evaluating a workplace.

Leadership is an interesting concept in that anyone can have the qualities of a leader. Sure, there are some who seem to be “born to lead” with natural confidence and enthusiasm for success. However, there is not some cookie-cutter mold that every leader must follow. While it is important to have skill sets with management qualities (organization, planning, working with budgets), a leader should have behavioral qualities that encourage a company to constantly grow and improve.  For example, leaders in communications understand that technology and social media have changed the way companies share information to their audiences. Those who are hesitant to adopt a social media platform or use mobile media are falling behind. Leaders look to the future with confidence, and reassure the team that it is worth it to make changes for the better of the company.

One of the most admirable traits of a leader’s vision is the fact that it is driven by motivation. Leaders do not give up and do not distract themselves from the ultimate goal. In a world where many people are instructed to make “safe” decisions or choose a “stable lifestyle” instead of taking a chance, it is easy to give up on a dream. A leader never loses sight of the final destination, rather, he/she reroutes the direction to get there. Wendy Kopp founded one of the most well-known, valuable organizations, Teach for America, during a time when no one would have dreamed successful college graduates would want to work in lower income level parts of the country. Her perseverance lead to the success of the organization, and it inspired associates to work to make a difference in the lives of others.

Actions matter

Actions matter

Benjamin Zander announced that when he finished his TED Talk, everyone in the building would have a better understanding and love for classical music. He made it a point to express he had no doubt in his mind it would work, claiming that visions can be realized if the leader and team both believe it. His example: “What if Martin Luther King, Jr. said ‘I have a dream! Although I’m not sure they’ll be up to it…” really stood out because MLK Jr. was out to do the impossible. There were so many odds against him, yet he never faltered in front of the crowd. He knew that if he wanted his dream realized, he had to believe it would be realized and he would take every chance he got to achieve it. The support from the crowds helped his cause because they trusted him and admired his vision. It didn’t matter how hard the road was as long as they had something to hope for.

Everyone has a passion for something. Some people are passionate about writing or theatre, and want to share their stories with the world. Others want to do a good job in their work, perhaps because they really enjoy the purpose their work or because they really enjoy taking care of their loved ones. Those who follow their passions without failure are the leaders. How they handle negative outcomes or intense pressure makes all the difference in the quality of leadership. What I am figuring out as I continue life after undergrad is that the field you work in is so important.  Working in a field that you are interested in, that excites you, and ignites a passion in you will make you work harder. You will find that every action you make will ultimately work toward reaching success, and you will want others to succeed alongside you.

Steve Jobs

Steve Jobs

Now that we are all feeling inspired, let’s put this leadership vision in a work setting. Think about the goal of the organization and how each work task gets the team one step closer to that goal. Ensure each employee is properly trained in their position. Encourage everyone to keep putting all of their efforts into their work by reminding them of their purpose. Customer satisfaction cannot happen if the right kind and number of products are not available, if a customer service representative is rude, or if public information isn’t updated. Be someone who thinks strategically about what each department of an organization brings to the company as a whole. Open the floor to new ideas from everyone. What is working well and what can be improved?

Leaders should trust that their leadership is effective enough to continue without their presence. If employees are trained on what they need to do and educated on why they need to do it, a leader won’t have to breathe over each person’s shoulder to ensure everything is working. Jerry Porras discusses visionary companies: those that are high performing and have endured over the years. Visionary companies are known to make an impact on human culture. He brings up the fact that leaders make companies great while they are present and this greatness last even when they are gone. The leader that builds an organization on all things it needs to be successful is ultimately the most effective leader.

Leaders work for a cause greater than themselves. It is not all about glory and self-fulfillment. Having a vision is a powerful tool for a leader because it encourages hard work and dedication. Leaders that encourage their team with motivation, open discussions, and a positive work environment will drive organizations to lasting success.

“The worst leader is one who is despised.
Next, one who is feared.
Next best is a leader who is loved.
When the best leader works, people are hardly
aware he/she exists.
When the work is done, people say,
‘Amazing. We did it all by ourselves!’”
-Lao Tse; Tao te Ching

Communicating New Ideas

Greetings bloggers!

I started this blog 10 weeks ago for my Emerging Media class as part of my Masters of Science in Strategic Communications program. My posts centered on new media platforms that strategic communicators must adopt in order to succeed in the professional world. Now it is time to look at the leaders who are pushing forward with new technologies. This week I have just begun a new class: Leadership and Media Strategies. Leaders know that hiding behind the “We’ve always done it this way” attitude will do more harm than good. 

butweve

We are in a world that is constantly on the verge of adopting the next big thing! I will discuss how communication has changed and the benefits and challenges of these changes. I will be sure to include links to weekly readings discussed in class. As a reminder, if you wish to follow or bookmark my blog the address is:

http://www.rmscib.wordpress.com

We will begin discussion of leadership and media strategies with a frequently referenced theory: Diffusion of Innovations. Dr. Everett M. Rogers defines diffusion as “the process by which an innovation is communicated through certain channels over time among the members of a social system.” Basically how do ideas not only spread, but stay relevant? There are multiple moving parts to diffusion. First, knowledge of a new innovation must reach an audience. Then after being persuaded to use that innovation, a member of the audience decides to accept it, implement it into his or her own life, and evaluate its results. Sharing information and persuasive results is done through a number of communication channels such as commercials, social media postings, news stories, and peer-to-peer conversations. Think of the amount of trends that have made their way into our lives, and how certain products had to adapt or be forgotten? One example in the journalism world that I talked about in my first post was how newspapers are moving to online versions and apps. 

The way the audience becomes aware of an innovation and decides to use it happens in shifts. This article gives a great summary about each type of user: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. The titles of these groups are pretty self-explanatory. The innovators are those who are always thinking of the next big thing or next useful tool. Those who adopt this innovation first are the Early adopters, and the the early majority and late majority follow in line after them. Laggards have the traditional view and often see more risk of innovations than benefits. Strategic communicators should know how to reach out to each of these groups in order to for them to accept the innovation. Think about what each group needs and establish a plan to

diffusion

A business that holds this variety of people on their staff can succeed in releasing a new product or idea because it will go through the whole process internally before reaching the public audience. From the innovators, to those who are ready to accept it, to those who are supportive but may need a little more convincing, to those who want to discuss risks, these employees all help the company to stay grounded and efficient. 

When Amazon came out with their Kindle I was pretty much in the laggard category. As an English major and self-titled “biggest lover of books, of all time, ever,” I found the idea of reading a complete novel on a screen repulsive. Why was everyone so obsessed with technology that the value of holding a new book was lost?

My dad and I were Christmas shopping for my mom and I saw an advertisement for the Kindle. I quickly scoffed and said to my dad “I can’t believe that’s a thing. I would never replace a good book with a dumb screen!” My dad just nodded without comment. Well wouldn’t you know it, Christmas morning I open up my last gift and inside is a Kindle. My dad laughed a little bit and said, “Sorry.” My mom defended herself by saying phrases like “I thought it would be perfect because you love books!” and “All the commercials and reviews say it’s so good!” I felt like the worst person, and I was determined to give it a try for the sake of my parents.

Fast forward to today and I have 38 books and counting. I absolutely love it! As soon as I finish one book, I can immediately by another one! It’s especially perfect when reading a series—no mid-trilogy cliffhangers for me! It fits right in my purse, so it is especially perfect for traveling. I realized the benefits of the Kindle and now I recommend it to anyone. Currently, I am trying to convince one of my coworkers to get one because she says she likes reading but always forgets to buy books when she’s out shopping. Stay tuned to see if this peer-to-peer persuasion works.

My personal Kindle: the older version that prevents glare while you read. I love it.

My personal Kindle: the older version that prevents glare while you read. I love it.

The other point worth mentioning in this story is the fact that age was not the main factor with sticking to tradition here. My parents, who were not born in a technology-centered world, actually accepted this innovation before I did.

Social media is also a key communication channel to spread new ideas. One of my friends posted a picture of herself on Instagram saying she used the “Serena filter” on the Social Light app. Never hearing of this photo editor before, I went to the App Store and typed in the name and sure enough the first version was released October 5th. It only has 41 reviews and all of them are positive. This app has come at the right time because high society city life (re: Gossip Girl) has become a popular online trend. The app is also designed for those who are constantly on-the-go which is also relevant to the fast-paced lifestyle of the new generation. My friend is the first person in my “social circle” to use this app, and based on the amount of comments she already has, she has most likely set the trend. I have no doubt her followers will start downloading the app. How many photo editing apps can one possibly have, you ask? In a world where photography, selfies, and Instagram are dominating hobbies, people will try any new app at least once and see how they like it.

Strategic communicators and leaders must come up with fresh ideas that are relevant and useful to a wide audience. Innovators are constantly reshaping the ways of the world, and some of them that may have seemed so out of the box are regularly used today. Communication through mass media and interpersonal ties is crucial with spreading new innovations.

The Future Starts Today

Attention all smartphone users: Raise your hand if you’ve ever had a flip phone.

Attention all FaceTime users: Raise your hand if you remember when a phone call was the only option to talk over distance.

Attention all bloggers: Raise your hand if you’ve ever kept a written journal.

Attention all Pandora Radio/iPod users: Raise your hand if you remember your first boom box/portable CD player.

Attention all Facebook users: Raise your hand if you used to log on AIM every day.

Attention everyone: Raise your hand if you are ready for what is next with communicative technology and emerging media.

techhand-580x386

There should be a lot of hands raised. The future of technology is limitless and exciting. Think of the technology that seems so normal to you now, and then think of a time when you did not have it. It is so easy to take smartphones or the GPS for granted today because they seem like normal, everyday items to own. However, they are not normal devices. They are advanced- an evolution from an earlier product. Soon the world will be filled with other “normal” devices that will do things we cannot imagine. I can barely wrap my head around products like Google Glass. There are products that are ready to let us dive into virtual realities. There are products that allow us to share our information more than ever, and connect with our friends, family, and loved ones.

We can now say a short phrase to our phone and instantly get turn-by-turn directions to anywhere. Directors can film movies in a single studio that take place all over the world thanks to green screens and CGI. A job seeker can post an online resume and gain access to jobs anywhere around the globe. Everything is instant and convenient. The Internet and the World Wide Web have opened up doors for everyone.

Strategic communicators cannot fall behind on all of the effective tools for human connection. There are so many tools out there that will increase productivity. Check out sites such as Wired, Businesses Insider, CNN Tech, and more. There will always be technology innovations that will improve conversation.

Businesses have so many new options to connect with their customers. They can post on social media, offer e-commerce options, create apps, and anything else to get names and brands out there. Businesses can inform customers of their brand in a variety of ways: participating in live tweeting, creating a company hashtag, and sharing employee experiences through a company blog. The amount of time people are spending on their phones and tablets is only increasing, so there is an advantage to having a strong online presence.

I am finishing my first term in my graduate program and I cannot believe how much I have learned in just nine weeks. I am excited to continue learning throughout the program, and sharing information on this blog. There is so much out there for us to discover now, and so much more to come later. Stay tuned, strategic communicators. If you think it’s crazy to picture a world of holograms and advanced artificial intelligence, take a look at what AT&T predicted in the early 90’s and see what they got right.

Post Navigation