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The future of corporate communication

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The future of corporate communication

Corporate communication is the set of indoor and outdoor activities, aimed at creating a favorable point of view among all the groups on which the company depends (consumers, collaborators, community, suppliers, etc.) … groups that are usually called stakeholders or interest groups. Azerbaijan Mobile Phone Numbers In an increasingly digitized and noisy world, what is the future of corporate communication? How much does corporate communication matter? Its importance is very high. In a world where thanks to social networks, everyone has a microphone, communication becomes noisy, fleeting, irregular and therefore confusing. In this framework, developing a distinctive and relevant voice is essential. This is a slightly more complex question to answer, but we could point out that those responsible for creating and executing this communication are the public relations (PR) and / or marketing agencies. If you want to see an example, take a look at what McDonald’s did on Women’s Day or the recent #EfectoMiniso However, the future of corporate communication does not seem to follow this pattern. According to a recent study, CMOs are reducing the practice of hiring agencies and are instead betting on internal teams. According to the 2019 JOTW Communications Survey , conducted this year of more than 200 communications professionals, about 47% of respondents said they had observed that much more public relations work was being done within companies , decreasing the hiring of external agencies.

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Understanding why companies are opting for this trend is transcendental if we develop in the areas of marketing or communication. The survey identified these top three reasons for firing an agency. The reality is that this is happening is no surprise. A similar trend has developed over a decade in the legal marketplace, between in-house attorneys and outside law firms. The hypothesis is that public relations agencies, and their sisters, the marketing and advertising agencies, are entering the early stages of a similar trend, which is why the future of corporate communication looks more inhouse than outsourcing. To understand a bit what is happening, we show below one of the comments of the survey; an open statement of a company, regarding its PR agency: “She is too slow or suggests stupid ideas just to make money on my account or for the bills to go up over time. I once asked him for help in an emergency and the agency, which was already paying a hefty sum, wanted to charge me an extra $ 800 for designing a poster. Their contract expired at the end of the year and I didn’t even consider renewing them. They had the opportunity to help me and they just took advantage. Goodbye.” For a communication agency or PR it is essential to have good relations with the media, whether online or offline. these relationships with the media are the only way to ensure that the stories of the brands they represent appear in them. However the reality is becoming complex. The majority (68%) of public relations professionals said that their relationships are getting increasingly difficult.

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This is 17% more than last year! Respondents mentioned that the rotation of columnists and reporters is growing, and this is a big problem, veteran reporters are replaced by young and inexperienced who do not last in office (a very recurrent behavior in millennials). This tends to completely change the future of corporate communication since it cannot be thought or developed with the practices that were traditionally had. What are media communication professionals saying today? Azerbaijan Phone List  Here are some comments that communication / PR and marketing professionals make referring to the media: “Journalists are more alienated from PR professionals, rather than associating with them. It is practically impossible to have a real conversation with a writer anymore. ” “With so many voices and influencers it is more difficult to know who is media and who is not.” “Journalists are no longer objective, and if you do not fall into their bias, they are not interested in your stories and they leave you on the way. The days of objectivity are gone. ” Could content marketing be part of the future of corporate communication? In this context, (true) content marketing has a huge opportunity and an important role to play… however, unfortunately, companies do not even understand the subject and live in confusion.

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