Module 4
Corporate Communication and Public Relations
Introduction
In today's world it is impossible to imagine life without technology. Computers and mobile devices play a significant role in daily lives as well as corporate affairs. Whether we accept it or not, technology has entered into our lives and it is changing the whole function of human life and businesses with rapid speed.
Let’s have a brief look to understand that how corporate communication has changed in the workplace in the last 50 years and role of technology in it.
1960-1990
That was the time when private meetings played a vital role before finalizing business issues. PTT – post, telegrams, and telephone used to be important sources of communication but were very expensive. During the 70s and 80s, computers entered into the working environment but were at a very infant stage. Television were also black and white.
The 1980s saw the arrival of the fax machine. This allowed documents to be transmitted from one place to another at a comparatively low cost. It still exists but is not used much except for in government offices. Fax operation was the beginning of changes in corporate communication.
1990-2015
The 1990s marked the era that mobile phones entered into daily lives. Only the elite groups of society could afford a mobile phone at that time as they were expensive and had high calling rates. Generally, premium executives used mobiles as they needed to make important calls or be available at all times as and when an organization required.
But, it was the introduction of the email during the late 1990s that revolutionized how we communicate at work. Email has made life easy and faster without any time-zone conflicts or extra costs.
By the early 2000’s companies were commencing to use intranets. While originally used for housing internal documents, the intranet eventually evolved to an enclosed communications platform. We also saw companies begin incorporating video technology into their business. By 2010, new technology entered and therefore the use of smartphones changed the business scenario. Fax machines, scan machines, PTT were replaced with many apps which changed the process of communication. Everything was available on one click. These tools have brought companies closer at the global level. The enterprise video technology was developed to offer human touch so that people may connect to each other.
Enterprise video technology has been one of the most successful communication technologies within the workplace. Internally, it's changed how companies communicate and interact. For example, large corporate meetings can now be held online. Enterprise video has also improved employee training and onboarding. Best of all, it has reduced a great deal of business costs such as travel and meeting room expenses.
2015-and Beyond
Today, we can’t live without technology. Development of technological advancement and an entrance of artificial intelligence, IoT, and Machine learning is making human life advanced and sophisticated. Today, it can be found everywhere in the business environment. There is no doubt that technology has an irreplaceable position in corporate communication and the success of a business cannot be imagined without technical advancement.
Today’s Communication Technology
Communication technology includes a broad range of channels, from the internet to radio to television to wireless signal providers. It is employed in the business sphere, in personal relationships and also social spaces that are neither primarily commercial nor personal, like a subway stop that uses televisions to broadcast schedule changes. Traditionally, communication technology is proscribed to hardware such as radio receptors or television sets. However, the advent of wireless technologies has correspondingly made the concept of communication technology slightly more ethereal. Although “hot spots” are required to transmit wireless signal, the seemingly unlimited variety of wireless devices makes this form of communication technology particularly invigorating in terms of its potential growth.
Regardless of their specific form, the last few decades have seen an unparalleled rise in the availability of these technologies among the public. In 1985, for instance, there have been a total of 340,000 mobile phone subscribers in India. In 2012, there are now 5.9 billion cellular phone subscribers worldwide. This shift within the span of only 27 years has had a dramatic effect on how people relate to one another.
In previous eras, for example, there was a clear line between the “public” and “private” spheres of daily life. People interacted with the technology in limited bursts since communication technology could only be transmitted in very specific forms such as a tv set or radio wave. The news cycle was geared to produce a compendium of relevant stories at specific times, leading to more thoughtful and well-researched presentations. Because the hardware was somewhat costly, people tended to form up groups to experience presentations together. When the presentation was over, people would shut down the technology and return to their particular social grouping without the expectation of further media interference.
In our present society, communications technology is never truly “off” in the same way that it used to be only a couple of decades before. While people can prefer individually to participate with the technology, the public/personal boundary has become very hard to differentiate. Cell phones, which permit people to connect to the web, are designed to stay receptive to messages unless their battery has died. The natural human urge to connect with others is now a continuing option, rather than an occasional luxury.
The presence of older communication technology like radio or television in people’s lives doesn't have identical significance that it once did, although it still plays a role. Increasingly, communication technology is viewed as a kind of platform. A radio show could be more popular than a television program, or vice-versa. People define relevance to the content, not necessarily to the platform on which it is found. This has forced content providers to become increasingly competitive in terms of branding themselves in the market in order to attract attention. Television competes with Twitter competes with radio competes with memes on the net. There is no centre within the technology universe, only a constantly revolving door of options. The consumer chooses what content appeals to him, and hence benefit to the communication technology provider is therefore second-hand.
This is partially why the increase of wireless technology may ultimately become the distinguishing factor in who influences major communication shifts. Much like electricity, without wireless access many of us are going to be unable to access the content. However, the sheer numbers of individuals who are actively participating in communications technology by virtue of owning cell phones makes it unlikely that just one provider could be able to capture all wireless communications. Because cell phones and tablet computers have evolved so quickly, it's likely that smaller markets are going to be ready to create sophisticated “off-grid” technologies that use a specialized form of wireless signal to transmit messages to a particular group, very much like the London rioters of 2011 sent one another private messages over their Blackberrys or iPhones.
Regardless of what the future holds, the current world is very much an environment influenced by communication technology. It is not an uncommon sight to see someone walking down a crowded street, completely absorbed by the display of their smart phone. The way we decide to connect with people has become largely mediated by communication technology. Most of us have accepted this transition without question.
Importance of Technology in Corporate Communication
Below are the reasons why technology is important in corporate communication:
Acquire Business Efficiency
Technology helps people to be more productive and efficient. Whether you’re using a word processing program that allows you to edit with ease or an electronic bookkeeping system that pulls data at the touch of a keystroke, technology makes life easier. You can schedule sales calls and appointments, track employee time, and perform many tedious tasks that may consume hours in mere minutes.
Ensure Computational Accuracy
Modern application software like Excel, with its computational formulas, ensure accuracy. Accounting programs such as QuickBooks allow keeping account inventory accurate and clear. Management of information related to sales, its management, departments, customer data and payroll have become easier with the assistance of computer software and their various functions. The basic understanding of these systems saves time and cost in compiling financial information. With the utilization of the many software programs, data may be stored easily and manage efficiently.
Technology helps to be Competitive in theMarketplace
Today, no business can function without technology. Competitors use technology to plow ahead in business; therefore, it's essential for a business to use technology and its more advanced processes so as to stay ahead of its competitors. The uses of digital marketing to push an organization and online sales tools to sell across various channels have proven extremely crucial to a business across the world. Embrace Customer Relationship Management systems that allow a corporation to trace what their customers do and like.
Be Industry Relevant
Technology allows the exchange of other relevant information as well which may be associated with a business for eg. A healthcare professional with the use of technology can connect to his consumers online, understand their health-related problems, connect with a pool of doctors, and regulate information about latest developments. It can help a business to stay industry relevant and acceptable in a market.
Security
Technology is often also employed to protect financial data, confidential executive decisions and other proprietary information that lead to competitive advantage. Simply put, technology helps businesses keep their ideas aloof from their competition. By having a password on computers, a business can make sure that all the important files are protected and saved.
Efficiency of Operations
Technology also helps a business understand its financial needs and preserve precious resources such as time and physical space. For instance, Warehouse inventory technologies help business owners understand how best to manage the storage costs of holding a product. With proper technology adoption, executives can save time and money by holding meetings over various online conferencing mediums rather than at corporate headquarters.
Information Retrieval and Distribution
Information from text to audio, video or images can be easily sent to the public in a vast array of methods. These way relationships can be formulated faster and easier.
Functions of Communication Technology in Corporate Communication
Today, no business can run without technology. Any business that has ignored technology either has been pushed out of the market or isn't making a penny in profits. Technology is at the center of it all and more so in corporate communication. Below are some functions of communication technology in corporate communication:
Dissemination of Information
All communication from a business does not need to be conveyed to everyone involved with it. That is why technology has led to targeting a particular group with a set of data. If a business chooses to speak to the teenagers, the simplest avenue to reach them is via social media. For the adult demographic, a business would use television and newspapers. In other words, technology has made it possible for business communication to be targeted to a particular group or demographic.
Making Communication Effective
Using technology, a business can identify and choose how to communicate with a certain group of customers. It could use telephony, social media, blogs or email. A business can pass its information more effectively.
Prompt communication
Without technology, business communication was hectic. It would take days for information to be formulated and dispersed. Today, it only takes pressing a button, and all everything is done. Business can now communicate instantly thus addressing its customers not only effectively but also in a fast manner.
Diversification of Business Communication
There is a range of communication methods at the disposal of any business. It depends upon the channel of communication and the target audience. There are emails, mobile devices, websites, blogs, newsletters and then some. Business communication is now more diversified and thus can reach anywhere and anybody on the globe. This is the ability that every business should use to communicate effectively to its customers.
Minimizing the Cost of Business Communication
Without technology, it was not cheap to create and pass information. Today, some businesses don't even need a financial budget communication. Many corporations only allocate an insignificant amount towards their communication role. Technology has curtailed all the barriers that would require a hefty budget for communication to be effective, fast and efficient. It is hard to imagine how cumbersome and expensive communication would be without technology.
Collaboration of information
Today, thanks to technology, businesses can use them the same piece of information on different platforms. Information created on a computer can be used on a website, send an email, posted on social platforms or shared via blogs. This collaboration of information has helped business cut down the workforce needed in the process of communication. Collaborating information not only makes business communication better but also simplifies the tasks and cut expenses.
Therefore, technology carries a crucial business communication function. Without it, business communication would regress to its unevolved state where it took days or weeks for information to be passed. That is why any business shouldn't ignore the role of technology. Technology drives change and communication is one of the roles without which it would be impossible to imagine any kind effective conduct.
Types of Communication Technology
Technology has revolutionized the way people do business. Instead of relying only on face-to-face communication, company owners and their employees have a variety sort of technology-mediated resources at their disposal. Various Technological advances allow immediate access to customers, business associates, vendors and employees in other parts of the country and even the globe. Examine the various technology tools available to small business owners to ascertain which of them you'll be able to benefit from using.
Email as a Standard Form of Business Communication
Email has become a regular type of business communication, both inside a corporation and with outside contacts. Emails can be sent to individuals or groups of people who all need to be aware of the same information. This kind of technology-based communication allows you to take care of consumers, partners and other stakeholders without lengthy conversations while maintaining a record of exactly what was communicated. Additionally, email marketing services such as Mail Chimp and Constant Contact allow you to send the same email to all interested parties on your mailing list with the push of a button.
Smartphones and Texting
While speaking with people on the phone has gone somewhat out of vogue in favour of email, texting has become the most personal type of business communication. While you may give your email address to several people, your personal phone/text number is reserved for a couple of close associates. A quick text to an employee with information about the task they're engaged on is low key, nondisruptive and takes less time than a call.
Smartphones also allow employees to take advantage of a range of management applications that may make their job easier, especially if they're out of the office and on the road, working from home, or perhaps just checking in while on vacation. For many businesses, these minicomputers and management tools are essential for staff and managers who can stay connected with other employees and company updates.
Business Management Tools
Business management tools make it easy to track the progress of projects from start to finish. Programs like Wrike, Trello, Salesforce.com and Basecamp allow team members to assign tasks within a project, upload documents, make changes and comment on one another's work, send messages and update progress, all in one place.
Other file-sharing programs like Google Docs, Microsoft OneDrive and Dropbox also provide team collaboration and communication on projects. Individuals can create and store documents then give other team members access to those documents. Changes can be made and shared among team members and stored for later retrieval. Even if employees are working in numerous locations or times of the day, the collaborative effort is straightforward, and rarely anything is missed.
Using Videoconferencing for Meetings
If your business is disseminated in various locations, you may be able to save both time and money by using videoconferencing for meetings with staff from various offices. Applications such as Google Hangouts and Skype allow you to see one another while you hold your meetings. This allows for face-to-face communication although participants are many miles apart. This is an especially useful instrument for maintaining camaraderie among office personnel despite long distances.
Social Networking and Relationship Marketing
When it comes to marketing your business, social network sites like Facebook, LinkedIn and Instagram may be essential to getting your message out. Since you gather “friends” on these sites, you've got to regulate your communication style to a casual approach. These sites are places to conduct relationship marketing and make announcements about new products, specials or events you're hosting. Instead of sales pitches, place messages on these sites that sound such as you have a decent deal for your friends.
Twitter is another social media network where you'll be able to spread your message in short tweets. You must choose your words wisely because the app limits how many characters you can use. Tweets may not lead to immediate sales, but they keep your company in your followers' minds within the marketplace.
Blogs and Information Websites
Blogs, or weblogs, are an essential part of many company websites. Blogs can be used to regularly provide information on the products or services that interest the consumers. You'll be able to offer information and function as a resource for both your customers and potential clients. When people search the web for information on a specific kind of product or service and find helpful information on your blog, they're more likely to return to you for the related products or services you sell.
Artificial Intelligence
Another tool for computerized communication with customers is integrating is the use of A.I such as chatbots into messenger applications on your website. Using chatbots can lessen your employees' workload while providing basic customer service.
A chatbot is an automatic service that interacts with a customer over a conversation interface without the presence of a live person. The chatbot is programmed to respond to certain questions and provide information or assistance as needed. If necessary, a live customer service representative can take over the interaction to supply more detailed help.
New Media: Web Conferencing
Web conferencing is typically used as an umbrella term for multiple types of online collaborative services including web seminars (“webinars”), webcasts. And peer-level and organizational web meetings in general. Web conferencing is made possible by internet using information technology, particularly on TCP/IP connections. Services may allow time point communications as well as multicast communications. From one sender to many receivers. It offers data streams of text-based messages, voice and video chat to be shared simultaneously, across geographically dispersed locations. Applications of web conferencing encompass meetings, training events, lecture, presentations from a web-connected computer to other web-connected computers.
Web conferencing usually allows real-time point-to-point communication as well as multi-task communications from one sender to several receivers in separate locations. Depending on the requirements, either an application (additional software) is downloaded and installed or a web-based client application is launched in the member's browser. The latest open source technology for Web-conferencing is offered by Google’s WebRTC.
As per Web Coferencing.org –Web Conferencing has five advantages which are mentioned as it is available on a website to give the better understanding to the audiences.
Five Advantages of Web Conferencing Solutions are:
1. Application and Desktop Sharing
One of the most important advantages of web conferencing is desktop and application sharing. The ability to present information through PowerPoint Presentations, Excel Spreadsheets, and any number of other applications ensures that your meeting runs smoothly and that all members are on the same page despite the distance.
2. Increase Productivity
Web conferencing does save time and costs, but that’s not the only way it can save time. Through web collaboration solutions, companies can give online demos of products and services without dalliance in the planning process. You can save the time that’s usually spent on coordinating with clients, employees, and customers by having a webinar demo or tutorial ready for online deployment.
3. Conduct Employee Training Easily
Most people consider the benefits of web conferencing in terms of internal meetings, but you can also utilize it for employee training. Web-conferencing programs like Blackboard specialize specifically on training and education, making it easier than ever to train employees located in various locations at the same time.
4. Improve Customer Relations
Web conferencing tools can even be employed to improve customer support and relationships. Utilizing the benefits of web conferencing solutions can give your support team more ability to acquire control of a client’s computer and fix problems in a more efficient and timely manner.
5. Unrestricted by Locations
Finally, the most important web conferencing benefit is that it allows your organization to act without geographical limitations. You can manage and run all the operations of your company through web conferencing with the best webinar tools, and the technology is improving at such a meteoric rate that the geographical distance between employees and team members will soon be a non-issue.
As you may see, leveraging the benefits of web conferencing solutions ensures that your entire organization is working on the same page, vastly improving the data flow of the corporate.
Really Simple Syndication (RSS)
RSS feed is a form of new media which feeds favorite news and information to deliver to a consumer as soon as they are posted online without consumers having to search for the content. PR defined a customized XML-XPRL (extensible Public Relations Language). XRPL aims to assist practitioners to transfer data or information electronically. Its purpose is to automate information exchange as much as possible, quicker result and higher quality communication, with fewer errors.
The RSS is a useful method for disseminating information because it provides a link to the customers in a shorter volume of time, put users in control and very easy to use. It is a method by which web-based content can be easily and quickly distributed when it is modified or started into a website or weblog. Most blogs and websites contain an RSS feed as a prerequisite. This feed automatically transfers formatted releases of new content that is received by those who use RSS newsreaders and subscribe to that particular feed.
Various services offer free and paid news readers with the paid versions containing more features, such as keyword searches that locate feeds of interest based on the user's keywords. Many services offer the conversion of the RSS feeds to an email format for individuals that don't know how to work with a news reader.
Word Press sites (blogs) for instance, automatically produce a RSS feed for every post published. A feed is written in a coded machine language called XML, for Extensible Markup Language.
Smart organizations are using RSS (Really Simple Syndication) to easily update prospects, customers, investors, and the media, but too few organizations are using this really simple marketing technique for sharing valuable information.
Because they are essentially subscription mechanisms to regularly updated content, many organizations have the RSS subscription page as part of the online media room and use it as a primary way to deliver news release content. RSS feeds are great when offered as part of online media rooms; this pushes content directly to the media (and other interested people).
Companies such as Microsoft and IBM syndicate information via RSS feeds to reach specific external audiences such as the media, Wall Street analysts, customers, partners, distributors, and resellers. Intel offers a suite of feeds that includes Intel Products, Intel Press Room, Intel Investor Relations, Software at Intel, Networking and Communications, Intel Reseller Center, and IT@Intel. It also offers country-specific RSS feeds from Brazil, China, France, Germany, Italy, Japan, Russia, and others.
The online media room is a place where many people congregate, not just journalists. It is one place on your organization’s Web site that you can control, without interference, approval processes, and IT support, so it presents a terrific opportunity for marketing and PR people to get content out into the marketplace. On the Web, success equals content. And one of the easiest ways to get content into the market is via an online media room with RSS feeds.
Popular RSS Readers
You may want to test several RSS readers/aggregators to see which one works best for you. There are many RSS readers in the market that offer a free version and an paid version which is upgraded with more features. Here are a few popular readers:
- Feedly for web, iOS, Android
- Panda is a Chrome extension, web, iOS
- Reeder 3 for Mac and iOS
- Feeder for Android, Chrome, and iOS
- Feedreader for Windows
Introduction
Information technology is a catalyst for unprecedented change in organizational structure, function, and communication. This implies that the impact of organizational structure is so enormous that it has substantially revolutionized the practice of corporate communication around the world. Because of digital changes and technological advancement, corporate communication has moved across the globe. This has given tremendous powers to the executives and to the consumer as well.
Information technology helps PR to develop networks across the globe. Through, information technology, PR companies can reach their global partners irrespective of their location through telephone, emails etc. Through Information Technology, PR firms conduct their operations and documentation in a better way and it boosts organization communication within an organization.
E-Media Relations
Today, PR is using different types of media sources in print, electronic and digital platforms to reach their masses and increase their profits. Though newspapers will always be a primary source of disseminating information and interacting with people from company’s point of view, no one can deny the power of information technology and E-media relations. Many multi-national companies have entered India and many Indian companies are outsourced out of India. They all have global markets and to interact with global markets, they need to connect them faster and on time. This is where e-media comes into play by allowing them to connect with global markets using the internet and connecting people all over the planet.
E-media relations include:
Third Party e- Media
Third –party e-media includes media which is external and beyond the control of the organization and it does not include their websites, magazines, online newsletters etc. however, it includes other websites such as e-zines, journals, and third-party newsletters. They are the websites who are not directly related to companies but play a crucial role in developing the mindset of consumers. They may include feedbacks, reviews, products services etc.
Webcasting
Websites that include online versions of print publication, news sites, and trade sites are a form of broadcasting production that incorporates streaming video and audio. It can be likened to a video conference which helps the company answer queries, describe products and provides them access to a vast audience. The company can also download it and use the sources for mass connection and information.
E-zines
An e-zine in simple words is an online magazine. It covers a diverse range of topics just as a traditional magazine. A well-written press release is seen as a more valuable commodity online than it is in the real world. Salon (www.salonmagazine.com) is generally esteemed the biggest and the best of the e-zine breed.
Video-News Release (VNRs)
Today, it can be seen that many production houses are launching their channels online for publishing a range of news releases. VNR is a short news package presenting a news item from the organization’s viewpoint. It is usually distributed by satellite. It can be used to describe key product elements and answer queries as well as address complaints. Through, a VNR product doesn’t look like a commercial plug but can be the best medium of conversation.
Electronic Media Kits
Electronic Media Kits are generally a media package or kit in the form of a page on company’s website that contains resources and information for reporters and publishers. Through, this section, company easily gives access to the media regarding the marketing materials and information which is accessible, easy to use and helpful to the press.
E-internal Communications
Computer-mediated communication (CMC) or e-internal communication have many sources which allow more information to be processed, stored, retrieved and transferred, faster and cheaper.
Voicemail:
A voicemail simply means a centralized electronic system which can store messages from telephone callers. This will help a receiver to receive the messages in his/her absence and can be replied later. It has multiple advantages such as it saves time, passes the messages even if the receiver is absent, assurance that the message has reached to the receiver and easy to retrieve the information. Many big companies’ key officials use the voicemail system to respond to important information as early as possible.
E-Mail:
Email is a revolutionary step in the process of business communication. Electronic mail or messages are the easiest, cheapest and fastest means of internal communication. Today, the facility of sending messages through android phones has made this source the most convenient to people. Through email, the company can easily manage communication with multiple stakeholders, shareholders and employees. Email can be used as a significant tool for managing all areas of communication be it media relations, employee relations, crisis management or giving the best services to consumers or clients. No business can imagine their existence without the source of email connections. E-mail services are widely used for its speed, cost, time, and sending data and soft copies of documentsto anyone and anywhere.
EMS (Electronic Meeting System)
EMS is a system where communication is relayed electronically. An electronic meeting system (EMS) is a type of computer software that facilitates creative problem solving and decision-making of groups within an organization or across multiple organizations externally. The term was coined by Alan R. Dennis et al. In 1988.
The salient features of EMS systems overcome the drawbacks of traditional face-to-face meetings such as lack of participation, criticism, and domination of the proceedings by a few members.
Advantages of EMS:
- Participation of more people in groups
- Better group dynamics
- Increased openness and less personal prejudice through anonymity
- Any location (online) capability which avoids travel time and cost
- Increased participant availability (any place, any time).
- Increased interactivity and participation by parallelization
- Realtime voting and analysis provide more sophistication
- Less effort in preparation by using meeting templates
- Repeatable meeting and workshop process through meeting templates
- Automatic, comprehensive, neutral documentation
E-brand Identity and Company Reputation
E-branding is a term that denotes branding of a corporate through the internet. Many online companies which do not have physical stores sell their products through E-branding. And In India, we have seen a plethora of E-commerce companies launched, established a market and then failed miserably. The reason for this may have been lack of funds, improper e-branding and the loss of company reputation.
A key aspect of online commerce and branding is the importance of collecting and analysing data. Below are to examples which will make it easier to understand the importance of e-branding
The Internet as a Storefront: Amazon VS pets.com
The best example of successful e-branding is Amazon. Amazon started as an online bookstore. It made customers feel comfortable with its tagline “apnidukaan”. They suggest customers relax at home and they will provide the best products to their customers at their doorstep. As they commenced their business with books, they advised people to stay at home and wait a few days so that Amazon could provide them their required books at a lower price. Because of good service and competitive pricing, their business flourished. After their initial success they started expanding their business by including products such as music, toys, and clothing, electronics etc. By supplying premium brand and recommending products by remembering customers’ preference, which enhances customers’ shopping experience, Amazon created their E-brand Identity. Now, because of this e-brand identity Amazon enjoys a trusty customer base that considers it as premium shopping website.
On the other hand, Pets.com spent millions of dollars on charming advertising however because of its lack of a strong business plan and its overly optimistic view of consumer demand for its product, it was defeated by its competitors.
A successful branding must add value to a product and provide a variety of benefits to customers. If a brand value is lost to the consumers, the brand will indubitably lose credibility no matter how fancy the advertisement is.
Advantages of E–branding
Builds Trust
Scepticism was common among the general public when e-commerce first arrived at the scene. But, with the use of good product and prompt service, trust on various e-brands grew among the masses. The foundation of trust building lies in the quality of products and services provided by a company rather than advertising.
The more you are consistent and regular, the more trust you gain from your consumers. Consistency and accuracy of information are very helpful when it comes to trust building.
Builds Credibility
It is important today for all businesses to maintain their integrity and be regular in their approach. For instance, Amazon, Myntra and few others e-commerce businesses are successful because they were able to build their image and show integrity before the masses. A good branding strategy is always based on trust and appealing to the masses with a positive attitude. Therefore, a company should maintain a high level of integrity which will greatly boost the credibility which a company may want to establish.
Increases Marketing Effectiveness
Once a company develops trust and credibility in the internet market, they should start working towards building their market effectiveness. Based on their market strategy, an audience will start responding to it. It is important for a company to start working towards maintaining their image and reputation once they get the trust and credibility in businesses. Providing sustainable pricing for high quality products in a competitive market can be arduous but it is a fundamental requirement for increasing market effectiveness. Timely response to consumer feedback and complaints allow an organization to build a reputed e-brand identity.
Online branding is all about experiences and experiment. There is no fixed formula when it comes to E-branding. It keeps on changing in a competitive market. Therefore, company should always be ready for different types of products, customer reactions, their likes and preferences, their expectations, and their opinions and beliefs. Online branding is not as such for a specific audience so an e-branding strategy should be formulated with the general public in mind.
Company Reputation
In today’s world, almost all traditional companies have started their businesses online. The internet is an effective instrument for both consumers and corporates. On one hand, if it builds the reputation of a company then on the other hands, it impacts on their reputation too. The reach of the internet is faster and covers a wider audience, therefore, a company really need to be conscious and sensitive while building their business online and managing their reputation.
Pronto marketing.com has suggested 10 points through which a company can build their reputation online. They are as follows:
Focus and be Aware– Hear your customers and identify your target market. Use the net to stay informed regarding industry developments, competition, and news which could help steer how you act online.
Monitor Your Reputation– Explore your business online regularly and monitor how you fare in search results and what any feedback is. Understand what you'll be able to control and either adopt the services of a reputation management company or go it alone with apps like Google Alerts, Social Mention.
Be Authentic and Honest– Nobody wants to read corporate jargon, so make sure that the tone you use on social media platforms is human and fits your target market. You want to come across as trustworthy and this implies being transparent and open; reacting in the right way to negative posts and comments instead of trying to cover your back with marketing-spiel which could end up negatively.
Create Quality Content– Formulate content your consumers want to read, not just self-promotional copy. Think about reciprocation and interact with your customers instead of constantly adopting an instantaneous sales approach.
React and Engage– To build and maintain a decent reputation, you need to be interactive too. This means being accessible and responding quickly to build good relationships. Delays in responding to social media feedback such as Tweets, posts, comments, and questions can have a negative impact on your reputation.
Be Social– Social media platforms, utilized in the proper way, are often an efficient way to shape your company and brand reputation. Don’t aim for immediate results but take time to build up a genuine profile and build content that resonates with your target market. Be strategic whilst focusing on the value of real connections.
Start a blog– A blog may be a great vehicle for getting information out about your company or perhaps drawing in customers with useful tips and observations. You can establish yourself as an industry expert too which provides your business greater credibility. It’s also important to update your blog regularly to add to your professional image.
Get in directory listings– Before the Internet, businesses would not have dreamed of not being listed in paper directories, and today it’s essential that you utilize online directories. Being easier to seek out in searches will drive traffic to your site where you'll be able to adopt reputation management tools to keep your visitors interested and active on your pages.
Seek publicity– Reputation management is proactive and not just reactive. While you might use social media to entice customers without going in for the direct sell, there’s nothing wrong in self-promotion either. A good method to seek publicity online is to jot down articles for other blogs, consider the advantages of Web advertising, and establish yourself as an expert to spread your good company name.
Encourage Reviews– Feedback is valuable. It shows you who is interacting with you and gives you essential insight into your reputation. Reviews should be welcomed with open arms, as nearly 90% of review readers believe what they read online according to a recent study. Don’t be tempted to pay for good reviews either, as this breaks the terms of service of many directories and can result in long-term harm to your visibility on their site! You can also turn a negative response into a positive by reacting in an exceedingly professional way and not by being defensive.
Introduction
Blogging is considered to be the newswire of the digital revolution. It is a powerful tool for communicating company business stories. It is a way to engage new audiences and build relationships with existing customers and to position a business as a thought leader in its field.
Blogs, short for web logs, are online platforms to create specific types of content, share them and interact with audiences. They may have a number of common features such as comment possibilities, trackbacks, and a Really Simple Syndication (RSS) technology. Generally, business blogs are non – commercial and non-promotional in nature and regularly updates the current information in content entries.
Today, every company and individual write blogs which helps them to express their ideas, perceptions, and information to their target audience. It is a platform of expression. It helps to generate customer value.
Defining Corporate Blogging
Corporate blogging can be defined as “the use of blogs to further accomplish company goals”. (Wiley)
Technopedia defines "Abusiness blog (b-blog) is a blog of published, informal online articles that are either included in a company’s internal communications system (intranet) or posted on the Internet for the public to read." Business blogs use a more personal tone than corporate websites and are primarily used for public relations purposes. A business blog may also be referred to as a corporate blog or corporate Weblog.
According to Technopedia, there are two types of corporate Blogs: Internal and External
An internal business blog generally uses RSS feeds to promulgate content to employees. Internal blogs are often used to promote employee participation and discussion, to foster a sense of community and to direct communication between various layers of a corporation.
The external blog is publicly available and for public views and information. This is done by company employees or by a PR spokesperson to announce any new products, to clarify and explain policies or to react or respond to public issues. It is informal in nature compared to a formal press release. Corporate blogs should not be about an individual but should be a platform to show thought, leadership and communication of views on industry issues.
Business blogs have the advantage of offering a glimpse into the inner workings of a company that might not be found on its corporate website. Whether business blogs are external or internal, they are a familiar part of the corporate world.
Characteristics of a Blog
Blogbasics.com has listed the characteristics of a blog which are as follows:
- A blog has some form of navigation, typically consisting of menus.
2. A blog’s layout contains a header, footer, and content. Typically, there is at least one sidebar running beside the content.
3. A blog must have various categories of posts.
4. It should contain a section that readers can access the archives, previous posts.
5. A blog post can contain text, images, videos and various other forms of media.
6. A blog posts can contain links to other posts, both within a blog and to the entire web.
7. A blog should contain a contact page and form.
8. It should contain an 'about us' page.
9. It may also display of recent posts, a plugin that automatically sends a new post details to Twitter or Facebook, image galleries and the ability to turn the post into an easy to print a document.
10. For writing a blog no technical knowledge is required. Only basics and understanding about the subject helps to create effective blogs.
11. Instant distribution of information to millions of masses across the globe.
12. A blog is systematically organized.
13. Search engine magnets and search engine optimized content to find the types of content required.
14. Permalinks means any author who writes a blog also has a link to his bio, other articles details etc. so, a reader gets a chance to connect with the author directly.
Types of Corporate Blogs
John Saddington in his blog identified five types of corporate blogs:
1. Senior Leadership, Founder, CEO
It is a type of blog where the CEO/Founder of the organization is provides most of the perspective and voice for the blog and the company. Perhaps it’s other senior leaders within their own area of expertise or role and responsibility. It comes from the top so it is a powerful perspective to consider.
Of course, the challenge is that the leader of the company may not have enough time to blog consistently or regularly and that can really hurt the blog’s potential. There are a few examples of senior leader’s blogging regularly but it’s few and far between which makes this gem of a type extremely precious and rare.
2. General Company Blog, Multi-Author
This is the most common type of blog where there is one general blog where one or more authors contribute. Sometimes these are full-time roles within the company or a rotating publishing schedule from key influencers within the organization (or those that can simply blog and write well).
This can be good to help provide a well-rounded perspective on the business as a whole and help pass the responsibility around so that no one person is at fault for not publishing consistently. This works really well for smaller organizations that have only a few people on staff but it can also work well for larger ones as well. This might be a good place to “get your feet wet,” so to speak, and for your company to try adding a blog to your social communication strategy.
3. Specific Team or Department Blog
Your organization may be large enough to have department specific blogs that focus their content on what that specific department is responsible for. Examples would include the Information Technology (IT) team having a blog sharing their thoughts on infrastructure and database management or the software development team is honest about their approach and struggles with shipping their product.
Perhaps it’s even the HR department sharing their solutions of hiring well or the customer service organization engaging in the conversation and even taking help requests from the comment layer. All these can be included in the specific team or department type.
4. Product, Service, Marketing Blog
Most businesses would take this type and roll it into one of the other types as a sub-type but the better business blogs that I’ve seen strategically focus their content on talking about one of their products, most likely their flagship product, and making that the blog channel that becomes marquee.
For example, if your entire business is centred around a specific web application then having a blog that’s dedicated to sharing the details of the product, the team behind it, the challenges, the updates, the “behind the scenes” look would be pretty neat. A lot of great business blogs take this strategy and work in soft-marketing approaches to entice new customers. By sharing the details of the product/service it becomes a viable marketing tool that people talk about.
5. Employee Blog
Finally, the last type of business blog would be a specific employee blog or perhaps a network of employee blogs that are powered by individual employees. Perhaps it’s a blog that is company branded or perhaps it’s their independent blog that just becomes the “voice” for the business.
In either case, this can work well if the employee understands their responsibility to the organization as a whole and that the specific expectations are laid out.
Role of Corporate Blogs
By writing about your industry, reviewing products, providing company news, and commenting on various business and economics issues, your blog is a readily available source of news stories. By writing in a manner or style that reflects your personality, in conjunction with your expertise within the industry, journalists will consider you to be an industry expert.
As competition for available media coverage tightens in a sea of press releases and attention-stealing publicity stunts, it is harder than ever for a business to achieve much-needed publicity. A business person is usually at a complete loss on how to get media coverage of a worthwhile business story.
Getting someone to hear the message is half the battle. The other half lies in having the members of the media consider it newsworthy. There must be another vehicle that can gain the attention of an already swamped news editor. This is where a corporate blog comes into play for the publicity seeking businessman.
Should a disaster happen either to the business or its customers, a business blog provides an instantaneous and personalized vehicle to discuss the problem with the general public. Instead of the “spin” usually associated with public relations, the blog can serve as an honest and concerned pipeline directly to the public. By addressing the issues openly and honestly, the business can regain and even increase the public’s trust. Concerned customers and by extension general public will view the blog as the entity giving the straight answer. Such trust will only help enhance the business’s reputation, both in the short and long-term.
Perhaps the single most powerful aspect of blogs, within the area of business, is the personalization aspect. A writer is a real person, putting a human face on what might otherwise be perceived as an unknown and distant company. By developing trust among the assorted readership groups, the blog writer provides a private link to the corporate. If the goal of a public relations effort is to work in coordination with sales and marketing, a blog will establish trust with current and prospective customers and clients. It’s a widely known truism that individuals will buy from their friends and other people whose word they trust. The development of a blog component to the company website will go far in achieving those trust-based goals.
Blogging as a popular public medium gives up that tight control and presents a message in a conversation with the reader. In that sense, the blog cultivates public opinion. With increasing transparency, inside and outside of organizations, the simplest approach is one of open discussion. A blog is the ideal delivery vehicle.
Many people have begun to mistrust the conventional canned business approach as lacking honesty. The openness of a blog changes that perception entirely. As the philosopher, McLuhan stated, “Perception is reality”. In other words, what we perceive to be true is real in our own thoughts. A blog can enhance that perception of honesty by delivering the straight goods on an issue. With that open approach, lacking the conventional tightly controlled message, trust in the company is enhanced. In both the short and longer terms, that trust translates into more lifelong customers and clients.
Making a Business Blog
There are a number of issues that need to be addressed when it comes to improving corporate blogs, but here, we have few important list or key elements which need to be focused when we define the aspects of making corporate blogs. They are:
Blog Plan of Approach
Once a company decides to publish their own blog, they need to first develop a comprehensive plan of approach wherein they need to decide about the focal topic on which they want to focus. They also need to understand that what kind of audiences they are looking for and what communication they would like to make with their target audiences.
The company should have a clear agenda on what subjects they want to focus their blog at, it could be about business, economy, finance, company philosophy, consumer awareness, discussion on current subjects etc. while doing all these, a company should not forget to be ethical in their approach. It is important for an organization to be honest, truthful and accurate while talking with their audiences and setting the objectives with them. A blog is a useful and powerful medium to enhance customer relationship, customer engagement, driving purchase intent, and to make consumers aware about new changes and role of the organization in it.
Blog Design
Experts suggest that blog designs should be a little different from the conventional design of a website. It helps to find easy identification and define the purpose of the blog. Blog design like all designs is the discipline of studying content, interpreting personality, anticipating needs, and translating unspoken hope and desire. Blog design is about adding the gestures and modulation one would find in a face to face conversation. Blog design supports and adds value to the text. Blog design also adds or subtracts credibility.
The key design features for corporate blogs are:
- Proactively promote having people sign up for the newsletter. A company should be more proactive in finalizing the design or to attract the people to visit on their blog page. “Subscribe to our blog posts” will not do many changes. A company should follow the more engaging approach might sound like “Like what you are reading?” etc.
- There are many blog designs use the right-hand navigation but to create a difference left-hand navigation should be used.
- A company should also share a permalink which is connected to all.
- It is also recommended to create a widget so that most liked post or popular post is visible easily to visitors and read the best blogs on the products or services that have to offer.
Blog content
Corporate blogging is the practice of creating content that addresses industry updates, expert tips or best practices and company news from the perspective of a brand. It is used by businesses of all sizes as a means of content marketing. The blog may be written by the executive within a business or by professional SEO and content writers with industry expertise on behalf of the business.
Choose the right topic and find your voice: A blogger should always choose the relevant topic based on business backgrounds and articulate thoughts systematically.
Link the professional sites link: It is important for an author to get connect with their audience, therefore, they should create a link which can direct the audience to visit on the page of author profile and interest details.
Good corporate blog posts are about 400-1,000 words: Blog posts should be easily digestible during a coffee break. Readers will give up if they need to scroll down endlessly. If you’re getting upwards of 1,000 words, consider breaking your post into two parts, or tightening up your ideas and language.
