Because of growing digitalization, integrated communication has become more critical than ever. New inventions such as VoIP phone systems significantly increased the number of communication channels available and used by many different businesses. Additionally, the worldwide pandemic has only escalated the role of those channels. That’s why every leader should know how to implement a successful communication strategy to their company.
The person responsible for the company’s communication should be aware of its impact on effectiveness and efficiency. This article provides the most important information every business owner should know, including what integrated communication is, how to build a brand using effective channels, how to choose the best communication strategy and much more.
What Is Integrated Communication?
First, it’s essential to understand what integrated communication is. Integrated communication includes all parts of a company’s communication, including marketing, sales, customer service, and public relations. It involves a combination of strategies, channels and messages implemented throughout the organization to help it reach its goals. Simply put, it helps businesses build relationships with their customers and create the best possible experiences for them.
What Are the Benefits of an Effective Integrated Communication Strategy?
First of all, a successful communication strategy creates a stronger customer relationship because it ensures that the message reaches all the people who need to hear it. Thanks to it, business owners get information about their target audience that can help them make more informed decisions in the future.
Additionally, integrated communication takes into account every channel businesses use to connect with their audiences. Digital channels are viral nowadays, but they’re not the only channels companies should use. Every channel has its own strengths and weaknesses, so it depends on the particular strategy of the business, which channels it uses, and how much it invests in them.
Finally, an effective communication strategy helps employees work more effectively, reduces costs and improves the company’s image.
Here are some other benefits it offers:
- Improving employee satisfaction
- Increasing motivation of employees
- Reducing training costs
- Improving employee retention
How Can Leaders Choose the Best Communication Strategy?
Communication strategies should be aligned with business objectives in order to achieve the desired results. There are several types of communication strategies:
- The one-way communication strategy involves a one-way flow of information from the top of an organization down to employees.
- The two-way communication strategy includes both the top-down and bottom-up flow of information between leaders and employees.
- The three-way communication strategy occurs when leaders receive information from employees, then repeat it to the workers to later receive this information back again. It means that there is a three-way flow of information between leaders and employees, which facilitates the work of an organization. It makes employees more involved and engaged in their work.
- The organization-wide communication strategy is aimed at making sure every employee understands how their work contributes to achieving the business goals by sharing information across departments and job functions.
- The business partnership strategy helps businesses establish strong partnerships with other companies by sharing information about their customers’ needs and expectations to boost customer satisfaction.
Communication strategy is a road map, a plan that helps a company reach its end goal. A successful communication strategy helps it communicate its message effectively to the right audience and achieve the desired outcome.
Integrated communication ensures that the message stays the same, no matter which medium or communication strategy the company uses. As such, it plays the role of an overseer that watches over all the communication channels and makes sure they stay in order.
How to Assess Current Communication Strategy
The assessment of an organization’s communication strategy involves many critical factors that should be considered when developing or changing the organization’s communication strategy. Here are a few things to consider:
- The effectiveness of current communication strategies
- Stakeholders’ satisfaction with current communication strategies
- The level of employees’ understanding of the company’s vision, mission, and culture
How to Build an Effective Integrated Communication Strategy
Building a successful integrated communication strategy starts with determining the goals and objectives of the organization. It can be done by answering three questions: What do we want to achieve? How do we want to achieve it? Who is responsible for achieving the goals?
After that step, the leaders should align their communication strategy with business goals and objectives. Then they need to establish communication channels and determine the most effective channels for each of the organization’s departments. It helps to increase the efficiency of communication.
The next step is to build an effective integrated communication strategy by keeping three things in mind:
- Keeping employees aware of business goals
- Making sure employees have the necessary information at their disposal
- Making sure employees are engaged in the work
Every company has different goals and objectives. Therefore, implementing an effective integrated communication strategy is a complicated process that requires a great deal of time and effort.
Its successful implementation depends on the organization’s culture, values and vision. That’s why leaders should determine what they want to achieve and how the communication channels can help them achieve their goals. Additionally, they need to consider the role of the employees and what options will work best for them.
It will take some time to assess all the factors and find the best solutions. Still, if it is done correctly, any business owner can create a successful communication strategy and implement it in their organization.
Phil Cord is a freelance content writer. He loves exploring new solutions and their impact on business. Currently, he works with a group of specialists fascinated by the broadly understood subject of work. Their areas of interest include topics related to the future of work, offices, technology in the workplace, HR specialists’ competencies, health, communication and a wise combination of professional and private life.
