Newspapers, radio, television and the internet – the evolution of mass communication can be summed up in these few words. However, although the media and platforms constantly change, the communication basis remains the same. Successful convey of the desired message to targeted audiences is one of the key reasons why the organization hires a PR agency, with whose help they can reach the full potential of mass communication.
What are the communication goals and why should we set them?
We use at least one mass media a day in order to inform, therefore the information goal is well-known to everyone. However, during last couple of years, trends show that just information transfer is not enough.
The audience wants to be informed and entertained at the same time that is covered by the term infotainment. In a multimedia environment, transmitting information is no longer enough, so the help of communication professionals is more than necessary.
Communication can be used internally or externally. Internally means within your organization – to motivate your employees and to boost mood and morale, especially during difficult projects or coping unreasonable deadlines.
When talking about external, there are two good reasons. One is to build your reputation, for example: by motivating citizens to participate in civic activities that you organize or communicate to target audience that your business is socially responsible, which is imperative for any organization nowadays.
Second reason would be getting closer to realize company’s goals by asking for a specific action by the receiver.
Do you have a high-quality product or service, but you don’t know how to convince your target audience to buy it? Are your customers or potential buyers aware of your goods?
Communication is the key tool! Marketing methods can sometimes have the opposite effect and appear overwhelming, but if you successfully communicate what makes you different from the competition through strategic persona that have credibility within target group, you will achieve brand awareness, get credibility and start realizing set goals.
It is important to reinforce or revamp a receiver’s belief about a topic and, possibly, act on the belief.
To build relationships
Some messages you send may have the simple goal of building a good-will between you and the receiver. Communication is the ability to explain and present your ideas, products or services. This includes the ability to tailor your delivery to a given audience, using appropriate styles and approaches, but with a dose of emotions.
Well-maintained relationships bring loyal customers who believe in your brand, take action when needed and the most importantly – they are the key for word of mouth which is still one of the most important in the process of getting the trust of new customers.