84. Purpose led communication- The way forward


Communication is a very important part of our life. We communicate to coexist in this society on a daily basis. Corporate communication is equally important for companies to survive in the market. Communication for corporate needs to be more defined and purposeful. Each and every piece of communication that goes out needs to have an objective that resonates with the values and beliefs of the organisation.


This makes the brand more relatable to its stakeholders and it defines the relationship between them. The digital era has shaped consumer behaviour and their content consumption habits. Because of the clutter of content on the web the public has become picky of the information they want to consume. This in turn has changed the type of content a corporate communication professional puts out.

Consumers filter through the content based on their likes and dislikes. They consume and appreciate the content that they relate with. That lines up with their beliefs. They are becoming more conscious of what is going on and what they stand for. This is where the need for corporates to make their communication purpose-led has come from.

When a message serves a bigger purpose especially social it appeals to the mass. That is the type of content people are more likely to consume. Corporates have to identify their target audience, stakeholders and then understand their behaviour, and beliefs. This can help them line their messaging as per their audience and will be more relatable to them.

The success of any piece of communication is the desired result in the form of a feedback. Purpose-led communication increases the chances of achieving that desired result. Corporates and brand shave started using this as a way of establishing connections and relation with their stakeholders for establishing and sustaining their reputation.

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