Individuals working in any function that aims to connect the organization with media, customers, employees and investors share the common thread of being considered communication professionals. Our job is to understand the demographics and psychographics of our key stakeholders and uncover the distinct similarities and differences among each audience group. By doing so, we can create strategic communication programs that drive the business goals and deliver the right message in the right place at the right time.
Distinguishing between audiences with a vested interest in your organization and those without is crucial. Employees and investors possess a vested interest that intertwines with their individual motivations and values. Acknowledging this intrinsic interest is pivotal, for they willingly invest their time, resources or loyalty.
Conversely, the media seeks truth and accountability in the story rather than direct affiliation with your entity. Likewise, customers might seek brands that share their values or those that offer value for money. In some cases, they have a vested interest, and in others, the relationship is transactional.
Understanding Employees
Employees have choices, particularly in how and where they work. Failing to acknowledge their decision-making power in shaping their careers risks being out of touch with building a strong employer brand. A study by Careerarc found that 64% of consumers stopped purchasing a brand after hearing news of that company’s poor employee treatment. While the key messages should be tailored to employee motivations, the overarching message must be consistent across all stakeholders.
Managing Investors
In the context of public (and even some private) companies, investors are a key stakeholder group. To retain their trust and investment, comprehending why they chose your organization amid a sea of alternatives is pivotal. Aligning with their needs and effectively communicating what matters to them becomes paramount. Neglecting these aspects may lead to the erosion of crucial investment dollars. In today’s capital market environment, this also translates to meaningful reporting of sustainability or ESG initiatives according to commonly accepted standards such as GRI.
Shifting Perspectives
A common pitfall is the failure to recognize stakeholders’ motivations. Communication professionals occasionally fall into the trap of emphasizing the message they wish to convey, overshadowing the essence of what their stakeholders seek to hear. This oversight does a disservice to those who invest in our endeavors.
One simple yet profound question that should guide communicators is, “If I were the recipient, what would motivate me to engage with this message over others?” Communicators are stakeholders themselves, both as employees and often as customers of their own organization. This dual perspective grants insights into the motivations that drive engagement.
In summary, the essence of effective communication lies in grasping your audience’s needs and crafting a message that profoundly aligns with their individual motivations. While the central message remains unwavering, it’s the skillful adjustments in its delivery that seamlessly cater to the specific audience at hand.