Communications discipline ripe for disruption

About 10 years ago, the marketing discipline began undergoing a fascinating transformation.

The demand-generation function went from an approach that was more art than science - relying on simple measures to demonstrate results - to using sophisticated methodologies and technology to accurately measure and drive revenue to the bottom line.

The result was not only a complete change in the way marketing teams have operated, especially at a strategic level, but also a fundamental shift in their relationship with the rest of the business.

We have started to see changes in the corporate communications discipline. They've moved from simply counting mentions to now thinking of their jobs more holistically. For example, bench-marking share of voice for a brand and multiple products and services have been incorporated in the day-to-day. Having said that though, corporate communications has still not undergone that same transformational shift we've seen in the marketing function. Corporate communications strategies are still too tactical.

 Meltwater, Gold Sponsor for Comms Malaysia 2015 will be speaking at the conference on 14 May. Click here for details.

The communications industry as a whole has gone through a dynamic shift; the traditional media space offered much more control over the message. In the new media environment, we have to be actively listening to the broader conversations around us and respond in an authentic manner to shape the conversation.

This shift is forcing the corporate communications function to think about their role in the organisation differently. Marketing has found a way to integrate itself into the bottom line. It’s corporate communicators turn now.

It seems like a daunting task. There is good news though: technology is here to help make that transformation possible. Companies, like Meltwater, have tools that can measure reach, influence, tone and sentiment. They provide smart, contextual listening capabilities, and deliver a gold mine of targeted data to pull the needle out of the haystack.

5 key ways to make that transformation now:

  • Take a more strategic approach, rather than filling the days with ‘check-box’ communications activities.
  • Embrace technology - and demand more from it to help make the job easier and focus on what really matters.
  • Leverage the key division intersections of the organisation - both in terms of activities and processes – alongside marketing.
  • Define what matters and how to accurately measure it. Build strategy within that framework.
  • Use media intelligence to deliver richer and more meaningful results that have a measurable impact on the business’ bottom line.

The corporate communications discipline is ripe for disruption. The opportunity to redefine the division is here - to establish a more strategic and holistic influencer relationship management strategy. In doing so, corporate communications can become the last piece of the puzzle for marketing and a strategic contributor to the bottom line.

This piece is written by John Box, executive director, Asia-Pacific for Meltwater. Meltwater is the global leader in media intelligence.

Hear more from Meltwater and other speakers such as DiGi, IBM and Petronas at Advertising + Marketing's Comms Malaysia 2015 on 14 May 2015.

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