Learn the importance of aligning the content of the message with the way it will be delivered
What happens when the intention is good, but the result is misunderstood? You have probably seen marketing campaigns that went wrong, or that sparked controversy even when dealing with promotions, cool news, or inclusive intentions. For example, McDonald's 2018 initiative designed to honor International Women's Day—giving all men the day off and leaving only women to handle customer service. Or when Starbucks launched the Blonde Espresso and, to promote it, created a campaign with text (and art) lacking coherence, which generated negative backlash among consumers who simply didn't understand the brand's goal.
Not that misinterpretations can't happen, but it's not always the reader's fault. In corporate communication, according to linguist Roman Jakobson, there are fundamental elements for an effective exchange: the sender, the receiver, the message, the context, the code, and the channel.
The sender in this case is us, businesses, putting out information. The recipient is then our customer, the one we want to talk to. The message itself is the statement, which needs to be set within a context that gives it meaning. For instance, the exact same campaign produced 30 years ago might no longer make sense or have an impact today, due to the social context and current trends. The code then comes in as the format, language, or slang of that message (which is why it is so crucial to know your persona and understand how they express themselves). Finally, we have the channel, which is the medium through which this information is transmitted, and it needs to be appropriate and make sense.
Let's look at a few examples to illustrate:
a) Context error: It is great to run a campaign with the influencer of the moment... But do not launch it when there is a controversial news story that week related to the topic that could bring a negative connotation to your brand.
b) Code and recipient error: If your audience is mostly 60+ and you want to communicate using a meme that is out of their niche or aimed at a very young demographic, it likely won't be understood.
c) Channel error: Of course, informing a family about an individual's passing is extremely important, but do not do it via email marketing or using bureaucratic terms.
Clarity must be the keyword in every aspect, conveying information in writing, through visuals and also in the company's actions and posture.
Let's move on to the 3 tips we put together to help you through this process:
• Fully understand your company's Mission, Vision, and Values. That is where you will find the true objective and map out the path to finding your ideal customer, the image your brand wants to project, and the voice that should be used.
• Invest in Corporate Communication Training for your team. It is important that not only the specialized team understands its importance, but also managers, customer-facing employees, and decision-makers in general.
• Always reflect on the motivation behind that communication campaign. Keep in mind that everything part of it is an essential tool for its complete understanding. In other words, do not prioritize just one aspect, such as the idea or the text used. Every touchpoint with the final customer, whether the art used or a misplaced comma, should be reviewed.
Now that you have this information in hand, it's time to put it into practice. ABM will be your greatest ally in achieving your goals in corporate communication as well. Talk to one of our experts so we can figure out together how to go further and deliver your message to the right audience, the right way.
