A schematic of different types of corporate communication
|
1 ↔ 1 |
Local grocery store, pre-industrial era. Effective, but uneconomical |
|
Marketing → Masses |
Traditional brand, websites, emails communication |
|
Marketing ↔ Masses |
Special events |
|
Thought leader → Customers |
Blogs/ Microblogs. Feedback is via comments |
|
Thought leaders ↔ Influencers and Customers |
Communities, networks, active, rating and ranking |
↔ dialog
→ one-way communication
Each of these modes/ schematics addresses different communication needs. So a more basic question to ask is what do you want to achieve from corporate communication? Some simple goals of a communication activity could be.
- Talk to them
- Market research or support
- Energies and/or educate the community
- Embrace and collaborate with your customers
Different schematics can them be chosen to fit the goals.
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