Within the contemporary sharing economy, every corporation has become a content house. How companies capture, cut and promote a corporate image ultimately dictate both vivacity and relevance. Communications efforts are not information dissemination; they are strategic tools to drive behavioral changes. Cecilia de’ Guarinoni, a tenured Corporate Communications and Image Director, dives into the excitement of modern corporate communication.
Q: What foundational elements are crucial for effective corporate communication?
A: Clear objectives and editorial plans are the basis of effective corporate communication. We must view ourselves as the heart beating inside a media company, engaging stakeholders with meaningful content.
Q: Can you elaborate on the evolution of corporate communication approaches over time?
A: In the past, the focus was more on logistical elements, adopting a one-to-many, top-down approach. Leaders wanted to promote an event, and we would come up with the comms. However, this world is outdated. Today, it’s essential to consider ourselves as content generators for stakeholders. We now do not take orders, rather discuss yearly plans and figure out how to make it fit a structure.
Q: In the era of TikTok, Instagram, and LinkedIn, would you say that digital communications are the king of modern corporate communications?
A: While the many-to-many approach and use of a variety of digital platforms is crucial, it’s a harmonious mix that truly triumphs. The blend of digital and traditional mediums ensures that key messages resonate and create impact and energy. However, despite the diversity in communication channels, face-to-face communication holds its unique essence and irreplaceable value. It always wins.
Q: How can strategic communications drive behavioral change?
A: Strategic communications work when they cultivate sentiments. Emotions ultimately guide individuals into taking action. By crafting authentic narratives we allow individuals to connect empathically with the brand and absorb on-brand values. The power of genuine storytelling can't be overstated—it's about revealing our true selves and inviting individuals into our corporate community.
Q: How are the effectiveness and impact of corporate communication strategies assessed?
A: While KPIs, such as viewer numbers and channel visitations do measure performance, I favor impact, assessed through sentiment and qualitative activities, gathered as real feedback. It gives a more holistic view of the effectiveness of communication strategies.
Q: How is Air Liquide advancing its corporate communication strategy?
A: We are focusing on energy transition awareness. Through hosting live events we showcase our new technologies regarding decarbonization. We speak about career opportunities for women within Air Liquid and where our future is headed, as a company. These live events provide content for later dissemination on our LinkedIn channel that creates further interaction.
Q: What advice would you give to individuals who are new to internal communications roles within a company?
A: New professionals should see themselves as brand ambassadors and work to establish relationships throughout every level of the organization. One must have a positive presence, be socially attuned, and understand the pulse of the organization. Make the corporate culture a shared one.
