A new relevance

Old truths still apply: “Failure to communicate creates a vacuum which is gradually filled with misrepresentation, drivel and poison” (C. Nothcote Parkinson of Parkinson’s law fame).

And yet people are feeling increasing distance from, and lack of confidence in corporate institutions (especially large ones). Markets, consumers, investors and employees are increasingly engaged with both traditional and social media – there are no more secrets. When events happen, and they will – your reputation is goodwill in the bank.

Masius is involved with helping companies in all areas of corporate reputation creation and management. We believe that strong ideas, as created by advertising agencies, still provide the best way of cutting through and connecting with audiences.

Corporate communications activity reaches across the traditional areas of investor, political, employee and internal audiences and today we are finding the following traits: many corporate brands play a more direct role in the overall marketing of the business; corporate brand often need a voice in the B2B and B2C channels; corporate brands need to respond to the multi-channel environment, being actively involved with all audiences, no longer solely relying on “push” communication techniques.

Modern corporate communications should be seen as a tool that can help define and propel business strategies with communication always linking to business objectives. At its best corporate communications can help tie a business together around a single vision adding value and becoming “oil in the engine”.

Re-positioning

We believe that corporate re-positioning becomes an asset when a strong central idea is expressed in a way that finds meaning with all key audiences.

Internal communications

We believe internal communications projects come to life (and stand more chance of acceptance) if they are based around strong ideas.

Recruitment

Recruitment communication provides an opportunity to express the values of the corporate brand to very specific audiences – in some ways it reveals the personality and attitude of the business.

Political lobbying

A campaign idea can really bring political lobbying to life, creating noise at Westminster and helping bring the issue to the top of the political agenda.

Investor relations

Ongoing corporate reporting is certainly part of brand understanding amongst investor audiences. Done well over time it helps a company be more attractive to partners or successful in M&A activity.

Corporate Social Responsibility

CSR has become a large part of corporate communications activity over the last ten years. Clear views on what can often be sensitive issues are best expressed with ideas that we can all agree with – it helps the corporate entity demonstrate that it understands its wider social role.

Corporate customer communications

After snow shut the airport, Heathrow recognised that it needed to spend more time talking to its customers about how it is focussing operational activity on customers. This campaign highlights operational improvements implemented to make the busy Easter getaway as trouble-free as possible. Featuring staff helped engage them in the promise of service delivery. Customer corporate communications like this is, in Masius’ opinion, a new imperative for service brands.