There is a lot of talk these days about Integrated Communication and its importance. In a basic and quick concept, we can say that Integrated Communication is the way a company communicates with its various audiences in a single, uniform way. The message may change, but the way in which it is delivered must be the same for both internal and external customers.
But why is Integrated Communication important?
Communication in general, the way a company relates to its public, can reveal what the company is like in terms of its culture and values. When Integrated Communication is done well, there is a reduction in failures. There is greater transparency in the information needed by the appropriate audiences. Employees come to trust and defend the company, because they see that the information passed on to them is also consistent with what is seen on the outside.
There's no point in a company making an effort to reach its external audience if there's no concern for its internal one. And vice versa. Integrated Communication aims to work with all audiences and in all areas of communication, whether institutional, administrative or marketing. In this way, all audiences are reached and receive information in a standardized way: what changes is the content, but not the way it is passed on.
Of course, there are necessary changes, but integration between these communications is essential to keep the company's image high and very well defined. Consistency is needed and, if communications are managed by different departments, adaptations so that everyone speaks the "same language".
Integrated Communication is there to show everyone how your company works. And, like all good communication, you can adapt it to achieve the objectives you want. All it takes is consistency in what you show and what you do. After all, you can't be cool when communicating, but conservative when managing. Precisely for this reason, communication must reflect what your culture and values say. There's no point in trying to be what you're not, regardless of what your communication objective is.
What you pass on to your external audience must also be passed on to your internal audience - including, as has already been said, the way in which information is passed on. This way, your employees will be engaged, willing to listen and work for the development of your company, believing in what is said in each communication. Think about it!
Text written by Tânia Saad, from the CADA Comunicação team
tania.saad@cadacomunicacao.com.br