This week we shared a cup a coffee with Paloma Moreno, Communication Senior Consultant at beon. Worldwide. With a wide, solid expertise in this field, she told us her strategic views regarding when it comes to communication planning and how she sees the relationship agency-media.
What we should take into account when elaborating a communication plan?
The first thing is to clearly understand what the needs of our client are. What business objectives should we align with and what is the scope they want to give their brand based on their target audience. Likewise, we must bear in mind what expectations they have regarding our service as a communication agency and offer practical actions according to the preliminary agreements.
Once all these elements have been defined, in order to develop a good communication plan we need to analyze their market, competitors, which actions work and which do not, and keep up to date with the channels, media and messages that are trending today.
In the end it is about differentiating using the appropriate means and through actions that inspire, generating an excellent customer service that from the first moment generates trust.
What is the role of the online strategy vs the offline strategy?
Despite being overused terms already used, today there is no distinction between online and offline. The strategy must be 360º since all communication actions will have an impact on all existing channels. That is why it is necessary to contemplate the synergies in everything we manage, both those that we provoke and the possible ones that arise as a result of a concrete action.
The type of language, tone, or format used should not be the same for all channels because they must be adapted to each type of audience, but there must be a visual identity that allows this audience to recognize the brand everywhere it is present.
In the end, the interaction between channels and the two-way communication between brand and consumer is our priority and an everyday challenge.
How has the relationship agency-media changed?
What years ago was labelled as press office in companies has evolved and changed and nowadays differs substantially from the internal organization we see today in companies and institutions.
Not only many of the largest corporations have fully outsourced their PR service, but because of the need of having presence in the media, small and medium-sized companies also seek recognition of their brand with the help of agencies professional advice.
This scenario has turned agencies into allies of media, companies, and institutions. We are both a powerful news source and a trustable partner at a co-worker level.
It is no longer just about sending press releases but about trying to build a relationship with media professionals that turns their work into something experiential.
Of all the communication channels available nowadays, which one you choose? And the one we should always rely on?
I would not know which one to choose since there are multiple communication channels we access every day, since the very start. But I would say that one that allowed some interaction under some codes, and immediate information sharing. All that trying to avoid the recurring situations where fake news arise.
Therefore, according to my preferences, I would opt for specialized online media, where the audience has some knowledge of what is reported, and we can provide the rest of users with content dynamics that bring relevant information for them.
The crisis communication plan, must be an optional or an essential service for a client?
As I mentioned before, given the degree of interaction we face nowadays, it is mandatory to consider this type of strategies.
At the very least, to develop some sort of guidelines to know exactly how to proceed in cases of crisis, or having specialized professional profiles for this cases.
Depending on multiple factors such as the industry, the scope of communication, brand ambassadors or positioning, the elaboration will vary from case to case.