From communication to conversation

While classic push communication via one-way channels used to dominate in order to generate attention, convey information and try to build trust in the target groups, this type of communication has changed drastically. Since the global financial crisis, during which it came to light that many financial institutions that were considered rock solid and enjoyed a good reputation just a short time ago were characterized by dubious business practices and questionable behaviour, the public and customers want more than a simple press release. Who can blame them for believing some ill-informed, biased and opinionated Twitter comments before they got the letter from a COE? [Tweet “The public wants a conversation, not a press release!”]

From monologue to multi-channel

This persistently prevailing pattern requires different, new communication processes. What is needed are professionals who have mastered the art of conversation, the art of entertainment, who are able to engage the public and customers directly in an authentic way – across all their channels, formats and conversational rituals. For professionals in communications departments, this means diverting time and resources away from news media and focusing much more directly on the end target groups, even if the press remains a key influencer in shaping opinion.

Creative instead of reactive – conversation today

For communicators in companies, institutions, society and politics, however, this means first of all taking control of social media out of the hands of marketing teams who see social media as a pure transmission mechanism and using digital social networks as a platform for people to primarily exchange information on issues, mostly related to sales and service. Simply reacting to moods in social media, as practiced by many companies, is passé! Change is more than necessary.

The key is to find the occasion and content for a unique story and then actively start the conversation. Being able to tell the right story is the art. More than ever, communications experts need to be able to find the story – in announcements, on various occasions, in various circumstances, etc. And even more: they must be able to tell the story they have found in a captivating, irresistible and highly interesting way – in different formats.

[Tweet “Journalistic skills are back in demand in corporate communications”]

Conversely, this means that people with journalistic skills are in demand again! A degree in communications, a career in human resources or investor relations will no longer be enough.

From Fritz Nollert