Let me get it straight: Corporate Communications, Content Production and Project Management are not three distinctive professional areas.
- Corporate communications is my profession.
- Content production and project management are my strengths.
Corporate Communications, or Public Relations, PR, is about fostering loyalty and trust. Building credibility begins with consistency. One needs to be consistent in brand building. Consistently tap new technologies to evaluate competitor’s strategies and your customer’s behaviour, watch your competition and track customer trends. Consistently practising ethical communications, be transparent and fair in the global environment of universal access to high-speed data exchange.
Corporate communications is a broad umbrella term that encompasses both content production and project management and many more other useful areas of expertise: media relations, production of visuals, crisis communications, internal communications, event management, campaigns.
I will gladly apply my knowledge and skills to take care of any of these areas for you: develop a strategy and a plan, initiate a project, and manage its execution, because in most cases those projects would involve different areas of expertise, hence, more people.
A communications strategy is a continuation of the corporate strategy. Clarity about the business goals is of paramount importance. One needs to read the organisation’s mind, as Henry Mintzberg, a leading authority on strategy and management, once put. Working on a communications strategy, its long-term objectives requires maintaining a helicopter view of the organisation’s goals and priorities. It also requires flexibility to adopt suitable tactical decisions, as well as knowing and appointing in advance who, where and why.
Strategic communications efforts focus on mapping and segmenting stakeholders, designing the message, and measuring results against key performance indicators. Besides the message itself, there are more aspects to think about: What are you promoting, solving, or perhaps changing? Who is the critical target for the message? What is the shortest and most workable way of delivering the message to this audience?
Very often the concern is about building visibility and raising awareness among key stakeholder groups. Organisations and business pursue the aim of becoming a true thought leader in their area of expertise or industry. Being a thought leader adds significant value to the corporate brand and it is critical for the brand value in the age of transparency and boundless communication. Expertise, originality, bold ideas, openness to change and readiness to accept challenges help build strong brand equity and make brands stand out against competitors.
See also Public Affairs Analysis
Unless content production is about producing a single item of text or a series of them, content production is inseparable from project management. You may need to produce a report, a magazine or a website, or make improvements. Managing content and communications channels is about managing projects.
Content Management includes spotting the needs and defining the objectives, planning content production and necessary resources, overseeing the execution of the plan, and, finally, measuring the results, using monitoring, analytics and other tools and metrics.
Communications Channels and Products: most often building or renewing a website. It involves content, architecture, design, SEO and promotion. But above all, it requires a strategy and project execution. The constant development of your website may be very important because improvements on the front-end side (the public view) enhance user experience and affect the conversion rate. Improvements in the CMS save a great deal of time and increase job satisfaction if more people in the corporate communications unit are engaged in content creation and publishing. In order to initiate improvements, you need to translate this idea for a back-end developer. Large-scale website development jobs, like facelifts or renewals, often involve selecting and supervising vendors.
Public Affairs Analysis
I offer my assistance in conducting public affairs analysis. It would normally be a team effort and part of a larger project aimed to influence a change. Let’s see what public affairs and public affairs analysis are:
What is public affairs?
Public affairs is an area of professional expertise that manages an organisation’s response to political issues and its relationships with governments.
If you need to influence a political decision, articulate a corporate interest vis-à-vis the political and public environment, you are entering the realm of public affairs. Most businesses come across public affairs when dealing with regulatory issues and using the public affairs muscles of their domestic or international associations or building temporary coalitions. Networking and building coalitions are at the heart of public affairs. It starts with identifying an issue of strategic relevance and includes analysis, information, involvement and mobilisation of supporters.
Public affairs is closely related to corporate communications and borrows communications tools and methods, such as content, campaigns and events, stakeholder and media relations to mention just a few. Areas, such as political communications, government relations, and issue management are a crossbreed of communications and public affairs.
What does public affairs analysis do?
It defines the situation, maps stakeholders, helps define the goals and define the strategy. The analysis is building on the systematic monitoring of issues and the environment. Monitoring, analysis and the preparation of an adequate response add up to the issue management, which is fundamental to public affairs. The analysis looks at the client organisation’s vision and values, economics and communications culture, coverage in the media, stakeholders’ positions and roles, opportunities and risks, and more, in order to inform the organisation’s strategic decisions.