Marketing communication revolves around the brand. The brand’s success depends largely on the number of clients, their loyalty, and the brand's public image. Brand management also includes ongoing analysis and the implementation of changes to improve the brand.
Customer communication is one part of marketing communication. Its main objective is to strengthen the relations between the customer and the company, foundation, or brand. Customer communication is focused on satisfying the customer’s needs and building up loyalty through regular and planned communication. Customer communication is based on the client’s needs, the brand’s value and its essence.
Internal communication signifies the information exchange within a company. Good internal communication guarantees the motivation of employees, common understanding of the organization’s values and a good work climate. Every employee represents their company so it is important that they are well-informed about what is happening within the organization.
The training stems from the need to offer an opportunity to learn new skills in order to achieve better verbal communication, and focuses on improving the participants’ skills of argumentation and presentation.
One of the objectives of crisis communication is to prepare for possible crisis scenarios (through background research and analysis). But when a crisis arises, then the objective is to guide it and minimize the consequences. As crises are difficult to anticipate, skilful communication is needed to evaluate the risks and manage the crisis successfully. Decisions must be made fast in an unanticipated situation. It is also important to act strategically.
Media relations covers a wide range of tasks, such as writing and distributing press releases, media analysis, media monitoring and media events. There are two types of media relations: proactive and reactive. In the case of proactive media relations, a company is open to communication, transmitting information, explaining changes and actively reaching out to and meeting with journalists. Reactive media communication manages topics in the media which originate from outside the company.
CRISIS COMMUNICATION TRAINING
The training provides an overview of the different phases of a crisis and introduces the possible situations that could initiate a crisis. In the training, we share practical tips on how to prevent a crisis and, if a crisis arises, how to solve the situation.
Social media makes use of possibilities online to turn communication into an interactive dialogue between an organization and its stakeholders. As such, social media plays an important role in an organization’s communication plan. Our aim is to help our clients build a successful social media plan. We monitor social media to analyse an organization’s image and identify any possible shortcomings in its presence on social media.
Marketing communication affects a company’s commercial success through communicating with its target audience. Marketing communication is not just advertising, which is a common misconception, but a combination of different methods - for example, an event to launch a new product series or introduce food journalists to a new restaurant.
SOCIAL RESPONSIBILITY PROGRAMS AND SPONSOR RELATIONSHIPS
Corporate social responsibility (CSR) entails the management of an organization's wider social, environmental and economic impact, and helps the organization to create a positive image. CSR is also related to sponsor relations, a form of marketing communications which aims to create brand preference in the customer and thus support the economic goals of the organization.