One of the reasons for this is that most companies or organizations don't see communications as their primary function. They sell cars, make steel beams or educate children. They don't communicate as their primary business, or so the thinking goes.
Because of that mindset, these companies often don't invest much in the communications function within their organization.
The problem is that in reality ALL companies are communications companies. Selling cars is ALL about communications. Making steel requires coordination with suppliers and customers not to mention shareholders and boards of directors. Teaching is, well, 110% communications: to students, parents, colleagues, administration, licensing boards, the community, grantors, evaluators, and just about everyone else!
So the reality is, while organizations don't invest like they should in communications support and infrastructure, they do a whole lot of it. Which means that they expect and need a whole lot out of those communications resources they do have.
Hence the age old questions that is heard in marketing/PR/communications offices throughout the land...How can I do ALL of that with just this amount of resources?
The answer is leverage. Leverage your efforts through partnerships. Mobilize everyone else in your organization to serve as informal spokespeople. Develop a Key Communicator network of opinion leaders that can help you get the word out about your organization. Take advantage of existing platforms to help broadcast your messages further than you can on platforms you have to build and/or fund. In other words, get EVERYONE you can involved in helping to spread your message!
Leverage can help to expand your results without expanding the amount you spend (in time as well as money). Leverage, when done well, can appear effortless but seemingly work miracles.
If communications is like breathing, then leverage must be like shouting. At the top of your lungs. Without losing your breath.
Because of that mindset, these companies often don't invest much in the communications function within their organization.
The problem is that in reality ALL companies are communications companies. Selling cars is ALL about communications. Making steel requires coordination with suppliers and customers not to mention shareholders and boards of directors. Teaching is, well, 110% communications: to students, parents, colleagues, administration, licensing boards, the community, grantors, evaluators, and just about everyone else!
So the reality is, while organizations don't invest like they should in communications support and infrastructure, they do a whole lot of it. Which means that they expect and need a whole lot out of those communications resources they do have.
Hence the age old questions that is heard in marketing/PR/communications offices throughout the land...How can I do ALL of that with just this amount of resources?
The answer is leverage. Leverage your efforts through partnerships. Mobilize everyone else in your organization to serve as informal spokespeople. Develop a Key Communicator network of opinion leaders that can help you get the word out about your organization. Take advantage of existing platforms to help broadcast your messages further than you can on platforms you have to build and/or fund. In other words, get EVERYONE you can involved in helping to spread your message!
Leverage can help to expand your results without expanding the amount you spend (in time as well as money). Leverage, when done well, can appear effortless but seemingly work miracles.
If communications is like breathing, then leverage must be like shouting. At the top of your lungs. Without losing your breath.
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