Net#work BBDO and Sinister Studio’s are applying technology to advertising in ways that have never been seen before.
The Key to fast and effective communications
By Rick Grantham
The current business environment demands that companies be ready to communicate. Disaster can strike at any point and a crisis communication strategy will be of no use if the company doesn't have relevant and up-to-date tools to implement it. News of big corporation's stock prices plummeting and threats of labour unrest have become commonplace.
It was with challenges of this nature in mind that Global Access came up with the brand proposition "Start Something". The idea was to break boundaries through technology that had the ability to reach your audience regardless of geographical location, making the communication process easier and faster. There was also the need for interactivity as part of the strategy was to move beyond one-way communication to a more interactive model.
Instant communication with a mass reach across an organisation has the ability to speedily allay fears and inform management at all levels about what is going on in a business. Recently, a number of Global Access clients have used corporate television to manage change resulting from the current economic climate. A difficult situation need not escalate into a crisis because key management has been rendered ineffective by lack of information and employees are left in the dark.
Mining and banking are some of the industries that must be able to reach key management and employees quickly when a difficult situation flares up. Communication in such instances becomes easier and more efficient with tools such as corporate television. Stakeholders simply tune in from their base and receive a brief from the CEO. With time and spatial limitations removed, regional managers can pose questions to the CEO and be able to communicate the correct messages to their subordinates. It doesn't always have to be bad news that travels fast. Good news such as bumper sales, awards and other achievements can also be shared via internal broadcast platforms.
Companies can also use digital media as an internal marketing tool to get internal buy-in for new strategies, products and business processes. Changes in strategic direction must be clearly explained to all stakeholders within a company. "Change management efforts can succeed or fail based on communications," says Dr. AJ Schuler, an expert in leadership and organisational change.
Products and other IP in the research and development phase can also be vetted by staff, and the process can be facilitated via simple internal communications technology. Furthermore, new business processes can be instantaneously explained to all individuals within a company. The current economic downturn has certainly raised fears of job losses. Timely communication to staff will keep staff informed and reduce the impact of the often dangerous grapevine. If it is a fact that retrenchments are on the cards, it's only fair that management communicate this clearly and with empathy. Digital media such as corporate TV, streaming video and various mobile applications assist in disseminating the information speedily and accurately, while maintaining the 'personal' and immediate aspects of face-to-face communication.
Corporate TV solutions can either use Global Access' highly accessible private channel on DStv, or using a longer term view, one can install a dedicated network which can also support client communication and in-store advertising needs.
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