360º Communication and the company's relationship with the public
Posted: Sun Jan 05, 2025 9:24 am
Communication is an essential part of any organization, whether it is a company, a government institution or an NGO. However, communication strategies are often fragmented and focused on only one channel or means of communication, which can limit the reach and impact of what is intended to be conveyed to the public.
This is where the importance of 360º communication comes in, a strategy that seeks to integrate the various channels, uniting the points of contact with the public, in order to enhance communication productivity.
What is 360º communication?
360º communication is a strategy that aims to create an integrated, consistent communication experience that unites all channels and points of contact with the public. This includes everything from traditional media, such as print media, radio and television, to digital channels, such as websites, blogs, social networks and emails.
The central idea is to ensure that the message is transmitted in a coherent and defined way across all platforms, strengthening the brand identity and establishing a solid relationship with the public.
To this end, 360° communication can involve all sectors related to corporate communication and relationships with the public, such as: marketing, internal communication, HR, customer service, sales, public relations and IT.
How important is it?
It is a strategy that aims to cover all available channels and means of communication to establish complete and consistent interaction with a company's various audiences, ensuring that the message transmitted is cohesive and unified.
Below, we highlight some points that demonstrate the importance of 360º communication:
Consistency and compliance: By adopting a 360-degree communication approach, an organization ensures that its message is consistent across all channels. This prevents audience confusion and establishes a solid brand identity;
Expanding reach: By using different communication channels, an el salvador phone number data organization can reach a wider audience. While some individuals prefer to receive information via email, others may be more engaged on social media or consume content through traditional media outlets;
Greater audience engagement: 360º communication allows the organization to interact with the audience at different times and in different ways. This promotes deeper engagement, as people are reached at different times and in different contexts, increasing the chances of interaction and active participation.
Message integration : 360º communication allows an organization to integrate its key messages across all channels, reinforcing its value proposition and the benefits offered to customers.
Target audience and personas in 360º communication
For integrated communication, it is not enough to just think about the target audience; you need to conduct a persona study. In other words, outline profiles that bring together characteristics found in your audience. A more in-depth research to understand the customer's habits, interests, needs, challenges and behavior.
Basically, it is a study that proposes fictitious representations of ideal customer segments, who have similar characteristics, interests, needs and behaviors. They are created based on research, demographic, behavioral and psychographic data, with the aim of defining humanized profiles that personify a company's audience. In this way, it is possible to understand the company's audience so well that a connection is created.
It is understood that personas are different from a generic audience, as they provide specific details about the individuals that make up a group. While target audiences can be defined by age, gender and geographic location, personas go beyond that, offering information about consumption habits, motivations, challenges and personal goals. By creating personas, companies can customize their messages and communication strategies to meet the needs of their audience.
It is essential for organizations to adapt to changes in public behavior. By adopting this strategy, the company stays up to date and ready to communicate effectively with its audience.
In the business environment, where competition is fierce and customer demands are constantly evolving, it is essential to adopt comprehensive and effective communication strategies that impact the company's relationship with the public.
This is where the importance of 360º communication comes in, a strategy that seeks to integrate the various channels, uniting the points of contact with the public, in order to enhance communication productivity.
What is 360º communication?
360º communication is a strategy that aims to create an integrated, consistent communication experience that unites all channels and points of contact with the public. This includes everything from traditional media, such as print media, radio and television, to digital channels, such as websites, blogs, social networks and emails.
The central idea is to ensure that the message is transmitted in a coherent and defined way across all platforms, strengthening the brand identity and establishing a solid relationship with the public.
To this end, 360° communication can involve all sectors related to corporate communication and relationships with the public, such as: marketing, internal communication, HR, customer service, sales, public relations and IT.
How important is it?
It is a strategy that aims to cover all available channels and means of communication to establish complete and consistent interaction with a company's various audiences, ensuring that the message transmitted is cohesive and unified.
Below, we highlight some points that demonstrate the importance of 360º communication:
Consistency and compliance: By adopting a 360-degree communication approach, an organization ensures that its message is consistent across all channels. This prevents audience confusion and establishes a solid brand identity;
Expanding reach: By using different communication channels, an el salvador phone number data organization can reach a wider audience. While some individuals prefer to receive information via email, others may be more engaged on social media or consume content through traditional media outlets;
Greater audience engagement: 360º communication allows the organization to interact with the audience at different times and in different ways. This promotes deeper engagement, as people are reached at different times and in different contexts, increasing the chances of interaction and active participation.
Message integration : 360º communication allows an organization to integrate its key messages across all channels, reinforcing its value proposition and the benefits offered to customers.
Target audience and personas in 360º communication
For integrated communication, it is not enough to just think about the target audience; you need to conduct a persona study. In other words, outline profiles that bring together characteristics found in your audience. A more in-depth research to understand the customer's habits, interests, needs, challenges and behavior.
Basically, it is a study that proposes fictitious representations of ideal customer segments, who have similar characteristics, interests, needs and behaviors. They are created based on research, demographic, behavioral and psychographic data, with the aim of defining humanized profiles that personify a company's audience. In this way, it is possible to understand the company's audience so well that a connection is created.
It is understood that personas are different from a generic audience, as they provide specific details about the individuals that make up a group. While target audiences can be defined by age, gender and geographic location, personas go beyond that, offering information about consumption habits, motivations, challenges and personal goals. By creating personas, companies can customize their messages and communication strategies to meet the needs of their audience.
It is essential for organizations to adapt to changes in public behavior. By adopting this strategy, the company stays up to date and ready to communicate effectively with its audience.
In the business environment, where competition is fierce and customer demands are constantly evolving, it is essential to adopt comprehensive and effective communication strategies that impact the company's relationship with the public.