A competent communication toolkit will help your business succeed not only by capturing customer attention but by making your message resonate with consumers and be remembered. Depending on your industry and specific goals your toolkit’s contents will vary but all toolkits feature the detailed steps necessary to plan, implement and continually evaluate effective company communication.
Understanding some key components to a communication toolkit will help you start building yours.
The Media. Identify what media outlet can help you get your message across to the public. Agenda Setting by James W. Dearing and Everett M. Rogers is a great book that will give you a grasp on communication research and how it can help you reach a mass audience. Wikipedia also offers a useful overview of how the media’s tremendous influence affects public opinion. The media is a valuable resource and should never be taken for granted when constructing a communication toolkit.
Branding. Branding is all about consistency, conveying not just your company name but its values, its products and its people. A well-crafted brand is crucial to an effective communication toolkit because it expresses the essence of your company using images, colors, designs, words and music. Communication tools such as newsletters, radio, video and the internet are all reliable ways to reach the public through media campaigns coordinated to present a consistent message.
Advertising/Marketing. Any businesswoman creating a communication toolkit must give advertising and marketing considerable thought. While paid advertising can be targeted to reach an exact audience at the time and in the tone that you choose, sometimes even the most expensive ad campaigns flop. If you’re going to pay for advertising, remember that you know you own business best and can answer these questions for yourself: Will my ad reach the right people? Is it interesting? Is it consistent with my brand? Does it convey my key message? Will people care?
Networking. Never forget the significant role networking plays in a communication toolkit. This can be as effective as a Super Bowl ad if you’re willing to put in the time to let your own enthusiasm garner attention. Never Eat Alone: And Other Secrets To Success, One Relationship At A Time by Keith Ferrazzi says it all. Build relationships if you want to be noticed.
