The world of marketing is huge. This planet not only includes advertising, economy, trade and business but also human resources, psychology and sociology.
Daily great efforts are made on the relationship with our external groups of interest; we design campaigns and strong plans for market research to impact on our sales, but the truth is that efforts will always be small if the company is limited only to shout promotions, benefits and values that in the experience and customer service are not enough.
The relationship marketing not only limits liability to the area of marketing, but also, includes key areas of the organization in the relationship with customers, to ensure that at every point of contact relationship get stronger and more than that, the creation of quality service.
Is not worth to proclaim values such as a good deal or confidence if at the point of customer service who answers the requests, complains, claims, congratulations and advice usually does reluctantly or disinterest. Why communicate a promise of value, if at the times of truth the service will fall short against the expectation?
First of all, we need to Public Relations. PR is the opposite of advertising, as involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools.
Now, we can differentiate Internal and External Publics. While IP are individuals employed by an agency, while EP are people and organizations outside of the company that are doing business with an agency.
Let's go deeper into Internal Public. IP of PRincludes Shareholders or Investors, Employees, Suppliers, Distributors, Retailers/Dealers and other business associations: Primary function of public relations is to facilitate positive and profitable relations between an organization and its actual or potential audiences.
Internal communications (IC) is the function responsible for effective communications among participants within an organization. Many practitioners highlight that they are not responsible for the day to day intercourse between colleagues but rather in helping an organization achieve its goals by building understanding and engagement.
Michael Ritter, in his eBook Organizational Culture refers with emphasis to the internal public, as a "public-objective".
Consider the current outlook, technology and the immediacy of the media have had a great impact on the perception and dynamics of our public, who now demand transparency in the actions of organizations.
The diversification of the workforce demand brands to begin with the differences before communicating, "diversity management"; to be connected with the characteristics of contributors who are now much more critical and have a high degree of interest in communicating what they think, even about the organization in which they work.
"Employees are also voters, shareholders, consumers, members of Eco-community's next to the operation center of companies... have different points of view... and can be a key against problems. So, if the company wants its employees support their cause, must know the information about it: what they collaborator needs (...) Today, nobody doubts that companies must generate in its internal and external public perception of a transparent institution about what it is, do and think." says Ritter.
Definitely a partner who knows his role in the company, which recognizes the importance of their role in achieving collective goals and is connected with corporate values, will focus his efforts on consistently perform.
Then, before communicating out, brands must ensure that its internal public is connected with corporate objectives and reach them living the values of the organization. Only this way external actions will not fall short, because will link the human resources strategically in fulfillment of a promise of value which we all believe.
And you, what do you think about it? We want to know your opinion! Leave a comment below ;)!