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The role of corporate communications is now more important than ever before and has a much greater potential to have a substantial impact on strategy and business due to changing audiences, expectations and working styles.
An organisation’s communication strategies must adapt to engage stakeholders, establish trust and maximise their influence. To do this, they must make use of the most recent trends, technologies and data.
This particular goal has brought together Australia’s communication professionals in Akolade’s 8th Annual Corporate Comms Leaders Summit 2022 held at the Stamford Plaza Melbourne from 12-14 October 2022.
In the summit, leaders from a variety of industries illustrated how communicators can create flexible and responsive communication plans to fortify stakeholder relationships, improve employee welfare and safeguard the reputations of brands.
To boost audience trust and buy-in, the delegates learned techniques for developing data-driven initiatives, combating misinformation, and using an omnichannel strategy.
Former Deputy Director of the Centre for Industry AI Research and Innovation at RMIT University, Rita Arrigo, discussed how augmented reality (AR), virtual reality (VR) and the Metaverse can enhance communications and customer experience.
Arrigo tackled the use of immersive reality to create memorable and engaging communications.
“What makes the Metaverse different? It’s really about this community connection, people that are like-minded like Roblox communities,” Arrigo said.
Rebecca Blewitt, Senior Communications Manager for Downer Rail & Transit Systems had a presentation on “Communicating with no audience and no budget” where she shared with the participants her approach to positioning Downer as an industry leader through three distinct groups; internal staff, audience outside her organisation and the industry as a whole.
To have succesful low-cost communication strategy, Blewitt advised the delegates to “use what’s there, and add 1 per cent,” “be agile,” “invest in B-roll” and “let others speak for you.”
Meanwhile, mars.com Corporate Affairs Director Sophia Anning shared case studies of Mars well-being initiatives which led to the organisation’s increase to 4.11 satisfaction with internal comms, its assistance program doubling the industry utilisation standard and a 35 per cent organisation participation. She also talked about the role senior leaders, teams, managers and the individual play in fostering workplace well-being.
“When it comes to the workplace, we believe that investing in health and well-being creates environments that support energy, productivity and engagement,” said Anning.
Marnie Carroll, Head of Corporate Communications at LÓreal Australia, takes pride in her organisation leading the way in creating a better world.
In the latter part of the summit, the comms professionals learned about protecting brand reputation.
Strath Gordon, Head of Communications and Public Affairs at the Australian Olympic Committee, told the summit participants how they can communicate effectively with stakeholders and protect their brand reputation while supporting Australia’s attendance at the Olympics during the pandemic.
According to Gordon, although there is opportunity in adversity, one should never over-communicate in a crisis. He also stressed the importance of consistency and discipline in messaging and the critical role of stakeholder communications.
The delegates also took inspiration from Marnie Carroll, Head of Corporate Communications at LÓreal Australia, as she shared LÓreal Groupe’s best practices in developing and strengthening its brand reputation.
LÓreal Groupe is the 4th largest advertiser worldwide and is connected to 1.7 billion people on digital platforms, as Carroll introduced in her talk.
Carroll attributed Lóreal’s milestones to its four core principles: (1) Business is the only institution seen as both competent and ethical; (2) Trust is local; (3) Employers are seen as a mainstay for trust: and (4) A strong corporate brand is a competitive advantage.
In their three-pronged approach of trust, closeness and advocacy, Carroll highlighted the key role of getting involved in current issues and crises and partnering with the right people in public affairs to build a corporate brand that people patronise.
LÓreal has adopted this in its signature campaign called “Create the beauty that moves the world” which is the organisation’s medium of making sure that it is creating and leading the way as a leader in the beauty industry.
“It might seem like a small thing but for our employees, I think that’s really an important thing for them to say “Well, that’s how I’m building my brand” and then that moves the world,” Carroll said.
“How can we be part of the change that we want to see in the world?”
Indeed, leveraging your brand is way beyond just talking about the nicest features of your services and products. It always comes down to how you are positively bringing significant value to the lives of the people you want to serve.
Want to gain and share knowledge from other professionals within the industry? Check out our latest Comms Room events here.
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
