Marketing
How To Build A Winning Communication Team
By Dr . Rose Odengo
A LinkedIn post a few weeks ago by Kevin L . Brown , the CEO of Mighty Ally , a brand consultancy firm , struck a chord .
“ Your solo Communication Officer is not a unicorn ... it ’ s not fair to think one person comms team can pull off countless jobs perfectly .”
This situation cuts across all aspects of communication work in the profit and non-profit sectors . There is always the solo copywriter expected to constantly churn out countless sales , creating commercials across all mediums with nothing but a flier with a circled image a sales executive shared . Or the public relations officer who has to feature the company ’ s boring board meetings magically and lackluster initiatives on the national and international press to prop up the company ’ s image and perception . It is unfair and impractical to ask an individual to do so much with so little . In this article , I want to share some insight on what a real communication team that can positively impact your business bottom line should look like .
First , living in the information age with smaller attention spans and trendfollowing audiences , the pressure is on . Your local IT consultancy or custom leather bags no longer compete within a local landscape . The internet has made sure that your competition is global . Your clients can opt to ship in international brands or engage the services of experienced freelancers on sites like UpWork and Freelancer . com , to name a few . How do you compete with that ?
Let ’ s work with the scenario where you offer good products and services ; if that ’ s not the case , I suggest you stop reading the article , return to the drawing board , and refine your product and service offering . Why do I say that ? A rotten egg will always stink , no matter how much you paint it or make it look presentable . And the stench permeates every inch of the space it exists . So throw out the rotten egg and find the right ingredients to help you create a winning product .
Size of the team
I understand it ’ s always about shoestringing your expenses for small and medium enterprises , but you can still hire smart . Consumers need something wellproduced and authentic when looking at the online monster appetite for content creation for social media , podcasts , websites , and TV . This requires a certain number of people who can write , film , edit , manage your online community and design compelling graphics .
And these people need to ensure they are churning out content like bees in a hive ; there is no time to lose . It ’ s about winning people over with the “ war ” of content and digital perception building . That means typically constant engagement with new and compelling content .
Speciality of team members
You do need to compensate your communication teams accordingly . From the amount of work and energy it takes to create concepts from scratch to running extensive virtual and physical campaigns to promote companies , it takes many a sleepless night to make . Your communication teams deserve the very best in income . It motivates them to do bigger and better .
As I have mentioned , you already need multiple team members on your communication team . This team also needs to have numerous proficiencies across various aspects of communication .
You need a writer , not just any writer . Ideally , it would be best to have someone who comprehends different facets of storytelling , such as a journalist , copywriter , or fiction writer . These are three distinct forms of writing . One is more informative , the other is purely about persuasion , and finally , it ’ s about weaving a good tale . Without a good writer , your graphics will lose the hutzpah required to draw your advertising or public relations .
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