CEO & Marketing Manager
DON’T TALK US ABOUT COMMUNICATION.
19 APRILE 2016
There are some topics we hardly know (read: we know nothing at all) but we
love talking about. Politics, technology, football are only a few of
them, how many times, for instance, we heard someone speaking about
communication? Well, now raise your hand if you can explain in 30
second what does it mean. That simple yet obscure word became over
the years a concept that much wide to lose any possible meaning.
What’s worse is that, unfortunately, this ambiguity affected the
professional area too. Everyone “does” communication, in every
field and linking it to the most improbable jobs. We can all count at
least one person, between our acquaintances, that works in
communication, and tell me, what does he or she do to live?
Now, I won’t give you here a definition of communication, It would
probably take me all day. I can, however, tell you something about
two concrete tools through which we work: Public relations and
Marketing (I know it’s another mystic word, but i can assure you
some degree of concreteness).
Relations cover everything, tool or situation, useful to build, keep
and strengthen relationships. They are the operations capable of
positively influence Stakeholders (investors, partners, clients and
so on) using messages representing the official and formal voice of
the company. We are not talking about advertisements but simply a
transmission of company-related informations spread through direct
contact and mass media; some examples are: external relations
offices, press offices, events organization and all the possible
specific communication activities, such as environmental and crisis
And then we have marketing: creating needs, stimulating consumers target
(previously identified), and pushing them to purchase, utilizing the
right channels to convey our messages to our target. Some marketing’s
tools are: brand and product marketing, retail marketing (where we
place the products) and web activities (internet and social media
The previous brief explanation is necessary to settle the concept of
“communication” in a more tangible background, made by tools and
visible long-term results.
We are clearly not talking about magic spells able to overrule reality
or to exact and immediate cause-effect chains of events. The task of
these activities is to reduce to a minimum the possibilities of
misunderstandings, improve the possibilities of a favorable
perception of the firm, the products and maximize the effectiveness
of some messages, but sadly, without a mathematic certainty.
Personally I advise you to distrust sureness sellers and easy results
(let’s leave them to tv commercials). Provocatively John Wanamaker
once said “Half
the money I spend on advertising is wasted; the trouble is I don't
know which half.”.
This, I repeat, is just a provocation.
There are some brands, so powerful, that can take the liberty of spare on
product communication because the brand itself is such a strong
guarantee of value, there’s no need for anything else, that this
value is obtained spreading values is just a bit more than a pun.
Let’s leave Apple and Ferrari aside, we could now focus on another
historical company: Coca Cola, whose adv are a very simple “no
notions but emotions”. The consumer is no robot, one unthinking
being and automatically influenced (or at least he shouldn’t be),
he has emotions, dreams, desires. This, in fact, is the key point big
brands use to spread messages: transmitting emotions through tangible
tools. A mixture of reason and feelings, applied to business.
Has it sense? Could it work? As previously said, no-one can give us a
mathematic answer, but we can try anyways.