There are three trends in communications I feel passionate (OK, and opinionated…) about: transnational, social and sustainability – as I set out in this IPRA Frontline article.
A catch up lunch recently with a former colleague now heading global communications for an Asia-HQ’d global business brought all these into the same frame. Talking about their corporate culture, it became clear that being global was central to strategy and second nature to senior management while local-ness was central to execution – and the two were not at odds. So any social strategy would need to reflect this and be authentic to satisfy these internal as well as external audiences. Not everywhere in the world revolves around Twitter and Facebook.
An initially separate discussion around sustainable communications quickly led back to the other two themes.
The essence of sustainability is not just about ‘greenery’ (real or ‘wash’) but about brands and organisations delivering genuine value to their internal and external communities over time. This value may initially seem somewhat oblique, e.g. banks supporting property rights and the rule of law… but without a legal framework for creating and protecting wealth creation, how can wealth’s brokers survive?
So too, we agreed, with a brand’s virtual communities – are its activities and its content genuinely adding value to them?
Local, transnational, social.