Read through a company’s report, website or social media. You will see how eloquent companies are at talking about themselves.
Mission statements, key messages and marketing campaigns help companies present themselves in the best possible way. Companies want to gain the trust of their stakeholders (i.e. customers, employees, shareholders, etc.). But when a company focuses too much on broadcasting its perfectly crafted PR message, it may fail to recognize its stakeholders’ communication needs and expectations.
Companies should employ a more personal and authentic communication style. McDonald’s improved its internal communications by getting rid of the press-release voice. Using a more human, universal voice not only increases engagement, but it can also positively impact a company’s bottom line.
In today’s digital age, when people’s attention span is almost non-existent, your various stakeholders appreciate when you make an effort to connect with them on a personal level. They want to hear stories. They want to see themselves in your brand. They want you to move the conversation from “we” to “you.”