Sanderson Media

Corporate Communication Principles

Monday, November 28, 2005

Corporate communication principles

A company image should be aligned with business objectives.

Communication and image development is a tool to support desired business outcomes.

A strategy for internal and external communication is a tool of your business objectives.

A company needs a clear view of where it wants to be and why.

What is your company’s vision of where it should be positioned in the minds of clients, staff and community? (eg innovative, technology, etc)

A look at the heart of a company should reveal the following:

  • company image
  • its products, knowledge, research
  • staff/management/client/public relationships
  • interaction with customers
  • technical excellence
  • efficiency, meeting deadlines
  • consideration for environmental matters (good news item)
  • service delivery
  • staff, management and collaborative relationships
  • trust in relationships (shown in comments from satisfied clients)

Image is most effective when it reflects the culture and values of the company and needs to be consistently visible in the way the company does business, not just as written communication.

(Inconsistencies in messages- behaviours, actions or written words- risk sending a jarring note which, if repeated, risk discrediting the intentions for corporate positioning.)

Communication needs to be layered and consistent.

There are multitudes of ways to get a message out- cost-effectively- target the specific audience- to achieve the objectives. (targeting trade mags with news and an occasional advertisement etc)

What can Sanderson Media do for your company?

  • write your news
  • develop an effective communication/marketing strategy
  • generate a collection of appealing photographs (for flyers, features, news, brochures)
  • assist your company to become an authority in its field
  • produce a company newsletter, develop database of potential clients, and email newsletter
  • access the print media, specialty magazines and trade journals with this positive material
  • positive perception gives credibility in good and bad times

Why might you need positive publicity?

  • it gives out a consistent message and supports core business aims.
  • it builds business profile and positive perceptions with clients and business partners.
  • it builds company morale by defining/demonstrating values.
  • it highlights and acknowledges performance/achievements.
  • it connects you to staff and clients. (a monthly internal/external electronic news bulletin is cheap and gives everyone a chance to contribute news)

Background – John Sanderson

For 25 years John Sanderson has worked on the principle that effective words and images connect with people and move them to action.

He has a talent for finding unusual angles to any situation in order to market a company’s strengths.

This has seen him market human-interest features by combining core business with a bright writing style, to publications such as New Idea, For Me Magazine, Brisbane’s Sunday Mail and countless industry journals.

His range of specialist communication work has included science, tourism, engineering and construction, women’s fashion, social issues and bringing history to life. John was a regular contributor to Brisbane business magazine InBiz.

Tailoring message to business goals

He considers it to be a winning formula when a message is tailored to management and business goals.

Sanderson Media’s feature article and pictures on North Rockhampton Nursing Home,
highlighted money saved through better programs for patients suffering from Alzheimers,
and helped the facility gain accreditation.

When faced with closure, Toowoomba’s Leslie Research Facility hired John to do some
positive publicity. It got results with the lab and quite a few jobs being saved.

The pen is mightier than prejudice about wastewater recycling

Sanderson Media helped break down barriers to effluent irrigation in Qld agriculture.
His work gained an industry innovation award for a Bundaberg farmer and helped NRM Scientists win hundreds of thousands of dollars in NHT funding for further research.

In 1998 John came within a whisker of winning journalism’s Walkley Award
with some sensational research and stories that ran for weeks in the State and national media.

He enjoys nothing better than helping companies brush up on their image and get their message into trade journals and industry publications.

Sanderson Media has written for:

  • Power generation industry
  • The construction industry nationally
  • Soil, Water and Climate Scientists, plus CSIRO affiliates
  • Agribusiness
  • Landcare and Greening Australia
  • Primary producers
  • Universities
  • Indigenous interests
  • State and local governments in the promotion of water conservation and effluent recycling
  • JM Kelly Project Builders
  • Department of Natural Resources and Mines
  • Protrac iD technology for hospitals and aged care facilities

(Sanderson Media's breezy writing style and great images can get your message out to the world) contact john@sanderson-media.com

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