By Ronell Swartbooi - DUO Marketing + Communications
I’ve seen technology companies shifting their business goals
three to four times within an eighteen-month period. This is understandable, as
economies change, markets become more competitive or are disrupted by startups,
new investors coming on board or target audiences changing. No matter the reason,
being forced to shift business goals can be taxing on your business.
While you are focusing on business strategy and product
enhancements or new product developments, consider how your communications team
can support this process? How can they back the product and sales team and
provide peace of mind when you are ready to go to market?
Here are a few key points to consider:
Ensure that your communications team
fully understands current business shifts. The value of monthly business updates to your communications
team goes a long way, if your goal is to ensure that all your stakeholders are
in the know, and that potential customers reading any news updates about your
business - across all available platforms - understand your current offering
and value proposition.
To avoid being on the backfoot:
Encourage engagement between your
developer / product teams and the communications team. Make
this a fun exercise and use gamification tools if you need to in order to
bridge the conversation between the geeks and the creatives. Why? This allows
two very distinct teams to provide clarity on how they support each other, how
their work complements another team’s results and very importantly, it avoids
miscommunication to external audiences. The worst is reading an article that
needs correction when you have already done the work to put it out there.
Do a Google search to see if news
online reflects the messages you want your audiences to see. If
you are not impressed by what you see, it’s time to beef up your communication
outputs. Review your content marketing , have a chat with your SEO person (if
you don’t have one, aim to get a once-off analysis). All I’m saying is, do not
underestimate the harmful influence outdated online content can have on your
business. It has the potential to counter the hard work of your sales team and
executives travelling to expos.

“In the absence of clear
communication that satisfies the urgent desire to know what the boss is really
thinking, people imagine all kinds of motives. The result is often sloppy
behavior and misalignment that can cost a company dearly. Precious time is
wasted, rumors abound, talented people lose their focus, big projects
fail.” Harvard Business Review, The Five MessagesLeaders Must Manage (2006)
Tips:
Every company with or without a dedicated communications
team, needs to have the following documents at hand. By developing and updating
these quarterly, your communications team stays on top of specific business
changes, and management gets into the habit of sharing relevant shifts that
impact external communications.
- Company
fact sheet (for the media and stakeholders): Similar
to the About section on your website. An updated, one-pager that
your team can easily attach or paste into an email. This comes in handy
and saves times when stakeholders or the media have quick questions and no
time to search your website.
- Key
messaging / keywords/ quotes (for spokespersons): This
one-pager provides executives and your communications team with a golden
thread to keep all communications aligned with business goals. Never
underestimate the value of making your executive team feel confident that
they are sharing the right message. By also providing your communications
team with well-researched keywords, they can ensure that your SEO ranking
is on point when developing blogs, thought
leadership and case studies etc.
- Updated
executive bios, including high resolution photos and updated LinkedIn
profiles: Often these tools are
underrated. The worst is when media decide to Google and use a 5 year old
photo of an executive at a conference in bad lighting. This is a once off
annual exercise that can save you time in the long term, and could
potentially make or break a feature opportunity in a business print
publication.
Watch this space for Part 2: How to
shift from startup to enterprise messaging.
About Ronell Swartbooi:
Ronell Swartbooi, currently works as a Tech PR Account Manager at DUO Marketing + Communications.
Her passion for communications and networking with entrepreneurs is what
inspired her to change careers to technology PR. Africa’s rapid growth in
technology is what has fueled her interest to communicate innovation
out of Africa.
Prior to tech PR, Ronell worked in
the nonprofit sector as a project manager for seven years, facilitating a youth
media & leadership project. She dabbled in blogging and website admin/
basic HTML before blogger influencers were a thing.
Ronell has attained a degree in
Media Studies at the University of Cape Town, as well as short course diplomas
in Marketing and Public Relations at the Cape Peninsula University of
Technology.