As you may already know, last October we presented the last title of the Corporate Excellence Series Library: Strategic Communication and its Contribution to Reputation. For its launching, we had the pleasure of having the author of the English version, Paul A. Argenti, Professor of the Tuck School of Business and Member of our Advisory Board. He taught a master class about the topic and main findings of the book.
After listening to his words, reading the book and doing some research in the new communication models, we are clear about something: this is an unprecedented moment, not only in the history of corporate communication but also in the way of doing business. In the past, companies were the only ones managing to communicate with its public (employees, customers, non-customers, and society) and they were doing it unidirectional and vertically. But today new technologies have revolutionized the way we communicate with each other; the advent of social media has stimulated an unstoppable change that affects every element on people’s lives, we can no longer ignore key factors such as immediacy, realtime interaction and meeting points where to share opinions and ideas, to be listened to and to ask for feedback. The persuasive standard communication model based on massive release of messages aiming to influence people’s insights through this only channel has been replaced by a new communication model, whose target is to get stakeholders to be the ones advocating the products and services of a company in the market. This is the New Communication Model lead by the Arthur W. Page Society, one of the biggest associations of corporate communications executives in the United States and strategic partner of Corporate Excellence. Nowadays, a brand is not what a company says about itself but what every person to whom it relates to says and thinks about it. In this new information ecosystem, communication emerges as a driving force ready to generate powerful and influential processes with an impact in the attitude and behaviour of the stakeholders that will drive them to advocate for the company, its products and services, generating a good, strong, and long lasting reputation.
We took advantage of the launching of Strategic Communication and its Contribution to Reputation to interview Paul A. Argenti so we can now share his interesting words about the new communication paradigm, the heads of communication and the future we are heading to.