This archive report was first published on 21 August 2019.
Effective communication is crucial for organisations in the 21st century. As Dr. Wilfred Marube, President of the Public Relations Society of Kenya (PRSK), noted during the rebranding of the Athi Water Works Development Agency (AWWDA) in June 2019, organisations must adapt to the changing communication landscape.
Published on August 21, 2019, Dr. Marube's speech highlighted the shift from broadcasting to narrowcasting, where organisations must share information with individuals rather than the masses.
Modern Communication Landscape ¶
The explosion of social media and the rise of fake news have made it challenging for communicators to reach their target audience. Dr. Marube asked, 'How prepared are we?' to engage with the audience effectively.
With the rise of newer generations, particularly Millennials and Generation Z, organisations must understand their perspective on the world. These generations are living in an era of information overload, with shorter attention spans and increased volatility, complexity, and unpredictability.
Dr. Marube noted, 'We are in an age of increased public scrutiny and mistrust of organisations.' This requires organisations to be more effective in their communication strategies.
9 Communication Tips ¶
1. Architect of Reputation ¶
Dr. Marube emphasized the importance of communicators designing and building the reputation of institutions. This involves relaying the organisation's reputation effectively.
2. Researcher in Chief ¶
Research is key to understanding the audience and the organisation's position in the market. Dr. Marube stressed the need for communicators to have in-depth knowledge of the society and any other topics relevant to reaching the audience.
3. Local Weather Person ¶
Communicators must be able to read the mood of the current landscape to detect potential risks to the business. This involves being aware of the organisation's strengths and weaknesses.
4. Firewall ¶
Dr. Marube highlighted the importance of communicators detecting danger and taking proactive measures to protect the organisation.
5. Truth Bearer ¶
Communicators must be honest and transparent, even when sharing difficult information with senior management. Dr. Marube noted, 'However much the truth is bitter, it is the role of the modern communicator to tell the king or the queen that they are naked.'
6. Physician ¶
Communicators must also serve as counselors to senior management, providing guidance on decision-making and potential conflicts with stakeholders.
7. Conditioning Coach ¶
Dr. Marube emphasized the need for communicators to train other employees to speak on behalf of the organisation in times of crisis.
8. Matchmaker and Relationship Coach ¶
Communicators must identify key stakeholders and manage relationships for the benefit of the organisation.
9. Storyteller ¶
Dr. Marube noted that institutions have stories that attract audiences. Communicators must be able to share these stories effectively.
