- The activities are highly restricted depending on the team/department managing communications. For instance, a marketing team will focus more on sales and promotion, overshadowing the user’s perspective.
- If there are no experts or professionals, the overall picture of communications is abysmal, to say the least. Everyone thinks that they’re managing communications but then, who ensures if that’s the right way to do it?
- The end products (such as communication strategies, user manuals, and information design) lack consistency. Since there are too many cooks — or no cooks at all — the broth will sure be spoiled.
- The focus shifts to minor fixes, things that will work now but not quite fit in the bigger picture. This practice results in a messy overall structure which can then hurt the organization.
Considering all the issues listed above and analyzing the importance of quality content these days, it won’t be wrong to say that a dedicated team for communications management is what each modern organization needs. A team with communications experts and specialists will help in understanding the users’ perspective and to meet their needs by devising effective strategies. Some of the areas where such a team can be of help are as follows.
Website and social media
Websites and social media are not just about adding blocks of text and pretty pictures. The design of online information and the creation of a strong social media presence demands a lot more. It involves information architecture, online content strategy, usability, user experience, and the look and feel of the content. This is where communication experts are needed, in collaboration with the design professionals.
A team dedicated to communications management can ensure uniformity in all content, thus presenting a consistent image of the organization.
At first glance, one might think that technical documentation is not really what all businesses need. A closer look, however, can change this thought. Technical documentation is necessary for all organizations, irrespective of the products you’re selling and the services you’re offering. From the creation of user manuals and technical specifications to creating FAQ pages and on-boarding handbooks for employees, you need a documentation expert on your communications team.
Professional and corporate communication is essential for the growth of an organization. Some examples include grant proposals, contracts and agreements, and press releases. It is, therefore, important that all such content, whether it is public-facing or meant for a prospective sponsor, is created by people who understand how to deal with different types of audiences to ensure fruitful results.
The above categories give a bird’s eye view of the roles and responsibilities of a communications team. If you dig deeper, looking for more specialized duties, things get even more interesting, making a strong case for having these experts in an organization. A team dedicated to communications management can ensure uniformity in all content, thus presenting a consistent image of the organization. Such teams also help in bringing clarity within and between teams in the organization, thus leaving a good impact on the overall productivity.
If an organization cares for effective communication and has the resources, it doesn’t make sense to not have a team dedicated to the task that is pivotal for its success.