Communications in family companies
Is the label of being a family company sufficient as a communications strategy?
Do family companies need a communications strategy? Or is having the label of being a family company sufficient to beat the competition? According to the Edelman Trust Barometer, family companies are more trusted by customers than all other corporate structures.
But along with trust comes great responsibility. That’s why it is particularly important for family companies that the family values are consistent with the identity of the company and the brand experience meets expectations. A sound communications strategy is crucial for making it possible to experience the identity in a way that is credible and authentic, both internally and externally.
Effective teamwork: with every company, success works from the inside outwards. The communications strategy lays the foundation for authentic and transparent internal communications. This creates a shared understanding of corporate objectives, values, and vision. It strengthens trust, minimizes misunderstandings, and makes cooperation more effective.
Internal communications are also crucial for employee commitment – a factor that cannot be ignored when skilled workers are in short supply, as they are today.
Gaining attention: the communications strategy helps get the brand message across to the outside world in a way that is consistent and uniform. Credible stories convey authoritativeness and transparency and generate trust. Good trust is good business. It’s how long-term customer relations and strong brand positioning are built up.
Crisis communication: all companies may have to face a crisis, whether due to internal or external factors. A communications strategy is an aid to communicating effectively in crises and retaining the trust of customers, employees, and other stakeholders. Rapid reactions, transparent information, and open communications are ways for companies to protect their reputation and minimize the potential negative impact.
Succession planning across the generations: in family companies, succession planning is key to ensuring the firm continues to exist. Developing a communications strategy can assist the process; coming together to discuss shared values, experiences, and visions raises mutual understanding and can assist in transitions running smoothly.
We will be happy to support you in developing your communications strategy.
