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In literature, communication is defined as the exchange of information. This exchange takes place between individuals, groups, or people and their environment.
Communication occurs on two levels: factual and emotional. Factually, the content must be structured in a clear and comprehensible way. This is referred to as consistency and coherence in the content. Whether the content must also be correct depends on the attitude. Nevertheless, people thrive on emotions. Despite our often rational presentation, we are ultimately driven by emotions. Our actions, beliefs, and purchasing decisions are always made from an emotional perspective. Successful communication recognises the power of emotions and utilises them.
Not every content or story is suitable for all forms of communication. We distinguish between personal communication (oral) and impersonal communication (e.g., texts and images). Some content is better conveyed in person. Others, however, benefit from impersonal communication because it reaches a larger number of people more quickly, is independent of time, and can be emotionally enhanced through images and videos.
Just because something has been communicated once doesn’t necessarily mean it has reached the recipients. People are bombarded with hundreds of messages every day. To cope with this flood of information, we filter out much of it. Repetition in communication helps it reach the recipients. The content of the message shouldn’t change, but the form can vary.
Defining one’s own position or that of a company is not easy. With increasing complexity, such as when there are multiple decision-makers, it becomes more challenging to achieve success. However, to communicate clearly and quickly in complex environments, it is essential to know one’s own point of view and record it in writing. Ultimately, clear rules and an understanding for all parties involved are required.
In a globalised world, people, markets, and consumers differ from one another. Good communication reflects this. It takes into account the recipients‘ everyday lives. Understanding the context is crucial here.
Communication channels have different characteristics. Some are faster, others slower. Some can accommodate more content, others less. Successful communication recognises that the choice of channel is crucial to the message.
Successful communication is based on continuity. Engaging with a company’s or organisation’s communication is an ongoing task. Successful communication reflects this by connecting different measures.
