Well-known in large ones, less in smaller ones but so essential in all businesses, let's see what the role of a communicator is.
Even if we practice the same discipline, there are some specialties among communicators. We can divide them into two main categories. The first one is about communicators managing the notoriety of public figures by carefully optimizing their client’s external communication. These communicators are commonly entitled as Public Relation Advisor. The second category we are interested in are communicators strategically accompanying brands into their development.
Communicators are the interpreters of brands to the public opinion for bringing new commercial messages to them within this growing entanglement of communication means. The communicators – and the communication agencies they are part of – are often external to their clients’ company for guaranteeing a neutral vision from outside and fresh ideas. Even if it is common to see internal communicators in large companies, they still collaborate with external agencies. In smaller companies, it is less common to meet an internal communicator. When there is one, the person is frequently in charge of the marketing too, even though these two disciplines require different skills. No matter they are internal or external, recommendations made by communicators have the power to influence brands at their highest levels.
Generally, the public imagines that communicators are performers but, in reality, the stage at which one believes they are beginning to intervene is often the last phase of their action. Remember that the choice of a communication registry is part of the strategy, not the execution.
The role of a communicator.
The communicator has functions similar to that of a lawyer, with the difference that the lawyer focuses on the legal aspects by trying to convince the judge while the communicator focuses on the commercial elements in attempting to persuade public opinion. However, unlike a lawyer, the communicator will more easily refuse "the pleading" of a brand if (s)he judges the client is dishonest, the product is potentially fraudulent, or the cause is harmful. Sincerity must remain a golden rule, and these specialists are not here for misleading the public. Their client’s reputation, as well as theirs, would be quickly in danger.
A communication agency is here to discover how the interests of its client coincide with those of individuals or entire groups and then treat the public as a partner. Indeed, companies have realized for several years that their relationship with the public is not limited to manufacturing and selling products but requires selling themselves, with all that they convey as a brand. Even the most ambitious project may fall by the wayside if it fails to tag people. It is the reason why any project must obtain the approval of the public opinion if it wants to have chances to succeed.
The agency is also at the side of its client for rapidly stopping any rumor or suspicion at the source by opposing accurate or complementary information through broadcast channels known for their effectiveness.
Communicators advise their clients but never impose recommendations. These recommendations may vary depending on the circumstances, but the work plan always holds on these two elements:
- The continuous interpretation responds to a desire to master the different ways of touching the opinion by making it feel the desired impression, most often without its knowledge. This element is often associated with working around the brand image.
- The exaltation of strengths aims to capture the attention of the public by setting a specific aspect of the company or a product. This element is used during a promotional communication.
The agency accompanies its client towards the choices appearing to be the most appropriate so that the public perceives the brand under a new light. The goal is to provide strong moments in the communication plans for continually seducing and avoiding the invisibility of the brand because of an excess of familiarization. In the long-term, communicators will not be limited to create notoriety for their client but will seek to establish celebrity.
"No matter what capital you have, the percentages you practice, the fact that the situation is more or less favorable to your activity: if you do not have behind you a public opinion ready to support you, you run inevitably to the failure."
Samuel INSULL - American-British business magnate
Whether big or small, it is essential that the company strives to give its communication a unique character in line with its objectives. The communicator is here to assist in determining a course of action for expressing the company's intentions to the public and for evolving in line with collective expectations.
Like businesses, the public has its personality, and it would be dangerous to believe that it is modelable at will and that it is blindly executing the brand's orders. The communicator tries to bring the two on common ground.
Finally, modern companies understand that agencies are powerful allies they must grasp for productive purposes to create a strong and orderly communication plan. Only communicators know how to make the public feel the uniqueness of a brand. Beyond the analyzes, the agencies will bring tangible elements such as images, slogans, concepts and transform these flat analyzes into concrete recommendations.