Communication between companies and stakeholders has grown during the pandemic, according to a study by AXON Marketing and Communications.

Know the results of the study conducted by the agency specialized in communications and digital marketing!

The pandemic increased communication between stakeholders and companies. That is the perception of 69% of the firms surveyed by the public relations agency specialized in integrated marketing communications, AXON Marketing and Communications. The study analyzed the situation of 40 companies regarding the health situation generated by Covid-19.

The survey sought to detail how these organizations are communicating with their stakeholders in the face of the communication challenges posed by the pandemic. These are companies 25.6% of which are family-owned with an international presence, 28% are multinationals with headquarters abroad, and 46.1% are family-owned with a national presence.

In response to the general question “What has happened to your company’s communications with the different stakeholders?”, 69% of the organizations surveyed said that communication with their audience has increased, while 8% said that the flow of messages has been reduced. On the other hand, 23% of the participants considered that the situation, in their cases, has remained the same.

This inevitably raises the question of how communication with the different stakeholders has behaved on a sectoral basis. In this regard, it was concluded that, at the internal work team level, the pandemic facilitated much more communication, which increased for 74% of the companies, as a result of the need to keep productivity afloat despite the distancing.

In the case of sectors interested in the business of the companies surveyed, such as chambers and unions, communication with them increased for 44% of the organizations, compared to 10% that said it had decreased and 46% that felt it had remained the same.

Similar results were found for the audience belonging to the government and regulatory sector, where communication increased by 46%, decreased by 10% and remained the same for 44% of the companies consulted.

Undoubtedly, to maintain the performance of companies in times of distancing and production slowdown, it is essential to strengthen ties with current clients, in which case, for example, 67% of companies said that communication with them has increased, compared to 10% and 23% that said it has decreased or remained the same, respectively.

Regarding the possibility of seducing potential customers, communication with them has increased by 46%, decreased by 21% and remained the same for 33% of the organizations surveyed.

On the other hand, communication platforms and channels are essential to ensure the flow of messages between organizations and their stakeholders. Therefore, to the question “Which platform do you perceive to be the most effective for reaching key audiences?”, the results obtained show that social networks, websites and blogs are the most effective.

Thus, in the consumer sector, for 20 companies, social networks were the most effective platform for transmitting messages, followed by websites, blogs and online chats. In addition, for the current customer niche, social networks (12) and videoconferencing platforms (11) are the most effective tools according to the participating firms.

When it came to maintaining communication connections with internal staff, 21 firms said that videoconferencing had been effective, and another 19 chose websites, blogs and online chats as the ones that worked best for them.

Likewise, regarding the potential customer sector, 21 firms opted for social networks as the most practical communication platforms, while online advertising, videoconferencing and, again, websites, blogs and online chats appeared as the other appealing media for around 15 companies in this regard.

Finally, they were asked the question “About your perception of external communication through online media and social networks, what is your current concept of their effectiveness?”, for which 57% of companies said that their confidence in these platforms was maintained, 28% said they trust them more and 15% opted for the answer “I have doubts, although we have had to start using them”.

For Carlos Trelles, CEO of the PR agency AXON Marketing And Communications, “these results confirm once again the communicational power that social networks have had during the pandemic in the business world. A power that managed to bring customers and companies much closer from the basic need to communicate something.”

According to the executive, the fact that blogs and web pages are pointed out by businessmen as the most effective platforms for communication with their stakeholders, “is a reference incentive for work teams when developing valuable and high-impact content for the digital audience”.

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