When communication was the prerogative of traditional media only and advertising was the only way to make oneself known, no entrepreneur would have passed through the hall of the brain to expose himself in the first person. And that’s because he didn’t need it : companies benefited from delegating the promotion of their products and services to third parties.
These were the happy years (for the old media, and indirectly for the companies that relied on it) of “push communication” , that is pushed in a unidirectional way and without appeal from the producer to the consumer Smart Circle.
Today we live diametrically opposite years: thanks to the internet we have all become “producers”, as well as consumers. And I am not referring only to products or services (even a single individual is able to produce them), but also to the contents that can contribute, in one way or another, to their sale.
For this reason, the simple “delegation” of communication, and marketing, to a consultant or agency outside your company no longer works. Today communication, in order to work, must be born within , and no longer outside, one’s own business.
This explains why the entrepreneur is “obliged” to put his face on it. Because, wanting to be even more exhaustive, it must “be the first person spokesperson for corporate communication”!
The consultant in this context is a crucial figure because knowing in detail the dynamics of marketing, he will guide and help him in this process. But I repeat: the process must first involve the entrepreneur who, even before being a creator of services or products, must be the first and most important content creator of his company.
What if it doesn’t?
I won’t be a catastrophist by saying that if it doesn’t, it will fail within a month. In truth, the entrepreneur who does not care (yet) in the creation of content does not commit anything so serious to date.
In fact, although today’s communication is very different from that of the rampant ’80s that I described at the beginning, even today the entrepreneur can afford the luxury of delegating communication provided, however, that there is a consultant or an agency in able to grasp the company philosophy by interpreting it in order to achieve a good positioning in the market.