Communication and creativity: How do we get to the “internal client” in today’s Organizations?

By Vanina M. Vargas from Moreno city, Argentina.        

Translated by Mara Sanfilippo from Paraná city, Argentina.

Communication and creativity have never gone in separate ways, but today more than ever they must hold hands.

Creativity plays a fundamental role when we communicate; this is because as it happens in the different life scenarios, the people, clients, public or whatever you want to call it, is much more demanding than in other times. It is an ever increasing challenge to capture their attention and surprise them with an original message.

In this case I choose to talk about the client and, more specifically, the “internal client” in order to refer to the group of collaborators that constitute the staff of the Organization, and I choose this term because the theme we are going to discuss will be the Internal Communication in the Organizations current situation.

In the thinking 3.0 age we must understand our internal clients’ way of reasoning, living and reading the world. The hours they spend at work still are hours of their lives, that is why we start from the basis that the collaborator’s private life cannot be understood as separated from their working lives, they both overlap as they necessarily define and feed back into one another.

As communicators our power of observation must be highly developed, we must be empathetic and understand who we are addressing to. We need to know what they have to know as collaborators of an Organization and also what they are interested in. Moreover, a very important subject is: how we are going to communicate.


Internal communication: Humor as a resource

The selection of register, style and expression forms must not be arbitrary; it has to be based on the study of our public, their ages, culture, geographical localization, their consumptions, etc. This obviously requires time, dedication and the development of our power of observation and the reading of the different realities around us.

I am going to give a practical example and a resource I often use: humor.

But, how can we use humor at work? This question does not have a single answer. First of all, it is necessary to define what kinds of communications we are going to use in the Organization, and this responds to a Strategic Communication Plan and a Policy that define:  What to communicate?,  To whom?, so as to define how to do it.

I advise you to use the resources that humor, slyness and joke offer in “soft” communications. “Soft” communications are those that do not address susceptible and sensitive issues such as: disassociations, incomes, wages, etc.

Humor generally generates surprise in Internal Communications. Collaborators often pay more attention to an unusual communication taking place at work than to the ordinary ones (the same pattern, background color, typography, writing style).


The union of two worlds

At present, the convergence of the media is an undeniable fact, the possibilities of instant communication, sending videos and pictures that social media and applications give us are the result of what we know today as “viralization”

The famous “memes” circulating in Facebook, Whatsapp, Twitter, Instagram, etc. are the star of the moment.

The same happens with YouTube videos that appear on every social media and cause sensation. First the Internet and then the TV, there is a clear displacement and a new form of communication that strongly privileges the visual and  has been developing for years.

Our “internal clients” experience this reality in their daily lives. Some of this phenomena (if not all) probably touches them, so… Why cannot we also make use of these realities to communicate internally in an Organization?

Let’s resort to creativity to link resources of these two realities, so the surprise of finding an element of the external world that is bond to the working world captures the internal client’s attention, shocks him and motivates him to open an email, to approach a notice board or to take a look at the work group in Whatsapp. Anyway, do not delve too much into the means, but focus on the message.


As a final conclusion

The best or the right way to communicate is never achieved in the first attempt. We must rehearse, try and try again to be able to identify the more effective and efficient ways.

We also have to innovate, because we cannot take the risk of making them become accustomed to a same and single message. This task requires the constant use of creativity.

In order to realize this, I repeat, it is very important to observe and to question ourselves about all things around us and why something is the way it is.  Does it have to be that way? How could we do it or say it in another way? Asking the obvious, becoming children again; the game helps to develop our creativity.

We can say what we have to say in different ways, and that is the premise that must guide the production of our communications nowadays.




Translator’s profile:

Mara Sanfilippo is a Literary, Technical and Scientific English Translator who graduated from “ISP Almirante Guillermo Brown”, Santa Fe. She works as a freelancer translator for particular clients, international companies and translation agencies. She offers translation services in several areas: business, legal, engineering, literary, subtitling, web pages, etc.) (from English to Spanish and vice-versa.) Currently she is taking the English Interpretation training programme.

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