‘CEOs key in communication success’

Kampala. The digital revolution is fast changing the way businesses operate. Companies today have been forced to adapt and innovate or risk being left behind due to the digital disruption.
However, to achieve the maximum results, top level executives have been coached on how they can develop a strong brand communications team.
In her address to chief executives at Kampala Serena Hotel last week, Ms Robyn de Villiers- Founder and chief executive officer Burson-Marsteller Africa, a marketing agency, said the future of brand communications was clients being brave, courageous and making bold communications that will stand out from the other.
“Organisations need to be authentic in what they do because what they say must be aligned otherwise they will lose their consumers and stakeholders. More and more CEOs must be counted as the head of communications in the organisation,” Ms Villiers said.
A business should have an integrated approach to its communications so that there is always alignment.
To achieve that, Ms Villiers said there must be a connection between the communication function and the executive function.
“The CEO is the most senior person and there should be a communications person in that top team. The CEO should have the chief communications officers as his right handman,” she said.
Getting on social media and digital opportunities is something that organisations cannot avoid any more today. However, having a clear strategy will determine how their communication will be received in the market.
Mr Caleb Owino, the Fireworks Advertising managing director, said the digital revolution was leaping ahead of organisations.
“As such, most organisations know that digital is important but few have taken time to define their strategy for it,” he said, adding that most of their activities in the digital space are reactive.

Audience identification
Mr Owino said it was important for companies to know and understand their audiences so that they can be able to target them effectively.
Mr Daniel Sierberg, an internationally acclaimed author, speaker and a senior marketing manager at Google speaking during the Monitor Thought Leaders Forum in July advised employers to make sure their employees understand why they need to go digital in order to improve efficiency.

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