Philosophy

Grip on communication

Many organisations are used to show their best side by using a so-called persuasive or convincing communication approach. The added value of this type of communication has reached its expiration date. Organisations are losing grip on the effect of their issued communications. Overcompensation by communicating even more only leads to to exaggerations and excess.

Challenge

Legitimacy by the public is the biggest challenge to the image of organisations in the years to come. The license to operate that is given to companies by their target audience is decisive for their image and support.

Recognition

Organisations no longer determine their added value, it is the public that recognises them as actors with a distinct social interest. This recognition forces organisations to communicate with institutional values that closely match societal themes. It is no longer about how an organisation wants to be seen or to simply promote its products, it is about what an organisation really thinks and how it acts accordingly.

Social relevance

To organisations this means that they no longer need to restrict their communication to the goods and services the produce, but to participate in socially relevant discussions. The way they contribute to this determines the extent to which they are perceived to be socially relevant. The communication approach has to be in line with the will to show the complete identity. The influence this has on organisations cannot be underestimated.