HomeDissertation:Creative BtoSforS Communications in an Age of Sustainability

Creative BtoSforS Communications in an Age of Sustainability

Factors to Be Considered in Communication Activities

Unlike publicity, which depends on the decisions of journalists and directors regarding space (or time), tone, and whether or not something gets carried (or broadcast), advertising and company websites are relatively easy forms of corporate communications in terms of information control by the transmitter. Factors to be considered in such communication activities that have a close connection with creative work can be boiled down to the following three:

(1) The facts that you want to convey or should be conveyed (selection of communication themes)
This is something you should be aware of beforehand and not something to be recklessly contrived. Communication activities should be planned only after fully understanding what you want to say and to whom. They are a means of solving problems and are required for management purposes to bridge any perception-reality gaps that have arisen between the company and stakeholders. For the company, what it wants is for the facts to be recognized; an orientation sheet that lacks them is unacceptable.

(2) Ways of expression, i.e., ways of conveying the facts (creative strategy)
Creatives often look at the way of expression in conjunction with the abovementioned theme selection. It is also connected with factor (3), media selection. The creation of advertising materials appropriately expressed so as to properly convey what the company is trying to say to the target audience, get the message accepted by the target audience, and stimulate action or attitude change occupies an extremely important position in communication activities. Since the method of expression changes depending on the form of media selected, creative work and media selection go hand in hand.

(3) The selection of media, i.e., where information can be placed and conveyed (media strategy)
Media are essential for communications. Information is delivered to the target audience through the media, whether it be newspapers and magazines, the Internet, or trade shows. People can be called a form of media as well. Although it cannot be described as advertising, salespeople, for example, engage in direct conversation with customers, and there is word-of-mouth communication too. The selection of such a media or a specific medium as your vehicle is important for the efficient delivery of information to your target audience. It is a prerequisite for creative work.

In thinking about the creative side of BtoSforS communications, I would like to focus on factors (1) and (2). This is because the decision regarding what you want to say represents the core part of BtoSforS communications for which the advertiser should bear the most responsibility; it is both the starting point and compass for creative work.

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