Opinion: From Our Readers - Communication is the key to survival

In response to your recent comms survey (Features, 10 July), a commitment to communications programmes is the key to survival these days, however counter-intuitive it might initially seem.

Though reassessing spend is a prudent measure, business leaders need to recognise the importance of consistent and engaging communications in driving morale. Communication doesn't stop in a recession; it works harder and smarter.

UK businesses are realising that they need to re-focus, re-group and re-energise to emerge from the tough times stronger. That can be a challenging sell to a workforce fearful of redundancies and aware of falling figures. Understanding the specific audience is critical to gaining their buy-in. Without engagement and enjoyment, there is no audience; and without an audience, there is no communication.

It isn't about sending lots of messages down lots of channels, but more about hitting the target first time. Agencies have a key role to play here. We have the benefit of being outsiders, the ability to see the issues from multifaceted perspectives and an understanding of the channels best suited to help clients market themselves. Draw upon techniques from media, art, entertainment, education and politics - areas that rely on pure engagement - whether there's an economic downturn or not.

Paul McKinlay, MD, Triffid

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