Institutions play a crucial role in the development and stability of society and the economy, from education and health to politics and finance. Their ability to adapt and communicate effectively, particularly in the digital age, has enabled greater interaction and engagement with the public.
Institutional communication has become much more strategic and participatory, carefully developing their message and audience, seeking active interaction with the public rather than simply one directional-communication.
In terms of communication channels, an online presence is essential. They are now able to generate their own content, using social media, blogs and videos to reach their audience. Social responsibility has gained a lot of weight in the eyes of the public. Institutions are under heavy scrutiny and are striving to align their operations with principles such as social ethics and sustainability.
In general, the ability of institutions to adapt, innovate and communicate effectively in the current paradigm is essential for their reputation and for the overall prosperity of society and the economy.
- Going Digital and Multichannel. Institutions have adopted digital platforms and automated processes and procedures to communicate more effectively.
- Transparency and Citizen Participation. These organizations seek to be more transparent in their actions and decisions and encourage participation through public consultations, surveys and online forums.
- Emphasis on Narrative. Institutions have recognized the importance of telling meaningful stories to emotionally connect with audiences.
- Personalization of the message. Tailoring communication to individual needs and preferences, particularly utilizing data delivers more relevant and up-to-date messaging.
- Feedback and Active Listening. Responding to questions and concerns proactively through public opinion generates a critical back and forth relationship.
In short, we are evolving towards a more transparent and people-centered communication, where design becomes the principal tool to spread globally & effectively their messaging.