No more tiers: five things that can take the pain out of decentralised marketing communications

Marketing communications is no longer just the responsibility of those with the words in their job title. Many organisations require staff in different roles to incorporate promotion, dissemination and general news-spreading into their workload. This decentralisation of marketing communications has the potential to be very effective, however it doesn’t happen by itself. Here are five things I have observed can make
a difference:

Motivation – whether from the results people hope marketing communications will bring, or from enjoying the process (using new tools, using their imagination, doing something tangible, interacting with real people, etc.). On the other hand, if staff can’t see a personal benefit to doing it, they are less likely to allocate time to it or have the enthusiasm that successful marketing communications depends on. When did a reluctant marketer every convince you to do anything?

Time – staff need genuine encouragement from their managers that they should prioritise spending time on marketing communications over other activities, rather than it being something to be done in addition to their current workload. If not, it’ll either languish at the bottom of the “to do” list making people feel depressed every time they see it, or it will get done but staff are likely to become stressed and de-motivated.

Freedom – giving people the space and permission to experiment with new communication tools, to come up with their own ideas, and make (inevitable) mistakes. But they also need to be clear what the boundaries are: e.g. house-style guidelines, approval processes, legal restrictions, etc. Staff might surprise you with their innovation and unearth hidden talents.

Focus – when people know what the specific purpose is for their marketing communications, who it should be aimed at and have measurable targets, they can use their time more effectively and see how well they are doing. Realistic, measurable targets can help with Motivation. It helps if your organisation has identified its niche (in comparison to others in the sector) and how to select which target audiences to prioritise.

Support – this can include peer support mechanisms (e.g. meetings where people can share their experiences, ideas and challenges with others), having someone to ask for technical advice or feedback, reference tools, and a champion or cheerleader for marketing communications who will persuade people to keep going. Perhaps a role for the Marketing or Communications Officer?

These are observations from a number of organisations working in the development and public sectors. How do they fit with your experiences?

(This post was originally featured on my earlier blog, Positive Influence. I’ve been told the advice and observations are still as relevant as ever, hence its reappearance here)