Comunicazione responsabile: cos’è e come si costruisce
As the wine sector becomes increasingly competitive, a brand can only emerge out of obscurity if they have an exemplary communication strategy. In 2019, an effective strategy must also consider the concept of social responsibility and apply it to all its messages. In this article, we explain how your company can do it too.
For a winery, wine communication and social responsibility must go hand in hand. The promotion of a wine is not an easy task, especially in Italy, where there are as many wineries as there are bottles on the market. A good communication strategy is an equally complex goal, since to be achieved, it must masterfully combine branding, public relations, social media and design. Not only that, a 4.0 winery must plan everything under the great lens of sustainability and therefore, make its communication a completely responsible process.
What is responsible communication
Responsible communication is an area of social responsibility. It is the responsible management of the communication process, the content of the communication and its repercussions. To be truly responsible, a communication strategy must be targeted, personal, transparent, truthful and aware of its economic, social and environmental impact. More than a concept, responsible communication is now positioned as the new paradigm in the field of communications, whose approach includes all stakeholders. Responsible communication adopts the principles of sustainable development and (among other things) aims to: positively impact a community from both a social and environmental point of view, promote ethics based on respect for human relations and help build an alternative for future generations.
A good responsible communication strategy must…
1- Having respect for all interlocutors
A company adopts responsible communication because it aims to treat each of its customers with respect, regardless of who they are, what they do, their beliefs or for whom they work. In this case, therefore, any kind of discrimination and denigration is totally absent from communication (both internally and externally). On the contrary, a responsible communication strategy celebrates diversity inside and outside the company.
2- Gain the trust of your interlocutors
The public only trusts a company when they know that it is honest and reliable. That’s why a responsible communication strategy never distorts the truth, and it also seeks to find the most understandable language possible to ensure that everyone has access to its content. You are responsible in your communication when you are careful not to confuse your interlocutor, when you present your products and offers in a clear way. The contents distributed by a responsible communication strategy are available on every channel of the company, in order to give maximum access possible.
3- Be responsible
Responsible communication only makes statements that it can confirm with real data. It follows the guidelines for the protection of minors, protects its customers’ data and keeps them informed about all aspects of its products. It must: understand the main social and environmental interests of all stakeholders and reconcile them; demonstrate alignment with the company’s mission and vision; explain how the company’s actions add value to the community.
Responsible communication conveys a message in an ethical and transparent way, with the sole aim of contributing to the well-being of society. By adopting social responsibility, a company’s communication department is able to gain the trust of its customers and, consequently, to retain them.
We told you how social responsibility could apply to the communication strategy of any company, but to find out how the responsible communication of a winery would look you have to come to wine2wine 2019. Find out who will be talking about it, here