This course summarizes the key aspects that structure the organization
of the communication and dissemination tasks a start-up company has to carry
out. In this section stakeholders will: i) learn how their communication needs
can be divided into four main segments, ii) learn how they can meet the needs
of each segment, and iii) understand how the combination of these aspects leads
to the scale-up and viability and of a start-up business.
Another essential aspect of communication for a new
company is based on managing the communication within its classes. The
inner-corporate communication is a key component of a startup's overall
organisation of communication and dissemination plan and it should not be
overlooked for the sake of the greatest possible extroversion, because only
through effective communication within its circles a company can achieve its
goals in terms of proliferating its brand awareness.
One of the most important categories of digital tools to promote a new company is social media. Through the major changes these platforms have introduced to the ways communication takes place, their role in developing a company is considered crucial. For this reason, particular emphasis among a company's promotion tools is given to social networks as a separate aspect of their communication activity. The immediacy and interactivity of a new company with social network users makes them an effective, therefore integral, element of communication design, while at the same time they feed into and get feedback from other business promotional efforts.
As designing a communication plan is essential for
new businesses in the modern environment, it is important to identify the means
by which the communication strategy will be implemented. The influence of
digital technologies on communications can dictate the choice of tools a
startup needs to meet its communication objectives. Thus, a modern business
that is taking its first steps should incorporate digital tools to promote its
products and / or services in its communications management.
Taking into account that in the contemporary digital environment
businesses, investors, customers and competitors operate in contexts not
defined by time or place the importance of communicating a business
venture should be considered imperative. Since communication as a whole has
gained great momentum by the speed and immediacy of digital technologies, a
startup needs a clear and concise strategy on how to promote its products
and/or its services to different audiences aiming at developing its profile.
