Overall Feedback On Our First Milestone: We Identified Globa

Overall Feedbackin Our First Milestone We Identified Global Target Aud

Overall Feedback in our first milestone, we identified global target audiences for NationaliTea’s global launch, as well as cultural considerations for addressing them. To build from that assignment, in this next milestone, you were asked to use your initial target audience analysis to identify appropriate media channels the company will use to communicate with global audiences, as well as establish global citizenship standards to guide external communications. There were two primary parts for this assignment: 1. Best practices looking at areas around defining the standards and principles as well as the proactive benefits. 2. Messaging focused around media channels and communication methods as well as the media message and rationale.

Thank you for submitting this week’s milestone. To begin, a simple observation is around the flow of the paper. Some of the key points were hit, however, there are many grammatical issues with the paper which made it difficult to follow in many places. Quality is definitely a large part of the grade, and I would recommend proofreading your paper before submitting.

When looking at the section for Best Practices: Defining Standards and Principles, you provided some general detail, however, there was little supporting detail in this section. Continuing to Proactive Benefits, you noted “Having a clearly defined brand message ensures that everyone is on the same page. This creates consistency in your customer experience by getting everyone on the same page and telling the same story.” Why is this important? Is it always guaranteed that everyone will be on the same page? What benefit does this bring? You also note that “Whatever the message requires them to do they will do with no reservation.” I am not sure this is true. What evidence can you provide to support this statement?

When we look at communication channels to our external audience, I am not sure Video Conferencing would work well. When we think about how to communicate to our potential customers about our new expansion, you cannot reach customers here. Email would be good, but you would need to build a list. What about social media, television, radio, or other channels? Finally, the email sample you gave was good for an internal message, but the assignment is looking at how we would reach our target audience for the business. The assignment called for:

  • Media Message: Create the copy (written content) for an example media message per identified channel that can be sent to global audiences to announce the company’s expansion using global communication best practices. The example can be for a new or traditional media channel. If the message would require visual components (e.g., Instagram post, printed flyer, etc.), you may describe the types of visuals you would include following your example message.

I would recommend taking a look at this for the final week seven submission. Brian

Hillary Houston

Clear and concise message. The first thing is to ensure that the messages that are sent to the individuals within and without the company understand the message being intended. Whenever you talk to your customers, investors, employees, etc., you need to be clear. They won't bother to learn more if the message is not simple and compelling. In turn, your product won't be loved and shared by them if they don't take the time to learn about it. In addition to this, customers will create their own version of your product if you don't control the way they think about it (Hertzberg, 2013). The information has to have not offensive content. The message has to accommodate people of all races, colors, and regions without being offensive. Offensive messages turn the targeted audience off and the company will not only lose customers but also investors and employees as well.

Proactive benefits include having a concise and clear message: Customers and potential customers will form their opinions of your company or product at each touchpoint. In order for every touchpoint to deliver the same message, consistency is imperative (Nazhmidinova, 2012). Having a clearly defined brand message ensures everyone is on the same page, creating consistency in the customer experience by telling the same story. Non-offensive content means that people will not have mental blocks when they read the message; they will receive and welcome the message. Whatever the message requires them to do, they will do with no reservation.

Part II: Channels and Method. The methods of communication include video conferencing and emails. With video conferencing as the second most effective method of communication, you can read participants' facial expressions while gaining more flexibility. From anywhere in the world, you can hold a video meeting with a large group, making information available more quickly while reducing travel time (Hertzberg, 2013). Sending an email message is the best choice when you don't want to waste time scheduling. Using this mode of communication to send formal announcements is an effective way of conveying structured information, especially down the chain of command.

Example of an email:

To: [email protected]


Cc: [email protected]


Subject: Salary Adjustments


Dear Company Employees,


Following the meeting with the regional directors, it has been proven wise to increase the daily wages and salaries of all employees by 10% effective two months from now.


Regards,


CEO

Because emails offer more security than outdated written methods like letters and memos, they are the ideal substitute for traditional written communication methods. A sensitive document that shouldn't be placed on someone's desk should be sent electronically to prevent it from being left unattended. Hiding the recipient's identity can be achieved by using BCC (blind carbon copy). When communicating through your professional email address, you may also flag messages as urgent to indicate importance. However, with 70% of co-workers pleased with responses within four hours, immediate responses should not be expected.

Paper For Above instruction

This paper explores the strategic communication planning necessary for a company like NationaliTea to effectively reach its global target audiences during international expansion. It emphasizes the importance of defining clear standards and principles, the benefits of proactive messaging, selecting appropriate media channels, and crafting effective media messages aligned with best global communication practices.

Introduction

Effective communication is vital for companies expanding into global markets. It ensures that messages are consistent, culturally sensitive, and appropriately delivered across diverse channels. For a brand like NationaliTea, which aims to introduce its products internationally, developing a comprehensive communication strategy entails establishing global citizenship standards, selecting suitable media platforms, and crafting compelling messages that resonate with various audiences.

Defining Standards and Principles

Establishing core communication standards and principles forms the foundation of effective international marketing efforts. These standards should include clarity, cultural sensitivity, inclusiveness, non-offensiveness, and consistency. Clarity ensures that messages are easily understood by diverse audiences, which is crucial given linguistic and cultural differences in global markets. Cultural sensitivity prevents inadvertent offense and fosters respect for local customs and values (Kim & Seo, 2019). Inclusiveness involves framing messages that resonate across race, ethnicity, region, and socioeconomic backgrounds. Non-offensive content is paramount to avoid alienating audiences and damaging brand reputation (Norris & Peyrefitte, 2020). Consistency in messaging across channels enhances brand recognition and trust, reinforcing the company's core values and offerings.

The proactive transmission of these standards through regular training, clear guidelines, and monitoring helps ensure alignment across international teams and partners. Additionally, adopting a global citizenship perspective emphasizes ethical standards, sustainability, and corporate responsibility, which are increasingly valued by international consumers and stakeholders (Muller & Jenkin, 2022).

Proactive Benefits of Standardized Communication

Implementing clearly defined communication standards yields multiple benefits. It ensures uniformity in messaging, which reinforces the brand identity and reduces confusion among consumers and partners. For instance, a consistent message across different media boosts consumer confidence and loyalty (Chen, 2018). Furthermore, culturally considerate and non-offensive messages foster goodwill and facilitate market entry, especially in regions with distinct social norms (Lee & Liu, 2021).

From a strategic perspective, proactive communication enhances reputation management by preempting misunderstandings or backlash stemming from culturally insensitive content. It also streamlines internal and external communication processes, saving time and resources (Kumar & Singh, 2023). Since customers form opinions based on their initial impressions, ensuring message clarity and appropriateness at every touchpoint is essential for long-term success.

Selection of Media Channels

Choosing effective channels for communication depends on the target audience, geographic location, and nature of the message. Digital channels such as social media platforms (Instagram, Facebook, Twitter) and official websites allow for broad reach and engagement with diverse audiences globally. These platforms offer interactive opportunities, enabling consumers to share their experiences and opinions, thus promoting user-generated content and organic growth (Ogunnaike & Olarenwaju, 2019).

Traditional media like television and radio remain relevant, especially in markets with limited internet penetration. These channels can provide targeted advertising and reach audiences that rely on conventional media for information (Baker & Kim, 2020). Email marketing serves as a direct, targeted approach for updating existing customers, employees, or stakeholders with personalized messages that promote brand loyalty and transparency (Davis & Thompson, 2021).

Video conferencing, though highly effective for internal communication, holds limited utility in reaching external audiences, particularly in regions with low bandwidth or limited technological infrastructure. Therefore, external communication relies predominantly on social media, advertising, and press releases combined with multimedia content.

Crafting Effective Media Messages

Developing compelling media messages requires clarity, cultural awareness, and alignment with brand standards. For instance, an announcement of NationaliTea’s expansion via social media might include a message like:

"Exciting news! NationaliTea is expanding globally to bring our authentic tea experience to your community. Stay tuned for our upcoming launch and special offers. Join us on this journey as we brew new opportunities worldwide!"

This message is concise, enthusiastic, and inclusive. If visuals are included, they might feature imagery of diverse people enjoying tea in different settings, highlighting cultural inclusivity and authenticity. Visual elements should respect cultural norms and preferences, avoiding stereotypes while emphasizing the brand's global reach and commitment to quality.

Similarly, a television commercial might focus on storytelling that highlights local tea traditions, blending them with the company’s global vision. Visuals should evoke emotion and cultural connection, reinforcing the brand’s message in a way that resonates universally yet distinctly in each market.

Conclusion

Effective international communication for brands like NationaliTea hinges on establishing clear standards, developing proactive messaging strategies, choosing appropriate channels, and crafting culturally sensitive, compelling messages. These elements work synergistically to build brand awareness, foster trust, and facilitate successful market entry. As global markets continue to evolve, ongoing assessment and adaptation of communication strategies remain essential to sustaining growth and stakeholder engagement in diverse cultural landscapes.

References

  • Baker, R., & Kim, H. (2020). Traditional media in digital age: Strategies and effectiveness. Journal of Media Studies, 35(4), 45-60.
  • Chen, Y. (2018). Brand consistency and consumer trust in global markets. International Journal of Marketing, 40(2), 83-97.
  • Davis, S., & Thompson, L. (2021). Email marketing ROI in international business. Marketing Communications Journal, 25(1), 12-27.
  • Kim, S., & Seo, S. (2019). Cross-cultural communication standards for global brands. Global Marketing Review, 14(3), 250-268.
  • Kumar, R., & Singh, P. (2023). Strategic communication management for multinational corporations. Business Strategy and Development, 16(2), 78-92.
  • Lee, H., & Liu, K. (2021). Cultural sensitivity in international advertising. Advertising & Society Review, 22(4), 455-472.
  • Muller, A., & Jenkin, P. (2022). Corporate social responsibility and global citizenship in branding. Journal of Business Ethics, 170(1), 165-180.
  • Nazhmidinova, R. (2012). Trends in marketing communications: The shift from traditional advertising to innovative methods. Saarbrucken: LAP Lambert Academic Pub.
  • Norris, J., & Peyrefitte, J. (2020). Developing non-offensive communication strategies in diverse markets. International Journal of Intercultural Relations, 78, 102-115.
  • Ogunnaike, O., & Olarenwaju, A. (2019). Impact of social media marketing on brand engagement in emerging markets. European Journal of Marketing, 53(5), 1138-1156.

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