We face increasingly concrete global crises, mis- and disinformation, and the growth and development of artificial intelligence, and this tends to increase the strategic role of communication in business. With the help of communication, trust and a sense of community are created, and the company's goals are supported. Communication is also in a state of change, so now is a good moment to stop and think about its role and importance in your own company.
Unfortunately, communication has often been seen as a support measure for marketing, but it's high time to ventilate this notion. Communication is quite a powerful tool; it allows the company to build a solid foundation for its operations and corporate culture, engage personnel and strengthen stakeholder relations. Modern times have also brought communication into a state of change, so it's a good time to consider the role of communication in your organization - also in the HVAC and building technology sector. Viesti ry's executive director Siina Revo has presented five communication trends for 2024: it is good to pick up perspectives for your own development work from them.
- Communication builds security: Misinformation is emerging as the biggest threat worldwide. This year is a significant election year with the EU elections and the US presidential elections: they are apt to increase misinformation and disinformation. In addition, economic uncertainty is growing in Finland. The need for authentic communication is increasing, as it allows the company to increase community spirit and reduce uncertainty and lack of awareness, for example during change negotiations.
- Communication reduces polarization: People's opinions are increasingly divided, and social media tends to bubble up opinions. In polarization there is no interaction, but in it one's own interest is guarded: it thrives on confrontation. Polarization increases from mistrust, so its counterforce is trust. Building trust will be a key strategic goal of communication in the near future. Companies can promote trust by acting openly and equally, communicating transparently and up-to-date.
- The use of artificial intelligence in communication is increasing: Artificial intelligence offers many possibilities, from ideation to analysis and content production. However, it does not eliminate the need for human work, instead the importance of professional skills will be emphasized. So you should take artificial intelligence as a friend, not as a boss. And especially in small communication units, artificial intelligence can free up time to implement more strategic communication.
- The regulation of communication is increasing: Communication regulation is increasing at the national and EU level, for example the Transparency Register Act, the expansion of the Digital Services Act and the EU's Digital Services Regulation DSA. A preliminary agreement on the artificial intelligence regulation has also been concluded in the EU. It is good for communicators to be aware of the new regulations in order to be able to communicate with quality and in accordance with the law, regardless of the industry.
- Communication is strengthened as a strategic function: The role of communication has become more and more important for a functioning society and democracy, while at the same time its importance as a strategic function is growing. Strategic communication is planned, it supports the company's goals and strategy, and is part of the decision-making process. It is also essential to measure the power and effectiveness of communication so that it brings real value to the company.
The building technology industry is constantly developing, and is a strong factor, especially in the green transition. The role of communication is also strengthened. Communication has a huge potential that should be exploited in this time, both in the building technology industry and in the midst of global changes. So let communication become a strategic resource that allows you to respond to the challenges and needs of a changing operating environment.
Pipsa Hiltunen
Communications Manager
pipsa.hiltunen@lvi-tu.fi + 358 40 028 7939LVI-Tekniset Urakoitsijat ry
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