Living things require communication. It is an essential component of human contact, engagement, connection, and development. Real people communicate, and so do real brands.

Communication is equally vital in business. This is unsurprising given that organizations are collections of real individuals working together rather than impersonal entities. Communication within a company and with its customers must be effective. Effective communication is believed to have an impact on procedures, efficiency, and all levels of an organization. Effective communication strengthens employee relationships.

According to reports, businesses with connected staff increase productivity by 25%. 25%? That is massive; consider the impact on revenue, goodwill, and company growth. Clearly, communication is a top priority for every firm, especially startups. The recent expose by a top tech site in Nigeria on a tech business, and how that report spread into a viral hashtag on Twitter (#HorribleBosses), exemplifies how vital communication should be taken more seriously, particularly by digital companies.

If communication is so crucial, why is it so overlooked?

Often, it is due to a lack of appreciation or knowledge of how it might benefit the company. But this is not how it should be. Communication can help to strengthen team bonding, position the company, establish a correct product/service description, improve relationships with stakeholders, keep customers satisfied, and attract investors. Startup founders and co-founders must include communication into their business operations from the start.

It begins with an open business climate that welcomes comments and criticism. It addresses the dissemination of the firm’s message via the relevant channels, media, and at the appropriate time.

A word of caution: communication goes beyond putting out the occasional press release or publishing on the company’s social media accounts to keep the public informed about the enterprise. It should be 360 degrees, encompassing all essential players, internal and external. It should also be organized, consistent, and strategic, with a focus on strategy. Strategic communication, ultimately, is about ensuring that the manner you communicate (as a company or individual) can move you from where you are to where you want to be. It represents the sum of all your communication efforts. It should be consistent with your mission, establish synergies, and enable and improve connections.

In strategic communications, every piece of material you create, every media item, every event and engagement, and everything you publish must be consistent in messaging.

Today, a new firm can fail if enough individuals are unaware of its existence or the purpose of its products and services. Communication is a critical component of corporate processes.

A tech startup should constantly focus on two types of communication: internal and external.

Internal communication involves staying in touch with one of the company’s most important stakeholders, its employees and investors. Experts believe that open, clear, and transparent internal communications may keep the team motivated, engaged, educated, and informed at all times. This naturally helps them feel valued, involved, and inspired to work towards the firm’s common goal.

When done correctly, internal communication can improve decision-making, increase staff productivity, and promote firm profitability. It improves the work atmosphere, leading to increased trust, confidence, and engagement.

Effective internal communication platforms include, but are not limited to, intranets, internal newsletters, news centers, employee surveys, collaboration tools, social employee advocacy tools, and instant messaging tools.

Employees that engage in good internal communication become advocates, ambassadors, and cheerleaders for the company, even after they depart.

Furthermore, the firm’s external public is large and influential. Customers, media, competitors, community, prospective employees and investors, the financial community, government and its agencies, the legislature, and the general public are all included. No corporation can afford to disregard these types of stakeholders. Effective external communication is necessary to create the company’s reputation, position it in the market, and aid overcome the unavoidable crises.

The emphasis is on the proper moment, appropriate message, and target audience. You cannot afford to get things muddled up. External communications activities include blogging, crisis communication, digital and social media support, industry analysis, product/service launches, media monitoring and reporting, media relations, press releases, communication strategy, corporate communication, publications and magazines, media training, briefings, interviews, media conferences, and events.