In the realm of communication, the strategies and approaches often established for large corporations may not seamlessly fit the needs and resources of Small and Medium-sized Enterprises (SMEs). Unfortunately, many communication agencies, independent professionals, and in-house communicators within these smaller businesses tend to mechanically adopt these methods, overlooking the real needs and limitations of their clients. This inclination can lead decision-makers to either postpone communication projects, handle them in-house with limited means, or overshoot their budgets.
Postponing a communication project implies deferring the growth of the company. When small businesses choose to internalize their communication efforts, they often assign this task to multitasking employees who already have other responsibilities. Consequently, these individuals lack specialized communication skills, and communication becomes less of a priority, often without dedicated budgets or resources.
On the other hand, if a small company decides to stretch its budget and invest in a larger communication agency, it takes a double risk that could strain its financial health with uncertain returns on investment. Firstly, the agency may propose an expensive and unsuitable action plan that fails to yield the expected sales. Secondly, the plan may be disproportionate to the company’s capacity to handle the generated demand effectively. As a result, the business not only misses its commercial objectives required to cover the communication investment but also disappoints the market by its inability to meet the heightened demand generated by the excessive communication.
Hence, it is essential for SMEs to engage with agencies that help them implement a tailored communication strategy in line with their actual goals and resources. Choosing a human-sized communication agency, which is attentive to the client’s specific needs, can be a game-changer in this context.
Such agencies offer several advantages to smaller businesses. They take the time to understand the unique requirements, limitations, and aspirations of their clients. By fostering close relationships, they enable companies to build a strong foundation and professional communication tools that facilitate their growth. Furthermore, these agencies understand the importance of cost-effectiveness for SMEs, ensuring that the allocated budgets generate maximum value.
The benefits of engaging with a human-sized communication agency extend beyond immediate projects. They empower smaller enterprises to develop a communication department of their own, if and when they decide to scale up. The knowledge-sharing and expertise gained from collaborating with such agencies create a seamless transition to managing communication needs internally, promoting sustainable growth.
In conclusion, SMEs must avoid falling into the trap of adopting communication strategies designed for larger corporations. Instead, they should seek out human-sized communication agencies that prioritize understanding their specific requirements and aligning strategies accordingly. By doing so, these smaller enterprises can drive targeted, cost-effective, and impactful communication efforts that propel their growth and success.
