The Serbian Association of Managers has launched a new format of online dialogue and interviewing called “Ask an expert” in which experts, members of SAM, with comprehensive knowledge in their fields, high professional qualifications and years of practical experience answer some of the most current topics
How is communication going today and what is its future, why internal communication is the nervous system of a company and how much we will use some of the adopted habits during a pandemic later – these questions were answered by Dr. Borislav Miljanovic, founder and director of a regional communications group Represent System. The interview was conducted Jelena Bulatović, SAM Executive Director.
This one is fast / forward crisis. Like a movie we started watching, and then somebody rewound that movie 20, 30 minutes in advance and we saw what had changed. We knew Netflix was working, food delivery as well as the Zoom platform. Now this crisis has suddenly thrown us two years ahead and we have the opportunity to see in what direction our society will develop. It's a chance for us.
Although the field of communication changes and shifts, man is a social being and cannot communicate without communication. We had an infodemia in the first days, an incredible flow of information across all channels. The data show that in March last year, at the world level, television viewership increased by 18 percent, in Serbia today 90 percent of basic information is received by citizens through TV stations; in the world it grew by 28 percent online, social networks by 48 percent, 61 percent increased consumption of food delivery applications, or 41 percent of applications with health advice.
The communication industry is in shock – on the one hand, increased media consumption, on the other, people are looking for a reliable source of information. However, despite increased readership and viewership, everyone is seeing a drop in profits.
How to motivate employees in the industry?
Communication as such will not stop, it will just be different and we have to learn. We need to see where the user we are talking to is located. It is necessary for everyone in the industry to be aware that they will have a great job, but we ourselves will have to change, work for ourselves and grow and apply new knowledge. That's the solution.
The search for new business models
How companies will communicate after a virus corona is a million-dollar question. Maxwell Maltz, a plastic surgeon from the 1950s, said it took a minimum of 21 days to adopt a new habit. It is certain that 20, 30 percent of the learned things we do today will be easier.
Research shows that we will have fear for another four months, but what is noticeable is that the readability of corona topics is already falling. We all need to figure out where the business will be, I think we need to change fast, to look for new business models.
Internal communication is the key
For the success and business of a company, internal communication is a nervous system. She is gaining on potential. In big companies, it has to be precise, because people are looking for answers, different information is coming out, unverified, they need to have a reliable source within the company and communicate care with employees, through different channels – live, over the networks, by phone. It is important for the company to be active in this segment. Those who have not done so may be in serious trouble. Employees receive various information, they have already formed an attitude about this situation, and if no one from the company approached them in the past month and a half, he cannot have a good opinion about the company.
Now is a good time to come up with a good development plan in four months, as you can see where the companies lack capacity, what needs to be fixed.
The Serbian Managers Association (SAM) is an association of professional managers that brings together 450 members, executives of successful companies and teams of more than 70,000 employees who annually realize a business worth 9 billion euros. SAM focuses on professional development of managers, affirmation, professionalization and promotion of the management profession, networking of managers and promotion of best business practices, companies, responsible, ethical and sustainable business. SAM is also focused on continuous cooperation with the Government of the Republic of Serbia and its institutions through joint activities aimed at improving the business climate in Serbia and improving regional cooperation. The president of SAM is Dragoljub Damljanovic, and the executive director is Jelena Bulatovic.