Volvo and the relation with medias.

With the raise of new medias and on line medias a lot of concepts about how to do communication changed. In the past communication was a way with just on direction, from the company to the audience or from the issuing to the receptor. Once these new technologies came, business communication has changed and become a change of information and experiences.

However, old medias are still on the market and business still uses them. In an integrated communication, all medias must be used to get the target where it searches and consume information. But, audience doesn’t not just consume information anymore; they started to produce information with the new medias that came and corporations started to be, sometimes, content of this audience’s information.

A connection and one computer in power of any person can transform her into a journalist. This is called citizen journalism according to ‘’Digital Strategies for Powerful Corporate Communications; Argenti, Paul.’’, and once the  word is in audience’s hand, they want to be listen.

This is an introduction about what come next and why Volvo, as a global company, still uses old medias and how Volvo uses the new ones. To be easily to understand why they are still using old medias I have questions for you that are reading, who are Volvo’s target? Where are they? What are the medias that they consume? And there are a lot more to be a foundation for what comes next.

Volvo still uses old medias because they have different profiles of target, which can start sitting and driving a truck until an investor in Wall Street. The company can get in contact with the driver using Radio and with the Wall Street investor by his smartphone. This difference between targets is what makes Volvo’s communication use different approaches in different medias.

Of course that they must think how to use each media and always innovate, each media has a different way to produce and engage the content with the audience. Volvo uses TV, Radio, News and Magazines (external and internal), guerrilla marketing, events and also on line medias.

So, when Volvo produces content for traditional medias they also produces content for new medias once that these contents goes on line. Videos, spots, press releases, images, news used by Volvo are posted and archived into their web site and available for audience, stakeholders and also journalists.

This strategy of integrates contents between traditional and new medias make Volvo able to transmit and also answer their target.  It is the new relation between company and consumer. Any one is able to go to Volvo web site or in Volvo’s social networks profiles and talk with the company, as a personal experience, they will answer you, according to their polices and personality.

Integrating contents provides to Volvo’s stakeholders and the media one easy way to get information about the company. I’m talking about this new audience, which produces content and wants more and more information to be the foundation for new ones. This strategy of provides information to this new audience and to the media has been working. Based in my personal experience as a content producer, I had been able to find information and search about the company with the company provides me. With that, I could transform that information in this content that you are reading now.

It happens with the media; otherwise real journalists have access to more information and are treating in a different way, a way that goes on with the company and the media interests. 

Personality that is maintained in this strategy of integrated communication. One of Volvo’s visions is ‘creating value for customers in selected segments’’; this value is about creating trustable content for the consumers, stakeholders and media.