If your communication suits your core, you will never have to pretend in front of your audience. By doing so, you will be natural and convincing
For this year’s special edition dedicated to the communications sector, we spoke with Tanja Vasojević, Communications Director of the Corporate Communications Department of Delta Holding, about market leadership and what effective market communication looks like in terms of the community, clients and employees, as well as about changes that are happening on the market and adapting to them.
“I believe that our company’s challenges coincide with the challenges that everyone in our environment has been experiencing. The focus is on change, which is now faster than ever. These changes include, and perhaps more than ever imply understanding new generations and employers adjusting,” says Ms Vasojević.
Delta Holding is a large corporation and a market leader. What does leadership look like in a crisis in terms of effectively communicating with clients, employees and the community?
What is leadership if not leading people in times of crisis? In a crisis, companies that are true leaders make quick and courageous decisions, taking into account, above all, the health of their employees, partners and the society which we live in. Communication in such periods must be even faster and more precise and above all human and empathetic.
How ready is the market for the changes that are taking place now and how can we adapt to new circumstances?
They say that change is the only constant in human history, and yet, in a way, it disturbs and frightens us because it’s new.
“Developing a corporate culture and working on employer branding are publicly displayed on our office walls”
Meaningful and purposeful adjustment of the qualities is the best way to go, and as we all know throughout history, it is those people who adapt the best that survive, not the strongest ones. So, we have no choice whether to change or not. There is only a choice whether we want to survive (on the market) or not.
You are known for your quote “We are what we communicate”. What communication principles are considered important?
You have just highlighted the most important principle – be who you really are when presenting yourself to the public. If your communication suits your core, you will never have to pretend in front of your audience. By doing so, you will be natural and convincing.
What will be the biggest challenges next year for your company and for the sector you lead, as well as the entire communications industry?
I believe that our company’s challenges coincide with the challenges that everyone in our environment has been experiencing. The focus is now on change, which is now faster than ever. These changes include, and perhaps more than ever imply understanding new generations and employers adjusting to those generations who are born in the late 20th and early 21st century. Developing a corporate culture and working on employer branding are publicly displayed on our office walls to remind all team members of our strategic, tactical and operational obligations on a daily basis.