2.1 Background and importance of communication in Ernst & Young
At Ernst & Young, communication professionals spend a lot of time writing. Presentations, emails, proposals, newsletters, reports and websites are only some of the many media they write and work on.
The usage of their communication skills is clear, relevant and engaging. It enhances their brand in general.
Their written communications are crucial to how people perceive their brand. The brand basically conveys a sense of who they are and what they stand for.
So it is essential to make their brand clear, relevant and engaging.
In order to do this, they have taken the aspects of exceptional client service that will help EY achieve their business vision for 2020 and illustrated what they mean for marketers and communication professionals (EY, 2013).
Three pillars of the positioning in EY that every communication professionals should keep in mind are “Insighful, Connected and Responsive.”
Insightful: Every communication professional should be in tune with the issues that matter to their clients and look beyond the obvious to identify the challenges and opportunities. Adding values by making the complex clear and sharing inspiring is in short one of the most important attitude at EY.
Connected: Ernst and Young high-performing teams work together to understand clients’ issues. They build and leverage professional network so they can ask the right people the right questions in order to reach the right perspective on issues. They encourage and enable dialogue as part of marketing initiatives and harness digital channels to help people make valuable connections online.
Responsive: Communications are timely and relevant and, where possible, communication professionals tailor their content to specific audience groups. They understand the...