Corporate communication is a strategic asset for any company, but in SMEs it is often seen as something secondary. However, an unclear message, a lack of strategy or poor image management can have negative consequences: loss of customers, internal demotivation or even a damaged reputation. Knowing the most common mistakes is the first step to correcting them and improving.
1. Not having a defined strategy
Many SMEs communicate “on the fly”, without a plan or clear objectives. This causes disconnected messages and a lack of coherence in the company’s image. The best way to avoid this is to develop a simple communication plan, with specific objectives, defined audiences and clear channels (website, social media, media, etc.).
2. Neglecting internal communication
Thinking that only external communication matters is a mistake. If teams are not informed, it is impossible to transmit consistent messages to the market. To achieve this, internal communication channels must be established (regular meetings, newsletters, collaborative tools) and a culture of transparency must be fostered.
3. Lack of coherence in brand image
It is common for SMEs to use different logos, contradictory messages or an unprofessional tone depending on the channel, which undermines credibility. This can be avoided by creating a corporate identity manual (even if it’s basic) and applying a uniform style across all media.
4. Communicating only when there is a problem
Many companies remember the importance of communication only in times of crisis, when it is already too late. The ideal is to always maintain constant communication that gives visibility to the company’s achievements, projects and values, not only when there are difficulties.
5. Ignoring social media or managing them in an improvised way
Publishing content without planning, copying the competition or abandoning social media conveys disorganization. Therefore, have an editorial calendar, adapted to the company’s reality, and prioritize quality over quantity.
6. Not listening to customers or employees
Communication is bidirectional. When a company does not pay attention to opinions, criticisms or suggestions, it loses opportunities for improvement. It is very important to enable feedback channels (surveys, online support, meetings) and demonstrate that contributions are taken into account.
In short, corporate communication is not only for large companies. Galician SMEs can (and should) also take care of it if they want to gain visibility, strengthen their reputation and improve the trust of customers and teams. Avoiding these common mistakes and implementing good practices is a strategic investment that has a direct impact on competitiveness. If you need more information or advice, contact the Economic Office of Galicia.
