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Nevena Kurtović, Managing Director, Fusion Communications

Listening Is Crucial To Communication

Integrated communications agency Fusion Communications is continuously creating and recounting its clients’ unique brand of story through a variety of communication channels. Comprehensive communication strategies represent the basis of Fusion’s services: public relations, experiential marketing and social media marketing

The most important aspect of communication is listening, and therefore data and insight are things that we rely on greatly when creating strategies for our partners and clients. It is only with an open ear and flexibility that we can say that we are working in the right direction, says Fusion Communication’s MD Nevena Kurtović.

Alongside all the changes that are brought by the years, there’s one thing that doesn’t change, and that’s the need for communication. What’s required for you to communicate in the right way, to ensure you achieve the best results for your partners and clients?

It is crucial to always listen to the sentiment and messages from our audience and the market. We live in an era of almost limitless possibilities for precise communication. We can finally have a two-way conversation with our target group, so why not use that opportunity?

The most important aspect of communication is listening, and therefore data and insight are things that we rely on greatly when creating strategies for our partners and clients. It is only with an open ear and flexibility to adjust our communication that we can we say that we are working in the right direction.

It seems that there’s a yearning for the real human touch in communication. The pandemic has accelerated this process

Thanks to the large number of communications channels, it is easy to send a message that will reach a large number of people, but that doesn’t necessarily mean that those people will trust you. That requires something more than technology, right?

Absolutely! Technology has helped, in an immense way, with various channels and tools that help us reach even the most specific target groups. On the other hand – HOW we convey our messages is just as important as reaching the right audience. In a time of content overload, I believe some basic good old traits are coming back in a big way – honesty and integrity. You have to know what you stand for, back that up with notable facts, stand behind your word, product and company – own up to your truth, even when mistakes are made. It seems that there’s a yearning for the real human touch in communication. The pandemic has accelerated this process.

Almost any piece of information can today go viral overnight. Does that make your work easier or harder?

That really depends and varies from case to case. Sometimes, even when you try your best to “make” something go viral, it doesn’t happen. We see more often that viral content comes from spontaneous situations, relying on different factors to help with the push. A recent video by a Chilean actor became so widespread that we even saw it shared here in Serbia, and a very famous U.S. personality also shared it, giving it next-level viral success. What is also noticeable is that viral videos mostly have the same characteristic – they trigger emotions.

So, to answer your question, if done right, it can be very much to our advantage, but I don’t think there’s a single secret formula for making content go viral. Usually, if that is the only goal, it tends to fail. Looking deeper into the emotion and message is far more important.

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