An online conference product, which differentiates from Zoom, Teams and other familiar video conferencing platforms by using the technology to facilitate hybrid events, has launched. It might be useful for the comms community, and there are some useful comms and launch lessons.
by Victoria Ford
Anglesey based tech start up Haia launched in Beta last year (their name means ‘Hi’ in Welsh)
Timeline based, multiple ‘tracks’, rooms and shared media all aim to replicate how we as communicators used to run events pre-covid. One of their main differentiators is how they have built-in real time translation as a key part of their product - and is the reason for their ‘Say hello to the World’ tagline.
The team saw a gap in the hybrid events market and created a platform focusing on inclusivity, accessibility and the overall user experience.
Last month they joined a scheme set up by the Menai Science Park to create roles for graduates wanting to stay in their local area and use their skills and knowledge to support local businesses. Along with a tech developer role, the Haia team recruited marketing and comms student Haf Phillips to support their communications.
Haf is graduating from Bangor University in July this year and has focused her studies on business and marketing. She’s already been supporting Haia with their social media and has launched Haia’s blog. As the company is about to launch to sales they asked us to come in and provide some support for the team and help them work through what they need from a comms perspective. We took the opportunity to head up to North Wales and spend two days with the entire Haia team talking all things comms. It was brilliant for the team to commit this time to help the whole organisation understand how comms can support them, not just from a marketing and sales perspective, but with internal communications, culture, strategy and engagement. It was also great to work with Haf to take her University learning and apply it to the challenges and opportunities for Haia as it launches this exciting new platform.
Creating comms to meet goals and build cultures
Comms thinking and learning is relevant across sectors. Creating a shared understanding of how comms can help meet goals and build cultures is key.
Our 6 lessons in communicating a start up
Reflecting on the two days with Haia there were six key areas we focused in on:
1. Shared values are the foundation of an organisation
Recruiting and retaining the right people for your organisation must be a priority. Understanding your values and reflecting these in your day to day actions will help your team come together and deliver. Finding people who share your values will add value and help you through the challenges every organisation will face as they launch and grow. Comms can help define and articulate those values and hold a mirror to the organisation to keep them at the forefront of decision making, organisational behaviour and effective collaboration.
2. Understanding your audience is critical
We’ve all been there. Faced with the pressures of constant demands the easiest option is just to push messages out through any channels available and hope for the best. But it won’t be the best. Understanding what your audiences need, what you need them to do and where you’ll reach them is critical to meeting your business objectives. The more you know about your audiences, the deeper engagement you’ll have with them. This will also allow you to focus on the types of audiences you need. Thinking in this way could open up new audiences you hadn’t initially thought about.
3. Don’t let the word strategy phase you
What’s your comms strategy? We all know it’s important to be strategic, make sure your communications are supporting business objectives and brought together for maximum impact. But the word strategy can be a bit daunting. What does it need to look like? What does good look like? Step back and break it down. A strategy is about your approach. Where are you now? Where do you need to be? What will you be measured on? How are you going to get there? And make sure it’s backed up with a delivery plan. That’s what will make the difference, not words on a page.
4. Understand the skills you have, where your gaps are and how to use your strengths
Even the most experienced comms professional won’t be an expert at everything. And you may find there are talents in your organisation you knew nothing about. Take the time to understand what skills you need to deliver effective communications in your organisation. Use a simple skills matrix to work out where your gaps are. As the picture builds, make a plan to fill them - using the skills you do have to maximum effect.
5. Get the basics in place, and think of strategy as a process.
As tempting as it is to just send stuff out, taking the time to get the basics in place will set you up for success. Get that strategy (approach!) in place, understand your skills and channels, do that stakeholder mapping, find out what you know about your audiences. And then share it openly with your colleagues so they can support you as you crack on with delivery. And let’s be honest, how often do we return to a strategy once it’s written? It’s not always about having the strategy as a document that delivers the value, it’s more about the thought and discussion that goes into it that sets everyone on the right path.
6. Create an environment for learning and growth
Haia have already demonstrated their commitment to growing talent and personal development through bringing Haf into the team. Be honest about the skills you have as a team and support each other to grow and learn. It’s great to get a broad range of experience, but make sure to become expert in things that interest you and help you and your organisation reach your goals. Be curious, be open, be accountable and take responsibility for your own personal development. And never forget to take time to look after your wellbeing and that of your team.
What’s next? Cracking on with delivery
Next step is to create a plan and crack on with developing an approach to comms that will help Haia thrive as they move from their Beta phase into live. We’ll be sharing progress as we go and Haf will be blogging about joining Haia and how she develops in her role.
In the meantime if you’d like to find out more about Haia and the platform they’ve created you can sign up to their blog, explore their website and sign up for a demo.
Victoria Ford is managing director at Perago. You can say haia on Twitter at @Torfordy
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