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Blew Minds: Milestone III
External Communication
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BlewMinds Consulting LLP is involved in storytelling consulting. Although the
business entity has been able to reach 725,000 individuals directly and 200 million readers
indirectly through social media channels by 2021, the company needs to further expand its
customer base. The key problem that has been identified in the case study involves the need to
engage with a wider audience to achieve the vision of the business.
In order to address the issue in the context of BlewMinds, an external message has been
crafted, and the mediums have been identified that will be used to deliver the message and
promote the firm’s strategic goals. Moreover, the target audience has been identified along
with potential sources of conflict that may arise due to the external communication.
Medium for External Communication
The appropriate use of external communication mediums is essential so that
BlewMinds will be able to convey to the audience its intended message without any
possibility of misunderstanding or ambiguity. A broad range of external communication
mediums is available that the business can consider using, such as emails, newsletters,
brochures, radio, television, official business website, webinars, social media platforms, etc.
(Kocijan et al., 2021). In the case of BlewMinds, the medium that is ideal is social media
platforms so that Sandeep will be able to directly engage with eth audience about his
commitment to create a more engaging experience for them through his storytelling
consulting firm.
Based on the available information in the case, the LinkedIn social media platform has
played a cardinal role and helped Sandeep to interact with his followers and transform them
into the customers of the business. He must leverage the LinkedIn platform in order to
communicate with his followers and narrate thought-provoking stories. However, in addition
to the LinkedIn website, Sandeep must use other social media channels as well, such as
Facebook, Instagram, and Twitter, so that he will be able to interact directly with his fans and
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reach out to them at a personal level. Instead of using conventional mediums such as
magazines or brochures, he must opt for digital communication mediums so that he can reach
out to a diverse range of audiences in a convenient and efficient manner (Fraccastoro et al.,
2021). The decision has been made regarding the medium selection so that Sandeep can
convey the message to a broader audience and expand Blew Mind’s existing customer base.
Target audience and key factors and cultural factors to be considered
The target audience of the external communication involves the current fans and
followers of BlewMinds and new individuals who are yet to be approached by the company
and become its customers. The fundamental purpose of the external communication is to
showcase that BlewMinds is committed to sharing engaging stories that give an insight into
the life experiences, wrong decisions, and other learnings from the lives of the narrators.
While identifying the target audience of the external communication, some of the key factors
that will be taken into consideration by BlewMinds include the use of social media platforms,
the education level, cultural background, their interests, and other lifestyle factors.
• Social media use – The adoption of social media channels is one of the main factors
that has been considered. By identifying the target audience who is active on social
media platforms such as Facebook, LinkedIn, and Twitter, it is possible for
BlewMinds to convey the intended message about its intention to engage with a wider
and diverse audience. In the current age and time when the use of social media is on
the rise (Ortiz-Ospina & Roser, 2023), Blew Minds must prioritize social media use
by its target s that its reach can be strengthened.
• Education level – The education level of the target audience has also been taken into
account while identifying them. The audience needs to have familiarity with the
English language so that they can derive value from Blew Mind’s storytelling activity
and the unique narrations that are shared by the team. By considering the educational
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level of the audience, Blew Mind can convey how its new approach toward
engagement can create value for them.
• Cultural background - Culture is considered to be one of the most important factors
that must be taken into account in the communication process. Based on the culture of
the audience, the communication style needs to be adjusted so that a streamlined and
smooth exchange of the intended message can take place (Bonvillain, 2019). The
culture was given high priority while identifying the target audience so that external
communication could be made in a respectful and sensible manner. b
• Interests and other lifestyle factors – BlewMinds business has emphasized the
interests and lifestyle factors of the target audience of external communication. By
focusing on these dimensions, it has been possible to identify whether the chosen
audience is interested in participating in storytelling sessions or not. Furthermore, it
has also helped to ascertain whether they might be willing to opt for the offerings that
are made by BlewMinds in the form of one-on-one training, group coaching sessions,
webinars, and speaking engagements.
Crafting the message
The message that will be communicated externally by Sandeep via social media platforms
such as LinkedIn, etc., has been presented below:
• BlewMinds is committed to enhance the quality of engagement with its existing and
potential audience, and in order to do so, Sandeep, the main narrator will be sharing
his stories and unique life experiences on diverse social media platforms like
LinkedIn, Instagram, and Facebook.
• For making the sessions more interactive, Sandeep will rely on his strategic influencer
communication skills so that he can have the creative freedom during his storytelling
sessions on social media channels (Borchers & Enke, 2021).
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• New sessions will also be introduced in BlewMinds, where Sandeep will engage with
other narrators of his team to share their life experiences together and connect with the
audience at a deeper level.
The external communication message that has been crafted will play a cardinal role to
help BlewMinds achieve its strategic goal, i.e., to touch and transform the lives of five billion
individuals by the year 2030. The core message that has been developed will convey the fact
that Sandeep is committed to use his distinctive storytelling skills along with creative freedom
to have a lasting impact on his listeners. The message will be directly shared by Sandeep in
video format so that it can reflect the dedication and sincerity of the BlewMinds team to
connect with the audience at a personal level and narrate their life experiences and learnings.
As the message will be shared on diverse social media platforms, it will be possible for the
storytelling consulting business to reach out to a large number of audience and share its
intention to offer a unique, engaging, and memorable experience to its target customers
through the stories and experiences of the narrators.
Identification of potential sources of conflict
The external communication may give rise to potential conflicts such as the
perception of favouritism for individuals who use social media platforms, misunderstanding
due to the use of English as the chief language that is used for communication purposes, and
differences relating to the cultural backgrounds of individuals. Conflicts may arise due to the
message that has been shared by BlewMinds as well as the external communication mediums
that have been identified to convey the message. Regardless of the reason for the conflict, it
might have an adverse impact on Blew Mind’s ability to showcase its commitment to
increasing the level of engagement with a wider group of audience. It is instrumental for
BlewMinds to carefully design the communication message and demonstrate the strategic
influencer communication skills of Sandeep so that the external communication can arouse
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the interest and enthusiasm in the target audience to be a part of the storytelling sessions. By
addressing the conflicts BlewMinds can advance towards its organizational goal of expanding
its customer base.
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Reference
Bonvillain, N. (2019). Language, culture, and communication: The meaning of messages.
Rowman & Littlefield.
Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A
systematic overview on emerging planning, organization, and controlling routines.
Public Relations Review, 47(3), 102041.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media,
digital, and traditional communication tools in the B2B sales process of international
SMEs. International Business Review, 30(4), 101776.
Kocijan, S., Globočnik Žunac, A., & Martinčević, I. (2021). Impact of modern
communication channels on business processes. ENTRENOVA-ENTerprise REsearch
InNOVAtion, 7(1), 44-52.
Esteban Ortiz-Ospina (2019) - "The rise of social media". Published online at
OurWorldInData.org. Retrieved from: 'https://ourworldindata.org/rise-of-social-
media' [Online Resource]
