ACE launches comms strategy to boost personal R-value

Absolute Corporate Events (ACE) has launched Rewire, a new communications strategy that aims to help businesses grow as lockdown is eased. ACE owner and client strategies director, Chris Parnham has based the new strategy on personal R-value.

But what exactly is personal R-Value and how can you calculate, utilise and enhance yours? Here, Parnham explains.

What is your R-value? 

Chris Parnham

Your personal R-value is the number of people you reach through any method of communication. You will reach these people to influence them, share a message, make them feel better, show them you care, inspire them, or just to say hello. Has your personal R-value increased or decreased since lockdown?

Business leaders use their personal R-value to reach their employees, clients and suppliers. They need to communicate a strategy, a message, a set of values and a sense of success and security. This, in turn, ensures employees work hard, clients remain loyal, and suppliers deliver.

All of us use our personal R-value to make and nurture relationships with our loved ones and colleagues. This gives us company, security and also makes them feel valued and loved.

Prior to lockdown, a business leader could have enjoyed a personal R-value in the hundreds or thousands, depending on the size of their company. A manager or team leader would have also enjoyed a high R-value, and the rest of us would count our R-value based on our family, friends, colleagues and contacts, which could still take some of us into the hundreds.

Since lockdown was imposed, our personal R-values have been affected, initially in a very negative way, as face-to-face meetings and gatherings were immediately suspended, along with any travel. Business leaders saw their R-value plummet from over 1,000 to just four. Many of us saw our R-value fall from more than 50 to three or less. But face-to-face is not the only way to reach people.

So, has your R-value recovered yet?

In today’s multi-channel world, it is possible to retain a high personal R-value with no or limited face to face contact. Many of us have dived into Zoom meetings to stay in touch with family and friends. Talking on the phone is making a comeback. Instagram, Facebook and TikTok are the new places to share stories, experiences, creativity and love.

With more time on our hands, there is no excuse to wallow in a low value of R, there is every opportunity to enjoy the highest R-value ever.

How to increase your R-value

All that is required is a new communication strategy. Conferences, meetings, even working side by side in the office has been at best difficult, or in most cases impossible. Business leaders, managers and team leaders can improve their personal R-value without the need for face-to-face.

Conferences can be produced virtually, as can meetings. Social media platforms can be utilised to communicate with entire audiences, so secure one platform for each audience.

Which is best for your clients, suppliers, colleagues and friends?

This will vary depending on the industry but try to have a channel strategy, so each audience knows where to find you and where to consume your news.

Online communication isn’t as clear as face-to-face and it is surrounded by lots of noise and distractions, so make your online voice distinctive and consistent, developing an online personality for each audience. Be engaging, informing and entertaining.

Creativity and invested time constitute the best strategy to elevate your personal R-value in business. Awards events motivate winners, so how can you do these virtually? Incentives drive performance, but how do you have an incentive without travel? Clients are won through networks and promotions, but how do you do this without meetings? Businesses that thrive after lockdown will have worked out the answers to these challenges, and they will benefit from the highest R values, perhaps even higher than before.

Learn more about ACE’s Rewire programme here.