Saturday, November 15, 2008

Keep Your Brand Relevant (Reach Your Audience)

Despite economic turmoil, companies must stay in touch with their audiences. However, brands must take the time to figure out where and how their audiences can best be reached. In today's world it seems as though looking on-line may be the bast answer.

Many in the PR industry confirm that clients are continuing to look for digital opportunities. This can be accomplished by setting up a Twitter feed, blogging, or creating a Facebook page. When trying to maintain communication in a low-cost fashion, these tactics may be the most plausible. Still, rather than jumping to solutions with a recession mentality, make sure to be creative, authentic, and timely.

By implementing new digital strategies and investing in the social networking media, a company can effectively engage its audience and keep its brand relevant in tough financial times. But, it must be done carefully and originally. PR agencies are realizing this and hiring new talent that can help steer them in the right direction.

So, to maintain your companies relevance in the market in such a trying crisis, executives need to understand the importance of Web 2.0 and its low-cost effectiveness. They need to hire tech-savvy, original-minded talent that can be innovative and keep audiences interested and engaged.

Thursday, November 13, 2008

Companies In Crisis Realizing The Need For PR

The American International Group (AIG) recently retained Burson-Marsteller for its public relations services. Still, it suspended corporate advertising and other paid media outreach to offset the cost.

In a recent post, I briefly discussed the issue of using PR first and foremost in a financial crisis. I mentioned how extremely important it is for a company to effectively communicate with its stakeholders when they have many concerns and pessimistic views. While advertising and other marketing efforts are important aspects of the overall success of a company and its brand, PR is cheaper and more effective in this situation.

AIG says it hired Burson-Marsteller to help respond to the huge volume of requests for information from customers, employees, and the media, reports PRWeek. This is an issue for many companies right now, especially those in the financial industry.

But, this overwhelming brigade of questions and concerns from different stakeholders can be a good thing ... as long as your company has effective strategies and tactics to communicate with your stakeholders and adhere to their concerns.

So, many companies, like AIG, are seeing the need for strong PR in a financial crisis. While this may be a bad time for the financial industry, it could prove to be a good time for the public relations industry.

PR firms must emphasize the importance of telling the truth and telling it fast. Still, in-house departments must communicate this strategy to executives as well. As we slide deeper into financial turmoil, the need for two-way communication is vital to any company wishing to keep its head above water.