In the social media age, information, or indeed misinformation can spread faster than ever before. Nowhere is this clearer than in the midst of a crisis, and as several recent crises have shown, without a well-executed crisis communication strategy, companies can find themselves in a reputation tailspin.
United Airlines, Pepsi and Samsung offer good examples of poor crisis responses, from United Airlines’ communication vacuum in the face of a brutalised passenger to Samsung playing fast and loose with the truth. While these businesses had spent years building relationships with customers, with shareholders, poor crisis communication has cost them brand and share value and public goodwill in spades.
Communicating during a crisis is fraught with challenge, but by sticking to some guiding principles businesses can work to minimise the damage, protect their reputation and find a solution.
In fact, there are many examples of how a well-handled issue has become a starting point for a refreshed brand image and corporate reputation. Read More
Communicating with customers is an essential activity for any business, but in order to communicate effectively, you first need to know your brand identity. How do you want to portray yourself to customers? How do you want to be perceived? The challenge of formulating a brand identity, and maintaining it, can be an arduous one. But by defining your identity and communicating that identity effectively, you can build a strong brand and a strong relationship with your customers. Read More
White papers certainly aren’t new to the content marketing arena – but despite the growing number of tools in the marketing tool kit, white papers can still be one of the most effective.
A well-executed white paper can help to set up new relationships, build trust and position organisations and people as critical thought leaders.
If a white paper isn’t already a part of your content marketing strategy – it probably should be. Read More