Do you contribute or withdraw? 5 keys to working your Public Relations (and making it work)

Are you freelance? An SME? If you think that you have nothing to contribute in terms of PR and that they do not contribute anything to you; if you literally “walk away” because you think that they are not for you and you think that they are an exclusive preserve of large companies, you may not be well informed. Thanks to them you can get visibility and notoriety. In other words, let your “public”, your “audience”, your “target” get hooked on your brand.

5 keys to knowing if you are deviating from PR

  1. You don’t have “clear ideas”. So-called forceful ideas, clear, direct, unambiguous and memorable messages.
  2. You ignore the press. You lack “the” list of journalists and media. You do not make press releases nor create newsworthy content.
  3.  You are at home. You are not aware of the communication actions carried out by your competitors and you only look at the prices they charge. You do not belong to any group or guild in your sector and you have no idea if there are events in which you could participate.
  4. You only keep accounts. If someone mentions you, if you have more followers or more likes… But you don’t have a clear digital strategy and you don’t analyse how to improve your presence. If someone speaks badly of you and you don’t know it. And if you find out and it’s on social media, you simply delete the comment.
  5. You don’t make relationships… You just go along with it, “by leaps and bounds”. You forget to say thank you… You’re too busy selling!

If any of these realities are happening in your company, it is clear that you need PR.

Here are 5 keys to make your PR work:

  1. Knowledge is power. It’s not only about knowing the customers you already sell to, but also the ones you want to reach. In addition, it is essential that you seduce and win over your interest groups (those who are now called stakeholders), who will not buy from you, such as the media, bloggers, NGOs, employees… but who can speak well of you.
  2. Find out about yourself. Analyse where you are in your relationship with each of these stakeholders and with your clients. Research, review, get to know them.
  3. Plan what you are going to do. Think of personalised actions for each group. Obviously you cannot and should not do the same action for a supplier (who might recommend you), as with an NGO, as with a client. Be creative.
  4. Be clear… and personalised. Linked to the previous point, find ways of communicating with each of them. Work from excellence and be detailed. Personalise. Make those who see you feel incredible. Monitor what they talk about you. If someone criticizes you on your social networks, dialogue, show the most exquisite education, find a solution in a transparent and open way. Be honest.
  5. Evaluate and start again. Measure the impact of your actions. Don’t expect an immediate impact on the economy. If what you’ve done doesn’t work, try other ways. A professional can help you.  

 With these 5 keys, you will no longer have to leave PR behind and you will be able to contribute more to your business than you can imagine: recognition and profitability. You decide: Do you contribute or withdraw?

No time for strategy?

Maybe this story is familiar to you: wake up at 6:30, gym/pool, arrive at the office at 8: 30 (half an hour before the others), answering emails, calls, working on day-to-day projects, explaining to your team/collaborators the next steps, negotiating with a customer, coffee, calls, meeting, eating fast – at your desk many days – more emails, another meeting, more projects, a meeting that extends to infinity, staying late and/or taking your work home (here you can move forward because you are silent and if you have children, they have gone to sleep)…

If you recognize yourself in this “work routine” you may be one of those senior leaders who works more than 45 hours a week, who receives – according to some American studies – 6% more salary and who is socially recognized. But perhaps you are also part of the 97% who say that strategic thinking is the most important thing for the success of their company and of the 96% who do not have time for it… Do you recognise yourself here too?

Working more than 35 hours a week decreases productivity and creative thinking. That is why it is important to follow three simple guidelines that help “find the time” but also the space for strategy:

    1. Create your space. This is not a physical space but a “mental” one. You don’t need hours and hours to plan a strategy or make a decision. What is needed is to have a “blank” time, dedicated to it, after a disconnection within working hours. Think about how many companies include specific rest areas to encourage creative thinking among their employees.
    1. To do list. There are those who are for and those who are against to-do lists. What is true is that they help to structure, to know what you have to do and not only can, but must, include strategic thinking here. Consciously make space for it in your daily tasks.
    1. Where do you spend your time? It’s good, for a couple of weeks, to follow up on how you spend your time, to assess which jobs you can outsource, delegate or work on in parallel. Knowing this will help you to organize yourself better. Update on the tools that allow you to automate processes.

Remember: disconnecting does not mean wasting time. Instead, it is usually the key to success.

Twitter… like good coffee

Short, full-bodied, strong, hot and also sometimes bitter… Twitter is like good coffee, which is not the most consumed drink in the world, but at the same time it has a great demand and unconditional fans. But there is something else: Twitter continues to be a powerful social network, with more than 330 million active monthly users (MAUs), 500 million tweets posted every day. In fact, almost a quarter of the world’s Internet users use it. There may be a reason why…

For those who believe that Twitter “isn’t what it used to be,” it’s interesting to read the article published in The Thoracic Surgery Social Media Network (TSSMN). The mission of this network is to spread and highlight their news on social networks and, to assess how Twitter works, they did a prospective, randomized study to determine the effect of tweets on the quotes from their trials, following publication on this network.

The result was extremely positive: the tweeted articles achieved a significantly higher increase in article citations over time, compared to those that did not go through the social network of the bird and the hashtag par excellence. The conclusion is that the academic impact of social media activity is broad and long-lasting, specifically when it comes to Twitter.

Likewise, Twitter is a good digital marketing tool: almost 70% of B2B companies use it, it shows 164 million ads a day and 40% of users claim to purchase goods or services after seeing them on this network.

With all these benefits… Twitter is still like coffee: maybe it is not the most consumed drink in the world, but just like it, it still has for communication and brands, countless benefits for their health.

From storytelling to storydoing

“No one bathes twice in the same river,” said Heraclitus. Today reality is constantly changing. New circumstances generate new consumption habits, new ways of thinking and being. We are all transforming and we all begin to interact with brands in different ways: we are more demanding and we ask them to be coherent, consistent and transparent.

Brands that want to survive need not only communicate, but connect with their audience. They need to become their crush (that of engagement, that of being in love that we read and hear so much), so that the consumer becomes an ambassador and promoter (prescriber).

Brands are called to become brands with purpose, brands that by their values “catch” their audience and consumers. Companies / brands that become the “perfect” place to work. Who does not want to be proud of their company and presume that it donates a part of its profits to children with cancer, to the environment or to Alzheimer’s research, to give an example?

So far, everything is correct, but what do you have to do to make your brand fall in love? To make it a brand with purpose?

The 5 commandments of purposeful brands:

  1. You will be transparent about all things. This means that it also has to be consistent and that it will transmit its values clearly, without hiding anything. Fooling your audience or clients is prohibited.
  2. You will constantly innovate. As a brand, you have to know your market, always give new solutions and be reliable and authentic. You cannot “rest on your laurels”.
  3. You will hit the target. This means that your brand has to be precise in the message and in the channels it uses.
  4. You will take action. Storytelling is fine, but storydoing is better. Design a CSR strategy, work it out, make it happen and involve your clients and your audience. Make them participate and don’t forget to thank them and make them feel “part of your brand”. Go one step further, they can be your brand.
  5. You will digitize your messages. Digitization is not everything, but it is essential. Transmit your messages digitally, update your website (it is the “dresser” of your brand), use social networks (with common sense … a no-brainer if you are a B2B you don’t paint anything on Tik Tok). Interact, share, fall in love.

In short, with your brand, create links and build loyalty with transparent, positive, reliable and credible messages. As in any relationship, that will be the way to reach the heart, in this case, of your audience.

The brand in times of COVID-19: transparency, trust and sustainability

The much-haunted concept of crisis = opportunity (although those who know Chinese say that it is not true that the same spelling is used to express these concepts) is recurrent. Today taking the opportunities provided by the pandemic crisis is an almost tangible reality. We cannot forget that the Covid-19 has affected us all and that it has altered the habits of consumers, who are starting from the new normal, to act in a more rational way, although without forgetting that successful brands connect emotional with your consumers.

Consumers expected and expect trust, responsibility, safety and added value from their brands. They asked them and they ask that they not only be a business, but that they contribute something more to the community. If a brand has been “at the height of the circumstances” in these months it will surely come out stronger. But how do you get it?

Being next to the consumer: Some brands have already transmitted this message. They have accompanied and accompany the consumer in difficult times. Accompanying messages, hope for the future, etc. have been recurring. Creativity here has been the key to not achieving the opposite effect.

Overcome resistance with transparency. The consumer, although emotionally affected, knows very well what he wants and, above all, what he does not want. Therefore, it has been essential to communicate appropriately. Transparency and coherence have been key.

Analyze new habits: After 70 days of confinement, consumers have developed new consumption habits. Will these be maintained over time? With which will there be no going back? The pandemic has brought an acceleration towards digital processes. Here nothing will be the same again.

Be present. Maintaining notoriety is essential. It is essential to continue being present in the channels where we have habitually moved. Let’s not forget that consumers easily forget. For example, consumers do not remember brands that do not appear in the media. Not being -and even more so, with all the channels and possibilities to get closer to the consumer, thanks to the Internet- can be extremely expensive.

Respect and sensitivity: Misunderstanding the opportunity can also be a disaster. Failure to demonstrate adequate respect and sensitivity to people’s pain and suffering will undoubtedly backfire. A new concept is imposed, social sustainability.

A new reality: the hybrid event or congress

Most of us realized that the Covid-19 pandemic was serious when the big brands began to withdraw from the Mobile World Congress… and even more so when it was canceled. In these months we have learned to integrate into our daily lives new realities, such as teleworking, zoom conferencing, masks, hydroalcoholic gel… but what about events? Should they all be done virtually? Are there other formulas?

The trend, today, points to a new model of event, the so-called hybrid event, in which one part of the audience attends in person, while the other is connected virtually. This possibility changes the way we understood the sector and involves new associated challenges, such as how to manage the relational part and networking; how to maintain audience engagement; if new experts are needed and, something basic, if the return on investment is measurable or if they are profitable.

The paradigm is new and needs to be adapted. A face-to-face event has a limited number of attendees, but virtually, many more are willing to connect and participate, something we have become accustomed to the experience of these months. So, it is clear that we will need specialists, facilitators able to fall in love with that audience, to capture it and keep it among us. Because it is not a question of virtual assistants being mere spectators, but participants, in a bidirectional and omniprofile process.

In addition, to relate, we will have to create new ways of doing things. Some have already experienced digital platforms that bring interested participants in contact, through artificial intelligence, before and after an event. Although networking seems more complex, it will be necessary to work to achieve an efficient result.

And on what is the profitability of a hybrid event, surely, this is greater than that of a traditional event, since in addition to being able to reach more people, the costs of travel, accommodation and diets are reduced. The hybrid event will also affect other sectors, who in turn will have their own challenge to be more creative and competitive

However, and if we think about it, in the end, a hybrid event can involve the same basis as any other event: having quality content and presenting it in an attractive way so that the objectives are met will be the key to success. Meeting goals is always the key to success.

New words for ‘trendy’ communicators

Being a good communicator today requires a constant update on the most “trendy” and fashion words of the moment. Either it is a cool communicator or it is not. The communicator of the 21st century must behave like a real coolhunter of words. Be vigilant, capture those new terms finished in “ing” that generate the brands or the street and know how to use them in a timely manner to convince customers and the audience. The communicator who does not use at least five new invented words, preferably in English, in his speech or stories, has the days counted. There will always be another more skilled in the art of casting them in their arguments. Communicators and brands seek, then, to splash their speeches on these words in. Like or may not be the key to the success of a campaign. Why talk about “fake news” when they are already better known as fake news? This is a new wrapper for an old concept. But the current proposal of brands is to go beyond and, from the merger of two terms, create neologisms for new concepts and marketing strategies. Examples of these neologisms are transbranding, blanding or anartists. Transbranding is composed of the prefix trans (move to the other side) and branding, whereby brands support or promote other brands generating greater visibility for both. The blanding arises from branding, which refers to positioning the brand in the market, and bland (bland) that consists of the brand going unnoticed and integrating into the environment, taking advantage of the pull of the big brands. And anartists is the curious fusion of “artists” and “ana”, of anarchists. The current audience already speaks the same language: from the millennials, to the centenials or generation Z – born with the turn of the century – and to the midlifers – people who are in their fifties and have been incorporated without problems to the use of new technologies and social networks. None of them are shocked to hear any of those new words. Creativity with language is welcome. Who gives more? Or better, who’s next?

Excellent reputation, a lifesaver for big brands

The case Dieselgate, of Volkswagen, of great depth in the media sphere, opens the door to an interesting field of study for communicators: can you live from the inertia of an excellent reputation ?, that is, does the good reputation of a company, built for years, to cushion a serious reputational crisis? Does it help prevent it from translating into economic losses or alleviating them? The answer in the case of Volkswagen has been yes, according to a detailed analysis made by Dr. Paul Capriotti in his Bidirectional blog (https://paulcapriotti.wordpress.com/2019/10/25/dieselgate-crisis-de- reputation-e-impact-in-business /), who encourages studying more cases, even in academic settings, to clarify these issues.

An excellent reputation is one of the greatest intangibles of a company, as experts attribute the ability to act as a “cushion” of reputational crises and minimize its impact on both the value of the brand and its business activity , measurable in sales, profits or stock value. In the case of Volkswagen, there has been no doubt: The company’s excellent reputation and CSR performed this “mattress” function, cushioning the economic damage caused by the Dieselgate’s reputational crisis and helping its negative impact on The business was punctual. The company’s results in the years following the crisis suffered, but they quickly refloated: the crisis was not only overcome but the business could be maintained, thanks to its excellent previous reputation.

The excellent reputation is, therefore, a lifeline that prevents the collapse of large companies and crises, their great opportunity to redefine themselves. Thus, the Dieselgate served as a revulsion for Voklswagen to adopt a new business model, focusing on the electric car and thus offering a greener and more responsible image to its stakeholders and public opinion, although it did so later than other large automotive companies like Tesla and technology, like Google or Apple. Today, going late in challenges such as the commitment to the environment can also damage the good reputation of brands. Watchful eye.

University-Business Chairs, partners with conflicts of interest

La colaboración público-privada tan laureada en algunos sectores económicos se está convirtiendo en una fórmula muy habitual en el ámbito universitario. Se trata de las Cátedras Universidad-Empresa, de las que en Cataluña hay alrededor de una sesentena.

In the face of this usual partnership, it is worth asking whether university support is born from a business commitment, guided by an ethical sense, to adapt training and research to the reality and needs of the labor market; if it responds to an interested maneuver, since companies can condition what is investigated with the financial resources they provide; or if it obeys a marketing strategy, because placing your brand next to a prestigious knowledge center is supposed to get a better reputational image. Perhaps the three motivations concur.

Conflicts of interest are evident in the case of chairs such as the Chair of Social Inclusion of The Endesa Foundation, since Endesa has cut electricity supplies due to non-payment of bills and it is difficult not to assign a share of responsibility in the generation of energy poverty. Despite the efforts of these and other companies to counteract the undesirable impact of their activities, they can be claimed much more than a University-Business Chair: a new social contract.

The purpose of 21st century companies cannot be limited almost exclusively to increasing profits to please shareholders, but international voices such as the BRT (Business Roundtable) encourage a redefinition and diversification of the value that companies produce, which now they must also seek the protection of the environment, diversity, be inclusive and promote dignity and respect, as well as expand the social actors to satisfy: employees themselves, customers, suppliers and the community, in addition to shareholders.

In this new paradigm, there would no longer be room for empty content communication or for futile attempts to make up the reputational image. Smoke curtains do not work. The communication of the facts is imposed: “More do and less say”.

DISCONNECT TO CONNECT

“I know more about a celebrity than my family”, this is one of the most indicated phrases of the place of IKEA for this Christmas. Three minutes that will be reflected and perhaps even cry. Surely you’ve seen on television, or rather, I’m sure it has already arrived through your whatsapp, because it has virally crashed on this platform. In Youtube it already adds more than 9 million views in a week. But, let’s reflect, what else does the tastes, the actions and the followers? The important thing is the people who are there, the ones who are really at your side, and as IKEA challenges, we join a “connection” with our family and leave aside the social networks on this vacation.