Experienced PR firms know that this industry is ever-changing and always growing. One never knows the twists and turns that the day will hold. Still, those with their fingers on the pulse of public relations are able to read the signs and target the trends that are making waves.
Here is what you can expect to take center stage for 2018.
Business owners know that when it comes to branding their company, reputation matters. This means the marketing firm that they choose to work with them must be of the highest standards. Looking back over 2017, we can see where several key companies were caught with less than impeccable standards.
The public does not care where misleading information comes from. If it is attached to your business, it becomes your problems. Perception matters. Once a firm has a mark against their name whether it is from poor customer service, ineffectiveness, or even lack of follow through, it is difficult to rise above. Technology makes sharing our horror stories easier and massive. This will be a key issue for the coming year.
Managing the reputation of any business is a full-time job. One of the ways you can build your reputation and increase your brand awareness is by using custom promotional items at different expos, conferences and events. Every time attendees remember the event or pick up your item, they should recall together your company, the event and the cause. That is definitely a great way to boost your business’s reputation.
When it comes down to attracting the best talent to your organization your reputation matters. Brand recognition and the prestige of your firm are important aspect of your value proposition to potential employees.
Many employees rather work for a well known and reputable company than make an extra $1000 in salary. Firms with bad reputation and bad ratings on sites like Glassdoor struggle to find and retain top talent.
Last year journalist took some big hits because they did not report accurate, complete, and honest facts. Fact checkers worked overtime to point this out. While technology puts information at our fingertips, it is up to us to search through and weigh it out and report on the truth. Misconceptions and untruths destroy companies.
While experienced marketing firms have always done due diligence before presenting information, some companies think they can cut corners. Being accurate and honest (no matter the topic) will be a trend that will carry through the coming year.
If you make a mistake, own up to it and ask forgiveness. The public will forgive an error, but never will they accept a cover up. Honesty, transparency, and integrity are required and anything less will send your plane down in flames.
Marketing firms will be held to a higher standard when it comes to information regarding campaigns, scheduling, and media results. Utilizing tools to keep clients informed will be a major consideration to clients - just think of that nightmare when the weekly time reports come in on Friday and you can’t see what was spent where?
The best marketing firms know, the unbiased opinion of an expert, or a person who people believe “should know” travels at the speed of “tweets”. A mother will pay attention to another mother about a product or issue that affects them and trust that opinion more than the best-written copy from a PR company.
With that in mind, this is the year to influence your influencers, To utilize this opportunity, the marketers representing you must do their homework. Discover who has the most popular blogs or vlogs on a topic. Reach out to your targets and form a relationship with them. Whether in print, online or on video sites, get the influencer to influence others for you. One great and easy strategy is through blog commenting where you can attract the attention of an influencer from your niche and have them help you reach new audiences.
This is how the influencer becomes a contributor. It helps promote your brand and theirs. Everybody wins. Be careful not to jump to someone because they have big followers in numbers. There are ways to fudge that. There are also people who have huge blogs because they trash companies. Research the influencer and invest in the public’s opinion of the one to go to.
Our expertise in your industry means a rapid, on-target search, resulting in top candidates for your organization.