The branding evolution encourages communicators to lean heavily on engagement tactics that lead a company to develop a strong relationship with its audience. For some companies, that engagement must start internally with employees to allow it to build up and pour out to consumers, while other companies are putting more focus on their outward facing relationship with consumers. When engagement tactics via social media channels are thoughtful and meaningful, what usually results is an overwhelming following of happy customers. When brands choose to use social media channels as an inappropriate vehicle for lashing out, those companies shouldn’t be surprised by the consuming back lash that ensues.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how companies are making engagement a top priority for maintaining a strong pulse on their consumer needs and using the knowledge they gain to improve the consumer-brand relationship.

Continue reading " Friday Five: Engagement Is a Winning Tool When Used Properly "

When brands take the time to get to know their consumer they often find it easier to conjure up wonderful, impactful ads. However, there are some brands that like doing business without research regardless of the consumer and changing demographics. As globalization changes the look of business and how we communicate, brands need to realize the value of engagement. When an audience feels they can relate to a brand, what the brand represents and any collateral that comes from that brand, the more willing consumers are to forge a real connection, offer opportunities for increased sales and act as cultural informants for the creative product of ad placements.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore the brand behind the ad and how a lack of connection internally, as well as, externally with your audience can deeply impact the success of a company’s ad campaign.

Continue reading " Friday Five: Ad Placements Act as Good Indicator of Strength in Audience Connection "

As a public relations professional, it can be challenging to explain to others what our job entails. While the core of our PR activities basically remains the same, the expanding role of a PR pro requires new skills to navigate the changing landscape that technology and social media have created. Not only are PR professionals responsible for updating their own set of skills, they are sought after by senior executives to revolutionize their companies from inside out with innovative ideas, proving this to be a very good time for communication professionals to insert their authority into the larger corporate picture.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore how various public relations functions are evolving and presenting new opportunities for professionals to develop more intuitive skills. We will also look at how communicators are playing a more dynamic role, offering counsel to their senior constituents and reshaping business as usual to better connect with existing clients.

Continue reading " Friday Five: Reshaping PR for the 21st Century "

During a crisis the situation at hand can spin out of control and it can happen in the blink of an eye. As public relations professionals we understand that we have to have a well thought out plan in place if our organization or client is involved in a media firestorm. What happens, however, to brands that are on the outside looking in? During a disaster or crisis what’s the appropriate response for companies implementing business as usual?

Continue reading " Friday Five: Multiple Industries Learn the Social Media Bob and Weave "

Reputation is the foremost concern for a number of brands; some are currently experiencing  a crisis while others  are desperately dodging crisis-causing landmines. While some brands have figured out the magic formula comprising of consumer engagement, quality products and a good rapport online and off, other brands are still struggling to make themselves stand out within very diverse markets and among their competitors.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we explore various brands and public figures who tackle the construct of reputation by rebuilding it, sustaining it or figuring out how to boost their brand to a next level of recognition. We also hear from experts who offer reputation building tools simple enough for all brands to use.

Continue reading " Friday Five: Reputation Matters…Where Does Your Brand Rank? "