Guest Post – Nicole Renfer, IMC 2012-2013 student
On the weekend I came across this article called “Top Tips From the Corporate Communication Playbook” by Andre Redelinghuys.
Corporate brands are trying to stay relevant. Brands gain reputations and corporate communications can help to shape those reputations rather than suffer from them. This article outlines important corporate communications tips to take on in order to maximize their level of communication. I’m just going to discuss two of the points that were mentioned.
Redenlinghuys states that businesses often portray themselves in a good light, while news articles point out their flaws. Ultimately, this inconsistency makes consumers feel uneasy about the company or brand. In Public Relations, we have talked about the importance of honesty and allowing your consumers to know what is going on. By acknowledging imperfections, consumers may feel more comfortable with a company. Redenlinghuys points out that the company’s competition will most likely have the same problems. Therefore, being honest about shortcomings is not necessarily a bad thing. In fact, it helps to build a relationship with the public.
Run Campaigns, Not One Offs
This tip that Redenlinghuy provides explains the importance of thinking on a long term scale. When I read this, I related to the IMC program as a whole; thinking about overall goals and objectives to achieve. We have talked about being able to have separate objectives in different areas (public relations, marketing, branding, etc), but it is important for each objective to be in line with the overall direction of the campaign. An important aspect of this tip is that Redenlinghuy points out: “with communication that’s mostly reactive and short term focused, brands don’t achieve economies of scale and traction”. In strategic planning, we have learned that being reactive is not enough; you must be proactive with your planning.
This article’s main purpose is to highlight that businesses need to be able to communicate well. Further, communicating well will only get them so far; they need to communicate even better than they already are in order to keep up with the market.