The crisis may prove a cautionary tale for communicators on how to contain the damage when the story turns out to be wrong.
The discussion about how PR pros can get a “seat at the table” is a perennial issue. In many organizations there hasn’t been an expectation that PR could or even should drive business results. When you think like a C-suite executive about business value, you can creatively implement meaningful measurements that connect to the overall health of your organization.
On a basic level, the only thing PR professionals really want to be is heard. There are a few ways stories can be heard above the noise, cut through the droves of useless information and make their way in front of the eyeballs of the target audience.
The candy king is looking to replace the controversial ingredient it uses in its sweets, but the brand needs to communicate a lot more to consumers about the potential switch.
More often than not, reading a typical corporate biography is the equivalent of watching paint dry. It’s a lost (and low-cost) opportunity to enhance the value of PR.
In the drive to deepen stakeholder relationships, communicators continue to reengineer strategies to include more branded content as part of a paid-earned-owned media engagement strategy.