When Toshiba America Medical Systems was set to roll out a national advertising and marketing campaign late last year, Charlene DeBar, manager of corporate communications, thought it was an opportune moment
It’s an occupational hazard for many companies: If the legal squad and the communications crew are unable to find a way to be responsive during a crisis, you’ll be left at the starting line while negative messaging runs free, the opportunity to protect your reputation gets lost, and your inability to respond weakens.
A lot of PR is about follow-through and follow-up. Read. You have to know what’s going on in the news and how different news outlets are telling stories. Get work experience, put in your time and take internships. You’re not credible without experience.
Toyota is on crisis alert today following the arrest of Julie Hamp, the company’s communications chief and the highest-ranking woman in its 77-year history, on suspicion of illegally bringing painkillers into Japan.
In an ideal partnership a brand and its media partner will share a like-minded audience, and both parties will have clear goals in mind for the campaign.
The opportunity to create great campaigns with clients is one of the most rewarding aspects of working in PR, but how do you part ways with a client when things aren’t working out?