“Where’s the vision?” It’s a key question that senior PR pros working for companies grappling with negative perception need to ask themselves.
It’s an occupational hazard for communicators: It takes years to cultivate a solid reputation, but it could vanish virtually overnight with one boneheaded move by the company. One way to mitigate that possibility may be for PR pros to rethink (and reconfigure) reputation management.
Perception of management is usually predicated on C-level executives being able to articulate a compelling vision for their brand or organization. And on PR pros delivering that message.
Many early adopters realize that data itself is not particularly valuable without the expertise required to interpret the information, and to identify and select from a variety of scenarios to achieve the optimal outcome.
As millennials occupy a larger and larger swath of the U.S. population, the one-way conversation that marketers have practiced for years is slowly but surely being eclipsed by more give-and-take between brands and consumers.
Graduation season is in full bloom, as both newly minted graduates and undergraduates seek out internships as a springboard to full-time employment. However, if brands and organizations think they can continue having unpaid internships without raising questions about their reputation, they best think again.
Live events and conferences are considered a main source of revenue for b-to-b media companies, as ad dollars once devoted to print publications have pretty bottomed out. Now a lot of consumer media brands are getting into the events act, which enlarges the aperture for PR pros looking to get some exposure for their company or C-level executives.
Four of the top 10 reputation decliners during the last five years are in the healthcare sector, according to data tracked during a five-year period by brand consulting company CoreBrand.