In a digital age, spontaneity rules. Social messages that are unscripted and on the fly help to humanize the brand. But messages that seem overly packaged are about as popular as the measles. It’s a different situation when giving a speech (or commenting) on behalf of the brand.
The 205 Edelman Trust Barometer shows that many people feel the pace of change in business is moving too fast. Conversely, nearly one-third of respondents believe the pace of change to be too slow. It’s a fine line that corporate communications navigate.
As a baseline, PR executives must understand the buyer persona: What kind of content does your prospect require at each stage of the buying cycle?
When it comes to the issues that women expect to be most concerned about in 2015, 29 percent of the respondents said they are worried about healthcare, followed by racial tension (20 percent) and job security (15 percent).
“Most of all, I think it is important to believe in what you are doing and in the people who are doing it. If the leader does not have passion for the enterprise, then you cannot expect others to follow.”