Ticketmaster’s banking on the hope that it’s decision to become the largest B2C brand to openly embrace technology will curb some of the reputational damage its done to itself over the years. But will its educating the masses on the transparency of blockchain make a difference if people don’t understand it?
The alleged murder of Saudi journalist Jamal Khashoggi has grown in intensity as a news story during the course of the past 17 days. Incidents involving the deaths of many more people fail to gain such traction. Several elements surrounding the Khashoggi incident may explain why.
Communicators pointed to four major tactics that they have successfully implemented to earn trust, get their more difficult clients in the press, open their minds to spend, and change their opinions of the value that PR can bring to business.
On the surface, this effort to give Senator Warren’s claims factual support seemed like an artfully executed campaign. Later that day, though, it became clear that the DNA test had done more harm than good. Senator Warren’s gaffe amounts to lessons learned for communicators about timing, why mixing heritage into your outreach strategies can be a dangerous game, and how to take cultural stand without angering any constituency of people.
CEOs and board members spend much time worrying about and discussing risks to growth, though a new study from Deloitte indicates they lack strategic plans to counter the risks they’ve identified, such as disruptive technologies and cyber events, which lead the list. The study also shows brand reputation and culture are receiving too little attention.
It’s still tough for some American communicators to tell just what all of this means for us, at least until we start to see some consequences from GDPR’s enforcement. Those consequences will arrive by end of year in the form of sanctions, though, according to European Data Protection Supervisor Giovanni Buttarelli.
Lawsuits are a part of doing business, which is what makes litigation PR such a crucial part of the overall communications industry and part of every brand’s communications strategy.
But now it’s happening to your brand. You know a suit is being released publicly later today. It’s potentially damaging.
So, what should you do?
Despite the demand for transparency, traditional thinking still holds that when brands receive bad news they should do their best to keep it quiet. When a brand disrupts this pattern and amplifies its bad news, it becomes newsworthy. This describes the case of a gunmaker that issued a press release when its bank refused to continue doing business with it.
The idea that most Americans have lost the ability to speak civilly to each other in these uncertain times may not be Robert Reich’s alone, but he offered an imperative specific to the 2,500+ communicators at the international PRSA confab—in an age when people don’t know how to talk to each other, or how to listen, it’s communications pros who must act as stewards and promoters of civility. “You are people who set the tone very much for what we and how we communicate,” Reich says. “And there is now a vitriol, and anger in the system. We are not communicating.”
“The millennial and Gen Z audience are always looking behind the marketing narrative at the purpose and the intention of companies and brands that they engage with,” says TwentyFirstCenturyBrand’s Jonathan Mildenhall (formerly of Airbnb and Coca-Cola). Here are some key tips for brands looking to define that purpose from Mildenhall’s keynote address at the PRSA International Conference 2018.