As we begin 2019, we come across a lot of “New Year – New You” messages, especially in magazines and on social media. It is equally important to reflect on your business and professional brand – even if you are renewing old resolutions from 2018.
It is also a good time to take a look at business resolutions for the year ahead in the context of your PR and communications strategy and talking to the right people.
Encourage your team to be brand ambassadors
Undertaking a brand exercise with your team will ensure that you are all singing from the same hymn sheet when it comes to communicating about your business with existing and prospective clients. For example, is your team familiar with the company’s vision and mission statements? Do you have clearly defined key messages and a 30-second pitch that your team is aware of? If one of your team is asked about your business, what should he or she say?
If members of your team are on social media, publish blogs on your company website or are the first point of contact with clients, they are your main brand ambassadors. The business’ focus, vision and PR plans should be communicated clearly to them so that they can influence your target audience. It’s all about sending out the right messages to the right people in the right way!
Speak to people who want to listen
What particular products or services do you want to promote this year? Who is interested in them? It is imperative to identify your target audience before undertaking a communications campaign, be it B2B (business to business) or B2C (business to consumer). Do they read the local newspaper, listen to or watch current affairs shows or engage on social media – and via which channels? Your business needs a targeted PR approach or your key messages will fall on deaf ears!
Be front and centre of your own business
Author, speaker and brand strategist Jay Danzie’s quote “Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark,” always resonates with me when advising clients on building a brand. People engage with people they like, but how do potential clients get to know you if they don’t already know you? Being front and centre of your business through, for example, radio interviews, newspaper articles, blogs or networking builds awareness of your brand and familiarity between you and your clients. Don’t be afraid to move out of your comfort zone and place yourself in the public eye!
Orla Clancy is a Senior Account Manager at AM O’Sullivan PR. She designs bespoke packages to suit the different requirements and budgets of individuals, businesses and organisations. Orla is also PRO at Network Ireland West Cork. For further information, contact Orla at firstname.lastname@example.org or call her at 087 938 8882.