OFF-MUTE 🔈
💫 There is one currency that is stable in any economy: reputation.
⛈️ It can help you weather many storms, including market and political uncertainty, by putting you at the top of the wanted list by prospects and customers.
💪 But a good reputation takes time, focus, resources and serious commitment to build and maintain.
🗓️ As the end of year quickly approaches, our President Jason Morris recommends that you review your comms program — identify holes that exist before they become problems. Here are the top five areas to invest in:
☑️ Train and prep spokespeople. Even the most seasoned spokesperson can use refresher courses on how to handle a tough interview. We’ve just exited a two-year stretch of unprecedented economic growth and investment, combined with an environment where in-person media events were few and far between. Do you have a speaking engagement or user event on the horizon? Spend time on media training that includes mock interviews because practice makes perfect.
☑️ Write the damn crisis plan. Please! Don’t wait for an issue to blow up. PR crises follow the 80/20 rule, meaning 80 percent of the scenarios are predictable and 20 percent are not. Be your company’s hero by having a plan in place that includes common scenarios, decision trees, holding statement libraries and a social media escalation plan. Speaking of social media…
☑️ Develop a social media policy. Has your company grown from dozens to hundreds (or even thousands) in just a few short years? Growth is wonderful, but it can also lead to process breakdowns. One wrong tweet, like or share from an employee or other key stakeholder can cause headaches with regulators or for HR. Get your social media policy buttoned-up, communicate it to your team and guide (and encourage) them as brand advocates.
☑️ Audit your content. Is your messaging clear and consistent across channels? Now is a great time to audit your owned content properties and identify ways to optimize the reach of your existing content and improve the user experience. This exercise will also help you work smarter, not harder next year.
☑️ Build your story assets. Consider a survey to gather fresh insights. Host an event with panelists to get outside perspectives. Start a newsletter or weekly content series to crystalize your key messages and establish thought leadership. And don’t overlook your visuals because they’re just as important as written words — is it time to create branded social cards or add more video to the mix?