Some of the most important communications you’ll probably never get around to doing (but for good reasons).
• It’s 2018 and many company websites don’t have NEWS sections featuring current success stories, problem/solution real-life case studies, or updates about other newsworthy topics such as new products and services, capacity expansions, and the addition of professional talent. Many that do, have not updated such sections, sometimes for months or years.
That is not surprising.
• It’s 2018 and many companies have little social media exposure through FACEBOOK, LinkedIN, or other viable conduits for communications. Many that do, quite clearly do not understand the ins-and-outs of properly using social media for optimum benefits.
That is not surprising.
The reason why neither “condition” is surprising is that both public relations and social media fall into a category of communications that most agree to be important for maximum positive visibility in relevant marketplaces. And yet, most of those who agree either have no public relations and social media, or maintain programs that are severely out-of-date or under-performing.
The reason is simple. Time.
Guess what? There is no magic to achieving successful public relations or social media. Every company has the wherewithal to do their own communications in that regard. But most don’t, and the reason why is that everyone has many other priorities that demand attention.
Every single public relations and social media we manage has come to us because our clients don’t have the time to implement and manage aggressive, effective programs of this type. Communicating success stories and building a positive corporate image requires a continual delivery of key messages into the marketplace. That is not difficult but it requires time — and that is where outside partners can become a valuable resource to any company wanting greater visibility to win against the ever-present competition.
Some companies look at social media as a “simple” matter of making occasional posts…or public relation as a simple matter of sending out random press releases. The reality is that social media is changing at a remarkable pace. The engines that drive social media, such as GOOGLE, change the rules of engagement at blinding speed. Most people think they understand social media, but in reality only the people who make their living from using such tools of communication can and should keep up with this constantly changing world. Moreover, only by coordinating so that all key sales and marketing messages are presented in uniform ways through all applicable forms of communications outreach (including website, printed collateral support material, etc.) can a company reasonably expect to differentiate itself and remain top-of-mind with prospects and customers.
The proverbial bottom line: far too many companies are in sore and immediate need of assertive, well-planned, effectively-managed public relations and social media programs. Most of those companies will not succeed without outside help. If you are part of such a company, this is a good thing. Reach out to professionals who have the time and knowledge to meet your needs — and spend the rest of your valuable time doing those many other things that needed to be done yesterday!