Building your brand

All too often organisations use external communications as a tactical, promotional tool. In most cases, this is prompted by a desire to tell the world about the latest client win or promote a new office opening in region X. Although this type of external communication is important to demonstrate business momentum and growth, PR and marketing disciplines can now be far more strategic when applied skilfully by an experienced practitioner. 

What’s changed? Social media. Love it or loathe it, it’s here to stay. In the business world, LinkedIn and Twitter are the dominant platforms for sharing news, opinions and educational content. Social media provides greater transparency between businesses and their customers. And from a communications strategy, it’s a great way to interest and engage your audience.

Content is king

Content development for PR purposes is not the same as developing sales collateral, yet this is a mistake many organisations make. Sales content needs to be clear and concise,