Today’s interview is with John Mims, Public Relations Director for Altyris Advertising. John discusses the procedures of how to handle a public relations crisis.
• Although some companies do not respond at all, in fear of the media or from lawyer intervention, it is important to keep two rules in mind:
1. Respond Quickly. This usually depends on the crisis, but with events involving safety and injury, people want to hear if the parties involved are safe and if investigations are occurring to prevent any further incident.
2. Respond Completely. It is important to initially respond with as much information as can be given. This avoids the problem of going back out to the media to give additional information which will keep the story alive and lengthen the time the public will hear the bad press.
• A PR Crisis Plan preplans a response team at the time of the crisis and allows you to focus on what you are going to say, rather than who and how you are going to say it.
Listen to the full broadcast on our iTunes Podcast Marketing Watch.
Feel free to contact us; we welcome ideas and feedback from our audience.
Today’s interview is with Larry Hill, President of Altyris Advertisng. Hill discusses the concept of saturation branding, defining it as managing every aspect of the brand image, every channel, and every interaction and experience the customer has with the brand. This boils down to using all aspects of the brand into one focus strategy.
• It is important to keep in mind that every interaction the customer has with the company, must be a positive one to maintain a brand image; this includes everything from interior design, employee representation, customer service, product design and usage, etc.
• Saturation branding for ABC’s show “Lost” included not only TV spots, but posting missing fliers for the characters and messages in bottles on beaches.
• All forms of interaction with consumers need to be made sure that they build the brand in a cohesive manner.
• Saturation Branding is becoming a critical part of the corporate approach to building an image and will only grow as a vital marketing strategy.
Listen to the full broadcast on our iTunes Podcast Marketing Watch.
Feel free to contact us; we welcome ideas and feedback from our audience.
