Taking a page from reality television, brands have been using non-actors to engage their audiences in television commercials. We’ve seen this in the likes of Mitsubishi’s “Ride the Storm” campaign, Domino’s “Show Us Your Pizza” campaign and Chobani’s “Real Love Stories” campaign. However, this isn’t the first we seen of reality commercials — even if they weren’t labeled as such. Remember the “Pepsi Challenge” or McDonald’s Big Mac commercials?
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Hardly a week goes by without shocking reminders of how important it is for companies to align internal and external audiences with brand, values and organizational strategies.
Studies indicate that internally only one in five employees understands how their work contributes to an organization’s overall strategic direction. This lack of clarity is exacerbated by a daily bombardment of information, which interrupts focus and impedes innovation. Companies that fail to connect strategy with employees, customers, investors and the public — foreign and domestic — stifle growth and risk backlash or irrelevance.
As brand ambassadors, everyone involved with an organization must fully believe their actions are relevant to the mission.
This includes investors, boards of directors and employees, and extends to customers and vendors, allies and fans. In order to achieve buy-in to the mission, to energize and motivate, organizations must communicate openly and honestly about their strategy.
The five most effective ways to do this are through:
- Using vivid pictures,
- Engaging in discussion,
- Applying strategy in communication and by
- Walking the talk.
Tags: Branding & Brand Management, Corporate Communications and Public Relations, Professional Development and Training, Relationship & Reputation Management, Strategic Planning, Techniques & Tactics
With thoughts (and client budgets) turning to the New Year, PRSA continues our tradition of an annual PR industry forecast. This year, we feature contributions from 12 creative thinkers in public relations. We asked for insight into trends they believe will fundamentally change the PR industry in 2012.
Below is a compilation of their thoughts. Starting Jan. 3, 2012, and running for 12 consecutive business days, PRSAY will publish each trend as a full blog post.
We hope you find value in reading these predictions. Please add your own in the comments below or by using the hashtag #PRin2012. We’ll capture the best contributions and publish those in a special baker’s dozen post in late-January.
Tags: Branding & Brand Management, career corner, Corporate Communications and Public Relations, Management & Leadership, measurement, Media Relations, Relationship & Reputation Management, Research & Evaluation, Social Media, Trends, word-of-mouth
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