Issues management is akin to a relentless game of whack-a-mole. Each emerging issue, be it a customer complaint gone viral or a misinterpreted executive statement, represents a potential threat that can impact a brand’s reputation, the organisation’s positioning, and erode the hard-earned trust of customers. The stakes in this game are exceedingly high; each mole not whacked in time can lead to a cascade of negative publicity that takes time to overcome. Communicators are working at an increased velocity at which information—and misinformation—can spread. In such an environment, issues that m ..read more

The ability to foresee and manage issues is not just a valuable skill—it’s a necessity. New trends emerge, consumer behaviours shift, and the media landscape is constantly changing. The interaction between all these variables can give rise to issues that, if not properly managed, can negatively impact an organisation’s reputation and bottom line. Issues can range from minor operational problems to major strategic challenges. They can arise from within the organisation — such as a product quality issue or a leadership change — or from external factors — such as a change in government regulation ..read more

In our hyperconnected world, information and content can spread faster than wildfire. A single click can ignite a storm of misinformation, casting doubt and eroding trust. Think of brand reputation as a delicate glass sculpture. Misinformation—whether it’s a baseless rumor or a targeted attack—can shatter it in an instant. The consequences ripple far and wide, affecting customer loyalty, investor confidence, and stakeholder relationships. Unfortunately, and here’s the paradox – addressing misinformation does not guarantee proper brand recovery. Even if a brand refutes false claims, the damage ..read more

The internet has become a primary source of information for many people. This ease of access to information has revolutionised the way we learn, communicate, and make decisions. However, it has also given rise to a significant challenge for brands and communicators – the spread of misinformation. Misinformation, or false information that is spread, regardless of intent to mislead, can quickly disseminate through various digital platforms such as social media, blogs, and websites. The speed at which information spreads online can be staggering, and this is particularly true for misinformation ..read more

Personalisation in communications and PR is testing the way we communicate and engage with our audiences. The need for personalisation arises from the desire to create unique, tailored experiences that resonate with diverse audiences. It’s about understanding their individual needs, preferences, and behaviours of your audience, and then crafting messages that speak directly to these unique characteristics. This goes beyond creating a target audience document, or trying to segment customers into groups. Achieving this level of customisation is not easy. It requires a deep understanding of your ..read more

In our world of communications, PR and marketing, the role of stakeholders cannot be overstated. These are the individuals and groups who have a vested interest in the success of our campaigns. They could be anyone from senior management and investors to customers and the media. However, managing these stakeholders requires finesse, and, at times, a bit of improvisation. At the start of a campaign, we may encounter stakeholders who micromanage, questioning every decision and demanding regular updates. This can be challenging, but it also presents an opportunity. By demonstrating our competence ..read more

When it comes to communications and public relations (PR), there are two approaches – inbound and outbound – that can impact the strategy and trajectory of your campaign. Inbound campaigns are all about attracting your audience to come to you. They are designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto customers. This can be done through a mix of content marketing, social media, SEO, and branding. The content is designed to appeal to your audience and to provide value, which builds trust and attracts potential customers to your ..read more

Stakeholders are the lifeblood of any campaign.  They are the individuals or groups who have a vested interest in the success of your campaign. These can include customers, employees, investors, suppliers, the community, and even the media. Each stakeholder brings a unique perspective and set of expectations to your campaign, making their involvement crucial to its success. Stakeholders are your supporters and champions. They are the ones who believe in your cause, your product, or your service. They are the ones who will stand by you, advocate for you, and lend their support when you nee ..read more

When campaign planning, many communicators find themselves navigating complexity when it comes to creating and setting up audience or customer profiles.  This process, which should ideally be a straightforward task of identifying key characteristics and behaviours of a target audience segment, often becomes a convoluted exercise fraught with overthinking and over-tinkering. The root of this issue lies in the fear of missing out on a key or critical profile. Communicators often worry that if they overlook even a single potential audience segment, their entire campaign could be at risk. Thi ..read more

A campaign must respond to the shifting landscape of the market and the evolving needs and behaviours of your target audience. Campaigns go through dynamic parts, or phases, each with its own set of challenges and opportunities. These phases could include the planning stage, the execution stage, the monitoring stage, and/or the evaluation stage. At each stage, decisions are required that can significantly impact the outputs and outcomes we are looking for. Let’s look at each of these stages and where they might require your attention: The planning stage: Decisions about the campaign’s objecti ..read more