Obviously, it is possible to get a spot on a page in a national newspaper, on a regional radio station or on a television station, but it requires a significant investment. It is much faster and will contribute to a certain extent to our reputation, but it will have a very specific impact and will go unnoticed in most cases.
We must not forget that almost all 'traditional' media have made the leap to the digital channel and that their websites are leaders in online traffic, as reflected in traffic statistics from Comscore or OJD. In fact, having a presence on their website will boost our company's own digital strategy, favouring our SEO positioning . That is why it is important to develop in-depth work by communication professionals who know how to manage and balance this contact with the media and its employees.
The journalist's filter: a relationship of trust
The most important thing is that the fact or information is capable of arousing the interest of the journalist or journalists so that they want to cover the news on their own initiative . Once contacted, it is important to bear in mind that they are professionals accustomed not only to analysing what we are telling them, but also to reporting what they see, interpreting what they perceive and checking and confirming this information from different sources.
Communication with them must be clear, timely and honest, as with other stakeholders. Building a relationship of trust takes time. We must demonstrate that we are consistent between what we communicate about ourselves and what we actually are and do.
We insist that corporate reputation is not a one-hit wonder, but rather an active communication – listening, empathy and response – that is persistent over time and a message that is consistent with your activity, your actions and your own company values. As we said before, consistency must be your maxim . For example, on many occasions we have seen companies that claim to be committed to sustainability or the environment and, however, their products or services do not have that aspect of analysis and correction of emissions, reduction of waste or actions that show that commitment. A full-blown 'green washing' . The reputational crisis is assured, in time. Another example, the pandemic has left us with very positive examples close to home that with the passage of time become more relevant as they have demonstrated consistency, transparency and social responsibility.
Believe us, journalists will know, they will find list of central african republic consumer email out if they don't get the answers to their questions from you. A word of advice: there are no bad questions, just bad answers. So be prepared to be surprised and also to be as transparent as possible . It is true that there are aspects of our business that we cannot reveal, this is understandable. We must also bear in mind that there is information that is public, which is easy to access, so don't hide, if this is the case. Has your company had losses in the last year? Has that new line of business or new product not met expectations? Maybe you think it will give a bad image because it is not entirely positive. Everything has an explanation, offer it simply, but never, ever, lie or try to withhold information. You will achieve the opposite effect. It is clear that at some point you will have to give bad news to employees, clients, public opinion, but there are ways to do it without seriously damaging your reputation in the long term.
Building a corporate reputation in the media is a long-term job and not 100% controllable, no matter how hard we try. What we can control are our objectives, our way of proceeding, our ethics, social, labour and environmental commitment, working with coherence, transparency and, if we make a mistake, accept it and change it effectively, not just in words. All of this will make our good corporate reputation grow , what we project will be reflected in the perception they have of us and, of course, will make our business grow.
Have you analyzed your online and offline reputation? Don't you have a concrete plan and strategy? Are you prepared to face a possible crisis? Surround yourself with a team of professionals with extensive experience. At Bannister Global we can be useful for your company's purposes, contact us.
