Why brands must focus on their relationship to consumers’ needs

Modern reputation and crisis management will demand that organizations do the tough work of learning what they stand for and how that should be expressed to a fractured marketplace.

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Crisis management in the coming months will require soul searching—and the sooner, the better.

For organizations eager to build a bond with consumers—and reap the wonderful rewards that spring from establishing genuine connections—it’s going to take a heavy investment in integrated communications.

The reasons are two-fold: Traditional media is on the ebb, with newspapers taking deeper cuts due to the pandemic and consolidation coming for online outlets. The other is a divided country that can’t agree on the same set of facts when it comes to a deadly, out-of-control virus.

To survive this turmoil, PR pros and brand managers will develop new muscles.

“Getting the cover of Time Magazine or the above the fold on USA Today Isn’t what it used to be in terms of building awareness and engaging consumers,” says Craig Greiwe, chief strategy and transformation officer for Rogers & Cowan/PMK.

Instead, what his agency and others have done is to consider an “integrated” model, where traditional PR skillsets are placed side by side with marketing, creative and other practices to deliver more robust results.

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