Post by account_disabled on Feb 26, 2024 22:50:32 GMT -5
Content, that is where brands can find greater value than in any type of advertisement inside or outside the digital universe. Everyone wants it, but few seem to have understood the secret behind this marketing elixir. Not just any type of content is enough, it is that which captivates its audience from beginning to end, that which makes them live an experience, that which is shared. That is material that generates engagement. In an ideal world, brands would have to be generating their own strategy to communicate their corporate social responsibility taking advantage of this resource. Although the truth is that many of them seem to be in love with the press and pursue it like teenagers follow their platonic love. The above does not mean that brands should open their own content site and completely forget their relationship with the press . Not at all. The media are a fundamental part of any marketing strategy; However, it is important to understand that, just as with any other interest group, it is necessary to understand them and then fall in love with them. After all, it's a relationship similar to the one you have with your consumers, so why should they talk about you and not any other brand? Make it accessible accessible CSR communication We better accept it once and for all: many brands have taken it upon themselves to completely ruin CSR communication, making it unattainable and confusing for consumers. They use complex language, interchangeably use terms that are not synonymous, maintain a non-transparent position and are basically responsible for creating obstacles for the press and the rest of their interest groups that seek information related to their social commitment. Make sure that the language you use in your communication is accessible to the general public, otherwise it may be more difficult to attract non-specialized press. Also make sure that your events are scheduled on an appropriate date and time, try not to overlap them with holidays or events of greater relevance. Forget traditional formats once and for all Storytelling It applies to press releases and classic conferences in which a master of ceremonies begins by thanking the few media present and then introduces with too much formality a group of authorities who all they do is talk about their work, their challenges and how happy they are about their results.
Think about what really interests New Zealand WhatsApp Number List your stakeholders and start from there. Be proactive and insert your actions into a context of greater depth and relevance, such as a presentation or panel in which a member of your team can participate. Those types of events can add much greater value and offer information worth publishing. Build a movement Dove CSR Since we are talking about generating valuable messages, it is necessary to highlight the importance of integrating corporate responsibility into your business model, finding your purpose and turning it into a social movement , more than just part of your brand . Brands that have found their purpose and communicate it appropriately to their stakeholders become icons of their own movement. Such is the case of Dove, for example, which through its efforts to boost women's self-esteem has become the brand behind Real Beauty . Create experiences CSR experiences Identify the most important influencers in your industry and turn them into your allies; Try to keep in touch with them throughout the year, not just in the days before an important event, especially if these events tend to be too sporadic. If you plan to send a gift or promotional item, be sure to wrap it carefully and present it in an attractive way so that those who receive it will want to share it on their social networks; If possible, add a visible card and include the details of your official accounts to make it easier for them to find them in case they want to mention them. Remember that just like your clients and collaborators, influencers also appreciate an inspiring experience; so try to offer them the best possible and avoid the frustration that can be generated by searching without results for a suitable channel to thank you. Forget personal validation CSR personal validation Just as you want to be an attractive brand for consumers, the press wants to captivate new readers. Your audience wants inspiration, not advice for their shopping list, so forget about journalists validating your efforts and showering you with flowers.
Convincing your stakeholders of the legitimacy of your responsible efforts and building a relationship of trust with them is your job, not the press's. So stop seeking validation and start fabricating stories worth telling. Be clear: the media are not sales interrupters How to get the press interested in your CSR Your efforts to interest the press in your brand and your social commitment alone are not enough for your market share to rise to the sky; don't hallucinate Remember that this is only part of a larger strategy to build a relationship of trust with the rest of your interest groups. The objective of taking this path is that your clients and potential investors perceive that your brand is committed to its environment, know your activities and become a role model. Don't assume they have to fit your media strategy The goal of the press is to tell inspiring stories for its readers; that's going to happen regardless of whether or not it fits into someone's media strategy. So, unless you have booked space on a particular channel, don't assume that the media is obligated to adjust to your needs. This is particularly important when we talk about digital media. If a newspaper publishes an article about your brand, you don't expect a free ad to appear next to it, do you? In the same way, digital media are not obliged to insert a link to your website in each of the mentions they give you if there is no prior commercial agreement. Try to thank those who do so and your media plan includes a special mention, consider an agreement with that specific channel. Find your moment how to tell a story of social responsibility Of course, all organizations can benefit from a mention in some media from time to time, but the mission of the press is to tell stories, not construct them. Avoid contacting an editor or journalist to see if they could write something about your business. Before any approach make sure you have a story to tell and make it attractive to the medium in which you want it to be told. Remember that each of them has an editorial line to follow and a specific audience; Think about all this to select the right medium. Show a face People are much more interested in other people than in institutions, so choose a CSR spokesperson and encourage your collaborators to build a personal brand.
Think about what really interests New Zealand WhatsApp Number List your stakeholders and start from there. Be proactive and insert your actions into a context of greater depth and relevance, such as a presentation or panel in which a member of your team can participate. Those types of events can add much greater value and offer information worth publishing. Build a movement Dove CSR Since we are talking about generating valuable messages, it is necessary to highlight the importance of integrating corporate responsibility into your business model, finding your purpose and turning it into a social movement , more than just part of your brand . Brands that have found their purpose and communicate it appropriately to their stakeholders become icons of their own movement. Such is the case of Dove, for example, which through its efforts to boost women's self-esteem has become the brand behind Real Beauty . Create experiences CSR experiences Identify the most important influencers in your industry and turn them into your allies; Try to keep in touch with them throughout the year, not just in the days before an important event, especially if these events tend to be too sporadic. If you plan to send a gift or promotional item, be sure to wrap it carefully and present it in an attractive way so that those who receive it will want to share it on their social networks; If possible, add a visible card and include the details of your official accounts to make it easier for them to find them in case they want to mention them. Remember that just like your clients and collaborators, influencers also appreciate an inspiring experience; so try to offer them the best possible and avoid the frustration that can be generated by searching without results for a suitable channel to thank you. Forget personal validation CSR personal validation Just as you want to be an attractive brand for consumers, the press wants to captivate new readers. Your audience wants inspiration, not advice for their shopping list, so forget about journalists validating your efforts and showering you with flowers.
Convincing your stakeholders of the legitimacy of your responsible efforts and building a relationship of trust with them is your job, not the press's. So stop seeking validation and start fabricating stories worth telling. Be clear: the media are not sales interrupters How to get the press interested in your CSR Your efforts to interest the press in your brand and your social commitment alone are not enough for your market share to rise to the sky; don't hallucinate Remember that this is only part of a larger strategy to build a relationship of trust with the rest of your interest groups. The objective of taking this path is that your clients and potential investors perceive that your brand is committed to its environment, know your activities and become a role model. Don't assume they have to fit your media strategy The goal of the press is to tell inspiring stories for its readers; that's going to happen regardless of whether or not it fits into someone's media strategy. So, unless you have booked space on a particular channel, don't assume that the media is obligated to adjust to your needs. This is particularly important when we talk about digital media. If a newspaper publishes an article about your brand, you don't expect a free ad to appear next to it, do you? In the same way, digital media are not obliged to insert a link to your website in each of the mentions they give you if there is no prior commercial agreement. Try to thank those who do so and your media plan includes a special mention, consider an agreement with that specific channel. Find your moment how to tell a story of social responsibility Of course, all organizations can benefit from a mention in some media from time to time, but the mission of the press is to tell stories, not construct them. Avoid contacting an editor or journalist to see if they could write something about your business. Before any approach make sure you have a story to tell and make it attractive to the medium in which you want it to be told. Remember that each of them has an editorial line to follow and a specific audience; Think about all this to select the right medium. Show a face People are much more interested in other people than in institutions, so choose a CSR spokesperson and encourage your collaborators to build a personal brand.