Reputation is what gives companies, countries and individuals their licence to operate. But managing reputation is no easy task in a world where a single tweet can change everything in seconds – it’s what we call the new communications order. If you want to maintain or enhance your reputation this new order has implications for everything you might say or do.
The new level of scrutiny
A new set of communications rules has emerged. There’s an activist investor watching every company and a citizen photographer on every street. It’s harder than ever to stand out from the crowd. And there are rent-a-quotes everywhere just waiting to comment.
We live in a world of high velocity stories.
And although it’s new technology that has created this pace, the best solutions are both new and traditional. If you don’t control your narrative, somebody else will.
Editorial vs advertising.
Getting the right balance.
Thoburns is a relationship-driven business and no relationships are more highly valued than the ones we have built with key journalists. But we never forget that media businesses are…businesses, and we often have commercial relationships as well as editorial ones, although we make sure we keep them separate.
For an example of what can happen if you mix these two relationships up,
click here for Lucy Kellaway’s FT article on what not to do.
Sometimes the solution we seek for our client is editorially based, sometimes we need a controlled message in the form of a creative advertisement or perhaps a sponsored event partnering with a global media owner. For an example of such an event, click here to see our Boldness in Business Awards page. The most effective campaigns usually draw on elements of all, and our strength is knowing how to both devise the strategy and execute the campaign.