Don’t get taken for a PR ride

Online since 31.08.2016 • Filed under Industry news • From Issue 4 - September 2016 - February 2017 page(s) 14
Don’t get taken for a PR ride

Stop being taken for a ride by your public relations company or social media agency, and stop throwing exorbitant amounts of money at communication efforts that are not well planned or strategically sound.

According to Regine le Roux, Managing Director of Reputation Matters, a press release is not a silver bullet that is going to magically solve your sales problems, nor is a beautiful Facebook page. ‘When it comes to your organisation’s reputation, every aspect of the business contributes to how it is being perceived. While perceptions may not necessarily be correct, they are somebody’s reality and do need to be managed,’ she insists.

‘Only once you understand exactly what these perceptions are, and which areas of the business are important to which stakeholder groups, can you effectively put a reputation management strategy and communication plan in place,’ explains le Roux.

‘Too often business owners think that a clever press release or quirky marketing campaign is going to increase their sales. You can spend a ton of money on a fancy communication campaign but if your internal business building blocks are not in place, you may actually do a lot more harm than good. These building blocks include having the right processes, people and pricing principles in place; all of which need to be glued together by a strategic internal and external communication plan.’ In November, le Roux is presenting a reputation management master class at the upcoming International Association of Business Communication (IABC) conference in Cape Town. She is facilitating an interactive workshop on what it takes to enhance and improve your reputation, and will guide delegates on how to develop their own reputation strategies and plans. ‘After the session, delegates will have a comprehensive idea of what they need to do to take their company’s reputation to the next level,’ adds le Roux.

‘Collaboration and agility is the new communication frontier in business,’ says Carol Allers, IABC Chairperson. ‘At the conference we’ll be bringing together thought leaders from across the communication spectrum to engage, collaborate, network and most importantly to share their knowledge of business communication.’ The IABC Conference takes place from November 2 to 4, 2016 at the Vineyard Hotel and Spa in Cape Town. For information about the conference, visit http://www.iabc .co.za/2016/02/17/iabc- frica- 23rd-annual-conference-2016- registrations-are-now-open/

Issue 4 - September 2016 - February 2017

Issue 4 - September 2016 - February 2017

This article was featured on page 14 of SABI Magazine Issue 4 - September 2016 - February 2017 .

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