What is the purpose of branding, and why does it matter to your business?
Branding is the art of differentiation. It is the process of creating a unique identity, a distinctive voice that sets a business apart in the crowded marketplace. But is it merely about having a well-designed logo or a customer-friendly website? Far from it. How does having bad branding impact your business? Imagine a business as […]
How to use the Critical Path Method for communications and marketing projects?
Communications, Public Relations (PR) and marketing projects are characterised by their fast-paced nature, where multiple tasks often need to be managed simultaneously. In such scenarios, the Critical Path Method (CPM) can become an essential project management framework and technique for the communicator. The importance of CPM in PR and marketing stems from its ability to […]
How to create a communications plan for 2024 with measurements
Why is it important to have a master communications plan? Communications is the lifeblood that keeps organisations thriving. It is the bridge that connects an organisation to its stakeholders, shaping perceptions, driving engagement, and ultimately, influencing outcomes. Consider the vast landscape of stakeholders an organisation interacts with – employees, customers, investors, regulators, the media, and […]
Understanding your target audience
In the dynamic dance that is marketing and public relations (PR), understanding your target audience is akin to mastering the rhythm of the music. It’s about moving in sync with their needs, their preferences, and their expectations. It’s about knowing when to lead and when to follow, when to make your move and when to […]
What is a PR plan and how do I set one up?
Imagine standing at the helm of a ship, the vast ocean stretching out before you. The destination is clear, but the path to get there is not. This is the challenge faced by communicators and project managers tasked with delivering PR outcomes. They have a clear goal, but the journey to reach it can be […]
Discipline is the foundation
Imagine, if you will, being aboard a ship during a storm. The waves are monstrous, the winds are relentless, and the vessel is tossed about like a toy boat. This is a fitting metaphor for the struggle that communicators often face in their daily work. The storm symbolises the myriad challenges and distractions that can […]
Preparing communicators for success in an evolving landscape
In 2023, the field of public relations saw unprecedented evolution due to rapid technological advancements and shifting societal norms, especially in response to the rise of AI. As we approach 2024, staying ahead demands constant upskilling and adaptability for communicators. Survival is not about businesses but about individuals thriving and impacting their industries. The shifting […]
Navigating the turbulent, as-yet uncharted waters of 2024 as communicators
Ahoy, brave communicators! As we raise our sails and plunge into the uncharted waters of 2024, picture this journey as a modern-day odyssey, where the heroic communicators of our time navigate through challenges that would give pause to even the wily Odysseus himself. The journey ahead promises towering waves of influencers, turbulent tsunamis of content, […]
Influence is the lever
In a previous article, we shared about being flexible and adaptable, values that serve as a key to unlock the foundation for success for communicators. Today, we introduce the concept of influence, as the lever that can shift mountains with stakeholders, for communications campaigns, in support of business goals. The ability to sway opinions, guide […]
Integrating proxy metrics into our campaigns
In our conversations and interactions with stakeholders and clients, we often find a fixation on quantitative metrics. This is a double-edged sword when it comes to public relations and communications. Quantitative metrics provide clear-cut numbers and tangible outcomes. So what’s the problem, they ask? In my opinion, an over emphasis on quantitative metrics can lead […]