#Pivot: How PR can support business change
If one word could describe business activities over the last three months it would be ‘disrupted’. But business disruption doesn’t mean business failure: disruption has instead led to organisations ‘pivoting’ and adapting their business models to the new market realities. PR and comms professionals are now stepping up to support their organisation’s pivot. Here are four strategies to get it right:
Adapt your messaging
In our last blog we looked at how to get your messaging strategy right in these troubled times. Be flexible, but plan and get the messaging spot on for your pivot. Sharing your key messaging with the rest of your business will bring many benefits. It gives direction, reassurance and consistency and at the very least gives management, right up to board level, a communications foundation upon which to work in these challenging times.
Key media insights
Gaining insight into how the crisis has affected your key media is a must. In the construction sector we have seen traditional print magazines go digital, monthly issues made bimonthly and social media activity soar. Get on top of the changes and map where your audiences are now looking for their information. That way you can tell them all about your new services and how they can access them.
Keep your brand in customers’ minds
Around 80% of construction companies are back operating as of June 19 (Source: ONS). Brands that engage in PR and advertising activity now have the chance to gain more share of voice and drive sales as the industry recovers. Do not miss the window of opportunity!
Keep the content coming
Following furlough and the need to get issues out and websites updated, journalists and editors are working harder than ever to get good quality content onto their channels, so why not make it easier for them? Maybe you have new operating hours, new online training courses, better technical support or your deliveries are ramping up into your supply chain. You may have new products to bring to market. Whatever it is, you need to tell your customers!
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