Kathryn Kolaczek, CEO and founder of Alchemy Communications Inc., was named a "Top 40 Under 40" by PR In Canada, a leading public relations association in Canada, to “identify and recognize the top 40 communications and public relations professionals across the country.”
From Pepsi to McDonald’s, with the advent of social media, it’s become easier than ever to have your message misinterpreted or manipulated. These are just a few basic ways that your business can better control your message, ensuring that you don’t end up as yet another PR case study.
1. Have a Strong Crisis Communications Strategy
The most sure-fire way of controlling your messaging is having a strong crisis communications plan. A little bit of planning goes a long way when the unexpected arises, as was the case with a recent incident on board an American Airlines flight. By taking swift action, the company avoided the large-scale social media fallout. This is in stark contrast to United Airlines, whose seeming lack of proper crisis communications etiquette led to a massive international PR disaster, from which they still have yet to fully recover.
2. Respond on Social Media
Through social media, you can better understand how individuals view your business or brand, and gauge whether or not your message is resonating. While there will occasionally be some people that are never satisfied, you can still gain valuable insight from different individuals. Be sure to be receptive to comments from social media, particularly in the middle of the crisis.
3. Be Consistent with your “Voice”
Whether it’s through press releases, or over social media, consistency is essential in message control. Before launching a wide-scale campaign, be sure to ask yourself: how do I want people to view my business, and what is the general “tone” in my industry? For example, a medical research agency that publishes “clickbait” articles of questionable veracity will likely see brand dilution. In contrast, a brand like Denny’s, well known for being a place most people go to after a hangover, takes on a tone consistent with that image.
Remember: if you don’t take control of your message, someone else will.
BOOK A FREE CONSULTATION WITH ALCHEMY
Social media has made it easier than ever to help share and promote your company’s events. Unfortunately, this also means that when things do not go according to plan, everyone can and will hear about it. This was the case with last month’s Fyre Festival, a music festival touted as a luxury “glamping” experience that is now facing hundreds of millions of dollars worth of lawsuits due to less than stellar accommodations. These are a few strategies you can employ to make sure that your next event runs smoothly.
In the age of social media, it can sometimes feel like for every opinion you hold, there’s someone else who feels just as strongly in the opposite direction, and that casual dialogue is impossible. Two recent advertisements from Pepsi and Heineken tried to capitalize on this sentiment, with vastly different results. Today, we’re exploring why one of these ads was a massive success, and the other resulted in numerous public apologies.
Your press release distribution strategy may vary with each release. Different factors determine the success of your release, and it's vital that you track your press release results to evaluate future opportunities.
Increasing your email open rate can make a significant difference in generating leads and making more money for your business.
Attracting people to your social media and converting them to followers is the first step in using social media to drive traffic to your website. A good content curation strategy supported can help your business find and share useful information to share.
Money is one thing most nonprofits don't have. The good news is there are many free or low-cost tools, apps and resources to help not for profit organizations raise money and increase awareness about their cause.
If you don't use Instagram personally you may not understand the simplicity and the appeal of this photo sharing network. Here are some tips and tools to help you use Instagram for business.
You need qualified leads to grow your business. A consistent marketing pipeline is key to getting sales. Kathryn Kolaczek offers practical and actionable tips with proactive marketing strategies to generate traffic that converts to new leads and opportunities.