November 18, 2008 In Uncategorized
Thinking Out Loud…
By: Jeff Bratton, Account Supervisor, Fusion PR
I admit, this is not a particularly challenging topic, but I figure it’s a worthwhile one, given the shifting political, social and economic landscapes.
As things worldwide bend and change, it’s imperative that communication campaigns bend and change to accommodate them. Without sacrificing integrity in the process, messaging needs to consider the climate and speak to it…or within it. Static initiatives have never been less effective.
The word “nimble” is often overused, but nimbleness should be at the core of the modern campaign. At first thought, a good place to start is with communication. More than ever, now is the time to be in constant contact with journalists, clients and team members. Internally and externally, we need to be rigorous. Lots of factors impact our practice and it’s our job to keep ourselves and our clients aware of them. New opportunities unfold every day. Everyone has a different perspective and a well-oiled account takes them all into consideration.
Now is also a good time to evaluate product and corporate material to ensure it speaks with relevance to company and customer constituents. Look, too, at overall account operability. With budgets under fire and clients experiencing volatility, accounts should be lean and functioning intelligently.
Lastly, as we enter the Holiday season and finalize Q1 and Q2 plans, this is the time to address long-term strategy. Be both smart and ambitious when evaluating emerging consumer and business trends, and ensure that company positioning corresponds with your client’s broader campaign goals.
Just some thoughts.