How Rubbing Shoulders Could Taint Your Reputation
January 16th 2012 00:00
Link: www.theprofitfrog.com
Beware - PR Marketing Can Damage Your Business By Association.
One of the many stages of Profit Development recommended by The Profit Frog is Public Relations Marketing. In loose terms this means making valuable connections within the community through such methods as sponsorship whereby your business provides support to another business in exchange for being associated with them through their advertising.
The general idea is that by being connected with and through supporting a well-known and popular business, potential customers will immediately make the mental "association" that you share the same moral and social codes and values as the popular business. The presumed flow-on effect is that clients of the popular business will view you favourably and thereby are more likely to consider shopping with you.
This is all warm-fuzzy when it works. Successful sponsorships have blossomed since the commercialisation of everything during the '80s and beyond. Etihad Stadium - a sports arena sponsored by an airline. The Ford Australian Open - a car manufacturer supporting a Tennis Tournament. You get the idea.
Be warned, however. Public Relations Marketing can go HORRIBLY WRONG - and your business reputation can be tarnished beyond repair if you are perceived as supporting a business whose moral codes and values are obviously misaligned with what customers think are your own.
Take a look at this news story where Radio and Television Presenter Kyle Sandilands is reported to have used vitriolic outbursts to threaten and insult a news reporter.
Open this link to the Kyle Sandilands story --> http://tinyurl.com/6qz47w7
Notice the wording of the article:
"Holden has withdrawn its sponsorship of Kyle Sandilands's radio show..."
"Recent comments made on the Kyle and Jackie O breakfast show do not in any way reflect the views or opinions of Holden..."
"We believe the show is no longer in line with Holden's core values and as a result we have taken action to withdraw our sponsorship of the program, effective immediately."
You'll notice that Kyle's "opinions" have resulted in Holden's PR department having to (1) withdraw their association and most importantly, (2) deliver a press statement that now dis-associates and distances Holden from Kyle thereby implying that they do not share the same views.
The lesson here to all small and medium businesses is to choose your associations carefully. Very Carefully. If you return to the article and read the comments section below, you'll notice many people questioned why Jackie O said nothing or has made no effort to distance herself from Kyle's outrageous verbiage.
By NOT reacting as the audience expected, Jackie is now painted with the same brush. This is exactly what can happen if you, the small to medium business owner, fails to adequately manage your PR marketing - your business is immediately seen to share the same values and moral codes as that of the toxic company and it is often too late to repair the damage, and doing so can be a very expensive exercise.
Here are some simple lessons on how to manage PR Marketing:
Thoroughly analyse your public relations marketing to identify any toxic associations. Remove them immediately.
Be 110% certain of your business's moral and social position. Then live it and breathe it unerringly.
Monitor any current PR marketing connections. If there is any hint of misaligned moral code, exit the association and make clear and unmistakable announcements to your stakeholders and customers about your dissociation.
Seek professional advice on how to manage PR marketing. If you are a small to medium business owner with no in-house marketing department and you wear the hat, or outsource, only entrust your PR marketing to a service that fully understands the importance of responsible associations and not those that just chase the big bucks irrespective of reputation.
Contact the Profit Frog to discuss how your business can benefit from making sound PR marketing choices - ph 1300 98 3641
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