THIS time two years ago, many organisations around the world had to realign their business objectives in light of the Covid-19 pandemic. Business growth strategies were quickly replaced by business continuity plans, international travel plans were put on hold, and, where possible, organisation’s moved their operations and people to remote settings.
As growth plans are now reignited, sales strategies need to be informed by public relations. Just as the tone and messaging that organisation’s adopted with prospective customers had to change in March 2020 when they were in crisis mode, it needs to adapt again during a period of growth and economic recovery.
Corporate messaging is fundamental to every aspect of a business. It captures its mission, purpose, and vision, from which all activity flows. Sales strategies that reflect this messaging are more likely to lead to business growth.
During the past two years, public relations has helped determine and articulate organisational responses to societal challenges, such as environmental, social and governance (ESG), diversity, equity and inclusion (DE&I), climate change and the Covid-19 pandemic. These responses impact an organisation’s reputation and bottom line.
Sales and business growth are linked to public relations as it lays the foundation for authentic communications that truly reflect an organisation’s brand, values and culture. The result is buy-in.
As always, Strategic has interviews with industry experts, opinion pieces, extracts, and recent news.
I hope you enjoy this issue of Strategic and that it resonates with you.
Until Summer 2022, take care.
FOUNDER AND EDITOR-IN-CHIEF
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