73% of the brands could disappear without people caring. This is the latest finding from Havas’ annual “Meaningful Brands” study. Does this sound like a negative scenario? Not to us. We see it as an opportunity, and let’s explain why.
Today, effective communication for a brand or a company goes beyond having a good product or service. The key themes to focus on in an organization’s media outreach will significantly contribute to building a strong reputation with society.
The public’s evaluation, increasingly attentive and conscious, revolves around the brand’s values and practices concerning the community, whether it’s social, environmental, or economic. With the support of an effective Public Relations strategy, companies can create a consistent identity, fostering closer and lasting relationships with their audiences. Here are some aspects to consider in a communication strategy focused on social responsibility:
1. Strengthens corporate image
A company that demonstrates its values and actively engages in social issues creates an identity that consumers can relate to, as opposed to a company solely motivated by profit. Establishing an emotional connection with the public is essential to form a loyal customer base.
2. Creates engagement and interaction with the audience
Discussing relevant social issues initiates a dialogue with the public, involving them in the cause. The company and the consumer join forces to achieve a common goal, such as sustainability. This fosters a sense of belonging, uniting the company and the customer, motivating them to become advocates for the brand and share positive experiences with others.
3. Market differentiation
Incorporating these relevant topics into a company’s communication can provide a competitive advantage over rivals. In a market where products are increasingly similar, companies with strong social commitments stand out positively. When faced with a choice between similar services, consumers may opt for the company that aligns better with their values and has a more positive impact on society.
4. Expand partnership and collaboration opportunities
When an organization shows concern for relevant social issues, it opens doors to new partnership and collaboration opportunities with organizations working in those areas. These partnerships allow the company to reach a broader audience with similar concerns, benefit from new business opportunities, and consequently, strengthen its position in the market.
5. Building a solid reputation
By speaking out on relevant social issues, companies contribute to building a solid reputation as a socially responsible organization. A good reputation instills more trust in consumers, attracts new customers, and maintains the loyalty of existing ones. Additionally, a positive reputation helps the company face potential challenges and crises while retaining public trust.
And why Public Relations? Because, more than a company’s own channels, the media serve as a reference for obtaining filtered, quality information. It doesn’t take much knowledge of journalism theory to understand this phenomenon: think about who we turn to when we want to verify information circulating on social media. However, it’s essential to remember that communication with the media must be part of a comprehensive and coherent strategy. All information shared about the company’s work in these areas must be accompanied by real and consistent actions. Only then can you ensure effective communication that contributes to your company’s identity.
Looking for the best approach to communicate your company’s social responsibility? We can help. Contact us here!
