Isn’t it important therefore, as a key stakeholder in the company, to ensure that all those who matter to your company & its brands are essentially ‘on the same page’ to easily ‘buy’ your statement at any given point in time?
This Building up of Goodwill is therefore an important task of every CEO today – to get customer support, thereby increase profits steadily but surely, and as a reserve to manage/absorb shocks in a recessionary environment as well as when the company’s values are questioned.
Communications is key to achieve this. If things are great, everyone –customers, distributors, employees, investors - must know and talk about it. If things aren’t, then those very people must know and realize you are doing your best and support you irrespective.
For one to believe what you're saying, having ‘credibilty’
is important. This is attainable when someone else vouches for you
and the statements you make. The media, your customers, opinion
leaders, analysts are among those who are powerful enough to shower
this endorsement on you.
Managing this referral chain is important for your organisation in any business environment.
Public Relation as a function of
marketing communication enables this. We at Pink
& White Consulting call this Goodwill
Management.
|
