With economic uncertainty reigning and investors getting increasingly nervous, companies more than ever need to assure that their comms teams are aligned, Lars recently told the Mrigashira podcast. You want to instil certainty in times like these. Therefore, internal and external communications, as well as investor relations, have to be in sync.
The recent collapse of Silicon Valley Bank allegedly started with a confusing press release from the IR department. Rumours were spreading to the general public and on social media, creating panic and a run on the bank.
IR comms need to be very clear on what can be said to whom, about regulations, timelines for financial announcements, Lars said. IR and PR have to work together to align on the key message, so that employees don’t find out from the news.
Other great insights we learned from the podcast…
* Don’t get caught in the rat race of attention seeking. Many posts don’t actually add value. At PRecious, we often advise to do slightly less but meaningful communication. Find the area where you are an authority in and double down on it. Step out of the norm and be provocative.
* Brands become more human and stand up for what they believe in, defending their own values. If you want to be number one in sustainable beer brewing, talk about sustainability in the context of beer brewing and take a clear stance in that area.
* PR too often gets mistaken as media relations, which for many is equal to press release. Let’s ask first about the business objective, about how communications can help, and then talk about the tools. Contact us to become more strategic in your comms approach.
* How to become a better PR professional? The required skills haven’t changed: Be curious about what’s happening in the world, and then connect it to the client business. Find out what problem the client faces, translate it into comms strategies, and then execute.
What counts is the willingness to understand the audiences and what’s driving them, Lars concluded. In the end, PR is really about relationship management with your target audiences.
Listen to the full conversation below…