Delivering The Promise
As every brand’s action or inaction is scrutinized more than ever before, there will be an increased emphasis on companies on the delivery of measurable results. The market will insist on seeing tangible and real supporting evidence for each promise, projection or claim. The days when business needs set marketing deadlines with no correlation to the development timeline have past. This spells doom for those brands that maintain hype-driven, empty promises.
In this environment of rigorous analysis, companies that operate in an integrated and holistic fashion (aligning business, marketing and development timelines) will be better positioned to survive.
Crisis management teams that involve the full spectrum of the organization need to be seriously considered as a vital part of the organizational structure of the future. Even though most players in the region are private entities, adapting the PR practices of publicly listed companies in managing crises will help them better weather the storms that might lie ahead.
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