Corporate Story

Whitby Nice To Be This Good – Hear The Difference Between The Media Trained & Untrained

Corporate Story, Media Training / By
An uncontentious media interview - as are most interviews that your spokespeople will ever undertake - on Monday 26th July nonetheless demonstrated the skill of someone who has been media trained to communicate effectively an engaging message. And in the same interview, that contrasted starkly with the ramblings of someone who had not been media …

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HOW TO TURN YOUR CORPORATE BABBLE INTO INTERVIEW GOLD

Corporate Story, Media Training / By
We always tell participants during our media training sessions that your answer to a journalist’s opening question is when the audience decides whether to trust you and invest precious time listening to you. Especially since in all probability, the audience won’t have heard of you and possibly your organisation. Meet Marcus Hughes, European managing director …

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mistake

HOW TO DESTROY YOUR STRONG CORPORATE STORY: A SAD CASE STUDY

Corporate Story, Media Training / By
Sorrow is defined as a feeling of deep distress caused by loss or disappointment. This is how I feel about FTSE100 company Hiscox Insurance. Sorrow because they had such a powerful corporate story that it was a joy to media train their spokespeople for six years until 2013. And now the company has blown it …

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STEPPING UP OR TRIPPING OVER: CORPORATE PURPOSE AND THE REPUTATION CHALLENGE OF COVID-19 IN THE PRIVATE SECTOR

Corporate Story / By
The response of businesses to COVID-19 has revealed both saints and sinners. What should business Communication teams be looking out for in their organisations to ensure that their company emerges with reputation intact? If there was ever a moment for the rhetoric of “corporate purpose” to be shown to be a reality, this is it. …

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Why Three Key Messages Don’t Cut It Anymore – & What To Do About It

Corporate Story, Media Training, Reputation Management / By
Have you ever surveyed your audience to see whether people can recall your three key messages after your spokesperson has been in the media? Because you did have three key messages, didn’t you? It’s like ... a rule of PR. Three key messages. But when you’re down the pub, are people actually talking about organisations’ …

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How Offensive Is Your Organisation?

Corporate Story / By
Or how brave should you or your organisation be in the face of criticism that you are or have been offensive or ‘inappropriate’? Some related reputation management incidents will no doubt have caught your attention recently: Waitrose sought the resignation of its magazine editor, William Sitwell, after freelance journalist, Selene Nelson, revealed how ‘shocked’ she …

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pret a manger

If Pret-a-Manger is now a big, bad business, what does this say about the company you do PR for?

Corporate Story / By
It has been easy to criticise Pret-a-Manger’s clunky response to the tragic death of one of its customers due to an unlabelled, sesame-seed infused baguette. It always is when you are not inside the organisation and party to the debates and decisions. Yet sorrows come not as single spies but in battalions. Now there is …

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warehouse

Growing Tension With Amazon and Its Corporate Reputation

Corporate Story / By
The tension between the successful marketing messages of online retailer, Amazon, and its worsening corporate reputation has been growing this year and a useful example to discuss in our media training. As a consumer, you probably quite like Amazon. Maybe you marvel at its mastery of technology; maybe you celebrate the speed and quality of …

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Fake news

The fake news problem and the consequences for PROs

Corporate Story / By
Jesus:                   Everyone on the side of truth listens to me. Pontius Pilate:      What is truth? Since the election of Donald Trump, debate has raged about whether the flood of ‘fake news’ on the web swung the election to him. Leaving to one side Trumps’ own contribution to a ‘post truth’ world – and …

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Corporate story

Damned if you do … how a corporate story can help

Corporate Story / By
I was at a seminar this morning about corporate storytelling. Evening Standard journalist, Anthony Hilton, suggested that PR teams often over-react to what should be seen as low-level criticism, especially online. His thesis was that even intelligent people can't remember yesterday's newspaper headline. Therefore reacting to every little negative is a waste of time because …

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