The 5 C’s of Communication

Happy September! I hope everyone had an enjoyable August and enjoyed your final full month of summer. I thought the best way to go into the autumn season is by starting this month off with some important aspects of Public Relations communication. This post will lead into a five week blog series that will focus on five parts of communication within the Public Relations field. This week I will provide a general overview and brief explanation of each section.

I am breaking the five important aspects of communication into five C words. The sections include: connect, creativity, consumer, crisis, and culture. These five aspects will help you to remember the important ways to communicate with the public. Here is an explanation of each trait.

1. Connect
Since technology’s increasing presence in everyday lives, you need to release content that will connect with the public. This can include social media accounts, easily displayed smartphone and tablet content, and short, easy to grasp information. It’s important to connect with your audience on a personal level. This will help people to like, comment, and share content that will easily spread your message.

2. Creativity
Create engaging and informational content that is appealing to your public. Try spreading information in creative ways that will appeal to your audience. Creativity can be your best asset in any PR campaign you conduct!

3. Consumer
Always keep in mind who you want to reach with your content and message. The way you choose to display and spread content will be different for every audience. For instance, the way you spread a message to young adults will be different from the way you spread messages to older adults. By knowing and understanding the audience can best help you to effectively spread information.

4. Crisis
Crisis communication can affect any business or person, so by staying proactive can help you to avoid or better handle a crisis. There are different ways to handle a crisis and how to be proactive depending on the situation. One way is to have a crisis communication plan in place and how to handle certain situations that can arise.

5. Culture
By understanding business and society culture can help you to better spread company messages. Business culture focuses on the mission statement and the purpose of the business. While society culture can keep you updated on current society trends; this will allow you to decide different ways to reach an audience.

Overall, those five C’s of communication can help to serve as guidelines in reaching out to your audience. Over the next month, I will write about a specific section and explain its value. So be on the lookout for my next post, the first C I will discuss will be connect!

5 cs

Part 2: Rebranding as a PR Pro

Last week I talked about how rebranding allows a company to change their public perception. There are different reasons a company may choose to rebrand some include; reaching out to a larger audience base or reacting to a major company change. During the beginning of the rebranding process companies need to decide their brand identity by determining what parts will stay the same and what will change. Remember the big picture during the early stages of this process. Finally, it’s important to try to have company employees stay engaged and even participate. Employees have an investment in the company and can help them positively move forward during rebranding.

During this post I’m going to explain the last three steps of the rebranding process: distinction, brand launch, and monitoring public perception. As I explained last week, this is only a general overview of the process and I will post links to other articles if you would like to read more in depth on this topic!

Distinction

This is the time for the company to decide how they are going to approach the public. During this step, conducting research is important. This will help you understand the best ways to approach your audience. Also, this will provide honest feedback with how the public views the company.

There are different types of research you can conduct.

1. Public Perception- How the public views the company, like and dislikes, conducting short answer surveys to learn more in depth about the company’s positives and negatives.
2. Brand Loyalty- What is considered sacred to the brand and should be maintained during the rebranding and what new things consumers may want to see.
3. Brand Advertising: How the public learns about the company and best and worst ways to reach out to the public.

After completing extensive research the results can be analyzed and this will help to determine the best way to approach the public on the rebranding process.

An example of a successful company rebranding through research and advertising is Old Spice. Old Spice used to be considered an older man’s cologne, but the company wanted to reach out to a younger audience. So through social media, interacting commercials, and a celebrity spokesperson, NFL player Isaiah Mustafa, the company successfully reached out to their targeted audience and increased sales. Their most popular campaign was this interactive commercial featuring Isaiah Mustafa.

Brand Launch
This is the time to publicly release all that hard work of the rebranding process! There are many ways to release the new image of the company. It all depends on the audience you want to reach during this release, but some choices are a press conference, launch party, or social media launch.

My favorite would be a social media release because you can reach out through many different forms: images (Pinterest or Facebook), videos (YouTube), slogans (Facebook or Twitter), or employee and public reactions (Snapchat or Facebook). All of those social media channels allow you to interact with the public in different ways and learn feedback about the company changes.

Monitoring Public Perception
Make sure to monitor public perception for the first six months to a year. This is important because it helps to ensure the public is receiving the brand correctly and without problems. There are different ways to measure the successfulness of the rebranding launch.

1. Brand Awareness- Was the targeted public aware of the changes and if so how was it perceived, positive or negative?
2. Public Perception- Is the public viewing the brand differently since the changes?
3. Impact- Research the positive or negative impact from the public since the launch.
4. Increase Sales- Has the company seen an increase profit since the brand release?

Don’t let all the hard work of the rebranding process go undone because of skipping this last step! Always stay on task until all the steps are completed.

During the rebranding process the early stages focus on the purpose of the rebranding and determining the goals. While the second half of rebranding process focuses on determining the best ways to reach the targeted public and measuring success. Rebranding can be a long process for any company, but with focus and attention to detail any company can be successful. Check out this article about how to avoid some common mistakes of rebranding.

A little fun fact about rebranding is it doesn’t always have to focus on a company. Whether you are new to the PR field or a seasoned professional you can always rebrand yourself. Maybe you want to break into a new area of PR work or just trying to stand out from the crowd as another PR newbie; either way you can take these same six principles I described to rebrand yourself in the PR field!

Well I hope this topic helped you learn something new! If you have any success stories or mistakes about rebranding that you want to share just comment below. Until next time enjoy your weekend!
Rebranding

Part 1: Rebranding as a PR Pro

Happy Thursday and welcome to another week of PR knowledge! Today’s topic will focus on the first three steps of rebranding a company’s image. Then next week I will conclude the post with the last three steps. During this post I will explain the brief concept of rebranding, also I will link other articles that will provide in depth information on this topic.

So I chose this topic because rebranding can help give a company new life, but it can be a long and difficult process. Rebranding can provide the company with new opportunities by reaching out to larger audiences and investors. However, there are risks when making these transformations. The public and company employees could rebel against the new changes.

Rebranding can be defined as creating a new image of the company through their values and logos. The six basic rebranding steps include: justification, key principles, the company’s employees, distinction, brand launch, and monitoring public perception.

Justify the Change
Rebranding an existing company’s image can be a long and difficult task, it’s important to understand the purpose behind the rebranding. Creating a list of objectives can help to understand the process because it will help to create a clear outline of what needs to be accomplished.
Rebranding usually occurs for two different reasons. One, the company may be attempting to gain a head start on a new opportunity. For instance, the purpose could be to reach out to a larger audience. A similar situation with Target occurred during the 1990’s when Target was viewed as another low priced retail store. However, to stand out from the crowd they rebranded their image to offer affordable and high quality clothing. Then they created a new logo to appeal to their larger audience base and they successfully rebranded their company.
old target

Another reason to rebrand is because the company is trying to react to recent events; for instance a merger occurring between two companies. In 2005, Sprint and Nextel merged together to offer their customers a better service. However, their networks were incompatible and their new logo, that explained the merger, was subtle and very basic. Their rebranding failed and the two companies split up.
sprint

Key Principles and Values
During the rebranding process, your company should understand their key values that will be maintained during these transitions. It’s important to explain what the company hopes to achieve during the rebranding and which parts needs to be changed or removed. During this growing process, the company values should be the main focus. Don’t get caught up in creating a new visual, or logo, for the company. Creating a logo will come later during this process.

Employees: Company’s Past, Present, and Future
Never forget about the employees. They make up a large portion of the company and can have a big impact on how rebranding is received. So don’t be afraid to bring your employees together during this transition! Explain to the employees the reasons behind the rebranding and ensure they understand. To help increase cooperation, try allowing the employees to have a voice during this process. Employees understand their company well and can help provide constructive feedback. By providing the employees a voice during this growing transition can help increase their commitment and excitement about the company.

Overall, rebranding can help a company redefine their image and build better relationships with their employees. This can be a long process, but when it’s done correctly companies can be successful.

Check out next week’s article for the conclusion of the rebranding process!
Rebranding