Thursday Three: The Secret to Great Communication, Brand Voice on Social Media and Brand Promises
Oct 11, 2018
Each week on The Thursday Three with Pushkin PR we share three news stories that captivated our attention during the week ranging from public relations and social media trend updates to relevant news in the industries we serve including healthcare, nonprofits, government and festival clients.
How to Be a Great Communicator
As PR pros, we are frequently asked about how public relations is changing. We’ve often heard our colleagues answer with responses about new technologies and data driven tools. We do agree that new social media platforms, pitch tracking technologies and the abundance of data that can be used to target customers are having a major impact on our work. However, while the tools used to communicate with the media and the public may be changing, the core skills required to make an impact in PR remain the same. The ability to tell a compelling story remains essential and it’s more important than ever to be skilled in the art of persuasive communication. Take a peek at this article to learn about how storytelling skills benefit business efforts and how you can strengthen your skills as a communicator.
Creating a Brand Voice
When developing social media strategies for our clients, we always like to keep in mind a celebrity that is similar to the brand’s voice. Doing so helps us to visualize the brand’s tone in every post and make sure that the voice remains consistent across every platform. Whether the persona is an approachable and down-to-earth with plenty of humor like Tim Allen or trustworthy, stylish and a little bit elusive like Anna Wintour, this tactic helps us craft posts with a distinct tone. However, across every channel it is important to adapt this base tone to best resonate with the audience. This article has a few great tips for how to position your brand voice on each platform.
Consumers Think Brands Are Making Empty Promises
According to this article, Amazon, Netflix and Royal Caribbean consistently rank among the top rated brands when it comes to upholding brand promises through consumer experience. However, consumer confidence that brands will deliver on their promises as a whole is low. 52 percent of consumers report that brands fail to live up to the promises they make. Avoiding empty promises and delivering a strong brand experience is a surefire way for brands to increase their consumer satisfaction.
Caty Carrico is an award-winning social media strategist and public relations practitioner at Pushkin Public Relations, a Denver-based PR firm. Her expertise lies in helping brands identify their distinct social media persona and crafting communications strategies that engage target audiences. In her spare time, she can be found eating her way through Denver's restaurant scene or working on her latest DIY project.