Communication Matters - our blog on trends and events

RSS

Looking ahead to 2019: 3 ways to stand out in the “Emotion Economy”

Recently, Billee Howard published her marketing trend projections for 2019, and, as always, she shared many salient and striking considerations. One intriguing observation was that now more than  ever, brands and companies must learn how to market themselves within the “Emotion Economy,” leveraging sentiment as currency.

First coined by Richard Yonck, the Emotion Economy is an overarching term used to describe the ecosystem customers and businesses are now engaged in that leverages incredible technological advancements beyond historical purchase patterns. As described by Sameet Gupte, “it’s always been important for businesses to understand their customers,” but now, more information and data can generate a more concrete and accurate snapshot of each consumer, down…

Continue Reading Looking ahead to 2019: 3 ways to stand out in the “Emotion Economy”

Introducing C3 – A Fully Digital Crisis Communications Preparedness Tool

In a world that is increasingly driven by social media and real time communication, the speed with which we conduct business needs to catch up to this ever-increasing pace. Effective and efficient communications is a critical component of success, particularly when a crisis hits. In response to this challenge, Dix & Eaton has developed an online crisis portal, replacing traditional printed crisis manuals and instilling a widely enhanced ability to effectively communicate in real time.

The Crisis Communications Center (C3), powered by Dix & Eaton, moves your crisis communications processes into a more accessible environment, enabling real-time action in the face of crisis situations. Traditional printed crisis manuals can become a liability in a world where crises…

Continue Reading Introducing C3 – A Fully Digital Crisis Communications Preparedness Tool

3 reasons to hire a PR firm during a crisis

Why is it that hiring a PR firm during a crisis is often portrayed by media as a controversial decision? If your company is being sued, it is customary and totally appropriate to hire a lawyer to defend your rights. If you get sick, you go see a doctor. If you want to build an addition to your home, you hire a licensed contractor. But if you have a crisis that is going to have public exposure and gain media attention, god forbid you get some advice on how to tell your side of the story.

When I have asked media about this over the years, I typically get an answer like “you aren’t going to tell me the truth. I want the real story.” Most of that opinion I chalk up to the fact that most reporters don’t understand what the job of a communications professional is, and…

Continue Reading 3 reasons to hire a PR firm during a crisis

What comes first: the budget or the plan?

Why a test fund should be in your 2019 budget request

It’s hard to believe 2019 budgeting and planning efforts are already underway. Unfortunately, the state of business today often means budgets are due before planning even starts. That can make it difficult to significantly change a marketing program from year to year because it’s hard to request a budget without knowing what you’re requesting a budget for.

How to combat that challenge? I’d advocate for building in a “test fund” for 2019, which will allow your team to try new things – say, an emerging social media platform or a new customer engagement technique – even if you haven’t fully scoped what those activities look like yet. That said, it might be easier for you to get a test fund approved if you have at…

Continue Reading What comes first: the budget or the plan?

Sales vs Marketing – A false choice, and 3 ways to keep it that way

Generally speaking, the end of summer is very bittersweet, for while we are saying goodbye to long summer evenings and perhaps an extended period of re-charging, many organizations are dusting off their planning caps and hosting the first of many forecasting sessions to begin outlining the business plans, objectives and resources required to conquer the upcoming calendar year.

And what’s usually first up on these agendas? Budgets.

Almost all organizations of scale are structured with separate marketing and sales teams, which works well functionally to account for certain divisions of labor, but operationally can lead to consternation and even contention when it comes to allocating budgets. Inevitably, each department will jockey for more funding, pitting two…

Continue Reading Sales vs Marketing – A false choice, and 3 ways to keep it that way