What will it take to put your company on the map in 2018? You likely gave some thought to this question as the year kicked off. However, with the first few months of 2018 behind us (and in the fast-paced world of marketing), now is the time to revisit your communications strategies to make sure you’re on track to hit your goals this year.

Here are four of the biggest shifts in the market, and what you should do be doing right now.

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CEOs Need To Speak Up– And Mean It

Getting people excited about your company is part of the modern-day mandate for today’s CEOs, but CEOs have an even bigger responsibility beyond taking on the role of ultimate brand ambassador. Consumers expect company leaders to be a voice, both on industry thought leadership and on important current events. This is something you should not ignore: A CEO’s ability to gain trust and confidence has a direct impact on a company’s bottom line.Even since last year, there’s been a marked increase in the number of consumers who are actively seeking out information about where companies stand on important social and political issues. According to Global Strategy Group’s 2018 Report on Business and Politics, “Americans continue to believe that corporations should take action to address important issues facing society (81 percent) and have a responsibility to do so (77 percent).” And, as noted recently in Harvard Business Review, “Leaders in all sectors — from business to sports to education — are publicly engaging in controversial political and social debates that they would have shied away from just a few years ago.”  

What to do now: Decide what issues really matter to you as a leader and are important for the culture of the company that you’re trying to create. From there, find a channel that feels comfortable in making your voice heard, from social media to blogging to PR. Don’t be afraid to take a risk; Gen Z and millennial consumers, in particular, can sense the inauthenticity of companies who hide behind layers of media relations and wait to release perfectly crafted statements.

Shutterstock

Streamline The Company Narrative

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What will it take to put your company on the map in 2018? You likely gave some thought to this question as the year kicked off. However, with the first few months of 2018 behind us (and in the fast-paced world of marketing), now is the time to revisit your communications strategies to make sure you’re on track to hit your goals this year.

Here are four of the biggest shifts in the market, and what you should do be doing right now.

Shutterstock

CEOs Need To Speak Up– And Mean It

Getting people excited about your company is part of the modern-day mandate for today’s CEOs, but CEOs have an even bigger responsibility beyond taking on the role of ultimate brand ambassador. Consumers expect company leaders to be a voice, both on industry thought leadership and on important current events. This is something you should not ignore: A CEO’s ability to gain trust and confidence has a direct impact on a company’s bottom line.Even since last year, there’s been a marked increase in the number of consumers who are actively seeking out information about where companies stand on important social and political issues. According to Global Strategy Group’s 2018 Report on Business and Politics, “Americans continue to believe that corporations should take action to address important issues facing society (81 percent) and have a responsibility to do so (77 percent).” And, as noted recently in Harvard Business Review, “Leaders in all sectors — from business to sports to education — are publicly engaging in controversial political and social debates that they would have shied away from just a few years ago.”  

What to do now: Decide what issues really matter to you as a leader and are important for the culture of the company that you’re trying to create. From there, find a channel that feels comfortable in making your voice heard, from social media to blogging to PR. Don’t be afraid to take a risk; Gen Z and millennial consumers, in particular, can sense the inauthenticity of companies who hide behind layers of media relations and wait to release perfectly crafted statements.

Shutterstock

Streamline The Company Narrative

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