The Importance of Building and Protecting Your Brand
December 6, 2010
As the fight for consumer share
becomes more and more competitive
in an increasingly crowded
marketplace, it is crucial that
organisations large and small
dedicate resources to raising
awareness of the services and
products they provide to the
community.
In the pharmacy industry
regulations, amongst other factors,
often restrict businesses from
competing on price – so how will you
make your brand stand out from the
pack?
Public relations activities are one
way to increase awareness of your
brand to target markets and
stakeholders.
PR activities are crucial to grow the
understanding of the services and
products your business provides and,
further to that, to educate
stakeholders about the benefits of
these.
PR plays an integral role in supporting
marketing material and translating
features into tangible benefits.
However, these days, just getting
your message out there is not enough.
It’s important that your campaign is
tailored to reach target stakeholders
while also delivering a good cut
through of key messages.
All communication needs to be
clear, concise and consistent.
Remember, good PR is not about
‘spin’.
Spin is a good way of getting
someone to do something once.
Instead, good PR is about aligning
the behaviour of an organisation with
the expectations of its stakeholders.
Michels
Warren is a
leading
Adelaide-based
public relations
consultancy
specialising in
building and
protecting
brands.
This
week’s contributor is Natasha Wade
consultant, Michels Warren
public relations.
The above article was sent to subscribers in Pharmacy Daily's issue from 06 Dec 10To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 06 Dec 10
