Every company is focusing on digital marketing now. They want to connect with the public through digital marketing so that they can drive more revenue. However, this can only happen when a company has good public relations and consistent public engagement through dynamic storytelling.
To be successful, the purpose of a company should be to tackle problems, not to earn money. For example, a restaurant solves the problem of feeling hunger. A shipment company solves the problem of transferring goods across the globe. And a pharmaceutical company solves health issues.
However, providing services to solve problems is the first step for a company to be successful. There are lots of brands that help people solve a problem but why do people need to choose company A but not company B?
A report found that consumers are becoming more politically and socially conscious. Half of Generation X respondents say buying from companies that share their values and ideologies is important. Meanwhile, 62% of the millennial generation respondents think buying from companies that share the same political and social beliefs with them is important. People support companies that align with their beliefs and values. Companies cannot fake that. They need to genuinely connect with the public in order to succeed.
Ok. Then how can a company build a genuine connection with the public in an era of distrust?
The 2022 Edelman Trust report revealed that more than half of the respondents tend to distrust something until they see evidence it is trustworthy. Fortunately, 61% of respondents think that businesses are the most trusted institution, ahead of NGOs at 59%, government at 52% and media at only 50%. Businesses are in an advantageous position to connect with the public compared to other institutions.
To leverage the advantage, below are some tips to help companies engage the public.
- Recognize their societal role – Keep in mind that 80% of stakeholders will invest based on their beliefs and values. While 58% of stakeholders will buy or advocate for brands based on their beliefs and values. Leaders can step up on societal issues such as Climate Change, Economic Inequality and Workforce Reskilling, and be involved in more public policy discussions with external stakeholders, to show that their company is benefiting society.
- Listen and respond – Communication is not a monologue – people want to be listened to. Companies should communicate with the public through different channels to understand what the public wants and interact with the public as much as possible. By inviting people to join the conversation, companies can understand people’s thoughts about a topic, what their latest problem is and how they think the company can help. With more communication, companies could build a more engaging relationship with the public.
- Leverage user-generated content – We are in a decentralized world, and everyone can be a content creator. Companies should encourage more user-generated content as it shows that the companies are not always in a leading position during conversations. It is important to show that the relationship is fair, making the public feel comfortable and respected. What is more, user-generated content creates a platform where people can interact with each other and share their own experiences and help promote the company to those who are not familiar with it.
- Be creative, keep it fun – Do you want a boring relationship? If not, why would others want it? It is crucial to engage with the public through fun activities, content, messages, etc. Having contests, sponsoring events, or organizing different activities not only creates more content for the next conversation but also creates memories and experiences. These memories and experiences will strengthen the bond between the public and the companies. So, start thinking about which activities the target audience enjoys the most now!
Author
Derek holds a Bachelor of Arts from Hong Kong Shue Yan University, majoring in Journalism and Mass Communication. He has Experienced in both agency and client-facing roles in B2B and B2C tech companies
Derek Hau
DIGITAL PR SPECIALIST