Thanks to the addition of technology, consumers can integrate the easy reach of the marketplace into their lives conveniently – through online, social media, retail, phone, and personal selling channels. Yet the direct-to-consumer personal connection remains a struggle for these business models.
Beyond products – it’s lifestyle, community, opportunity.
Both sectors strive to be in control of their customers’ experience; although generally from opposing sides of the purchase equation. Yet, both models need to effectively communicate their value proposition through words and images. Consistent messaging and actions/behaviors that positively reflect the enterprise are the primary drivers of momentum.
For direct selling and omni-channel enterprises, it’s a new way of doing business
Simply put, it is public relations, and if a company doesn’t tell its story, then others will.
Yet the job of public relations – defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics – and at the enterprise level is often considered tactical and narrow; broken into functions that lie in various departments with no overarching ownership. This is a strategic misstep that costs enterprises time, money, and, sometimes, their reputation.
Pro-active public relations, especially at the enterprise level, creates and establishes the company narrative rather than allowing others do it for them.