Responsible business professionals should conduct regular audits of publicity and branding initiatives to ensure they are effectively reaching prospects, customers and stakeholders. There are three main areas of focus when it comes to examining how you are spreading the word about your business or organization: marketing, advertising and public relations. These three pillars of publicity and branding all work together, with much cross-pollination when it comes to explaining your value proposition to prospects and customers. All three are important, with each one bringing unique aspects to the table.
Marketing
Marketing collateral pieces such as direct mailers, business cards, event exhibiting/sponsorship, brochures, information packets, print and electronic newsletters, and perhaps most important social media marketing tools (website, Twitter/Facebook/LinkedIn profiles) need to be reviewed annually to ensure they are on message and reflect any overarching corporate changes. Something as simple as a tweak in a logo, website URL, or company slogan can wreak havoc with branding and reputation management.
