On 8th August I wrote about the need to instil confidence through communication.
Plus ça change, plus c’est la même chose.
Once again, ask yourselves the question: what’s different about any given company today from one week ago? Although the financial crisis in Europe continues to bubble like a venting volcano, any given company continues to make or lose profits on the products, services, promises and plans it has in place.
Sure, market conditions can dent things, but let’s judge the worth of companies (their stock prices) by these values. (One could say much the same about national economies. In Australia, we’re still extracting the same raw materials to fulfil the same contracts we had a week ago, banks still have the same number of customers making roughly the same numbers of deposits and withdrawals as a week ago, and so on.)
And as PR professionals responsible for the reputations of these companies, let’s communicate the facts, often, to the audiences about which we care and which care about those organizations we represent.
Now is not (still) the time to be cautious about communicating, or to be quiet in the market. More than ever, let’s be clear, concise, cogent.