This week I’ve had two clients get frustrated by media comments which did not allow a talk-back response.
Set up your company policies and publicise them.
Why policies are a point of difference
In both cases, bloggers and journalists were doing their job and calling out the client brand on key issues.
Professional disagreements are normal.
By stating your position on key issues, your brand can become better known and also has the ability to influence the way the whole industry thinks on these points.
How to market using your policies or principles
- Create a page where you list your principles. e.g. We believe in transparency and not charging markups [that happens to be true for Creative Agency Secrets].
- Create a menu link to the page
- When a blogger or journalist contests a situation, write your answer on your blog. Also, write it in the comments on their site if you can.
- In writing your answer, refer to your principles/policies and link through to that page on your site.
- Create categories in your blog that relate to each principle e.g. transparency; fair pricing
- Also, make icons so each has a clear visual image associated with the principle – this helps readers further identify with each principle – you can link from each icon to the category in the blog so that case studies and examples can be read in more detail.
- Be prepared to stand by your principles and to be called out by media.
As an example, we use our 8 Step New Business Development process and each has a category – this blog post is related to Step 4 – Profile Raising.