The secret to a successful external comms strategy is sitting right under your nose.
While others are spending £££s on this celebrity or that influencer – often to mixed results – here’s a new challenge that will pay off in so many ways:
Use your own people to launch your next campaign.
Go inside outside.
Here’s why…
- The employees of your brand are the best advocates and often the most interesting for the media. (Yes, it’s a myth that journalists don’t want to hear from the people who work for you.)
- They can bring emotion, humanity and humility to whatever it is you’re trying to communicate – and it’s a smart use of assets.
- It gives you a powerful opportunity to integrate with internal comms and internal brand, energising your employees, giving them new skills and confidence.
- More of your customers want to know what it’s like behind the curtain – showing them will breed loyalty and prevent you from being a faceless brand.
- Attracting the best talent – it helps potential candidates learn more about your culture.
- Retention – with increased engagement internally, you’re more likely to keep staff for longer and therefore reduce staff turnover costs.
We’ve been doing this successfully for a number of big brands and there’s a simple process.