5 Things and a Prediction

(Note: Digital Marketing Unwrapped originally published a version of this Blog post.)

 

A little bit about yourself… 



 

JWH Communications is a public affairs and strategic communications firm, based in Austin, Texas. We (Tw: @JWHComm @jwharris Fb: JWHComm) support clients’ strategic communications needs across a wide range of industry sectors. From small non-profits to Fortune 50 corporations, JWH Communications tailors public affairs campaigns and tactics that deliver results.

 

1. I started JWH Communications because… 



Businesses and organizations increasingly need the right blend of smart public affairs strategy, strong messaging, credible messengers and creative tactics to win in the public arena. From tech firms to trade associations or non-profits, leaders must recognize the interplay of politics; the public; and, the media in shaping the outcome of state or federal policies that can impact their bottom lines and brand reputation.

 

2. As a company develops a branding campaign, the focus should be on… 



Compelling, core messages that resonate with your target audiences matter. Beyond traditional branding, it’s also critical to recognize the wide-ranging impact of public policy on a business’ ability to build or enhance its brand. A clear, well-developed strategic campaign that drives the tactical elements will help ensure your brand or your public affairs campaign notches a win. The ability for an internal team to work seamlessly with external consultants is also crucial.

 

3. If you are interested in becoming a consultant, remember to… 



Your success hinges on an ability to effectively, efficiently and consistently meet your clients’ needs. As a consultant, leverage your own strengths – be it media, message development or advocacy – and know when to broaden and strengthen your team by bringing in trusted, proven talent. In consulting, you’ve also got to be agile enough to turn and burn, quickly revamping strategy to reflect changes in course driven by public policy, politics or a client’s own recalibrated priorities.

 

4. A business gets some bad publicity. Their next steps are to… 



You can’t always anticipate when bad publicity may strike, but an organization can establish policies and practices in advance of a crisis to ensure that the business restores their reputation and resurrects the public’s trust in their brand. Be an honest and upfront broker with the media. Leverage trusted third party relationships to re-solidify your position and echo your message. When a crisis strikes, don’t run and hide; instead, you should meet the challenges head on.

 

5. I always make sure I keep up with what __________________ is saying about marketing because… 



On the digital and social media marketing fronts, some of my favorite sources are

@markwschaefer @thetimhayden and @raconteurMC because they represent great breadth and depth of experience across product marketing, corporate branding and the intersection of politics and public affairs.

Within the realm of public affairs, monitoring the most influential media sources for your client’s interest is a given, as well as tapping into the elected officials, committees or agencies of jurisdiction that can impact public policy for each client’s industry.

 

My prediction for the world of marketing, SEO, or social media from now thru the next 24 months is… 


Given the speed with which technology advances, don’t get stuck in the moment. It’s the apps economy and social media that drives everything from selling widgets to winning a legislative campaign or public policy debate. You’ve got to not only be flexible and agile but always anticipating the next big thing. Anyone that calls him or herself an expert today in social media or marketing will likely be behind the curve in a week (or, certainly within the next 24 months).

 

Jennifer Waisath Harris

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