Market View

Preparing for a New Greece - Part Two

2012/4/26 Thursday
Mania Xenou, Managing Director Reliant Communications
Hermoupolis Reinventing marketing communication
Companies are freezing marketing budgets, slashing advertising programs and cancelling PR campaigns, while the media landscape is depopulating at speed. But although traditional communication methodologies can no longer be relied on, those public relations professionals still standing are redefining their relevance to their client base in three ways.

First, they are re-inventing corporate and brand positioning to help clients talk credibly to the people in their target audiences. The emphasis is on "people" here, since text-book demographics do not help with the rapidly-changing psychological themes that must now be understood to maintain an organization's credibility and appeal.

Second, they are looking to more mature marketing communication environments elsewhere in the world, where the structure of the industry has changed more rapidly. With our 70 partner firms in IPREX around the world Reliant Communications is fortunate to be able to access the experience of senior strategists, and get a head start for my clients, who include McDonald's, Kraft, Eurobank and Zara .

Third, they are adopting the new integrated approach now found in more mature markets where, for example, the old advertising and PR “bunkers” are disappearing fast as business adapts to the imperatives of the online world and the discipline of tight budgets. After all, in Greece today, your advertising campaign can be out of date by the time you've thought up a great headline.

Using the speed, precision and responsiveness of social media, we are helping organizations understand and empathize with the fluctuating moods of consumers and businesspeople, identify new influence structures and build new and profitable relationships.

While buying assets and companies is currently a dangerous game in Greece, investment in aligning brands with the mindset of customers through new communication strategies will pay dividends both in short term credibility and long term market share.