Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Buying a car can feel like a whirlwind of decisions, negotiations and gut checks—much like navigating public relations. As I recently ventured through the car-buying process, it struck me how many PR lessons I could glean from this experience.
From asking the right questions to building trust and understanding the market, the skills required in both situations are strikingly similar. Whether you’re securing a vehicle or managing a brand’s reputation, the fundamentals of strategy, critical thinking and relationship-building hold true.
Here are four key PR takeaways from my journey at the dealership.
#1: Critical Thinking: Always Do Your Homework
When you’re buying a car, it’s easy to get swept away by shiny features and enticing sales pitches. However, just as in public relations, critical thinking is essential. Before stepping foot in the dealership, I researched the market, read reviews, compared prices, and weighed the pros and cons of each model I considered.
In PR, the same principle applies—before crafting a campaign or responding to a crisis, it’s vital to understand the landscape, competitors, and potential challenges. Gathering information and thoroughly analyzing it helps make informed, strategic decisions that lead to better outcomes.
#2: Asking the Right Questions: Dig Deeper
Purchasing a car requires shoppers to ask the right questions, such as “What’s the car’s maintenance history?” and “How will this model hold its value over time?” Answers provide the shopper with a clearer picture of how they’re spending their money.
Similarly, PR professionals must ask probing questions to determine a client’s objectives, upcoming announcements, expectations, approval processes, etc. Asking good questions (and writing them down in advance) helps draw out vital information to accomplish a task. Intentional questions also help PR pros craft more authentic and transparent messaging for our clients.
#3: Building Trust: Relationships Matter
Successful car-buying experiences often come down to trust between the shopper and salesperson. Trust is equally critical in PR. A brand’s target audiences must believe in the brand’s promises. That belief is earned through consistent, reliable actions. In both car buying and PR, transparency, honesty and reliability are the cornerstones of trust.
During the car-buying experience, I abandoned one dealership after receiving a misleading explanation of why their sticker prices were higher than other locations. Breaking trust cost the dealership my business. Building trust is vital to the success of any business, and public relations plays a crucial role in establishing and maintaining trust through transparent and timely communication.
#4: Negotiation and Reputation: The Art of the Deal
In any car-buying scenario, negotiation is a given. How we handle negotiating affects the final price and sets the tone for the entire experience. Similarly, PR professionals negotiate constantly—whether securing media placements, managing client expectations, or navigating partnerships. The ability to strike the right balance in these negotiations is crucial. A well-executed negotiation can elevate a brand’s reputation, while a misstep can erode trust.
For example, securing an exclusive interview with a top journalist through thoughtful negotiation can significantly enhance a brand’s credibility and visibility. However, overpromising access or delivering incomplete information can lead to strained relationships, damaging both media trust and the brand’s reputation. PR professionals must create value without compromising integrity.
In both car buying and public relations, success hinges on preparation, communication, and building meaningful relationships. Just as I navigated the dealership with strategy and foresight, PR professionals must approach their work critically, asking the right questions and maintaining trust at the core of every decision. Whether you’re negotiating a purchase or a media placement, the lessons from this experience underscore the importance of integrity, clarity, and realistic expectations. In both arenas, it’s not just about closing the deal—it’s about creating lasting value and ensuring a positive reputation well into the future.
Acumatica, the leading cloud ERP provider for small to mid-sized businesses, has again garnered significant awards across various categories. This recognition reinforces its reputation as a top performer in the tech industry.
From workplace culture to product excellence, Acumatica’s achievements highlight the company’s unwavering commitment to innovation, customer satisfaction, and corporate responsibility. Here’s a look at the company’s recent wins.
A Workplace That Shines
Creating a positive and supportive work environment is foundational to Acumatica’s success. In June 2024, Acumatica was recognized as a “Great Place to Work,” with an impressive 98% of employees expressing pride in being part of the organization. This accolade underscores how Acumatica fosters a workplace culture that prioritizes employee satisfaction, well-being, and professional growth.
Acumatica was also honored as one of Washington State’s Best Companies to Work For in 2023. This recognition highlights Acumatica’s ongoing efforts to create an inclusive and rewarding environment for its employees, further solidifying its status as an employer of choice in the region.
Product Excellence in the Spotlight
Acumatica’s commitment to technological innovation continues to be recognized across the industry. The company’s products set the standard for excellence, earning multiple awards that highlight its leadership in cloud-based ERP solutions:
- 2024 SIIA CODiE Awards: Acumatica was named the Best Construction Management Platform, recognizing the Acumatica Construction Edition’s superior performance in construction business management. This award showcases Acumatica’s ability to deliver specialized solutions that meet the unique needs of the construction industry.
- Construction Executive’s Top Construction Technology Firms 2023: Acumatica was included in this prestigious list, highlighting its influence in the construction technology sector.
- TrustRadius Best of Awards: Further demonstrating its product excellence, Acumatica secured three 2023 TrustRadius Best of Awards in the ERP category. These awards reflect the high level of customer satisfaction and the effectiveness of Acumatica’s solutions in addressing real-world business challenges.
Community and Sustainability Leadership
Beyond product innovation, Acumatica is also committed to sustainability and corporate social responsibility, as reflected in its AcumatiCares program, earning recognition in diverse venues, including:
- MeetGreen “Visionary” Event: For the second consecutive year, Acumatica’s annual Summit event received the highest sustainability ranking from MeetGreen, underscoring the company’s dedication to environmentally conscious practices. This recognition reflects Acumatica’s commitment to reducing its environmental footprint and promoting sustainable business operations.
- TrustRadius Tech Cares Award: For the third year in a row, Acumatica received the TrustRadius Tech Cares award, celebrating its leadership in corporate social responsibility. This award reflects Acumatica’s ongoing commitment to positively impacting society through ethical business practices and community engagement.
- CRN Partner Program Guide: Acumatica’s thriving community is a testament to its leadership in empowering small and mid-sized businesses through partnerships. The company’s channel program earned a five-star rating in the 2024 Partner Program Guide from CRN, marking eight consecutive years of recognition. This consistency underscores Acumatica’s leadership in building supportive and collaborative partnerships that drive mutual success.
Unwavering Customer Commitment
At the heart of Acumatica’s success is its commitment to serving customers. Its dedication has been recognized through several prestigious awards, including:
- CRN’s MES Midmarket 100 List 2024: Acumatica’s inclusion in this list demonstrates its strong focus on serving mid-market businesses across industries, providing them the tools needed to thrive in a competitive landscape.
- Globee Awards for American Business: Acumatica received a gold award for Achievement in Customer-Centric Solutions at the 9th Annual 2024 Awards. This recognition underscores Acumatica’s commitment to delivering exceptional customer experiences and solutions tailored to its clients’ specific needs.
These awards are a testament to Acumatica’s ongoing efforts to lead in innovation, workplace culture, product development, and community impact. For small to mid-sized businesses looking for a reliable and forward-thinking ERP provider, Acumatica’s track record speaks volumes. As Acumatica continues to grow and evolve, it sets a high standard for excellence in the tech industry, consistently pushing the boundaries of what is possible in cloud ERP solutions.
“Change is hard at first, messy in the middle, and gorgeous at the end.” – Robin Sharma
In any organization, managing change—whether it’s a reorganization, merger, acquisition, reduction in force, or the implementation of new technology—can be challenging. These transitions often have complex, far-reaching effects that require careful planning and execution. However, matrixed organizations face an added layer of difficulty. With employees reporting to multiple managers and working across various functions, even small shifts can feel monumental.
This blog provides strategies for successfully managing change in both functional and matrixed organizations. Whether your organization follows a functional structure with a clear chain of command or operates within the complexities of a matrixed environment with cross-functional teams and multiple reporting lines, these approaches will help you effectively manage change and ensure that initiatives deliver long-term benefits.
Start with a Strategic Plan
Successful change management begins with a well-developed strategic plan. This plan should clearly outline:
- Objectives: Define the goals of the change initiative and how it aligns with the organization’s broader mission.
- Tactics: Identify the specific actions that will be taken to achieve these objectives.
- Timeline: Establish a realistic timeline for the implementation of the change, including key milestones.
- Key Stakeholders: Determine who needs to be involved, and then establish their roles in the process. This includes decision-makers, team leaders, and influencers within the organization.
- Key Performance Indicators: Set measurable indicators to track the success of the change initiative. These KPIs might include employee engagement levels, the speed of implementation, adoption rates of new processes or technology, and overall performance improvements. Regularly reviewing these metrics helps ensure the change is on track and provides opportunities to make adjustments as needed.
- Optimize: As the change initiative progresses, continuously assess and optimize the strategy. Gather feedback from stakeholders, analyze KPIs, and adjust tactics to improve outcomes. Optimization ensures that the change process remains effective, adaptable, and aligned with the organization’s evolving needs.
Secure Buy-In from Decision Makers
Once the strategic plan is in place, it’s essential to secure buy-in from key decision-makers (e.g., executives). This involves presenting the plan, explaining its benefits, and addressing concerns. Gaining their support early is crucial, as they will play a vital role in driving change and influencing others.
Leverage Influencers
Identify and leverage influencers within the organization to help spread the word and gain traction. Although decision-makers may be leveraged as influencers, influencers can also be broader and include stakeholders who aren’t key decision makers (e.g., managers). These individuals can serve as change advocates, helping to explain it to their peers, address concerns, and build support. When influencers are on board, their endorsement can boost the initiative’s success.
Maintain Open Communication
Keeping open lines of communication with stakeholders across departments helps maintain alignment and secures their influence. Engaging stakeholders early and regularly ensures that they understand the objectives, are aligned with the tactics, and are prepared to help spread the word.
Establish a Cadence of Communication
A deliberate communication cadence is essential for managing change effectively. Notifying stakeholders in a structured, top-down manner helps ensure that everyone receives the same information at the right time. Regular updates keep stakeholders informed, reduce uncertainty, and reinforce the change message.
Deploy Strategic Communications
Strategic communications should be deployed using various channels—email, meetings, intranet, etc.—while ensuring that key messages remain consistent. Using multiple channels helps reach different audiences within the organization and reinforces the change message.
Gather Feedback
Collecting feedback throughout the process is essential for understanding what’s working and identifying areas that need improvement. Regularly soliciting input from employees can help you track the effectiveness of your strategies and uncover early issues. Consider using tools such as:
- Surveys: Distribute surveys to gather feedback on how employees are adapting to the change, their concerns, and suggestions for improvement.
- Focus Groups: Organize small group discussions to dive deeper into specific issues and gather more detailed insights.
- Pulse Checks: Implement quick, frequent surveys or check-ins to monitor employee sentiment and engagement throughout the transition.
By gathering and analyzing this feedback, you can make informed adjustments to your approach, ensuring the change initiative stays on course and continues to meet the organization’s needs.
Conclusion
Successfully managing change in any organization requires a combination of strategic planning, clear communication, and continuous adaptation. By developing a detailed plan that includes objectives, KPIs, and a timeline, securing buy-in from decision-makers, and maintaining open communication with stakeholders, you lay a solid foundation for success. Leveraging influencers and gathering feedback further ensures that the change process is inclusive and responsive to the needs of the organization.
Change can be challenging. But with the right approach, it becomes an opportunity for growth and innovation. By focusing on collaboration, alignment, and continuous improvement, organizations can navigate even the most complex transitions and emerge stronger and more resilient.
A large part of a PR professional’s role is managing the review of content: press releases, pitches, plans, contributed articles, thought leadership pieces, scripts, speeches, and more. Given this, an efficient and effective review cycle is essential for ensuring that work is completed accurately and on time.
A well-structured review cycle can be the difference between a smooth workflow and a stressful scramble. Here are best practices to help manage review cycles and keep your team on track.
- Define Clear Objectives and Expectations. Before starting any review cycle, establish clear goals and expectations for the process. Consider the purpose of the review and its desired outcomes. For instance, are you looking for stakeholders to review technical details, are you looking for grammar edits, or are you more interested in style and tone? By making this clear upfront and communicating these objectives to reviewers, they will understand what they need to look for and can focus feedback accordingly.
- Set Realistic Timelines. One of the most common challenges in review cycles is managing timelines. You should consider the correct sequence for reviews and build in sufficient time to incorporate edits. Realistic deadlines allow adequate time for thorough reviews but keep the process moving forward.
- Limit the Number of Reviewers. Too many cooks in the kitchen can slow the review process and result in conflicting feedback. Each reviewer’s role should be essential to the project—subject matter experts or key decision makers. While it’s tempting to get as many perspectives as possible, limiting the number of reviewers will streamline the process and produce better feedback. At the same time, if someone’s feedback is vital to the quality of the product, make sure you engage them early and allow enough time to incorporate their feedback.
- Provide Reviewers with Clear Instructions. Every reviewer should know exactly what they are reviewing and what kind of feedback is expected. Are they reviewing for technical accuracy, overall structure, or something else? Clear instructions help prevent vague or unhelpful comments and focus feedback on what truly matters.
- Develop a System for Tracking Content. Some people use technology to track progress, but I prefer to keep things visual with colored stickies. For example, when managing 20 distinct pieces of content for one of our clients, I use a sticky note for each piece. On each note, I jot down where we are in the process, the stage of review, who has reviewed it, and what feedback still needs to be incorporated. It’s a simple but effective way to maintain a clear overview of progress at-a-glance and ensure that no details slip through the cracks.
- Establish a Feedback Loop. Once feedback has been provided, it’s important to create a feedback loop. Reviewers should be told how their feedback was implemented or, if it wasn’t, why it was not. This reinforces the importance of their contributions and ensures that any miscommunications or misunderstandings can be addressed before the final product is delivered.
- Prioritize and Triage Feedback. Not all feedback is created equal. Some suggestions may not be feasible given the objectives of the content, so it’s important to prioritize feedback. Look for feedback that aligns with the primary decision makers’ objectives. If reviewers disagree, make sure a designated decision-maker steps in to resolve the conflict.
A well-executed review cycle can significantly enhance the quality of work while also improving efficiency and reducing frustration for your team. By setting clear expectations, managing timelines, leveraging technology, and fostering open communication, you can create a streamlined review process that leads to better outcomes for everyone involved. Embrace these best practices, and you’ll find that managing review cycles becomes a far smoother and more productive endeavor.
In today’s hyper-connected world, information moves at lightning speed. A seemingly minor issue can quickly escalate into a full-blown crisis, potentially damaging a company’s reputation and bottom line. As a result, businesses are placing a greater emphasis on crisis preparedness, with public relations teams at the forefront of developing robust crisis communication plans. These plans are essential for navigating turbulent times, mitigating damage, and ultimately protecting a company’s brand.
The Importance of Crisis Preparedness
Crisis preparedness is not just about reacting to a crisis when it occurs; it’s about planning ahead. Companies that are unprepared for a crisis risk not only financial losses but also long-term reputational damage. In the age of social media, where news—both true and false—spreads rapidly, a company’s response to a crisis can have lasting implications.
PR teams play a critical role in this preparedness. They anticipate potential risks, develop strategies to address them, and ensure that the company is ready to communicate effectively under pressure. A well-prepared PR team can mean the difference between a crisis that is managed and contained, and one that spirals out of control.
Developing a Robust Crisis Communication Plan
A crisis communication plan is a detailed guide that outlines how a company will communicate during a crisis. This plan identifies key stakeholders, determines messaging strategies, assigns roles and responsibilities, and establishes protocols for internal and external communication.
Here are the essential components of an effective crisis communication plan:
- Risk Assessment and Scenario Planning: The first step is to identify potential risks that could impact the company. PR teams must work with other departments to assess these risks and develop scenarios for how they might unfold. This allows the team to create tailored response strategies for different types of crises, whether they involve product recalls, legal issues, data breaches, or public health concerns.
- Crisis Response Team: A designated crisis response team is crucial for effective crisis management. This team typically includes PR professionals, legal advisors, senior executives, and other relevant personnel. Each member of the team should have clearly defined roles and responsibilities to ensure a coordinated and timely response.
- Messaging and Communication Channels: Crafting the right message is vital during a crisis. Messaging should be clear, consistent, and honest, addressing the concerns of all stakeholders—customers, employees, investors, and the public. It’s also important to choose the appropriate communication channels. Today, this often means a combination of press releases, social media updates, emails, and direct communication with key stakeholders.
- Monitoring and Adaptation: During a crisis, the situation can change rapidly. PR teams must continuously monitor the crisis, track public sentiment, and be prepared to adapt their strategies. This includes staying on top of media coverage, social media conversations, and any developments that could impact the company.
- Post-Crisis Review and Learning: Once the crisis has been resolved, it’s essential to conduct a thorough review of the response. This involves evaluating what worked well, what could have been done better, and how the company can improve its crisis preparedness for the future. Learning from each crisis helps the organization become more resilient over time.
The Role of Transparency and Accountability
One of the most important aspects of crisis communication is transparency. In a crisis, companies must be honest and forthcoming with information, even if the news is unfavorable. Attempts to withhold information or mislead the public can exacerbate the situation and lead to a loss of trust. Transparency, combined with a willingness to take responsibility and address the issue head-on, is key to rebuilding trust and credibility.
Accountability is also crucial. Companies must not only acknowledge the crisis but also take concrete actions to resolve the issue and prevent it from happening again. This might involve issuing public apologies, compensating affected parties, or changing policies and procedures.
Crisis Preparedness Starts Now
In an era of rapid information dissemination, crisis preparedness and response are more important than ever. PR teams play a pivotal role in helping companies navigate crises by developing comprehensive communication plans, ensuring transparency, and maintaining public trust. By prioritizing crisis preparedness, companies can protect their reputation, minimize damage, and emerge stronger from challenging situations. In the modern business environment, the ability to manage a crisis effectively is not just a PR function—it’s a critical component of overall business strategy.
On LinkedIn, monitoring activity from customers, partners, and competitors is crucial to understanding your industry’s landscape and growing your network.
Companies use information from LinkedIn feeds for business development, competitor analysis, and communication strategies. Engaging with other accounts’ posts, for example, can also boost your company’s profile and enhance relationships.
In my last blog post, “How to Interact with Customer Accounts on LinkedIn for Business Growth,” I explored leveraging your business’s LinkedIn profile to increase your organization’s presence.
That post said that company pages could not follow other LinkedIn accounts. Since then, however, LinkedIn has updated its platform to allow companies to follow other business accounts as well as their employees. This blog post provides background information on this new LinkedIn feature and how to start using it.
New Company-Following Feature Overview
LinkedIn’s new feature allows businesses to monitor and engage with accounts more efficiently. After following companies via your business account, the companies you follow are then displayed under “Feed” on your business account’s toolbox on the homepage. Before, you had to manually monitor your customer and partner feeds. Now, the activity of accounts you follow are displayed in one place.
Access to this feature is limited to page admins who manage their company’s LinkedIn page. It’s important to note that you can only follow business accounts and your company’s employee accounts, not personal accounts of other LinkedIn users.
Impact on Business Engagement
The collective feed allows page admins to see content published by customers, partners, and competitors. With one feed, admins can quickly view and interact with posts, allowing for timely responses and up-to-date assessments of activity. As discussed in my previous post, engaging with customer accounts fosters lasting relationships and increases your organization’s presence.
The feed is organized into two views: “Following” and “Employee Posts.” The “Following” section shows posts from businesses your account follows, while “Employee Posts” displays what your company’s team members are posting.
Responding to employee posts promptly builds rapport and demonstrates a supportive company culture. It also makes tracking employee posts easier, ensuring no one is left out when engaging with posts.
Getting Started
Now that we’ve covered the importance and background of this new feature, let’s review how to set up and use the tool.
- Ensure Admin Access: Make sure you are an admin on your company’s LinkedIn account. If not, you won’t have access to this feature.
- Go to Your Company’s Homepage: On the left side of the homepage, you will see menu options. Click “Feed.”
- Manage Following: Select “Manage Following,” then search for and select the accounts you want to follow, such as customers, partners, competitors, and industry publications.
- View Activity: Once you follow these accounts, their activity will display under “Following” in the feed. Employee activity will automatically display under “Employee Posts.”
- Interact with Posts: Begin liking, commenting, and sharing content. To learn more about effective LinkedIn interactions, refer to my previous post.
- Adjust Following: You can follow and unfollow accounts at any time.
LinkedIn’s new company-following feature helps users enhance their business’s engagement and visibility on the platform. This more organized and streamlined way of monitoring accounts will encourage LinkedIn admins to interact more effectively with their network.