Vision and Mission
"If the passion for the company, its services and products are not present internally, you’ve no hope of translating that message externally,” says Hills. No amount of advertising, sales and promotion will buy customer loyalty if your company is not trusted or respected. “The key is to truly understand your target audience and to communicate effectively with them. It may sound like a lesson in classic PR – but there is a difference: true corporate reputation management is taking a hard-edged view of the big picture while segmenting communication down to the finest detail.”
Above average media relations are vital – this involves an inherent respect and understanding of the medium, the journalist, the industry, and its issues.