Brands/Products
Building Your Corporate Image Through Public Relations
By Sunday Ikwuagwu
Every organisation exists with a corporate identity unique to itself and distinguishing it from others, regardless of how similar they may be. It transcends visual elements which may include logo, colours, fonts, pay offs and other graphics associated with the company.
Creating a holistic corporate identity presupposes taking into account all aspects which define the organization’s purpose and everything it stands for. This includes the Vision, Mission, Core Values, Corporate Culture and Governance and Business Goals of the company.
Proactively building a corporate identity will ensure an organization’s consistency and coherence when engaging its internal and external stakeholders, elicit renewed confidence and trust and distinguish it from competitors.
While corporate identity is how an organisation wants to be perceived by the public, corporate image is the actual public perception of the company, and managing that perception is very crucial. The ultimate aim of a company is the exact alignment of corporate identity with corporate image, so that the public views the company exactly as the company wants to be seen.
The overall business success of a company will depend on its corporate image which attracts attention and sustains consumer loyalty. Every organisation, no matter how large or small, ultimately depends on its image and reputation for survival and success.
In today’s evolving and competitive market, a positive corporate image is a company’s greatest asset and should be considered a strategic priority that must be achieved. A favourable corporate image will help an organisation gain a competitive advantage and a fair share of the market.
Deploying an effective Public Relations strategy in achieving a favourable organizational image requires skilful and adept planning which incorporates situation analysis, defining target and publics, defining objectives, media selection, budgeting, implementation, control and monitoring and evaluation.
In developing a strategy to successfully build and enhance your corporate image, you must analyse trends. Investigate the current situation of the organisation from the public standpoint. This is also called Perception Audit. By doing this, you detect the current perception ratio of the negatives versus the positives and neutralize the negatives before it turns into a conflagration that could do serious damage to your business.
American business magnate and CEO of Berkshire Hathaway, Warren Buffet, said, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.”
Identifying your key target audiences is very crucial in building a favourable image. Your target audiences will consist of a mix of external and internal groups, including customers, clients, partners, employees, government, investors, media and industry professionals.
It’s important to be very specific when defining your audiences. You need clarity about the groups you are targeting to craft an effective strategy that will speak directly to their unique concerns.
Enhancing your company’s image basically involves communicating your successes to the widest possible audience. You excerpt testimonials, awards, and other accolades in your communication materials, in the media, on your website, social media handles, and physical (and virtual) spaces around your business environment.
When your various publics come in contact with this information, it will make a positive brand impression that is likely to cause them to have a positive perception about your company and tell people they know through their networks. By this, you can leverage your earned corporate image to increase your business profitability and make positive impressions on existing and potential customers, prospects, future employees, vendors, and all your constituents.
Developing clear and concise messages that stimulate the public’s interest in your company is vital. Your messages must be stakeholder focused. A feedback mechanism is also very necessary to elicit responses from various stakeholders and make adjustments arising from negative public outcry that could threaten the business.
Cultivating a healthy relationship with the media and implementing an effective media relations strategy will help mitigate negative consequences when your company falls into a crisis situation. A robust media relationship offers higher credibility and helps in building corporate presence and reinforce brand image using the media.
It is important to get involved in Corporate Social Investment. Engaging in CSI is a good way to build a favourable corporate image and renew public confidence in your company. It projects the company’s reputation and creates the picture of a responsible business, which can in turn, lead to competitive advantage.
The advantages accruable from CSI include positive business reputation, positive media attention, easier access to finance, government recognition, increased sales and customer loyalty, ease of doing business, greater ability to attract talent and retain staff, and organisational growth.
Corporate Sponsorship is another smart way to increase your company’s brand visibility, awareness and ultimately your company’s corporate image. Sponsorship gives your company the opportunity to boost the perceived image of your business, gain media exposure and build your brand authority.
The more your company’s brand name is associated with positive experiences or emotions through sponsorships, the stronger your corporate image will be.
Improving your company’s corporate culture in also very necessary. The internal stakeholders form an integral part of the business, and are the immediate face of the organization. It is important to align them with the business goals, values, vision and mission of your company through an effective internal communications structure. The public disposition of an employee creates a certain image of the organization in the minds of the public.
Incorporating image as part of corporate strategy and investing in reputation management requires a diligent, strategic approach. The tactic needs to be consistent, targeted and factual in support of an organization’s long-term business plans. It has been proven that investing in a quality image provides an ongoing return that organizations can measure in many ways.
Once you take steps to build and protect your corporate image, you can benefit greatly by implementing measures to leverage the positives. Most important of all, a good corporate image will provide a solid foundation on which you can build a successful business.
Always remember that how the public perceives your brand is vital to the success of your business. For that reason, investing in conscious efforts to improve your public image is one of the most effective ways to grow your business and become successful in your industry.
Sunday Ikwuagwu is the Principal Consultant at Walmond Communications Limited. He can be reached on 08181407842, 08070857968, [email protected] or www.walmondcommunications.com.
By Modupe Gbadeyanka
Another award has been added to the shelves of Airtel Nigeria for the quality service it offers its numerous subscribers.
At the 14th Nigerian NewsDirect Awards held at the Lagos Oriental Hotel on Friday, December 6, 2024, the company went home with the Most Preferred and Admired Telecommunications Brand award.
The chief executive of Airtel Nigeria, Mr Dinesh Balsingh, thanked the news platform for the recognition, reiterating the dedication of the organisation towards the growth of Nigeria.
“At Airtel, we remain steadfast in our mission to enrich lives and contribute to the sustainable growth of our nation, and we are proud to receive this award as the Most Preferred and Admired Telecommunications Brand.
“This recognition reaffirms our commitment to connecting Nigerians, driving digital inclusion, and empowering communities through innovative solutions,” he said.
The ceremony, themed Achieving Economic Prosperity: The Role of Human Capacity Development, Fiscal Prudence, and Revenue Generation, celebrated outstanding contributions made by individuals and corporate organisations to national development across sectors and industries.
The chairman of Odu’a Investment Limited, Mr Bimbo Ashiru, thanked all participating entities for their “continuous contributions and support to the nation’s growth.”
“You have demonstrated excellence and have significantly contributed to Nigeria’s progress and we believe this platform will continue to highlight and encourage best practices across industries,” he stated.
The event attracted several persons, including the chairman of the Lagos State Internal Revenue Service (LIRS), Mr Ayodele Subair; and the Registrar-General of the Corporate Affairs Commission (CAC), Mr Hussaini Ishaq Magaji; among others.
By Modupe Gbadeyanka
The second edition of the Ibadan Chops and Chills Festival held on December 1, 2024, received the backing of Rite Foods Limited.
It was a platform for young entrepreneurs, food vendors, and entertainers to showcase their talents and promote the rich cultural heritage of Oyo State in particular, and Nigeria in general.
Rite Foods used the event to foster growth and innovation among enterprising youths in society in demonstration of its commitment to youth empowerment and community engagement.
The Corporate Communications Manager at Rite Foods, Mr Innocent Adulugba, said, “As a manufacturing company driven by innovation, Rite Foods Limited believes in the power of young people and the importance of providing platforms that enable them to showcase their skills and talents.”
“The Ibadan Chops and Chills Festival aligns with our mission to inspire, support, and add value to talents and entrepreneurs across Nigeria,” he added.
“Rite Foods Limited recognizes the Ibadan Chops and Chills Festival as a platform for growth and that is why the company is here today to leverage support so the participating food exhibitors can benefit via joint marketing efforts, co-promotions, and expanded distribution channels under one roof,” Mr Adulugba stated.
“We are partnering with food vendors to offer consumers a more comprehensive and enjoyable experience, such as pairing beverages like Bigi, Sosa or Fearless with complementary food options of their choice,” he noted.
Also speaking, the convener of the programme, Ms Chinwendu Festus of Wendy’s Kitchen, said, “The first edition of Ibadan Chops and Chills was a success, which inspired us to aim higher this year.
“Our goal is to provide young people with the space to showcase their culinary talents, grow their businesses, and connect with a broader audience.”
The Commissioner for Youth and Sports, Ms Wasilat Adefemi Adegoke, stated, “This initiative is one of the best I have seen. It aligns perfectly with our administration’s goals of empowering the youth, promoting cultural heritage, and fostering talent.”
It was gathered that the festival featured cooking competitions, entertainment shows, guest tours and vendor exhibitions, which highlighted the diversity and ingenuity of participants and the diversity of food options on display.
In this economy, you can’t be paying for things and not getting the full value. Unfortunately, that’s how most cable TV subscribers feel. It’s like there’s a lot on TV, but nothing for you. Here’s a solution to that problem. We’ve taken the time to sieve through everything, so you don’t have to. Here are a few tips to help you make the most of your GOtv subscription during the holidays.
Take Advantage of the Golden Window Offer: The best entertainment sits on GOtv Supa Plus – and there’s an easy step to get there. To celebrate, GOtv is extending the Golden Window deal for Supa+ subscribers. Instead of paying the regular ₦15,700, you can now enjoy the Supa+ package for just ₦13,900. That’s where all the Premier League games sit. There’s a game almost every day this period. You also get Africa Magic Showcase for a little family drama – relive the easy-to-watch TV series, suitable for the family. Don’t miss out on this premium offer; take advantage of the savings while you can.
Check Out New Channels: Why not try something new and explore different channels this Christmas? It’s a great chance to step outside your usual picks and discover some festive gems and fresh content you might not expect. From comedy specials to music concerts. For example, the Holiday Pop-Up Channel will have the most recent stand-up comedy show from Nigeria’s best stand-up Comedian – Bovi — Christmas with Bovi (December 24th–26th). It’s also better to watch the Calabar Rocks Music Concert, Naija Most Wanted, and the Akwa Ibom Christmas Carols Festival 2024 on TV than under the sun.
Set Reminders for Special Movies and Shows: With all the festive activities going on, it’s easy to forget and get lost in pointless scrolling online. A simple reminder can remind you to take a break from triggering social media posts and enjoy wholesome entertainment on TV. From new Africa Magic originals like ‘The Jump’ and ‘10th Anniversary’ to classic favourites like Bad Moms and Problem Child – a classic, there’s so much to enjoy. Set those reminders so you can enjoy all the festive cheer without the fear of missing out.
Host Watch Parties: The holidays are all about spending time with loved ones, and what better way to do that than by hosting a watch party? With your GOtv subscription, you’ve got everything you need for a fun-filled day. Picture this: Christmas Day, surrounded by family and friends, all gathered together to enjoy the Bovi Comedy Special—Christmas with Bovi. Whether it’s a comedy special, a classic holiday movie, or the latest Africa Magic original, there’s something to bring everyone together. So, make it a date, prepare the Christmas rice and chicken, and enjoy.
Stream Online via the GOtv App: During the festive season, homes are often buzzing with family members coming together to celebrate. If your household is anything like this, the battle for control of the remote and deciding what to watch can get intense. To avoid the remote wars, you can make use of the GOtv Stream app. The real owners of the remote can watch what they want while you stream yours – everyone wins.
So, go ahead and subscribe now or upgrade to unlock the cheer and excitement of the season with GOtv. Take advantage of the GOtv Supa Plus Golden Window and pay just N13,900 instead of the usual N15,700.
To upgrade, subscribe, or reconnect, simply download the MyGOtv app or dial *288#. To catch up and for on-the-go viewing, don’t forget to download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.
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