Archive for the ‘Communications’ Category

So you want a new logo?

June 22, 2022

You’re beginning a new business or rebranding a program in the education industry. You want to get the most out of your time and money spent on a logo, but you’re not sure where to begin or how to proceed.

Here are a few pointers from our team at Fuzion and how crucial you are to representing your brand:

  1. Strategise

Establish goals and a strategy with your designer and creative team. To ensure that everyone is on the same page, start with a creative brief. A creative brief defines your goals and how you intend to achieve them.

Who do you want to communicate with and what do you want to convey to them? Your creative brief identifies your target audience, establishes measurable goals, and specifies the steps you’ll take to reach them, as well as the resources you’ll employ. This guide will be used by you and your team as you work together to create your new brand identity.

  1. Do your homework

Getting a sense of what’s out there in the market and figuring out where you fit in is a good place to start. It’s critical to understand your “story”, the core values and the organisation culture, who you want to appeal to, and what those people respond to.

Discuss your customers with your designer. What are their customs, habits, needs and interests and how would you define their culture? Your logo must appeal to them, foremost. Also, who are your competitors and what does their brand say about them? Are you familiar with the standard branding conventions in your target market? Should you follow suit or be the business that stands out by not following trends and thinking outside the box?

  1. Communicate your brand’s narrative in a compelling way

Often, first impressions with a new prospective customer are defined and represented by your logo and the other supporting branding . You and the design team will collaborate to ensure that your identity properly communicates your brand story, armed with a solid understanding of your brand. Your new visual identity should reflect your company’s culture and product, service, or idea, what you do and who you are. What you show the world—your logo and any other encounters your customer has with your brand—must create credibility, build relationships, foster loyalty, and drive action in your audience. The designer’s role is to turn your story into a visual symbol that expresses what you’re trying to say. Your assistance is critical in making that translation possible.

  1. The Design Methodology

Creating an image that communicates non-verbally is the goal of logo design. You and our designers will communicate in a way that goes beyond the written word. You want your customer to feel good about themselves and be motivated. This can be accomplished by appealing to a person’s existing visual vocabulary or by challenging them with a new association.

Fluency in this style of communication is crucial when selecting colours, typeface(s), and image material, as well as deciding on shape, form, line, movement, pattern, and texture. Sensitivity to cliché, overuse, market trends, and what is tried and true for your audience are all important considerations. Your designer is aware of this and can assist you in sorting through all of the possibilities.

Collaboration, education, open-mindedness, exploration, and trust will all be part of partnering with our team of experienced designers. The whole project will benefit. Don’t be scared to push yourself beyond your comfort zone. Comfort can sometimes lead to something that appears to be an off-the-shelf solution…boring!!

Remember, your business is as interesting and one-of-a-kind as the clients you’re designing for! Few design decisions are made at random, so don’t be hesitant to inquire about the rationale or reasoning behind any aspect of the designer’s work. You’ll get an informed response every time.

Bringing examples of what you like and don’t like, to your designer, is a smart place to start. Often, the designer will provide an overview of the competitors logos as well as other design samples in your field. Being objective might be difficult at times, but keep in mind that you’re designing for your client. Try to keep an open mind if for example you hate green but all research points to it and your designer proposes it. Conversely, if you’re seeing a lot of green and you know your customers prefer a different colour scheme, don’t be afraid to tell us. When it comes to achieving the proper design for a project, everyone needs to be open-minded.

  1. Different types of logo designs

A simple Google search will demonstrate just how many different kinds of logo design approaches are out there. It’s an important question to ask your designer what style they feel will work for you, as certain styles may be more suited to your brand than others—stylistically, historically, and for practical reasons such as cost, timing, and as explained below, usage. Go ahead, have some fun, explore some different types of logos named below and see what resonates.

EXAMPLES: Symbols, The Wordmark, Initials, Seals, Crests, Enclosures, Combination Logos, Certification, Accreditation, and Network Logos.

  1. What is your main use case?

It is critical to consider all of your identity’s applications when designing. These are usually mentioned in your creative brief. Knowing these current and future use cases will aid the designers in making decisions that will ensure optimum legibility, consistency in appearance and impact, and the capacity for the logo to be reproduced accurately across all media. A brand guide can assist you and your team in directing the usage and use of your logo and identity materials in all scenarios, and is one of the components that Fuzion offer as part of a full visual identity package.

Here are a few identity-related use-cases:

Marketing Collateral: stationery, print brochures, posters, point of purchase displays

Online Marketing Materials: website banners, email header, email signature, social media avatars or icons

In-Motion: video, titling, animation, broadcast, 3D, motion graphics, etc.

Apparel: uniforms, name-tags, hats, tee-shirts and accessories

Signage: in-store signs, exterior signs, trade-show displays, vinyl banners, vehicle wraps, decals, badges, flags and more

Premium Items: printing on fabric, plastic, wood, glass, metal items, in single, multiple, or full-colour versions; engraving logo on glass, wood, or stone, etc.

Packaging: printing on paper, label stock, plastic, etc.

Product: durable impressions (printing, moulded, embossed, engraved) on glass, metal, fabric

  1. Make a great impression every time

How can you make your logo operate in a variety of settings? In the vast majority of circumstances, you’ll require multiple versions of your final logo, here are some examples:

• Horizontal and vertical proportioned copies of your brand mark.

• Full-colour, single-colour, grayscale, and black-and-white versions.

• A version without the tagline. If you want to produce different taglines for different market categories, do so now, in the proper style, rather than later.

• For smaller applications, create simpler versions (like a 10mm-wide mark on a credit card, for example)

• Simplified or abbreviated versions for various applications, such as dropping the name and only using the symbol on a product.

  1. How much should it cost?

Your logo is an investment—in your company, in your brand, in your team and in your customer.

As with any investment, how much you spend and where you spend it are critical to getting a good return for your money. Our responsible and experienced design team can structure a quote with line items for any or all of the project phases: strategy, research, preliminary sketches, meetings, revisions, final artwork, file preparation, style guide and more. The prices for each phase are typically based on estimated hours @ an hourly rate. Our estimates allow you to see how the fee is being allocated—for what service, and how much you are investing. Or you may receive a flat fee, with a description of what is included.

Last but not least

Your company and your customers’ relationship to you is symbolised by your logo. A thorough, informed, and thoughtful partnership on building a new identity, as well as competent brand execution and maintenance, can ensure that both you and your customer has a seamless experience with your brand.

Mark

Mark Kenny is part of the graphic design team with Fuzion Communications, a full service Marketing and PR team with offices in Dublin and Cork, Ireland.

Why You Should Pay Attention To The Games Played After The Game.

May 24, 2022

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In the Times, where I worked as a rugby correspondent for a fistful of years, and many other newspapers, the sports department is sometimes known – tongue firmly in cheek – as the ‘toy department’.

The correspondents in politics and news may look down their noses at the folks who fill the back pages, but there was no doubting the importance of the toy department.

For many, the sports pages are a reason to buy a newspaper, and the coverage in that section will be treated by many with more import than the tales of philandering gerrymanderers who populate the early pages.

Arrigo Sacchi, the famous ex-Milan and Italy coach, once said that sport is ‘the most important of the less important things‘, and he wasn’t wrong.

When you think of a crisis in ‘public life’, you’d be forgiven for thinking immediately of a political scandal.

But for the highest crises-to-personality ratio, you’d struggle to look beyond professional sport.

Liverpool manager Jurgen Klopp during the press conference at Anfield, Liverpool.

How many CEOs (football managers) earning millions are dumped in a number of weeks or months each year? How many CEOs need to front up to media interviews in the double figures each week? How many CEOs are heroes to millions and demons to millions more?

When it’s framed that way, you begin to see that the “toy department” has a coalface that makes it a hell of a place to hone your PR skills!

Next time you’re watching Jurgen Klopp or Jose Mourinho, consider how they speak – often off the cuff – on behalf of themselves, their players and their fans, with a skill that many CEOs would fail to ever attain.

Think of how they send subtle (and not so subtle) messages to their players while they speak, while remaining conscious of what the journalists need in return. Consider how they speak to the fans, while being cautious not to get caught up in something that could create an unwanted headline.

Some managers will intimidate – Giovanni Trappatoni was well versed in whipping out his CV when he wanted you to cower – while some will talk and talk and talk and talk…..to avoid answering your question directly.

Former Ireland rugby head coach Joe Schmidt loved to reel off the entire opposition team lineups to eat into the sparse minutes offered up, while Brian Kerr would wander off on a tangent and it felt like landing a great white to pull him back on track.

Lessons from the “toy department” may not be studied that seriously, but it’s time for that to change.

Alex Ferguson, the legendary ex-Manchester United boss – was tapped by Harvard Business School for his leadership and management skills, so maybe now the rest of us should pay more attention.

The next time Klopp, or Pep, or Cody, or Farrell speak – take notes. Take more notes when they don’t speak!

Ciarán

Ciarán Ó Raghallaigh is a Senior Account Manager, and part of the Media Training Team at Fuzion Communications, with offices in Dublin and Cork, Ireland.

Digital Marketing Trends and the things that never change!

March 6, 2022

I sat down with Alma Brosnan (Head of Social Media with Fuzion) recently for an episode of the Win Happy podcast to discuss some of the latest trends with social media and digital marketing and the different things that anyone in business should be looking out for this year.

We had a really great conversation, and whether you are someone operating in a B2B (Business to consumer or community) or a B2B (Business to Business) sector the conversation is well worth a listen.

Click here for the podcast or look for it where you listen to your podcasts or on Spotify.

While things keep on changing and evolving and you always need to be alert to these changes, the one thing that never changes is that vital never ending job you need to do to have a successful business or organisation:

You need to keep on telling your story to your target audiences, wherever they are and whether they are looking or listening it is your job to reach them.

So, absolutely …watch those trends, know and understand where and how to reach your audience today and tomorrow but always:

  • Know your story and what is special about it
  • Know your target audience(s) and how your story resonates with them
  • Make sure that when your audience come looking that you convey that story quickly and accurately
  • Have a plan that proactively tells your story all of the time

And as I say on the Win Happy podcast….Thanks for listening!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR, Graphic Design and Digital Marketing services from our offices in Dublin and Cork, Ireland

Our learning: Teamwork – So far and yet so close!

February 7, 2022

A lot has changed over the past number of weeks as we somewhat return to ‘normal’ life and are hopefully waving goodbye to all of the constraints and negatives associated with the pandemic for good.

And while there were so many negatives that consumed our lives over the past nearly two years, we can’t ignore the positives that have changed our lives. We were forced to adapt and change, review our processes and get on with life in a whole different way.

We had to be resilient and innovative, flexible and caring and so much more to navigate our way through this unprecedented journey.

Professionally and personally, teamwork and how we strengthened this has played a huge role in our journey. Working from home has been a game-changer for many reasons (I especially do not miss the endless hours sitting in traffic) and it would not have been so effective without some great teamwork along the way. As a team in Fuzion, I can honestly say that we have never felt so close across all departments and locations, despite not seeing each other in person for months!

Key to this and something I definitely recommend to businesses if feasible, is the introduction of a regular team catch up. For us that happens as a 30-minute, 9am social catch-up every Monday morning with the whole team on Zoom, chatting about weekend events and hearing about what everyone got up to.

Its impact has been extremely beneficial, really bringing the team together as one rather than the separate locations and functions. Our team is spread out across all four corners of the country and there are always plenty of stories to be told and ironically we’ve really gotten to know each other far more than before the pandemic and without even realising it!

For me, it wouldn’t feel right without our team call as it is something that we all really enjoy now as it gets us in the right mood for the week as well as helping to shake off those Monday morning blues. It has allowed us to strengthen our relationships with each other, improving how we communicate and work together and ensures a positive team environment, even during the height of a global pandemic!

With so many benefits, we certainly won’t be waving goodbye to this pandemic learning for a very long time.

Saidhbh

Saidhbh Sweeney is a Senior PR Account Manager with Fuzion Communications: PR, Marketing, Graphic Design and Digital Marketing from offices in Dublin and Cork Design

The diary of a newbie!

November 2, 2021

I am delighted to have joined the Fuzion Communications team three weeks ago.

I have been working as a freelancer for the last two years, and there are many benefits to that… but also a lot of negatives (if you know, you know!).

Last winter, I realised that I missed working as part of a larger team and the bigger projects that tend to come with that.

I wanted to join the right agency for me, a place that truly cares about delivering the best results possible for their clients, and has a fantastic team at the heart of the organisation. Thankfully that is absolutely the case.

In my first week I was keen to be in the office as much as possible while the team was adapting to work towards the hybrid style, everyone was so warm, friendly and straightforward about everything, which is something that I really appreciated. In addition to this they were fantastic in dishing out tips for the best local coffee and where the best lunch spots are…Tir on Baggot Street is my new firm favourite for sandwiches just in case you were wondering. You weren’t? well, sure now you know!

Some of my observations and learnings from the first week are that a good office manager is everything and already I can’t count the number of times I’ve said “Thank God for Olivia!

Everyone joining a new organisation needs to have that person that knows everything and like Olivia is so helpful in sharing her pearls of knowledge with new joiners.

One of my first tasks was to prepare a presentation for a potential new client.

What was amazing about this process was talking through everything with Dee the founder of Fuzion, where she explained with heart the ‘why’ behind each action as opposed to saying “this is just what you do.”

Last Friday was a team day in the gorgeous Montenotte Hotel in Cork, which was a lovely opportunity to meet everyone off-screen, in person over a cup of coffee… who would have thought something so simple is in fact so important to our working lives?

One of the main items on the agenda in Cork was reflecting on the year just passed and future planning for 2022.

One of my key observations was just how engaged everyone on the team was while their colleagues spoke, every idea and wish was noted to see how it could be brought to life down the line. I’m not sure I’ve ever witnessed that in action before, it was lovely.

There was a shared sense of respect, and yes, of course, we all have to and want to work hard but there is an onus on everyone to make the best of it, by speaking up and being a part of the brilliant ideas that are at the heart of what makes this organisation tick. I am so excited about what is to come, it’s been a long time since I had that feeling that I was truly in exactly the place I am meant to be.

Sarah

Sarah Murphy is an Account Manager with Fuzion Communications a Marketing, PR, Graphic Design and Digital Marketing agency with offices offices in Dublin and Cork, Ireland

Wine, emails and kind gestures

October 27, 2021

When the government pulled the plug on our supermarkets in the middle of Covid (if things weren’t miserable enough) from “multi-buy” offers on alcohol and including them in their “loyalty points” or “€10 off 50” deals, it was time to change my drinking habits!

The change of habit wasn’t drinking any less but it was a change as to where I was now going to purchase my wine!!

So instead of typically buying my six bottles as I was doing with my grocery shopping, I had now moved to purchasing a case of 12 from one of the online suppliers!!

The little piece of magic in this whole e-commerce transaction was a timely email (they send them approximately once per fortnight) from the wine supplier with the latest “20% off Italian wine” or “New wines from Portugal” teaser message, which would prompt me to click, click, click, start browsing and then selecting, then to checkout, credit card details please, confirm transaction and presto!

As we have all been working from home getting a case of wine dropped to the front door isn’t an issue as there is always someone here to take it in. Add to that the convenience and the joy of opening a case and seeing what you did actually order.

From the wine suppliers point of view their simple email was a powerful piece of marketing / promotion – their email hits my inbox in the middle of my busy days and it nudges me gently to consider stocking up and despite being really really busy I invariably get diverted for 5 minutes to quickly place the order (in truth it isprobably quicker than browsing the aisles in the wine section of the supermarket and there is extra information about each wine available to me).

Nudge, buy, nudge buy, nudge buy…

This company were emailing me for years BUT it was only when the supermarket scenario changed that they became relevant to me.

The whole process was very effective and efficient and on some days the mixed cases of wine would actually be delivered on the day I placed the order.

I was happily doing this for months and when the 5km restriction lifted I was looking forward to placing an order for some extra special wine as we were about to take a week’s break at beautiful Sheep’s Head in West Cork.

Just to be sure I rang the company the morning before we were due to head off to ask if the delivery would be with us before 2pm the following day – I wanted to be sure we had wine on time and also to be sure it wasn’t sitting outside the front door for a week!

I’m sorry but we can’t guarantee delivery before 48 hours” I was told by the voice that answered..

That’s ok, but I know your deliveries are really prompt. I order from you the whole time, can you at least check with someone?”

Em, no there is nothing I can do, that is our policy” (that response always sets me off…)

Can you please check at least?” …. “No, sorry, that is our policy“.

I was really disappointed and made a mental note to try to find an alternative supplier when we came back from our week’s holiday.

Despite this decision of mine the compelling, well timed emails kept coming every two weeks and I kept ordering until one day when I was making a brief visit to the office I popped into my favourite wine store in town and was delighted to chat to the friendly staff there and asked them to make a special recommendation for a meal that night.

As they were wrapping my purchases I apologised to them for not being in there for a while and explained that I had been working from home during lockdown and resorted to online ordering.

They politely informed me that they did online deliveries, something I never realised but I was surprised as I was sure that I was on some database of theirs.

I told them about the “trick” about the fortnightly e-newsletter that their competitor was employing to great effect and their response to me blew me away..

We don’t like to sell or force ourselves on anyone

Ah come on guys, are you for real? Have you any idea what you are missing out on. Of course it’s selling, but it is also informing and prompting and all part of their service

Eventually they considered what I was saying and said they would mention it to the franchise owner.

Because I really like them (and they do have great wines!) the next time I needed a wine top-up I looked for their website and ordered my case from them and not the other crew.

The order was delivered swiftly and the next time I ordered I was pleasantly surprised to see an extra bottle that I hadn’t ordered come with the delivery as a gift with a special note of thanks from the owner for giving them the business.

To wrap up my “wine story” I have continued to order wine from my favourite wine store, they still don’t send out e-newsletters with offers, news or suggestions which I would really appreciate but I am really happy to give them the business because they are nice and they do appreciate the business.

The biggest irony of all is that when the e-newsletter comes in from their competitor I use their well timed email as a prompt to order from them!

As for the competitor, their regular customer has disappeared and they will never know why unless they spot this change of trend and ask the question…

Mrs “sorry there is nothing I can do” sent me and my business on my way.

The e-commerce lessons we learn from this story:

  • Get online
  • Make sure your customers know about the service
  • Get an e-mail database going and use it tactically and frequently
  • Make it easy for people to sign up
  • Be efficient at processing orders
  • Look at patterns of ordering and try to figure out why when it changes
  • Build a relationship with the customer just like you do in person
  • and remember….there is always something you can do!!

Who is for red?

Greg Canty 

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR, Graphic Design Podcast Production and Digital Marketing services from our offices in Dublin and Cork, Ireland

Brand reputation and consumer’s expectations.

October 11, 2021

It is quite clear that the pandemic hit industries and brands in diverse ways. Many organizations saw their budgets being cut down to half or nothing, conferences saw a move to digital stages and social justice movements such as BLM were in the spotlight more than ever before. This pivotal moment in history had led to a shift in the way brands interact with consumers.

A new study from FleishmanHillard examines the gap between consumers’ expectations and brands’ actions: 64% of consumers believe that a company is more authentic when they communicate about their behavior and their impact on society and the environment, instead of the benefits they offer to their customers.

The study also shows how 47% of consumer perceptions about a brand are driven by customer benefits, while 53% of consumers’ perceptions are shaped by social outcomes such as better environmental practices within the organization or the way a company cares about its employees, and management behaviors like acting ethically and responsibly.

An example of a troubled relationship between brands and consumers is the case of Wetherspoons, the company that owns pubs and hotels across the UK and Ireland. In this case, the Government ordered the closure of pubs in March 2020, and owner Tim Martin refused to pay employees until the Government reimbursed the company for the losses. Furthermore, he encouraged employees to find employment elsewhere, such as in Tesco supermarkets. This is a clear example of how a company is showing in their communications their lack of care towards the impact they have on employees, and on society.

On the other hand, a brand that keeps demonstrating how to marry consumer expectations with the brand’s activities is Nike. Days after the release of the horrific footage of George Floyd’s death in May 2020, the company launched an ad with a variation of their famous tagline. It went from “Just Do It” to “For Once, Don’t Do It.” This simple change in their communications delivered a positive sentiment across their customers regardless of income, age, and ethnicity.

These two examples represent the two sides of how companies can impact society.

Brands are now expected to be proactive to be part of the solution, not only part of the conversation – Issues such as racial inequality or climate justice will need to be at the forefront of any company’s communications strategy.

According to IBM’s research, 71% of consumers will consider transparency one of the most important brand attributes.

Knowing this what are you doing in your business to communicate better?

Patricia

Patricia Perera is a Communications intern with Fuzion Communications 

Clarity – is it too much to ask for?

August 30, 2021

There’s a saying I like – “any fool can make simple things complicated; it takes a genius to make complicated things simple

Communicating clearly can be surprisingly hard work. Clarity of communication drives action. Get it right and the right message is delivered and understood, the expectations are set. Clarity can dictate how we create and build relationships, trust and credibility.

Get it wrong and you have confusion, frustration, and mistrust.

Take, the recent chaotic scenes at Croker for the All Ireland hurling final. Stunned and confused, I sat in front of the telly watching thousands of unmasked fans sat side-by-side, as one, shouting, cheering, celebrating. Was I watching a rerun of ‘Reeling in the Years‘?

The anger, frustration and outcry from the entertainment industry that’s been left dormant for 18 months was to be expected. The rest of us were left confused and questioning the logic of the public health guidelines in place.

Where was the consistency? How was it fair? How could it be justified? It couldn’t. The Government’s credibility took another painful blow.

It came as the dust was just beginning to settle on the controversy surrounding the Tánaiste’s attendance at an outdoor event at the Merrion Hotel a few weeks earlier that had the hospitality industry up in arms. The Tánaiste felt he “probably” didn’t breach guidelines. The Taoiseach admitted the guidelines weren’t clear. And the expectations of everyone else were thrown up in the air.

At the core of all this frustration, anger and controversy was clarity. A lack of it.

To be fair, it would have been next to impossible for the Government to maintain effective and clear communication throughout a prolonged, complex and ever-changing pandemic. But these were heavy hits to take.

Undoubtedly, a level of credibility will be clawed back with the promised roadmap out of lockdown due in the coming days – clarity, which is all the public, the entertainment, the hospitality industry etc. need and are asking for.

The take home here is the importance and need for clarity and what can happen when you don’t have it.  

A few quicks tips for clear communication:

  • Define the purpose of the communication
  • What outcome do you want from the receiver of the message – set expectations
  • Be specific – The more specific you can are, the less chance there is of a misunderstanding
  • Be clear, concise, and consistent
  • Choose your words carefully – Don’t use big words when small ones will do

Remember, clarity in communication is in everyone’s best interest.

Aoibhinn

Transition from college to work. Thor and the things that nobody told you!

August 13, 2021

There’s been so much written about the beautiful years of college.

However, many seem to forget to tell you about the transition from college to work and how it can impact graduates on their mental health.

So, you’re right there in the final semester, you can even see the silver lining but now let me guide you through the turmoil of emotions that are coming your way!

Once you get your final results you will feel like the new Steve Jobs (or Thor), flooded with emotions of achievement and pride. The world is your oyster!

My Advice:  Write yourself a note to remind you about this wonderful achievement and how it made you feel (because ……you’re going to need it later!).

Now here are the three main stages that I experienced:

Round 1: Post-Graduation Depression.

It’s been years studying late at night, meeting up with your team for projects, many reports submitted, and so on. And now what?

You might start feeling stagnant, anxious, or even depressed. This is when the grieving process begins, grieving for a period in your life that is gone.

My advice:

Give your brain some time to adjust to the new situation. Accept those feelings and let them go.

Round 2: The Job Hunt & Rejection.

Once the post-graduation depression is over, you might start with the job hunt filled with ambition and passion. Your resume is the hammer to your inner Thor!

But here is when the rejection game happens. You might apply for five jobs a day and get ten rejection emails in exchange (ok, those maths don’t work, but trust me, it will feel like that).

The brain will wander and the negativity will set in and a possible guilt trip will start. Am I not good enough? Why didn’t I go to the career services in my college? And so on.

My Advice:

Don’t take the rejection personally. Take a day or two when it gets too much to reconsider your approach and adjust.

Also here is the moment to read the note you left for yourself when you finished your degree, and remind your inner Thor that you’re the God of Thunder, the All-Father and King of Asgard, and Son of Odin (well maybe not that, but you can try with the God/dess of TikTok, The All-Father/Mother of Buddy (your dog), king/queen of your cul-de-sac and son/daughter of Finbarr & Mary!

Round 3: New Job & The Imposter Syndrome.

Eventually, you get a job, and just when you think the whirlwind of emotions is all gone, here is when the final round kicks in.

Do you feel like you don’t know what you are doing? Do you feel like everyone else is smarter than you?

Don’t worry, it happens that often this “feeling” or condition even has a name, ‘the Imposter Syndrome’. It is based on an internal belief that you are not as good as others perceive you to be.

My Advice:

Avoid comparing yourself to others and be brave enough to question your own thoughts. Most likely they are not real, but just that little voice in your head.

Now, and after all this experience I am proud to say that I got the job that I wanted.

Just one week in Fuzion Communications and I already realised the great value the company places on being brave and ambitious. Which it is exactly what my inner Thor taught me during my journey.

#WinHappy as we say in Fuzion!

Patricia

Patricia Perera is a very bright, insightful and intelligent person who has just joined the Fuzion Communications team and begins her career, starting as a Communications intern with a fantastic future ahead!

Note from editor:

Thank you Patricia for reminding us what it is like for anyone at the beginning of their career, trying to get a start in a fog of disappointments.

Our UK Crisis Communications Partner, Alder

June 22, 2021

Fuzion Communications are part of a European crisis communications network with the core purpose of providing clients with a network of experts in crisis communications should a pan-European issue occur.

The Crisis Communications Network is an association of European owner-managed PR agencies with unrivalled expertise in Crisis Prevention and Communication. As independent agencies it is highly flexible and is able to react immediately to clients’ needs and where necessary co-ordinate across different jurisdictions in Europe.

At the time of writing there are experienced agencies in 11 countries as part of the CCNE.

To give you some insight into these international partners we have asked each of them to give us some information about their business, the local “hot topics” and their general approach.

In a previous post we provided an overview of the founding partner of the CCNE, our German partner agency, Engel & Zimmerman.

Today we focus on our UK, London based partner, Adler.

About Alder

Alder is a London-based crisis communications firm founded in 2010. Its team of consultants – known as Specialist Partners – have backgrounds in the worlds of journalism, regulation and public affairs and advise a diverse range of clients from individuals through to major companies. Schools, charities and healthcare organisations are also a key area of expertise. Given its focus on complex issues where litigation is frequently ongoing or imminent, Alder works closely with the UK’s leading law firms to deliver advice that is closely aligned with the client’s legal strategy. It is also trusted by many international insurance companies to advise their customers when an incident gives rise to a claim under their insurance cover. 

Crisis communications: Alder’s approach

Crises don’t just happen at a moment’s notice, they can also arise because of slow-burning issues that suddenly cut through to the public consciousness. In both cases, preparation is key in order to maintain discipline and control of messaging because the demands for information from stakeholders can be overwhelming, and any miscommunication can lead to reputational, legal or insurance difficulties.  

Time is the most valuable commodity in a crisis, and steps should be taken as soon as a problem appears on the horizon to plan for the most important elements of the communication strategy and to ensure the client’s lawyers are content with the approach.

The speed of people’s social media responses also means clients need to quickly get on the front foot in order not to be defined by a problem. Each situation is different, so regardless of whether a crisis plan is in place the response needs to be bespoke, and Alder’s consultants work round the clock to ensure communications are issued in a timely and calm way and do not create any hostages to fortune.

Dealing with a crisis can feel overwhelming for the individuals concerned. Alder advises clients to break the response down into three phases: before, during and after public scrutiny of the matter.

Briefly this breaks down as follows:

Before: planning and aligning draft communications and strategy with legal and insurance considerations.

During: roll out the plan, paying particular attention to stakeholder management; monitor coverage; intervene to correct any significant inaccuracies in ‘real time’.

After: embed organisational learning from what happened; take steps to clean up any negative online legacy; assess impact on reputation and take steps to address any residual problems.

The Irish Comparison

While the basics that we follow are identical; be prepared, identity potential risks, have a plan, have a great, experienced team that can handle a crisis and a client team that is trained to handle media with support – it is clear that there are special conditions in each country that you need to be aware of if you are dealing with a crisis and it is at these times that you need a local experienced, agile partner to help you navigate these challenges when they occur.

If you would like any information about our crisis communications service or the Crisis Communications Network Europe feel free to contact me at deirdre@fuzion.ie.

Deirdre

Deirdre Waldron, founder of Fuzion heads up the Crisis Communications team, which operates from offices in Dublin and Cork, Ireland.


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