communication

Martin Winterkorn, CEO of Volkswagen, apologises at a press conference. When should businesses apologise, and how? Phoebe Netto of Good Business Consulting shares the rules for saying sorry to customers and stakeholders.

Sorry, not sorry. When and how a business should apologise.

We have all heard the non-apologies issued by big corporations, politicians and celebrities. But do these non-apologisers need to learn some manners, or are there justifiable reasons for their poor apologies such as avoiding legal implications? And how should small and medium sized businesses be apologising, especially if they are in the wrong or a tragedy has occurred?

Photo of young lady who runs her own small business using social media as part of her constant marketing, used in blog post by Phoebe Netto at Good Business Consulting in Sydney

Steady marketing keeps customers coming

The trick with marketing is the strategic investment of what time and money you have, and doing this consistently. The good news is you can do this even with a tiny marketing budget if you’re prepared to invest some time: the less money you have to spend, the more time you need to spend.

Example of poor marketing and PR campaign by Woolworths based on aligning an organisation with an event and cause of note, as part of blog post by Good Business Consulting.

Why linking current events to marketing is a risky business

Did you hear the one about the supermarket and the thousands of soldiers who died in war? One way to make your PR and marketing campaign current is to make it relevant to a recent event or a day of note. While this is a good idea in theory, there is also a significant risk of backlash.

Selecting the right media target is crucial to giving you the best opportunity for media coverage. This photo of a pile of magazines is part of a blog post by Good Business Consulting, a boutique PR agency with clients in Sydney, Melbourne and other parts of Australia.

Part Two: Wooing media targets through compelling business stories

Talk to some journalists and you’ll find that a good portion of PR professionals have given themselves a bad name by getting these steps wrong, and talk to some PR professionals or business owners and you’ll find that they have little or no media coverage because they give these steps little thought.