ADVERTISING & PR
SPONSORED BY: CERIS BURNS INTERNATIONAL
Trust and transformation: PR and marketing for a new era of cleaning
Managing Director, Ceris Burns, emphasises the importance of making authentic and emotional connections and explains how PR and marketing agency, Ceris Burns International can share your inspiring true stories.
There’s no doubt that the growth in digital communication has accelerated rapidly over the past year. Businesses have had to take a digital-first approach, to keep in regular contact with employees,
existing and potential customers, and
suppliers, and maintain brand awareness.
It’s clearly more important than ever for businesses to
be visible and easily found online. However, before organisations jump headfirst into digital, it’s important to take a step back and work out what you want to achieve. Know the brand message you want to share, who your target audience is, what content is valuable to them and how they want to receive it. The people you want to influence buy on trust and relationships and will communicate through a whole range of channels, digital being just one of these.
The pandemic has given the public more insight into the cleaning industry, whose diligent workforce previously tended to be ‘unsung heroes’. So how do we communicate this transformation in opinion and ensure the cleaning sector continues to receive the recognition it rightly deserves? It’s vital the sector continues to share the inspiring true stories that need to be told.
These improved perceptions provide a solid base for future communications from leaders in the sector, and can encourage long-lasting change, when based upon a clear and coherent strategy.
Adjusting the approach Around the world, organisers of events had to re-think their approach by going online. In October 2020, Ceris Burns International developed the cleaning industry’s first high tech virtual event, Cleaning Interactive. This enabled the sector to
continue to engage with valuable customers and suppliers whilst also providing delegates and exhibitors with a wealth of information to inspire and protect every vertical market.
However, cleaning professionals still enjoy personal, face-to- face contact. Finding a balance between these two differing approaches has already led to the development of hybrid events which combine a mixture of both approaches.
PQ “Even the shortest of stories
can resonate if they are genuine and create an emotional connection.”
International reach Today’s business is increasingly international in scope and with the right advisers at your side it’s not as daunting or complicated as some people think. If you’re unsure whether your company is ready to go international, the reality is you probably already are. Your website and any digital activity you are undertaking means your company is visible for the world to see. So why not make the most of this and raise your profile to relevant audiences through an international PR campaign?
Making an immediate connection Even the shortest of stories can resonate if they are genuine and create an emotional connection. That sense of empathy couldn’t be more relevant than in the situation we’re in right now as we collectively face a global pandemic. Messages have to relate to people’s real lives to make an impact on their behaviour.
At Ceris Burns International, we are experts at managing a company’s reputation and getting authentic, meaningful stories out into the world through multiple channels, from digital and social media to traditional print media. We take time to ensure the messaging is right, telling stories that can genuinely inspire.
Contact the Ceris Burns International on +44 (0)330 004 0844, email them at
info@cbipr.com, or visit the website below.
www.cbipr.com
http://www.cbipr.com/sectors/ 20 | TOMORROW’S CLEANING PRODUCTS & SERVICES GUIDE 2021
twitter.com/TomoCleaning
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