A New Face for industries and conglomerates so they grow closer to their audience and embrace social responsibility.
Very few industrial operators get marketing right. PR and communications are such a challenge for industrials that many times they end up contracting the same project multiple times. This is a terrible scenario for society: citizens are left uninformed unable to tell bad from good actors, and end up choosing inferior products and services. Hence society suffers and the best actors sometimes don’t get to survive. In contrast, an industrial group that communicates well, effects tremendous impact in its immediate surroundings. Therefore, Internet communications and online systems that deliver a clear message, can not only impact the bottom line of factories and companies but also better the life of a whole society. Take for example the situation of Petroquim, one of the largest petrochemical producers of the country. Most neighbors live in constant fear because they don’t know what to make of Petroquim operations. But a website with open tours into Petroquim facilities brings peace of mind to a whole community, offers a new employment alternative and provides a communication device that makes the community and the company even more connected.
As a result of a clear communication strategy, Petroquim’s communications with the government and its immediate neighbors improved and its share of international business also increased. Industrials need to give their communication efforts a second look because that is generally their weak spot. However a solid and clear PR and communication stategy will not only benefit the corporation, it will make government’s work far easier and greatly benefit the immediate society of the industrial.
Some best practices include: an open email rolodex with contacts to all the key managers, inventory of press releases, virtual tours, monthly newsletters, full product catalog, environmental care guidelines, governmental permits and other sensitive information posted on a transparency section, etc.
High hopes for the Internet were displayed by one of the very first industrials we consulted with: Ageport. Private stevedores that manage a sizabe share of the comodities shipments that put in motion our economy. In particular, Ageport transports 90% of the grain used to produce the country’s national beer. Our first mission with this group of great professionals was to create a digital culture in which email and web browsing were used on a daily basis. Next we set to produce a beautiful website that produdly represented the brand and clearly communicated the key messages of the firm.
More importantly, we provided realtime tracking services to Ageport customers and downloadable procedures for its visitors. These simple tools make it easy for the company to do business, communicate effectively and bring in more business with almost no additional effort. A clear and simple web presence helps Ageport focus the target of communications around business and shipments.
However a more robust communication approach like the one we crafted includes historic information about the company, press releases, online tours and social responsability information.