Feature Interview with Motti Peer, CEO at ReBlonde https://www.reblonde.com/, the agency behind Viber’s boycott of Facebook shared extensive thoughts with us.
He said today in an exclusive interview, “It’s a time to focus more on thought leadership. As PR experts it’s our professional responsibility both to our clients, editors, and ultimately readers, to ensure the thought leadership pieces we produce are valuable. That responsibility remains today, only now there is another layer on top of it. It’s not the time to write stories about your most impressive case studies. Being mindful to the zeitgeist is crucial, and it’s not only about what you write or how you write it. Make sure now, more than ever, to focus solely on the value for the reader and not to be self-serving. You will harm your brand more than you think by being cynical and inconsiderate.
Treat your team differently, and make sure yoy don’t ‘lose’ them for afar. Being a global PR agency means clients are used to working remotely with us, so there hasn’t been a dramatic shift for them. We remain afloat by cutting extra expenses, not signing new rent contracts, and adjusting ourselves to our team’s personal requests and needs during this time.
Our team is a family and we are going through this period as united as can be—that’s why it’s our top priority to maintain our team. We adjust ourselves to our team’s personal requests and needs during this time. Change your view point when it comes to client relations, help them get through this by emphasizing new directions for them they haven’t thought of.
We’re actually very proud of our clients who have shifted their business focus to allocate their technologies to better serve different needs during the global crisis. We’ve built our brand tightly to also be a leader in crypto and blockchain PR. It’s an area that a more mainstream segment of the population is increasingly eyeing these days, as traditional structures of practically everything we know are now being examined and re-evaluated, and as COVID-19 propels the digital revolution a few years forward.
Adjust strategies, don’t be afraid to cancel plans and help clients allocate your budget to other things, they will be thankful and in any case, great PR doesn’t have to cost much more than a retainer. Working closely with our clients to adjust their communication strategies—prioritizing and pushing planned announcements, adjusting their materials, etc.
We’ve also decided to show more flexibility with our compensation, as we value “moral contracts” more than written ones. Exploring together with them new opportunities for their businesses—whether it’s hosting online events or participating in leading ones
First and foremost, we’re working closely with our clients to adjust their communication strategies—prioritizing and pushing planned announcements, adjusting the materials to recent changes that they’ve made if they have, or simply working closely for them to identify together where they bring value. We’ve also decided to show more flexibility with our compensation, as we value “moral contracts” more than written ones.
We’re exploring together with them new opportunities for their businesses—whether it’s hosting online events or participating in leading ones, or even taking the time to do the internal planning and messaging work we don’t get a chance to during the usual grind.
Most importantly, our communication with our clients is closer than ever, and we work step by step with them as everyone’s reality is dramatically shifting by the day.”
Interesting thoughts courtesy of ReBlonde and Motti Peer.
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