Corporate brand image
In order to develop a reputation and establish a market position, companies have to take risks. Brand dependence on cyberspace and media organisations in developing business is a reality. Companies need to be surrounded by partners who are able to play the role of media ‘body guards’.
The development of comparative advertising, the growth in hostile activities carried out by some groups of detractors and the assessment of companies by their own employees can constitute a threat to a company. Given the relative anonymity associated with the publication of articles and comments on the Internet, the number of smear campaigns between rival companies is growing. Companies that do not protect their brands in the face of these threats are leaving themselves in a very vulnerable position. As victims of media attacks, some companies can incur a substantial loss of income.
The loss of credibility of a manager or the undermining of products and services mean that a company remains very vulnerable in the face of the many threats to its reputation.
Hington Klarsey deals with cases of smear campaigns and instances of unfair competition through orchestrated media attacks by third parties which are designed to undermine a company or brand. Hington Klarsey’s tried and tested approach, and its excellent response rate allow customers to protect themselves against this type of problem and to more effectively prepare their marketing and PR campaigns. The protection of the brand image of its customers needs to be underpinned by complementary skills and expertise, which is why Hington Klarsey brings together specialists in public relations, research, IT and the law.