The many forms of communication are often discussed in terms of how they can develop and generate opportunities. Little is said however of its uses when everything is going wrong and the only coverage you are getting is negative. Why is this?

When it is, it is often spoke of as being better than none at all. As Oscar Wilde once said “the only thing worse than being talked about is not being talked about.” What is meant by this is If you can ride the difficulties there is the opportunity to emerge with your rise drawing substantial attention and interest which, accompanied by that already generated by the negative coverage, can lead to further success.

How accurate though is such an assumption? Is it better to be discussed in any light than not at all or is it simply good fortune that brings future accomplishments after an unfavourable spotlight?

Media coverage of BP’s disastrous oil spill in the Gulf of Mexico can hardly be described as promotional. Huge financial costs and a drop in confidence has seen share prices plummet. The terrible loss of life in the initial disaster and features showing the effect on iconic, helpless wildlife has even led to BP Chief Executive Tony Haywood being labelled as the most hated man in the USA.

BP’s response has been to document its attempts to rectify the leak but this has been somewhat undermined by its failure to do so and the emergence of details accounting the accident to BP negligence. Its most recent attempt to null the criticisms has been to allow journalists access to the company’s crisis centre. Although showing it is working hard to fix the leak it has not come early enough and its effect will be limited amongst the allegations of cost cutting influences.  

The severity and length of the problems means there is very little for BP to attain from the situation unlike suggested by assumptions valuing all communication. It is hard not to speculate though that had the leak been swiftly stopped, it would have drawn valuable public and business interest despite the severity.

Presentation of BP as being a company which valued and put procedures in place to ensure and reflect its social responsibilities rather than being driven solely by profit margins at any cost, as commonly thought of the oil industry, would have recovered some of the reputation lost by the initial disaster if it had been done in the early stages. This could have prevented them being dragged through what can be described as a lengthy, hostile media portrayal. 

With its communication of attempted solutions being out weighted, BP’s recovery will be reliant on its previously strong identity. The extent to which its identity and reputation can be recovered however remains to be seen.   

The foundations of any company’s business model, irrespective of their size or sector, are formed by their corporate identity and brand positioning. This is somewhat common knowledge but of increasing importance as marketing budgets are tightened.

Establishing a strong, well known identity is not an easy task but the gains of successfully doing so are prosperous. Recent weeks have seen Apple overtake Microsoft as the most valuable technology producing company thanks to its extensive profits.

Effective communication of Apple’s identity and product lines means very few would fail to recognise their logo, associate them as a leader of ground breaking home and office technology or name any of its products. Mass enthusiasm surrounds Apple’s identity as consumers aim to get their hands on the technology and suppliers compete to sell it. 

The question that dominates in the current economic climate is where do you prioritise your marketing communications spending to raise the profile of your organisation? An especially tough decision when tight budgets increase the pressure for clearly visible results.  

Such budget management is even more difficult with specialised communication agencies competing for a large share. Full service agencies offer an attractive means of consolidating marketing, advertising and public relations under one roof with many also having a digital arm to coincide with the expanding opportunities offered by interactive media thus offering multi platform reach.

Using such agencies allows all areas of your marketing strategy to be easily co-ordinated to communicate consistent, clear and direct messages. These are key to any branding campaign as the profiles and values expressed build a relationship between the audience and your corporate, product and/or service identity; an awareness that encourages future business.

The communication of success stories and strong products and/or services through PR, advertising and marketing alongside an establishing identity further enhances brand strength. A strength which continues to grow as awareness of your brand does, opening more opportunities for future business and expansion.

Such growth reflects the need for the continuous management of your identity and brand positioning. Once established, they need to prosper through regular up to date communication rather than fade into the background if they are to be successful.  

This is as time consuming as it sounds but it is essential. Again a full service agency can be of great use here as they can tailor and progress communication activity across all areas with this purpose in mind.  

Although just the roots of marketing activity, it offers the foundations from which future campaigns can be built. Once established, corporate identity is further enhanced by all positive future communication increasing business opportunities and therefore providing significant returns on investments in it. 

Unsworth Sugden’s web division, USdigital, has launched two new company websites in the past few weeks. New individually designed websites for the materials handling equipment specialists, Midland Handling Equipment and the leading UK hardwood bus shelter manufacturer Littlethorpe have both proved a huge hit.

Why not check out the new websites at www.mhel.co.uk and www.bus-shelters.co.uk

Marina (centre) receiving her award from Colleen Marples from CDS Global (left) and Hannah Elwell, Unsworth Sugden (right)

The PR department is celebrating this week as one of its recruits picked up a 1st class degree from De Montfort University as well as two student prizes!

All our congratulations go to Marina Boor who on top of graduating, has earned herself the title of Best International Marketing and Business Student and picked up first prize in the Employeer Award for Performance in the Workplace during her year with the company in 2007/08.

Well done Marina!