The changes in PR and communication have focused on online developments in recent years. But where does offline fit into this story? Well, not in the same place as a few years ago. Offline is changing. Especially due to the evolution of online PR and communication, offline will play a major role in the near future. Authentic and personal communication is growing and offline can facilitate this trend.
Traditionally, offline communication is one-way, without much feedback. Think of television commercials and billboards, it is difficult to give direct feedback that will reach the broadcaster. Online communication has become more common and one-way communication is becoming more and more a vague memory from the past. Personal and direct communication is the latest development that has a lot of impact.
Audiences are looking for something that stands out. With an almost infinite amount of content to be found, it is essential to be authentic and give the audience something of value. Simply sending out the brand message is no longer enough. Building relationships based on trust and sharing valuable content that the audience is waiting for is the way forward.
ustainability comes in all shapes and high school coaches email list sizes. From recycling to sustainable energy and from conflict-free raw materials to fair trade chocolate. Sustainability is not a thing in one market, but is a trend that you can apply everywhere. Just google a subject with the word 'sustainable' in front of it, there is a big chance that you will find something meaningful. There is still a lot wrong in all kinds of industries, but as consumers we can make a difference. In this article I will explain this in more detail using the story of the Dutch bag manufacturer MYOMY do goods.
I wrote about sustainability on Frankwatching before. About sustainability at Mud Jeans , where you don't buy jeans, but lease and use them. About sustainability at Vers van de Kweker , where local vegetables and fruit were delivered directly to the consumer. About Gerrard Street, which rents headphones on a subscription basis including repair service . About SolarWatt , which offers solar panels and energy storage capacity for private individuals and companies.
The essence, my own definition, is that you deal with raw materials, nature, the environment and people in a proper way.