Former journalist and editor Cheryl Reddy believes in the power of communication to build, grow and - when disaster strikes - rescue the reputation of a brand, regardless of the size of the business.
She plies her trade as CEO of Eclipse Communications, one of South Africa’s foremost public relations agencies. In 2020 it was named the country’s best large PR agency by the Public Relations Institute of Southern Africa, and Public Relations Agency of the Year by FM AdFocus.
Having worked in industries as diverse as petrochemicals and entertainment, in her current role Cheryl’s many responsibilities include strategy across global and local brands, Eclipse’s marketing and the day-to-day operations of the agency’s Corporate Centre of Excellence.
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10 Tasty Bites
Below is a preview of what you can expect to learn in this recipe.
1 - Why Is It Important To Understand The World Of Communications?
2 - What Is A Brand?
3 - What Does A Strong Brand Look Like?
4 - What Are Some Steps That An Entrepreneur Can Take To Strengthen Their Brand?
5 - How Can The Reputation Of A Brand Be Tarnished?
6 - What Is The Best Way Of Dealing With A PR Issue?
7 - What Are The Steps That Entrepreneurs Can Take If Something Goes Wrong?
8 - What Should A Company Do If A Disgruntled Employee Speaks Out Publicly?
9 - What Are Some Hacks That Entrepreneurs Can Use To Build Their Reputation In The Early Days?
10 - Can You Share An Example Of A PR Strategy For An SME Business?
About This Recipe
Do you know what the difference between a brand and a reputation is? Brand and PR expert Cheryl Reddy sets it out clearly in this recipe, along with practical tips on how to build both.
She reveals the value of owned assets, such as your website and social media channels, introduces entrepreneurs to the RepTrak model and gives a step-by-step guide to dealing with an incident that could damage your brand’s reputation.
Communication is not something a business starts doing when it is big enough; it is one of the building blocks of success.
What You'll Learn
In this recipe you will learn how to get started on your journey to building a brand and a reputation. The good news is that you don’t necessarily have to have a big budget. Focusing on the right things and an understanding of communication basics will get you far.
You will also learn what are the issues that can tarnish your brand and how to avoid them, the power of an apology to defuse a crisis, and the possible ways to deal with disgruntled employees who air their grievances publicly.
There is also a great lesson on the wisdom of limiting your focus to a few things and doing them really well.
Learn from someone who speaks from a position of real authority, perspective and experience.
Implement practical tips and techniques learned in the trenches - doing, rather than talking.
Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.
Love this recipe? Here are some additional videos to delve even further into the topic.
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