How to (actually) get your audience to listen
Your audience is more switched on than ever, and they can tell when a brand is performing versus actually listening. Here's what it takes to get them to engage.
Getting your audience to actually listen has never been harder, or more possible. Depends how you look at it.
Today’s consumers don’t just evaluate what a brand sells; they evaluate what it stands for, how it behaves under pressure and whether its public commitments hold up against its actions. That shift has collapsed the wall between corporate and consumer PR, giving rise to what’s now being called the corpsumer approach.
For businesses, this means investor-facing announcements and consumer-friendly messaging can no longer run on separate tracks. Audiences are too informed, and the platforms too interconnected, for that disconnect to go unnoticed. Instead, companies must maintain a seamless narrative across all touchpoints, one that consistently reflects their values, ethics and social impact.
For PR professionals and business leaders, it’s both a challenge and a real opportunity. Media, investors and customers alike now expect transparency, authenticity and ethical leadership, particularly when global events shift public sentiment overnight.
The brands getting it right aren’t just communicating more, they’re communicating better.
Aligning PR with global events
With the rise of digitalisation, travel and multi-platform news outlets, the world is more connected than ever. Global events, such as ongoing wars, genocides, social justice campaigns or economic shifts, heavily influence how businesses are perceived. Companies that take a considered approach and engage meaningfully with these global stories can build stronger relationships with their audiences and media and enhance brand loyalty.
During social justice movements, companies must ensure their internal policies align with their public stance. Simply posting about diversity and inclusion is no longer enough; media and consumers genuinely want to believe in the businesses, products and services they support, expecting action on issues such as equitable hiring practices and diversity initiatives.
For example, Topicals, a Black-owned skincare brand, encountered discrimination during an international brand trip for a product launch.
