How to Refresh Brand Perception After Crisis or Change

Presenter:
Christine Nelson, Senior Communications Consultant, Ingenuity Marketing Group
Tuesday, January 28, 2020, 2–3:30 p.m. EST/1 p.m. CST/Noon MST/11 a.m. PST

Session Description

Let's face it: perception is often reality. Firms can be written or talked about in a bad light—even if the information is one-sided and untrue. Or firms can be regarded differently after shareholder and contract disputes or the departure of key leaders and employees. Marketers may not be immediately aware of the perception out there. But something must be going on when referrals aren’t coming from clients or project partners like they used to. So, how do you turn this around?

It's time to be aware, prepared, and ready to control the unexpected. During our January webinar, our presenter will focus on brand perception research as a stop gap for mistakes that haunt and transitions that linger. We’ll also learn about smart, strategic approaches to planning ahead for the unexpected. By investigating brand perceptions from circles of influence (COI), such as referral sources or project partners as well as from clients and employees, you can work to head off issues that impact referrals and client retention.

Session Learning Objectives

During this webinar, participants will:

Increase their awareness of lingering brand perception issues
Develop a research method to investigate brand perception
Discover how to approach analysis from a restorative mindset to reframe brand perception among current and potential clients, COIs, and employees
Learn how to prepare a crisis communication process to manage unexpected threats to the firm's reputation
Recognize questions that reveal doubt, discontent or distrust and messaging to counter it

SMPS webinars are sponsored by Cosential

Christine Nelson

Senior Communications Consultant, Ingenuity Marketing Group

Christine Nelson is a senior communications consultant at Ingenuity Marketing Group. She has two decades of professional writing and consulting experience for top business media, communities, and professionals. Leading Ingenuity’s content and media team and also serving as a marketing consultant, Christine works directly with clients to develop research models, conduct insightful interviews with their stakeholders, and analyze the data for tangible marketing results. She speaks to national professional associations around the country and she has presented past webinars for SMPS.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*

SMPS Member Site Registration: $199

Nonmember Site Registration: $259

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!