As 2024 draws to a close, many businesses find themselves facing an all-too-familiar challenge: How can we keep momentum high during a time when many people are winding down? In a recent webinar hosted by KWSM, “Unlocking End-of-Year Growth: Convert More Leads into Sales with Actionable Steps,” David Oates, Principal of PR Security Services, shared his communication strategies for tackling this tricky time of year head-on.
With over 30 years of experience in public relations and crisis communications, David offers a refreshing perspective on how proactive, thoughtful communication can help drive meaningful engagement, even when it feels like everyone else is in “holiday mode.”
Below, we’ll look into some of David’s end-of-year comms strategies for mastering your communication and ensuring your brand’s presence and reputation are assets to your sales efforts and not a hindrance.
Why Trust Matters More Than Ever During the Holidays
The end of the year can be unpredictable, and sometimes, it feels like everyone’s attention is elsewhere, and it becomes difficult to get responses or secure commitments. David emphasizes the importance of leaning into proactive communication rather than falling back into reactive habits during this critical time.
“You don’t want to be the last person to know that somebody is chatting about you—positive or negative. In this day and age where everything is all about trust, knowing is essential for any organization, whether you’re a local mom-and-pop shop or a big Fortune 100 company.”
– David Oates, Founder and Principal, PR Security Services
In the face of mixed engagement levels, David’s advice is simple: Don’t lose your voice. Staying visible and relevant is how you ensure that your business remains top-of-mind.
He outlined four strategies for effective year-end communication and reputation management.
Strategies for Effective End-of-Year Communication
1. Use Tools to Monitor Brand Mentions Proactively
David emphasized the importance of being aware of what people are saying about your brand—whether it’s positive or negative.“You don’t want to be the last person to know that somebody is chatting about you—positive or negative. There’s a free tool to use, Google Alerts, Put in quotations, your organization’s name, and your key executive’s name; if you set it up right, within a couple of hours of it being posted and indexed by Google. So you’ll at least be cognizant of what the trends are people are talking about you. And if somebody’s taking a pop shot at you, whether it’s deserved or not, you will at least be aware of it so you can take action before it becomes a full-blown crisis. I see so many organizations that don’t do that.”
How to Apply:
- Set up Google Alerts for your company’s name and key executives to stay updated whenever mentions occur online.
- Use the notifications to understand the conversation about your brand, allowing you to engage proactively with both positive and negative mentions to maintain a strong reputation.
2. Utilize Positive Mentions to Build Trust
David pointed out the significance of leveraging positive mentions about your brand. “If there is somebody who’s talking great about you, whether it’s an online review, a social media post, a blog, a news report, you’ll get alerts.” By being aware of positive feedback, brands can build credibility and strengthen relationships with current and potential clients.
How to Apply:
- Share positive mentions on social media or turn them into testimonials to enhance your brand’s credibility.
- Highlight positive feedback in your marketing efforts, such as including quotes in newsletters or case studies, to build trust with your audience.
- Ensure that positive mentions are shared with your key executives and team to reinforce consistent messaging and capitalize on positive momentum.
Cross-Functional Collaboration: Insights from Katie Wagner and Brent Bonine
Katie Wagner, President of KWSM, reflected on the value of cohesive messaging, emphasizing that effective communication starts with alignment between marketing, sales, and even PR efforts. “Every touchpoint matters, and it’s our job to ensure the messaging is consistent, not just from a marketing perspective but across all client interactions,” Katie explained.
Brent Bonine, Managing Director of AcSELLerate, added that this alignment helps sales teams work more effectively. “Marketing may generate leads, but how those leads are nurtured depends on having the right messages and tools,” Brent said. The collaborative approach between outbound marketing, sales, and PR means that prospects get a seamless experience, fostering trust.
Watch the Full Webinar for More Insights on Strategic Year-End Success
David, along with Katie and Brent, shared actionable insights on how strategic communication can be your differentiator as you look to make the most of the final months of 2024. To learn more actionable insights, watch our webinar here.
Ready to boost your communication strategy and maximize your sales potential? Schedule a consultation with KWSM today to build a tailored digital marketing strategy that ensures your messaging cuts through the noise.
