Chris Lawrance, Managing Director at JBP, has more than 35 years’ experience in managing reputations in the corporate and public sectors. He was a former press officer for a number of Government Departments and in number 10 Downing Street during John Major’s tenure as Prime Minister before joining JBP. He has advised clients on many crises including workplace fatalities, company restructures, business administrations, cases of bullying and sexual abuse, mass redundancies and company fraud.
The B2B communications landscape is rapidly changing, which has implications for all businesses and their PR teams – and the logistics sector is no exception.
However, the new modern era of digital PR presents tangible business opportunities for logistics providers.
In a new paper entitled Driving up the business value of communications in the logistics sector, Chris Lawrance, Managing Director at JBP, who has advised and led on award winning PR programmes for some of the biggest names in the logistics industry, urges companies to take stock of their communications strategies so they don’t get left behind.
He prioritises 6 key actions that logistics PR teams should be taking in 2024 so that their stakeholder communications and engagement programmes reap maximum business dividends.
- Start with a clear understanding of the full potential of what can be achieved business wise as a result of the broader than ever communications landscape.
- Do digital well: B2B digital PR needs to be front and centre of future communications and engagement plans. It’s the way of the world so logistics businesses need to understand its full potential and invest in it.
- Maximise the business capital ROI of your communications and engagement activities by ensuring PR and Search Engine Optimisation are ‘talking’ to each other.
- Influence the influencers – we’ve all heard of the significant effect that online influential voices have on B2C brands. Those operating in B2B markets have as much to gain through a B2B influencer programme, with the digitisation of PR.
- Be human and responsible – companies have been, and are still guilty of, being too corporate and impersonal, as well as concentrating on promoting what they do and not what they stand for.
- Understand how AI can best support and add value to your existing communications activities.
