Rather paradoxical situation exists today in the post-crisis PR-market services. On the one hand, many major players in the real estate market in no hurry to restore its former PR-activities, guided by the fact that solid reputation concept sufficiently durable and can serve as a good foundation for better times without any significant financial investments. On the other hand, small and not very well known companies that have significantly fewer financial resources have become more interested in PR-services and branding. According to Vadim Gorzhankina, CEO of communications agency "Red Word": "The reason this trend is quite simple. Postcrisis buyer, peeking on TV a fair number of reports of pickets and defrauded real estate investors who sees the potential long-term construction in almost every construction site is not ready today to contact the company about which he knows nothing and can not find any information on the Internet, in addition to information provided by on the official website of the company, often on little information. That's why many real estate agencies and developers took over the operational rebranding and increasing confidence in the company right after the crisis. "As PR-services, the most popular today are short-term and low-cost PR-programs on the Internet - said Antonina Ryabov, creative director of" Red Words ". - The fact that about 70% of potential home buyers in the primary market, before contacting the dealer, prefer to find information about the project, the builder or real estate agencies on the Internet. Often, this online test takes the form of a rigorous monitoring of a variety of sources: Internet portals, forums and blogs. Consequently, the probability that a potential buyer to apply to a particular agency or decides to become a shareholders a specific investment and construction company in the first place depends on how much winning the draft in the internet space, what about the reputation of the builder or the agency. Another of the striking trends of PR-services market has increased demand for crisis management PR aimed at the prevention, control and neutralization of negative information. Increased demand for crisis management PR is no accident. If the earlier anti-crisis measures were something of the theory is now a necessity. Practice has shown that negative information coming out of control, can become a serious threat to business. "
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