External honesty and marketing potential
However, honest company culture doesn’t just affect your internal structure. When honesty becomes a way of doing business, it will bleed into the public perception of the company.
In our modern age of technology and inundated ad-marketing, this is a huge advantage. Marketing is no longer a journey of getting your name out there in the world, but a journey to share your story and capture the attention of your audience. One of the best ways to do this is through honest and authentic marketing. This is especially beneficial for small businesses that are just starting to gain traction and recognition.
With the recent death of traditional marketing tactics, there has been marketing shift that favors shareable and meaningful content. You want to grab their attention and build a connection.
According to Maryville University’s MBA program, building a strong relationship with clientele is one of the most powerful forms of marketing emerging today: “Use of digital media platforms allows for a two way conversation between companies and the consumers purchasing their brands. By engaging people who are talking about the brand, marketers can create a sense of community and inclusion, giving consumers a feeling of ownership in the brand.”
Not only does a customer feel more connected with a brand, but responding honestly in the case of negative feedback can turn dissatisfied customers into loyal brand activists. As Maryville University also notes: “Digital platforms also allow consumers to express dissatisfaction with a brand, which can be seen as a downside, but negative feedback allows a company the opportunity to respond publicly, demonstrating concern and taking action.”
Making honesty the best policy in terms of a PR response is effective in both recovering from any public negativity and in cultivating a larger and more loyal fanbase. It strengthens your public image and solidifies your company’s reputation for honest business practices.