The Four C’s of PR and Business

July 19, 2012

By: Kathryn
After reading Tony Hsieh's book, “Delivering Happiness” (which is a great read, by the way), I realized that there are four C's each company must focus on to be successful. This is especially true in a client-driven world, where relationships are at the core of everything we do.

  • Culture: The culture of your business is what will attract your employees and clients and help instill loyalty over the long term. Hsieh is correct in stating that your company culture is your brand. In today's world of Internet and social media, it is easy for a disgruntled employee or client to share his or her opinion. By building and instilling a strong company culture, you inspire employees while building a brand that allows you to stand out from other companies. Focus on what makes your organization unique.
  • Core values: Core values lie at the heart of the previous “C” of culture. It's not enough to outline the core values of your firm. You need to live them. What are the top 10 core values of your business? Are you goal-oriented? What are you passionate about? Do you have an open-door policy? Are employees encouraged to get involved within all levels of the company?
  • Creativity: You need to provide your customers with creative ideas, and one of the best ways to do that is to have a creative workplace. Push employees to be imaginative and to find inventive, resourceful solutions to problems. Have weekly brainstorming sessions where employees can build off each other's concepts. Don't be afraid to have fun, either. When employees relax and let loose, that is when creativity flows easier.
  • Customers: The bottom line is that you need customers to remain in business and demonstrate the value of your products and services. However, you need excellent customer service in order to retain your customer base and to build your brand. As Hsieh illustrates throughout his book, Zappos succeeds because of its customer service. The company empowered its customer service employees to push the parameters and address any customer need, even if it was a request for a list of pizza delivery places late at night.

I highly encourage you to read Hsieh's book if you haven't done so already.

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