Three techniques community managers use to get results
With the optimisation of social media algorithms to favour engagement, community management has become key for communicators. While any form of community management will benefit a brand, these three techniques will help foster a near unbreakable bond between brand and consumer.
Social Media in 2021: Why you should be using UTM parameters
Looking to drive genuine marketing insights in 2021 and beyond? UTMs are the way of the future and without them, it’s almost impossible to fully optimise or comprehensively understand the effectiveness of marketing campaigns.
Don’t step out when you’re close to the edge
Many businesses are on social media, but brands need to be aware of the implications of potentially saying the wrong thing. We explore the case study of a small Sydney café, Love Crepe, and how one social media post ruined its reputation in an instant.
Back to business after a massively disrupted 12 months
With 2020 now well past us, COVID subsiding and the vaccine rollout progressing, 2021 is looking much more positive for Australia both socially and economically. After a challenging year surrounded by border closures between states and internationally, plus lockdowns and other restrictions, things have started to turn back.
Lighthouse Communications & Our Story
The commitment to keep moving and not stop, no matter what challenges stand in our way, has seen Lighthouse evolve from a traditional public relations agency to a business partner committed to guiding and transforming reputations in order to power commercial results.
Taking on the conspiracy theorists
Australia’s 5G rollout is a fascinating case study of how technological progress is meeting determined opposition, which plays on fears of radiation and COVID. How can stakeholders combat this rise in irrationality?
How to score an own goal
Leading UK football club Arsenal recently got fans offside with the announcement of numerous redundancies a few days after winning a trophy, showing how living up to your brand promise while under unprecedented financial pressure is challenge that can create pitfalls.
For and against - Should brands get involved in social issues?
In a world of increasing tension and acrimony, social issues have come to the fore as one of the key challenges of our times. But where does all this leave companies and brands?
Three psychological tactics for effective communication
When creating campaigns with impact, it’s important to consider each step – the message, the medium and the messenger.
Comms in the time of COVID: The key lessons from Lighthouse’s online event
The Lighthouse team recently hosted an online roundtable featuring a host of expert panellists discussing the impact of COIVD-19 on brands and corporate communications.
The difficult reputational questions raised by today’s big issues
It’s hard to know where to begin when thinking about the implications for communications and marketing professionals of everything that’s happened in the world over the past few months.
The Do’s and Don’ts of dealing with media
Every day, PR professionals are tasked with selling in a story for a client to an impossibly busy journalist. But what’s the best way to approach them, and give your story the best chance of getting a run?
COVID Comms fails
COVID 19 has presented huge communications challenges for brands.
Live Industry Discussion - Communication & brand lessons of COVID
‘Communications & Brand Lessons from COVID-19’ is a live industry discussion aimed to explore, educate and empower communications professionals as we re-enter a new-look Australia.
Importance of an integrated marketing communications strategy
Integrated marketing communications – or IMC as we like to call it – is nothing new. In fact, the concept itself has been around since the 80’s.
Managing internal stakeholders in a crisis – three quick tips
When a crisis hits, it’s usually something external, an incident that affects the reputation of the company and has serious public repercussions.