As the saying goes, the definition of insanity is doing the same thing over and over again and expecting a different result. These words are usually credited to the acclaimed genius Albert Einstein.

If you have the intention of building a renowned brand, you cannot keep doing Public Relations the same way other people do it.

Many C-Suite Executives direct the affairs of the Public Relations cum External Communications team. In fact, some go so far as to insist on what they want the team to do. As such, this “kills” the team’s initiative.

Equally, you cannot fully rely on the successes of traditional media in the past and not combine the strategy with its online component. As said by Gerard Vroomen, “if the point is for our company to get noticed, we can’t do it the same as everybody else”

What are you doing differently in your Communications to the world about your products and services this new week?

Be different by doing something unexpected and remarkable.