Survival tips for business by PR expert Andrea Sexton

The Truth of Your Values

Andrea Sexton, Director of Admire PR

Andrea Sexton is a PR Consultant from Gloucestershire with 15 years of experience in sports PR and marketing.

Never before has staying true to your values been so important in business. Holding your values close to you during times of crisis will help you make the decisions you need whilst simultaneously taking care of the future.

Values guide decision-making and a sense of what’s important and what’s right. A company’s values should never change as they are the foundation that will be there in 10, 20 or even 100 years from now. They are the uncompromising core principles that the company is willing to live and die by.

The rules of the game.

Your values should be obviously displayed in your place of work and now that many of us are remote working, it is important that the culture you set in your work environment at this time reflects these values. Live by them. Share them regularly with your colleagues.

I’ve recently talked to many clients about stepping back slightly at this time, not making snap judgments and allowing space and headroom; this enables good decisions. Many of my conversations have been with clients who want to continue marketing but who need to portray a message that is both in line with the values already set out by their company and that is also suitable for the global crisis we are in.

Some of us need to alter the way we do business at this time and I’ve seen some wonderful examples of this in action that enable selling products or services in a different way. Often businesses are tempted to run a campaign that doesn’t align with their customer base or their culture before the global crisis, these campaigns can do more harm than good.

My tips:

1. Surround yourself with the people that enhance and inspire you. Now more than ever, you need your tribe around you.

2. Take time to remind yourself and your staff of your company values and share your thoughts of how to keep your culture during this time when you can’t be together physically.

3. Think of the long term. We are currently in a crisis but it will pass. What you do, how you act and what you say now will affect your business in 6 – 8 months time.

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