A lot of companies have been found guilty of delivering press releases that are far too diplomatic or only concerned with the narrow business interests as opposed to the wider appeals that others have. The former category would include Ford’s corporate communication recently via Twitter which sat too much on the fence regarding the presidential change. Amazon and several other tech companies meanwhile have been vocal in their non-affirmation of the US President’s recent edicts to ban travel from certain countries. Starbucks has reiterated what the tech companies have overtly mentioned. The best of leaders are the ones who do not sit on any opinion, but actually act on their beliefs. Sitting on the fence invites ridicule especially in the social media connected world of today. Social media cannot be used only for digital marketing, but broader socio-economic ideals must be voiced out as that eliminates ambiguities on company image.


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