By Laura Van Eperen, CEO, Van Eperen

Just like the University of Wisconsin and the University of Central Florida football teams didn’t get the recognition they deserved this season despite stellar records, their commitment to excellence ultimately brought home trophies from the Orange and Peach Bowls, earning them respect from national college sports analysts.

In 2018, I’m also betting on quality communication professionals getting their due respect for sustaining their commitment to the strategic and creative delivery of services.

In the last few years, the internet has forced an amazing tidal wave of integration with our once highly differentiated disciplines: PR, Marketing and Advertising. As a result, nearly anyone can say they provide marketing communications services, and they do. You can get videos, graphics, ads, news releases, and marketing communications services online, often within a short amount of time, and for short money from anonymous players around the globe. It’s a win-win, right? Maybe. Maybe not.

The answer depends on your goals. While the quality of online-purchased content may be ok, it’s likely never going to be great. I would argue that not much of the online-bought marketing communications content is going to be strategic or effective for your organization’s long-game. I believe it takes strategic-thinking professionals who will dive into understanding you, your leadership, AND your brand’s nuances and key stakeholders to deliver the most effective content.

Marketing communication professionals working toward building a lasting brand will be in it for the long game with strategic thinking teammates to support them every step of the way to winning that trophy.

It is my hope that 2018 will be filled with more Orange and Peach Bowl-like victories for more great communication pros and their teams!

– Contact me at laura@vaneperen.com if Van Eperen can help with any of your long-game communication needs.

Laura Van Eperen is CEO and founder of Van Eperen, an award-winning integrated communications agency serving regional, national and international clients in the public and private sectors and membership associations in higher education, economic development/real estate, and health/science, and transportation sectors. Founded in 2004, the Maryland PR firm is a certified minority business enterprise (MBE) / disadvantaged business enterprise (DBE). Van Eperen is a Capitol Communicator sponsor.

 

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