Behind each fortune, so says the French novelist Honoré de Balzac, is a criminal offense. But not anymore. Now, it’s Gravitas and I’ll inform you extra of that later.
As I stated, committing a criminal offense to construct a enterprise empire is now not definitely worth the hassle, not when buyers, customers and the viewers at the moment are extra acutely aware and demanding; they persistently maintain firms accountable for his or her actions; and never when the media and netizens can report every part in actual time by way of social media platforms.
Even a easy marketing campaign can backfire in seconds. Just ask Subway which mocked the Titanic sub implosion: “Our Subs Don’t Implode.” (OMG!)
This is as a result of right now’s world is now outlined largely by two issues. One is the dizzying velocity and move of knowledge due to know-how and the opposite is the age of Anthropocene, which is used to describe this most up-to-date interval in Earth’s historical past when human exercise began to have a big influence on the planet’s local weather and ecosystems.
Gravitas: partaking your viewers
Thus, an organization’s progress, and in the end its success, at the moment are largely pushed by how the world sees it and the way it engages with its viewers.
It’s the rationale why buyers and customers at the moment are in search of firms which can be sustainable and extra altruistic. But how do you even start to inform the world what your organization is doing?
This is the place Gravitas, a brand new progress firm, is available in.
Gravitas will present bespoke options on your firm in order that it will probably constantly have interaction its loyal viewers and attain new ones, with the final word aim of rising the enterprise.
It will collaborate with an organization’s content material groups to create and optimize compelling content material that resonates with its goal audiences in numerous platforms.
Second act
The girl behind that is Stanford-educated worldwide broadcast and digital journalist Nadia Trinidad who not too long ago left ABS-CBN.
Nadia has been a journalist for 25 years, as a reporter and as head of cable TV information and, afterward, as head of the information digital platform of ABS-CBN. Armed with this intensive expertise, she determined to depart journalism and put up a progress firm as an alternative.
Why? Because she will be able to; she is solely prepared for her second act. She even turned down a proposal to lead one other media group.
She now desires to carry this newsroom information to assist people, organizations and firms give you content material that issues.
“In a newsroom, not everybody creates content material. There’s a complete help construction to ensure tales are fact-checked, edited and distributed successfully. That’s how we ensure our tales rely and never simply add to the noise. Having been disciplined and mentored in this type of construction, I believed I’d begin Gravitas with that one distinctive promoting proposition: I may help make somebody’s content material rely,” she tells me.
How will Gravitas make your message heard?
“I’ve spent years managing journalists and curating content material, and I understand how to get one’s message heard. I’ll work with you to outline your audience, create partaking content material and distribute it by way of the precise channels. So whether or not you’re a solo-preneur or a big company, I may help you develop your viewers and make your content material matter,” Nadia provides.
Exciting isn’t it? I used to be actually impressed and I’m excited for Filipino-owned firms to develop past their creativeness with the assistance of Gravitas.
Sometimes, a company could have a very nice staff of proficient individuals however is unable to develop as a result of it doesn’t know the way to efficiently have interaction an viewers. Worse, it doesn’t know who its viewers is.
It’s not sufficient for firms to simply faucet some Gen Z techies to simply add content material; or rent an influencer with 1,000,000 followers. It’s not concerning the numbers however about hitting the precise viewers. You don’t need to preach to the transformed or to confine your message to an echo chamber.
Just as an orchestra wants a conductor, an organization wants somebody to lead its viewers engagement efforts and navigate the murky and complex audience-sphere that has now develop into a wild, wild west – vicious, noisy and tough.
Gravitas gives this and extra, together with model audit, messaging improvement, SEO (search engine optimization) and video advertising and marketing and distribution methods. Yes, Gravitas will ensure your video received’t comply with the trail of the Love the Philippines marketing campaign.
This is sweet information for Philippine firms. Gravitas ought to have been born years in the past as a result of many firms now, together with the large ones I cowl, will not be partaking their viewers effectively sufficient or are too centered on the Philippines. Nope, it’s now not sufficient to simply pay for a billboard alongside EDSA.
Last yr, once I attended Burning Man in Nevada, I noticed how enterprise and innovation, and artwork and magic combined completely within the desert; everybody was blown away. I considered Philippine firms and the way they, too, needs to be extra progressive and fascinating. Unfortunately, some are so humdrum and afraid to suppose greater and take bolder steps.
It is now a should to have interaction with the viewers. Now think about having your organization’s personal newsroom of types that may edit, fact-check and distribute your message correctly. That is what Gravitas can do for you.
I’m proud {that a} fellow Filipina journalist is blazing the path to assist Philippine firms attain their full potential and tackle the world. Congratulations, Nadia Trinidad!
Hopefully, the following time we scroll our timelines, we received’t be rolling our eyes anymore over one other hilarious company message or a foolish firm slogan.
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Email: [email protected]. Follow her on Twitter @eyesgonzales. Column archives at EyesWideOpen on FB.
https://www.philstar.com/opinion/2023/08/08/2286976/todays-secret-success
