In a March 20 webinar, Adam Konowe, TMP Government’s VP for Client Strategy, Aerospace and Defense, joined editorial staff from Aviation Week & Space Technology, the largest information and services provider to the global aerospace and defense industry. They addressed a question that’s top of mind for many TMP clients in all industries: In a world increasingly dominated by Facebook, LinkedIn, Twitter and Google, what’s the need for media relationships and live events? EDGE posed those questions directly to Adam, with a few additional queries pertinent to all of our clients.
Q. Adam, social networks are enabling unprecedented efficiencies in reaching audiences. What do traditional public relations add to the mix?
A. Traditional public relations, including publicity and events, remain a crucial element of the marketing communications mix. Despite the proliferation of social media (even into the traditionally conservative aerospace and defense industry), there is still no substitute for the credibility of earned media, nor the trust generated by face-to-face interactions at industry events. Success in the aerospace and defense supply chain is not just about meeting demanding specifications, it’s also about articulating your value proposition and building trust among your customers that your company won’t negatively impact an aggressive development or delivery schedule.
Q. Does the current budget situation bear an impact on this situation?
A. Absolutely. As budgets tighten, especially in defense, companies that enjoyed record orders in recent years to support ongoing operations in southwest Asia will need to move up the value chain, expand internationally or both. At the same time, pressure in the corporate and civil aviation markets, especially from manufacturers in Brazil, Russia and China, will intensify competition, promote cross-border partnerships, demand greater transparency and require enhanced branding.
Q. How can media relationships and events support business development in this environment?
A. In aerospace and defense, marketing communications and business development are inextricably linked. Media relations and events (along with advertising) can help companies define who they are, what makes them unique and how they add value to the market. The simple reality is that if a business-to-business or business-to-government company doesn’t define itself, others will do that job for them.
Q. You’ve said that the connection between business development and marketing communications is intrinsic. Yet companies right now naturally feel a big temptation to cut costs in that area. How can communications professionals prove their value to top management?
A. Cutting one’s way to growth has certainly become popular in recent years, but I remain skeptical of the long-term value. Aerospace and defense is an inherently cyclical industry often characterized by sales cycles measured in years, which stands in stark contrast to the consumer world. Companies that fail to make the necessary investments in all areas, from research and development to marketing communications, could miss out on a civil or military program that will be in service for decades. Seen in that light, relatively modest investments in media relations, events and targeted advertising can be extremely cost-effective, especially if bookended by a solid strategy at the beginning and solid metrics after the tactics are implemented.
Q. All that being said, do you have some tips about integrating media relations and events with social networking?
A. Social media is more than an equalizer, it’s a force multiplier. Facebook, LinkedIn, Twitter and other tactics can be used to ensure maximum return on marketing communications dollars. We’re entering a hybrid media landscape, one where the rapid growth of social media complements and enhances the efficacy of traditional media.
Q. Finally, as fewer resources become available, how can aerospace and defense companies, or any company for that matter, best leverage “total communications” to achieve growth?
A. It all begins with a sound corporate strategy, great customer relations and a keen understanding of relevant market trends. These building blocks are vital when we plan and execute marketing communications. Companies should resist the temptation to jump to tactics and instead be willing to invest time upfront to ensure alignment between the C-suite, business development, other relevant constituents and TMP. The more we know about a company and its macro environment, the better placed we are to deliver value-added counsel.
TMP Government can help you reach your prospects and customers with the right blend of social media and relationship-building communications. For more information on our upcoming Aviation Week seminars as well as our B2G and employer communications capabilities, please contact Mark Havard at Mark.Havard@TMPgovernment.com or give him a call at 703-269-0144.
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