PR and communication an expense? That’s not how Christian Castelain, managing director of our customer EASI, sees it. In recent years EASI’s marketing budget has continued to increase.

Within the marketing mix, says EASI, PR is an excellent way of enhancing customer loyalty. It confirms that you are still there and that you do good work. So communication is not so much used for reaching new customers or markets, but to confirm to existing customers that EASI is a reliable and successful company. Which is not insignificant, because you shouldn’t assume that everyone is still convinced of this.

Also for internal use

This also applies to your own employees. You would rather not see them walk away, so you also have to promote company loyalty. PR activities help EASI to gain press attention and that helps to keep the staff motivated. It makes them feel involved in the success of the company. In the words of Christian Castelain:  “Investing in well-trained people is only useful if they stay on board for long enough. Satisfied employees also perform better and work better with their colleagues.”

Read the file below and see which actions EASI is using in its marketing plan (or download the pdf version):
Customer testimonial EASI