Tech companies should focus on shareholder capitalism in their communications to build loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2020, 6:29 PM UTC

Shareholder capitalism postulates that there is more substance to business than making money.

This piece argues tech companies should embrace shareholder capitalism instead of focusing on financial achievements while reaching out to the customers. Pitches should emphasise the company’s efforts during the pandemic to communicate about their commitment to a higher cause.

Focusing on how the company is helping its employees during the crisis can help the brand craft stories that resonate better with their readers. Companies can also write pitches that highlight their investments in new technologies and the effective ways of using them.

Organisations can also talk about the major strategic shifts that they are making in their businesses. But, PR professionals should ensure the tone of these pitches are more sensitive and visionary.

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