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Reputation and Crisis

Authenticity Trumps Perception (The Right Thing To Do, 20 September 2012)
For product marketers, the ‘proof of the pudding’ is key. Truth, they assert, will out. Only once can you sell someone a dodgy motor, shoddy clothing or, yes, a bundle of subprime mortgages. Commit to consistent high quality every time everywhere and it will deliver brand loyalty and positive reputation. More...

Crisis: How to Deal with Disaster (Growing Business, 1 April 2012)
It’s almost re-assuring. Crises happen to the big boys, don’t they? From the Exxon Valdez to BP in the Gulf of Mexico. More...

Dark Clouds at Noon – Future Trends in PR (Bill Nichols for CIPR, 18 August 2014)
 Dark Clouds at Noon CP (2014). A submission on future trends in PR for CIPR Chartered PR Practitioner status (awarded July 2014).   More...

Relationships & Loyalty

Why Retention is the New Black in Marketing (The Right Thing To Do, 12 July 2012)
It used to be boring. But five recessionary years have confirmed ‘retention’ as marketing fashion’s ‘new black’. It’s all that stuff everybody vaguely knew but most didn’t practice: loyalty, lifetime value, relationships. And, take note, it’s no fad. Just long overdue. More...

Make Your Clients Love You (Accountancy and Business, 1 May 2010)
If asked, most practitioners have a clear view of how and why they win, and then initially build working relationships with, clients. More...

Client Retention Under Scrutiny (Legal Business, 16 January 2010)
With reviving budgets bringing clients back to the market, it’s time to be proactive about building loyalty. More...

Making the Most of Loyalty (PSMG, 1 January 2010)
Professional service marketeers must sometimes wonder why they drew the short straw. Many find themselves facing a complicated operating environment. More...

Goodwill Hunting (Winning Edge, 16 November 2009)
In a B2B firm characterised by long-term customer relationships, it usually accounts for a significant proportion of inherent value – probably most in a professional services firm. More...

Client Loyalty in Professional Business Services (Dr. Bill Nichols, 23 August 2013)
This is the ‘full monty’… the original 2008 Henley doctorate published online in 2013.  More...

Management Consultancy and General

Launch Of New Centre For Healthcare Communications Research (Business, 16 July 2011)
Bucks New University is to establish a research centre that focuses on the communication challenges and issues within the health sector. More...

Creating Customers Profitably (Growing Business, 17 April 2012)
Finding customers begins at home. You need to know the Who and How. More...

There’s Life (and Segments) After 55! (Media and Marketing Europe, 16 August 2011)
We’re all used to refined, ultra narrow youth fashion segments and to the detailed profiling of consumer brand targets but life doesn’t end at 55 as Dr. Bill Nichols explains. More...

How PR Can Help SMEs (Marketing Donut, 1 September 2011)
When it comes to marketing communications, today’s SME manager has a wealth of tools, from classic print advertising to viral marketing. Whether you are looking for awareness or increased sales, you are spoilt for choice. More...

10 Ways To Get the Most Out Of Your PR Consultancy (Real Business, 16 June 2011)
You’re about to go on a “first date” with a PR agency. Do you really know what you’re letting yourself in for? More...

PR Today and Tomorrow (Bosnia, Proactive9, 23 May 2013) (Dr. Bill Nichols, 24 May 2013)
Lecture given to the annual Balkans PR Conference (Monument Hotel, Kozara, 23-25 May 2013).  The PR industry is in good shape, growing, extending its range.  Where next and what are the risks/opportunities?  001 Which Way PR (Bosnia May 2013 1.0) More...

Vital Signs No.1 – The New PR Dashboard (Dr. Bill Nichols and EML WIldfire , 12 January 2014)
Vital Signs No.1 – The PR Industry (2014).  Prepared by Dr. Bill Nichols in collaboration with leading tech agency EML Wildfire and based on feedback from 80 companies/client across the US, UK and Europe.  Identifies what you need to improve results, reputation and, the new measure, maturity. More...