Marketing

Business continuity is a concept that must still be “marketed” and “sold” in many organisations in order to fully engage staff at all levels and embed business continuity thinking in day to day practices. The lack of awareness in some enterprises and the excessive self-confidence in others are proof that business continuity, just like detergent, cars and fruit juice, can benefit from some targeted advertising. However, for those BC managers who have never set foot on Madison Avenue or whatever its equivalent is in your country, the notion of communicating to a “market” may seem daunting. How does it work? Where should you start? And how long will it take to make a favourable impression? Read more