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Lou Hoffman was interviewed in a recent issue of Brain, a popular Taiwanese magazine, on brand building and other opportunities for PR firms in Taiwan.
An English summary of the article follows below.
Speaking about the future and the opportunities for high-tech PR firms in Taiwan, Lou Hoffman, CEO of The Hoffman Agency, indicated that these firms need to change their focus from servicing only local clients to assisting global companies in their worldwide PR efforts.
Hoffman said that The Hoffman Agency uses different strategies when servicing B2B versus B2C clients. For B2B clients, Hoffman thinks it is important to maintain relationships with professional trade media, analysts, industry associations and key bloggers. When the Agency services global B2C companies like Google, its objectives usually focus more on reaching the local community through online media.
Hoffman noted that some companies haven’t realized the power of bloggers.
This means that they risk a potential online rumor damaging their enterprise. Hoffman pointed out that in a crisis situation like that, the No. 1 rule is to not conceal the issue. Hoffman suggested that enterprises need to maintain an online channel such as a regularly updated Web site, online forum or blog to keep communication flowing freely in a crisis.
Besides high-tech, Hoffman indicated that he sees an opportunity for Taiwanese PR companies in the clean tech industry, which is expected to boom in the next two or three years.
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