Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
The media landscape is continuing to evolve and change, along with the tools available to communicators to disseminate information and engage with key audiences. It is important for us as communicators to stay up on the latest changes and ensure we are leveraging emerging tools to make certain our strategies are executed in an efficient and effective manner.
While staying current in this rapidly changing world is a challenge for those immersed in the field, it is even more challenging for in-house professionals whose industries may be slower to integrate and adapt to these changes. We frequently speak with marketing executives looking for guidance or education for themselves or their team members.
For those of you looking to gain insight into the changing communication landscape, I recommend considering the New Media in Communication Series through the University of Washington’s Department of Communication
The series includes an upcoming Social Media Saturday for Communicators on February 12, 2011, where I will be moderating a panel of representatives from for-profit and not-for-profit organizations to discuss how they integrate social media into their communication strategies. There are two additional sessions scheduled in the series – Photography in the Digital Age and a Video Bootcamp: How to Shoot, Edit and Upload Video to the Web.
For more in-depth study, the University of Washington has a unique and compelling graduate program – the Master of Communication in Digital Media (MCDM) program.
This past fall Hanson Hosein, director of the MCDM program, invited me to be a guest speaker in his Strategic Research and Business Practices class. The class is a required core course of the MCDM program taught by Hanson and Dr. Malcolm Parks.
I found the participants highly engaged and building strong expertise in the world of communication. For this particular course, the students were getting hands-on experience by helping real-world organizations such as the EPA, Pacific Science Center and the Woodland Park Zoo solve a specific challenge, as outlined in a blog post by an MCDM student.
Given the students were managing projects for real-world clients, I focused my discussion on best practices for client relations. Specifically, I shared my perspective and tips on engaging key stakeholders and building consensus, developing a strategic plan, understanding the impact of social media and the importance of educating clients about social media, and finally, measuring success.
I was thrilled with the engagement of the class and the thoughtful questions they posed throughout the evening. It was clear these individuals were up-to-speed on the latest tools and trends in the media landscape. As many of the students work fulltime, they are able to apply the information they gather during class to their day-time jobs. What a great win for their employers, who are probably garnering significant benefits as these employees become experts in a rapidly evolving and extremely relevant space.
There are a number of other ways to ensure your team is educated on the current changes and latest trends with communication and media. In addition to your local college or university, consider seminars and classes available through local chapters of the American Marketing Association or PRSA (Public Relations Society of America).
Do you have other tips for staying on top of the changing media and communication landscape? Share your suggestions by commenting on this post.
Many companies are now using Twitter to boost their brand awareness, connect with consumers and media, and to publicize announcements. By incorporating “hashtags” at the end of their tweets, companies can denote content that is relevant to a certain interest group. This makes it easy for interested users to find more information or join the conversation by searching for tweets with that particular hashtag. For example, someone wanting to follow all the news and discussions surrounding next month’s Mobile World Congress will search for “#MWC11,” which is the hashtag companies will use for the show.
While adding a hashtag to tweets seems like a no-brainer task, often our clients are unaware of why a good hashtag is important or how to choose the right one.
Last week, GigaOm posted an interesting article that addresses what makes a good hashtag for your company’s event or announcement. The article notes that a good hashtag is something people understand and can relate to. Further in the article, the author points toward a blog post on Twitter’s own media section, which offers the following tips:
- A good hashtag begs a question. According to Twitter, some of the best hashtags start or form parts of a sentence. Think of this strategy like using a cliffhanger in a story, people will feel compelled to respond. Examples are #MyResolutionIs or #HaveUEver.
- Use a hashtag that appeals to a specific group. If your hashtag is too broad, it won’t inspire people to respond. It’s a good idea to relate your tag to something you know people are passionate about. Twitter offers the examples of #WhenIWasYoung or #ScorpiosAre, for tags that are simple, yet provocative.
- Utilize other social media channels. Cross-promoting your hashtag helps drive further awareness and participation. Don’t be afraid to direct your Facebook followers to your Twitter page by offering a discussion through your particular hashtag. For example, “For more discussion on the best mobile phone platform, join us on Twitter and use #BestPhoneEver…”
Companies considering a hashtag should do their research. Before you publicize your hashtag, take a few minutes to check a) if the hashtag has been used before; b) when it was last used; and c) what was it last used to promote. It is OK if your hashtag was used in the past, but it’s a good idea to make sure it wasn’t previously used to promote something that is offensive, against the company’s mission, or is currently in use by another company.
Overall, hashtags are an easy way to generate buzz and excitement around your brand. As more people retweet the hashtag, its popularity ranking rises, which could result in your hashtag getting featured on Twitter’s hourly, daily and weekly lists of most popular topics. Stick to the tips mentioned above, and you’re sure to find success promoting your announcement on Twitter.
Side note: If you are interested in learning more about the history of hashtags, check out this GigaOm article.
I often wonder if the founding fathers of photography ever envisioned that imagery would be adopted on such a massive scale as it is in media today. Images are no longer reserved for use by marketers in product packaging and advertising campaigns or for use by the top-tier media outlets. Today, both still images and video surround us across all forms of media – print, online, even on our mobile devices. And not only do images and videos have the power to engage and entertain us, but they also educate and influence us as consumers.
For each of our client’s announcements or events, we strive to provide the media with images that capture the essence of the news. For example, with the recent launch of Bookbyte’s Guaranteed Buyback, we were able to provide journalists with a comparison grid illustrating the cost savings achieved through their program as well as a video explaining how the program works. The video and comparative graph complemented the press announcement and added value for our media partners who are often looking for dynamic content to distinguish their outlet from others and attract readers.
If images are not readily available, suggest a few compelling ideas that the media outlet can capture if they bring their own staff photographer. When securing a company profile story on Earth Class Mail to The Oregonian, we encouraged the reporter to bring a staff photographer to capture images of how the company sorts, scans and stores mail so letters can be viewed online by clients (see images below).
Broadcast typically require more visuals than online or print media outlets. In the instances when we are pitching a story to the TV news team, we identify the components of the story can be illustrated as ‘images’ to create a compelling broadcast segment.
In September 2010, Bookbyte launched a digital learning pilot with Oregon’s Salem-Keizer school district to provide an enhanced learning experience in the K-12 classroom. To bring this story to life, we approached a reporter with Portland’s NBC affiliate, KGW-TV and not only offered her interviews with Bookbyte’s Andres Montgomery and the school’s faculty members, but also the opportunity to film students in the classroom using the Apple iPads as part of the pilot program. This visual element was a critical piece to secure the story for Bookbyte and for KGW-TV to create a compelling and informative segment for their viewers.
When preparing to announce your next product or initiative, think about the visuals you can provide to convey your message and illustrate your brand. When doing so, it is important to remember the 4 Cs:
- Characteristics (mood, tone);
- Content (objects, topic);
- Connotations (associations, meanings); and
- Context (story, happening).
Then ask yourself what emotional response do you want people to have when they see your imagery. If your imagery is simple and direct, while engaging at the same time, it will effectively communicate your message and create an impression of your brand in a matter of seconds.
As my colleague Holly Zuluaga pointed out in her recent blog post, “Mastering the Nine Second Sound Bite,” it has become increasingly difficult to capture people’s attention in today’s rapidly moving society. If we now only have a matter of seconds to convey our message whether it is through print, online or on air, it is no wonder why imagery is used as frequently as it is today. It is a powerful form of communication that transcends any language and culture and as the old adage goes, “a picture is worth a thousand words.”
The other day I was listening to KUOW and heard a story about how social media is impacting donations to charities. Given our work with a variety of nonprofits and my past writing on the topic, I quickly reached over to turn up the volume on my radio. (My past blog posts include “Tools for Fundraising” published on Sept. 15, 2010 and “Social Media and Fundraising” published on June 4, 2010.)
According to the story, social media is having a big impact on how people are giving to charities. Marketplace Money Reporters Tess Bigeland and Jennifer Collins explained that, “last year social media accounted for more than $2 billion in donations,” and it is now changing the way nonprofits operate. This was not a surprise to me as several of our nonprofit clients have successfully and cost effectively secured donations by leveraging social media platforms such as Facebook and Twitter. However, I did enjoy learning more about the specific campaigns that nonprofit organizations like The Salvation Army and ShelterBox USA are using to raise money.
The Salvation Army, for instance, has recruited virtual bell ringers. In addition to their holiday tradition of volunteers standing in front of department stores asking people to donate change, they now have a group of people asking for donations via Facebook and Twitter. This seemed really clever to me as people are increasingly spending more time online and it allows them to reach a new demographic.
I am not going to rehash the details of the entire story here. However, if you’re interested in this topic, I would encourage you to listen to the story, which appears to have originally aired on Dec. 31, 2010. This story just might give you some ideas for your next fundraising campaign.
Many companies choose industry tradeshows as the platform from which to launch new products and services, and to make significant announcements. Tradeshows are a good forum because they typically bring together key influencers, media, analysts and customers all under one roof. But what happens when a company wants to debut a new product at a tradeshow and they aren’t the biggest or most highly regarded in the market. How do they break through the noise?
First, take a few minutes to seriously consider the timing of your announcement. If there will be large companies or market leaders present at the event – ones that may be swirling in rampant media rumor and speculation – maybe an opening-day announcement isn’t the best course of action. To avoid the abundance of announcements that normally occur on opening day of a tradeshow, some companies will opt for a pre-show or day-two announcement instead.
Planning, as we’ve discussed in previous posts, is a key part of this equation. A good plan will go a long way in helping companies break through the media clutter and buzz. To begin, carefully examine your objectives for the show. Do you want to drive awareness of your product? Reconnect with media? Engage with customers? By clearly defining your objectives, you can better shape and design the appropriate execution strategy at the show.
Next, make sure that your key messages are clearly defined and that those messages are consistent across all collateral for the show, including press releases, FAQ documents, presentations, media takeaways and any verbal discussions or presentations in which your team participates.
Determine your strategy. Maybe it’s a traditional block-and-tackle PR approach with a press release and media briefings. Perhaps you can host a sneak-peek event or analyst dinner, provide product demos or conduct an onsite reviewer’s workshop. The track you follow should convey your information in a compelling way that provides a win-win situation for both your company and your key influencers. You and your company should also look for creative ways to partner with conference organizers. Consider investigating opportunities to work together to build a custom mobile application, if that’s your company’s forte, that is designed specifically for the conference. This partnership approach can help raise the company’s profile, drive buzz and generate goodwill with event sponsors.
Finally, implement a social media component to your plan. Many media members are savvy when it comes to Twitter, Facebook, YouTube and other sites, so don’t forsake these mediums in your strategy. Social media is also a great place to alert and connect with customers who may be causally paying attention to news coming from the show. Make sure to tweet and post any announcements you make, monitor related conversations and respond to people – general consumers and media – if they ask any questions. Even consider making a video of your announcement featuring your spokesperson providing an overview or demo, and post the links on your respective social media sites.
If you’re planning an announcement at any of the big upcoming shows such as Mobile World Congress or CTIA Wireless, we wish you the best of luck! Tradeshow preparation is a lot of hard work, but the payoff is almost always worth the effort.
Time is precious. We are a society driven by deadlines and fast paced schedules, so it’s no wonder capturing people’s attention is a difficult task.
Communiqué PR recently tweeted about a NPR story titled, “The Incredible Shrinking Sound Bite.” The article explores the history behind the length of sound bites in the media. Today the average sound bite is just nine seconds! But according to NPR that wasn’t always the case. Back in 1968 the average sound bite was 43 seconds. Since then the time allotted for individuals to speak has shrunk considerably. Spokespeople, like politicians, have learned to adapt.
NPR’s story offers tips from political speakers that I believe are helpful for anyone providing an interview. Consider the following:
- Strong Words: Nine seconds may seem like an unreasonable amount of time to get your point across, but consider what purpose your sound bite serves. The average length of a TV news story is a minute and thirty seconds. With only a minute and thirty seconds to tell a compelling story, word choice is key. A sound bite is used to add feeling, emotion, opinion or perspective to the story. Pick out the strongest words or phrase possible to convey your key message. You want to make sure that it will resonate, but also be short, sweet and to the point. For example, during President Obama’s recent speech in Tucson for the shooting victims’ memorial, he said, “It’s important for us to pause for a moment and make sure that we are talking with each other in a way that heals, not a way that wounds.” This sound bite is approximately nine seconds and is quite powerful. The message is clear; the words are descriptive and invoke reflection. Analogies can also be powerful and useful in communicating information in a concise manner. Consider the following sound bite included in an NPR story about online job search sites,”We are kind of like eHarmony, but for jobs.” Rob McGovern founder Jobfox.
- Infuse Energy: Listeners respond well to passion and energy in one’s voice. Delivery is just as important as the words spoken. A speaker with a monotone voice risks losing an audience and will likely get cut from the final story. A spokesperson can ensure their delivery is compelling through preparation. Be confident in your message, speak clearly, breath, avoid “ums” and “ahs” and vary the tone and pitch in your voice. Thinking before speaking helps to create passion in your voice.
- Know Your Message: Knowing the message you want to deliver ahead of time is important. This will provide you with a foundation to refer back to. For a company spokesperson, this means knowing how to translate that message into short succinct sound bites.
The bottom line is it will never seem like you have enough time to say everything you would like to say. However, by following these tips you are more likely to be heard.