By Tracy Jones
What's the difference between a PR practitioner and a PR professional? It's all in the numbers.
A practitioner delivers tactics and counts their success in terms of outputs. How many media releases did I issue? How many words did I write?
A professional delivers strategy and measures their success in terms of outcomes. What difference did this make? What behaviours have been changed?
Understanding our objectives and measuring our achievements is key to delivering value as PR professionals. So why do so many of us not do it?
Money, tools, time and desire are all cited as reasons. We can't afford it. We don't need to know. It's too late. We don't have the tools.
None of these excuses are valid. We do have the tools, they don't cost a fortune and you can start using them today.
Being a professional rather than just a practitioner should be the goal of all of us in public relations. So start measuring your performance and prove your worth.
As published in the Public Relations Institute of Australia (PRIA) National Newsletter September 2009.
Tracy is national president of the PRIA.
Friday, July 03, 2009
Wednesday, June 03, 2009
Ethical behaviour based on truth, trust and honesty
As members of a profession, we sign up to a Code of Ethics that helps shape our behaviour.
The Public Relations Institute of Australia (PRIA) Code of Ethics was first developed at the birth of the PRIA 60 years ago and, despite updating over the years, remains largely unchanged. We have modernised, clarified, added, subtracted and added again, but the essentials have remained intact.
This reason for this is simple - ethical behaviour is based on a basic set of beliefs centred on truth, trust and honesty.
Each profession, association or occupation may add its own set of values around specifics. For example, we have clauses that relate to remuneration and journalists have clauses relating to revealing sources. At the heart, though, are the basics - truth, trust and honesty.
I use these three values as the key to my own ethical behaviour, then overlay them with the PRIA’s Code of Ethics along with the guidance provided by the Practice Notes put together by the College of Fellows.
The Public Relations Institute of Australia (PRIA) Code of Ethics was first developed at the birth of the PRIA 60 years ago and, despite updating over the years, remains largely unchanged. We have modernised, clarified, added, subtracted and added again, but the essentials have remained intact.
This reason for this is simple - ethical behaviour is based on a basic set of beliefs centred on truth, trust and honesty.
Each profession, association or occupation may add its own set of values around specifics. For example, we have clauses that relate to remuneration and journalists have clauses relating to revealing sources. At the heart, though, are the basics - truth, trust and honesty.
I use these three values as the key to my own ethical behaviour, then overlay them with the PRIA’s Code of Ethics along with the guidance provided by the Practice Notes put together by the College of Fellows.
In the end, find a simple test to judge yourself by. Here is mine:
- Is it true?
- Is it fair?
- Is it honest?
- Is it misleading?
- Will it do unnecessary harm?
- Is it aligned to my own moral values?
- Would I be happy for my mother to know I did it?
- Would my children be proud of me for doing it?
Ethical behaviour is not a mantra to be framed and forgotten but a set of values that can help guide your practice and development.
As published in the PRIA National Newsletter September 2009.
Tracy is national president of the PRIA.
Monday, May 25, 2009
Is your story REALLY a story?
Posted by Lisa Banks
Have you ever wondered why your story never gets run in the media?
While your media release may seem fascinating to you, ask yourself this question: “Would I run this as a story if I was a journalist?”.
Every year we take a survey of what makes news in The Northern Territory News for two consecutive months. The results of this survey are never surprising. News values have remained the same for as long as we can remember.
The top three news angles of our survey can be used as a practical guide for your business.
1.Impact: If your story is about a big event or is something that impacts a lot of people, then you should focus on this in your media release. A quarter of stories had an impact angle so it is more than likely that your media release will be picked up if your story impacts on people.
2. Human interest: If your story appeals to people on an emotional level, your media release needs to follow a human interest angle. 15 per cent of stories in The Northern Territory News followed this. If your media release is something that you honestly were so excited about that you couldn’t wait to tell your friends about at after work drinks, you’ve hit the human interest jackpot.
3. Great photos: 12% of the articles we looked at had great photos. Photographs add an extra dimension to a news story. Remember, a picture paints 1000 words. Be specific about what photo opportunities exist and make sure the journalist is aware of them.
Other news angles that have always been popular in media coverage include:
Local news: Most regional and local newspapers have a policy that local content comes first.
Timeliness: Is it happening today, tomorrow or yesterday? If it happened last week it’s no longer news and if it’s happening next month it’s probably too early for a story.
Conflict: Is there a major disagreement or conflict? Even better, is it between two people or parties who are supposed to agree with each other?
Fame: Famous people only have to go on a diet to be news.
Topical: There are some issues that people just want to keep talking about. When something is topical, just about anyone can make the news if they offer an opinion.
Novelty: Scary ghosts, singing dogs, walking fish, swimming babies and male beauty queens will always be news.
First and Last: The biggest, smallest, best, worst, newest, oldest, tallest, shortest, longest, most, least, fastest and the slowest.
Our survey provides a great starting point for the business community and a lot can be learnt about writing for the media through looking at what gets run in the newspaper. When you write your next media release, take the time to ask yourself “Would I find this an interesting story? Or is my ‘news’ not news at all?”.
Have you ever wondered why your story never gets run in the media?
While your media release may seem fascinating to you, ask yourself this question: “Would I run this as a story if I was a journalist?”.
Every year we take a survey of what makes news in The Northern Territory News for two consecutive months. The results of this survey are never surprising. News values have remained the same for as long as we can remember.
The top three news angles of our survey can be used as a practical guide for your business.
1.Impact: If your story is about a big event or is something that impacts a lot of people, then you should focus on this in your media release. A quarter of stories had an impact angle so it is more than likely that your media release will be picked up if your story impacts on people.
2. Human interest: If your story appeals to people on an emotional level, your media release needs to follow a human interest angle. 15 per cent of stories in The Northern Territory News followed this. If your media release is something that you honestly were so excited about that you couldn’t wait to tell your friends about at after work drinks, you’ve hit the human interest jackpot.
3. Great photos: 12% of the articles we looked at had great photos. Photographs add an extra dimension to a news story. Remember, a picture paints 1000 words. Be specific about what photo opportunities exist and make sure the journalist is aware of them.
Other news angles that have always been popular in media coverage include:
Local news: Most regional and local newspapers have a policy that local content comes first.
Timeliness: Is it happening today, tomorrow or yesterday? If it happened last week it’s no longer news and if it’s happening next month it’s probably too early for a story.
Conflict: Is there a major disagreement or conflict? Even better, is it between two people or parties who are supposed to agree with each other?
Fame: Famous people only have to go on a diet to be news.
Topical: There are some issues that people just want to keep talking about. When something is topical, just about anyone can make the news if they offer an opinion.
Novelty: Scary ghosts, singing dogs, walking fish, swimming babies and male beauty queens will always be news.
First and Last: The biggest, smallest, best, worst, newest, oldest, tallest, shortest, longest, most, least, fastest and the slowest.
Our survey provides a great starting point for the business community and a lot can be learnt about writing for the media through looking at what gets run in the newspaper. When you write your next media release, take the time to ask yourself “Would I find this an interesting story? Or is my ‘news’ not news at all?”.
Thursday, April 30, 2009
Sponsorship: Edge out the competition
Part 2 – Perfecting your proposal
Posted by Janelle Rees
Last month we developed your answer to ‘what’s in it for my business?’ – so how can you turn that answer into an impressive sponsorship proposal?
Here are a few tips to get you started:
1) Planning: Decide how much sponsorship you need to raise, both cash and in-kind. Then you can break the total into sponsorship packages of different amounts – meaning more businesses will be able to get involved. From there, decide who in your team is going to do what, and by when – and get started. Break the job into manageable tasks first and all of a sudden it won’t seem so hard.
2) Overall presentation: Make your proposal look professional but not gaudy. Businesses are trusting you with their brand – show them you care about yours. Triple check for spelling mistakes and formatting errors. Get someone else to look over it for typos. Remember not to go overboard with the glitz and glamour – you are asking for money, and an over-the-top proposal can signal that you’ve wasted resources where it wasn’t required.
Not so good on the computer? Find the best person on your committee for formatting the final document. Or see if you can approach a friend for a favour, or pay your high-school aged child a token amount to help you out.
3) Content: Clearly and systematically outline:
a. What the opportunity is for their business
b. What you want from them
c. Why you want it
d. What they’ll get in return
e. Who they should contact
Keep the content simple and neatly laid out. For business people time is a luxury – the quicker they can glean the information they need from your presentation the better.
4) Research: Before you head out and start door-knocking at local businesses, do your research. Decide who you want to target. Think about which businesses are likely to have clients who match your target audience – where are some synergies? Then find out who’s the best person in the business to contact. The quickest way to get turned down is to cold-call the receptionist – their job is to get between you and the people who make the decisions. Make sure you know who the decision makers are, and work hard to get through to them directly.
Before you turn up for the meeting, establish which one of your packages you think the business can afford, and consider only offering them one or two sponsorship options. If they are spoiled with choices they’ll generally choose the cheaper option.
Most importantly, keep in mind you only have one chance for a first impression. By doing your research, putting together packages that truly offer value for local business and presenting them with a clear and professional presentation you’ll ensure your first impression develops into a beneficial and long-lasting business relationship.
* * *
Oh, and as marketing guru Seth Goodin says on his blog, don’t forget about your existing sponsors. Each year is an opportunity to consolidate your existing sponsor relationships. Make sure they get first choice at new opportunities. Keep in regular contact with them throughout your planning. Ask for their feedback when developing new packages. Nothing will turn them from sponsors to ex-sponsors quicker than seeing the new kid on the block getting a better deal than they are.
Posted by Janelle Rees
Last month we developed your answer to ‘what’s in it for my business?’ – so how can you turn that answer into an impressive sponsorship proposal?
Here are a few tips to get you started:
1) Planning: Decide how much sponsorship you need to raise, both cash and in-kind. Then you can break the total into sponsorship packages of different amounts – meaning more businesses will be able to get involved. From there, decide who in your team is going to do what, and by when – and get started. Break the job into manageable tasks first and all of a sudden it won’t seem so hard.
2) Overall presentation: Make your proposal look professional but not gaudy. Businesses are trusting you with their brand – show them you care about yours. Triple check for spelling mistakes and formatting errors. Get someone else to look over it for typos. Remember not to go overboard with the glitz and glamour – you are asking for money, and an over-the-top proposal can signal that you’ve wasted resources where it wasn’t required.
Not so good on the computer? Find the best person on your committee for formatting the final document. Or see if you can approach a friend for a favour, or pay your high-school aged child a token amount to help you out.
3) Content: Clearly and systematically outline:
a. What the opportunity is for their business
b. What you want from them
c. Why you want it
d. What they’ll get in return
e. Who they should contact
Keep the content simple and neatly laid out. For business people time is a luxury – the quicker they can glean the information they need from your presentation the better.
4) Research: Before you head out and start door-knocking at local businesses, do your research. Decide who you want to target. Think about which businesses are likely to have clients who match your target audience – where are some synergies? Then find out who’s the best person in the business to contact. The quickest way to get turned down is to cold-call the receptionist – their job is to get between you and the people who make the decisions. Make sure you know who the decision makers are, and work hard to get through to them directly.
Before you turn up for the meeting, establish which one of your packages you think the business can afford, and consider only offering them one or two sponsorship options. If they are spoiled with choices they’ll generally choose the cheaper option.
Most importantly, keep in mind you only have one chance for a first impression. By doing your research, putting together packages that truly offer value for local business and presenting them with a clear and professional presentation you’ll ensure your first impression develops into a beneficial and long-lasting business relationship.
* * *
Oh, and as marketing guru Seth Goodin says on his blog, don’t forget about your existing sponsors. Each year is an opportunity to consolidate your existing sponsor relationships. Make sure they get first choice at new opportunities. Keep in regular contact with them throughout your planning. Ask for their feedback when developing new packages. Nothing will turn them from sponsors to ex-sponsors quicker than seeing the new kid on the block getting a better deal than they are.
Wednesday, March 25, 2009
Sponsorship: Edge out the competition
Part 1 – What’s in it for me?
Posted by Janelle Rees
Present any business with a sponsorship proposal and their first thought will be ‘what’s in it for my business?’ By having your answer ready you can get an edge over your competition to attract those valuable sponsorship dollars.
So what benefits are businesses looking for? Simple - exposure, experiences and reach.
Exposure: This includes things like signage at your event, advertising in your program, logos on uniforms, acknowledgement in speeches, exposure on your website, chances to advertise on your big screen or through your broadcast system, naming rights and anything else that allows your sponsors to display their brand at your event. Just remember to give the big opportunities to the big sponsors and price your packages accordingly.
Experiences: Provide your sponsors with experiences that money can’t buy. This can include access to networking opportunities, tickets to VIP events, one-on-ones with celebrity guests and corporate entertainment packages. Is parking limited at your event? Create a VIP car park. Is your event premier viewing or screening? Open 30 minutes earlier for sponsors. Identify the unique features of your event and package them for the exclusive benefit of your sponsors.
Reach: This one is easy. When you’re presenting your sponsorship packages to business, make sure you tell them who they’ll be reaching. How many people? Is there a gender or age bias? Are they locals or visitors? Will their business get exposure before and after the event, adding to their potential reach? By matching their target audience with your target audience you’ll show them you’re serious about reaching their customers.
Whether times are tough or not in many cases shouldn’t matter – if you can present clear benefits in return for their business investment, your proposal will win attention from the people making the budget decisions.
Next month: Perfecting your proposal
Posted by Janelle Rees
Present any business with a sponsorship proposal and their first thought will be ‘what’s in it for my business?’ By having your answer ready you can get an edge over your competition to attract those valuable sponsorship dollars.
So what benefits are businesses looking for? Simple - exposure, experiences and reach.
Exposure: This includes things like signage at your event, advertising in your program, logos on uniforms, acknowledgement in speeches, exposure on your website, chances to advertise on your big screen or through your broadcast system, naming rights and anything else that allows your sponsors to display their brand at your event. Just remember to give the big opportunities to the big sponsors and price your packages accordingly.
Experiences: Provide your sponsors with experiences that money can’t buy. This can include access to networking opportunities, tickets to VIP events, one-on-ones with celebrity guests and corporate entertainment packages. Is parking limited at your event? Create a VIP car park. Is your event premier viewing or screening? Open 30 minutes earlier for sponsors. Identify the unique features of your event and package them for the exclusive benefit of your sponsors.
Reach: This one is easy. When you’re presenting your sponsorship packages to business, make sure you tell them who they’ll be reaching. How many people? Is there a gender or age bias? Are they locals or visitors? Will their business get exposure before and after the event, adding to their potential reach? By matching their target audience with your target audience you’ll show them you’re serious about reaching their customers.
Whether times are tough or not in many cases shouldn’t matter – if you can present clear benefits in return for their business investment, your proposal will win attention from the people making the budget decisions.
Next month: Perfecting your proposal
Friday, January 16, 2009
10 New Year's Resolutions not to break
1. I will update my corporate profile. A good company profile is essential to selling your services to new clients and to attach to tenders. Make a point to update yours this year to save you time later.
2. I will finally do that media training. Don't wait for a crisis before you learn the basics of dealing with the media.
3. I will do my forward plan for the year before the end of March. Actually, I'd be happy if you managed to get it done before September.
4. I will update my website and remove profiles of the staff who left three years ago. Most of us are guilty of letting our websites get out of date. One of the ways to avoid this is to remove information that dates easily.
5. I will learn how to use Facebook, Bebo, Tagged, YouTube or LinkedIn. If not, make sure your children show you one of them.
6. I will schedule at least five networking functions with my peers and colleagues. It's easy to lose touch with peers and colleagues in the heat of doing business. Put them in your diary like every other important task.
7. I will subscribe to at least three newsletters, blogs, forums or publications that will help me learn more about my industry. Don't lose touch with the latest trends and news in your own industry.
8. I will check the news every day. Know what's going on in the world around you. If you can't catch the TV news, read a paper, listen to the radio or get your news online.
9. I will keep an eye on my competitors. After all, they might be doing something good that you can do better!
10. I will try at least one new marketing idea that I haven't been game to try before. Go out on a limb. Take a chance. Get creative. You might be surprised at your success.
2. I will finally do that media training. Don't wait for a crisis before you learn the basics of dealing with the media.
3. I will do my forward plan for the year before the end of March. Actually, I'd be happy if you managed to get it done before September.
4. I will update my website and remove profiles of the staff who left three years ago. Most of us are guilty of letting our websites get out of date. One of the ways to avoid this is to remove information that dates easily.
5. I will learn how to use Facebook, Bebo, Tagged, YouTube or LinkedIn. If not, make sure your children show you one of them.
6. I will schedule at least five networking functions with my peers and colleagues. It's easy to lose touch with peers and colleagues in the heat of doing business. Put them in your diary like every other important task.
7. I will subscribe to at least three newsletters, blogs, forums or publications that will help me learn more about my industry. Don't lose touch with the latest trends and news in your own industry.
8. I will check the news every day. Know what's going on in the world around you. If you can't catch the TV news, read a paper, listen to the radio or get your news online.
9. I will keep an eye on my competitors. After all, they might be doing something good that you can do better!
10. I will try at least one new marketing idea that I haven't been game to try before. Go out on a limb. Take a chance. Get creative. You might be surprised at your success.
Tuesday, January 13, 2009
Making the most of the classified ad
The classified ad is the staple of newspaper advertising departments.
From a consumer point of view, the humble classie does the sorting for us, allowing us to find exactly what we are looking for in a predictable place.
I love classies for a lot of reasons. But I do want to urge advertisers to use them for what they are good at.
First the pros…..
From a consumer point of view, the humble classie does the sorting for us, allowing us to find exactly what we are looking for in a predictable place.
I love classies for a lot of reasons. But I do want to urge advertisers to use them for what they are good at.
First the pros…..
- Classies reach a very targeted audience: We’re constantly telling our clients to target their messages and classies do exactly that. When I am selling a car, my ad is going right in the place where people who want to buy a car are looking.
- Classies are accessible to everyone: You don’t have to be a big advertiser to place a classie. A small classie can cost as little as $20 or $30.
- Classies are sorted by subject: You don’t need to wade through every page of the paper to find what you are looking for. You simply flip to the Whitegoods section and there are all the secondhand fridges in one convenient place.
- Classies can be very clever: I’ve seen some brilliant marketing campaigns built around the classie. By using a series of small, cheap classies, you can leverage frequency to build a whole campaign at a very reasonable price.
Now the cons ….
-Classies cost more per centimetre: The classified advertising rate can be $2 or $3 higher than the standard display advertising rate.
- Classie centimetres are smaller than a display centimetre: A standard tabloid news page is seven columns wide while a classified page is eight columns wide. The page isn’t bigger – the ads are just skinnier.
- Classies don’t attract volume discounts: Big (and even medium-size) advertisers get discounts off casual rates on their display advertising. These discounts generally do not apply to classies (but ask anyway, as you never know what deal you can do).
- Classies don’t always have the same flexibility as display: You need to stick to fairly standard sizes with a classie. For example, you can’t have a three-column classie in most sections – only two or four (or more). Still, ask for special shapes because your rep may be willing to go out on a limb.
- Classies don’t account for passerby traffic: Just because you’re not looking to buy a new TV doesn’t mean I can’t tempt you with an ad cleverly placed in the sports section. Not everyone who will be tempted to buy a product will be looking for it in the classies.
All in all, use classies for what they are good for and use display advertising when it shines.
And don’t be afraid to talk to your marketing consultant, media buyer or newspaper rep about doing special deals and making special sizes.
Newspapers have come a long way over the past few years and you’ll be surprised at the range of advertising options available.
News Limited has developed a website specifically looking at the creative use of advertising space that is packed full of case studies, celever ideas and challenges to the traditional use of print media. You can visit the site at http://www.newsspace.com.au/
If you are in the Territory, get in touch with the NT News or Centralian Advocate and ask to see the publication Think Outside the Rectangle for a fastastic range of ideas.
Monday, December 22, 2008
New ways to reach your NT audience
Posted by Janelle Rees
I’ll let you in on a little secret – up to one third of the NT’s potential free-to-air audience isn’t being reached by the traditional channels.
The introduction of Channel 10 in May 2008 and the upcoming introduction of regional advertising footprints by SBS will permanently change the face of Territory television advertising.
So what does that mean for your business?
To borrow a few clichés, by jiggling your advertising budget around even just slightly, you can borrow from Peter to pay Paul and reap some of the following benefits:
- Get ahead of the crowd. No everyone is doing it. This is your opportunity to get out in front and expand your reach beyond your competitors.
- ‘Brands look bigger in a small space’, says the SBS marketing tagline. SBS has the shortest ad breaks on commercial TV, giving viewers less time to get bored of ads and tune out. Channel Ten is growing its client base, but those ad breaks with vision of the Territory and annoying music everyone talks about are a sign they’ve got plenty of ad space available for you.
- Talk to someone new. Channel 10 primarily targets a younger audience than their competitors. SBS reaches more tertiary educated professionals and managers than all the other channels. Start a conversation with a more targeted audience – they’ve probably been waiting for you to get in touch.
- Spend less to get more coverage. At the moment, the cost entry points for SBS and Channel 10 are lower than their competitors and it is potentially easier to get sought-after placements during primetime.
While Channel 10 is only available in Darwin, SBS will be offering two advertising footprints: Darwin; and SA+NT, covering the remainder of the Northern Territory. Almost half of Territorians live outside Darwin and Palmerston, so the SA+NT footprint might be handy for reaching your consumers in some of those out-of-the-way places.
And now something for those who are impressed by statistics – or who need help selling it to senior management. Across regional Australia*, SBS’s regional audience share is around 5 to 6 per cent, depending on which survey period you are reviewing. Channel 10 enjoys an audience share of 15 per cent. That’s a total of 20-ish per cent out of a total 64 per cent of people watching commercial, free-to-air TV on any given night. Or to put it another way – a third of your potential viewing audience.
So should you do next? Think about integrating SBS and Channel 10 into the advertising mix for your next campaign. Expand your current campaign to include these channels. The sooner you get onboard, the sooner you will be able to start enjoying the results.
*Regional Australia: Australian viewing audiences outside the five capitals, Sydney, Brisbane, Melbourne, Adelaide and Perth.
Want more information?
Free TV Australia:
http://www.thinktv.com.au/
ABS NT population statistics:
www.abs.gov.au/ausstats/abs@.nsf/Products/851BBD844853978CCA2574EF001387AA?opendocument
Posted by Janelle Rees
I’ll let you in on a little secret – up to one third of the NT’s potential free-to-air audience isn’t being reached by the traditional channels.
The introduction of Channel 10 in May 2008 and the upcoming introduction of regional advertising footprints by SBS will permanently change the face of Territory television advertising.
So what does that mean for your business?
To borrow a few clichés, by jiggling your advertising budget around even just slightly, you can borrow from Peter to pay Paul and reap some of the following benefits:
- Get ahead of the crowd. No everyone is doing it. This is your opportunity to get out in front and expand your reach beyond your competitors.
- ‘Brands look bigger in a small space’, says the SBS marketing tagline. SBS has the shortest ad breaks on commercial TV, giving viewers less time to get bored of ads and tune out. Channel Ten is growing its client base, but those ad breaks with vision of the Territory and annoying music everyone talks about are a sign they’ve got plenty of ad space available for you.
- Talk to someone new. Channel 10 primarily targets a younger audience than their competitors. SBS reaches more tertiary educated professionals and managers than all the other channels. Start a conversation with a more targeted audience – they’ve probably been waiting for you to get in touch.
- Spend less to get more coverage. At the moment, the cost entry points for SBS and Channel 10 are lower than their competitors and it is potentially easier to get sought-after placements during primetime.
While Channel 10 is only available in Darwin, SBS will be offering two advertising footprints: Darwin; and SA+NT, covering the remainder of the Northern Territory. Almost half of Territorians live outside Darwin and Palmerston, so the SA+NT footprint might be handy for reaching your consumers in some of those out-of-the-way places.
And now something for those who are impressed by statistics – or who need help selling it to senior management. Across regional Australia*, SBS’s regional audience share is around 5 to 6 per cent, depending on which survey period you are reviewing. Channel 10 enjoys an audience share of 15 per cent. That’s a total of 20-ish per cent out of a total 64 per cent of people watching commercial, free-to-air TV on any given night. Or to put it another way – a third of your potential viewing audience.
So should you do next? Think about integrating SBS and Channel 10 into the advertising mix for your next campaign. Expand your current campaign to include these channels. The sooner you get onboard, the sooner you will be able to start enjoying the results.
*Regional Australia: Australian viewing audiences outside the five capitals, Sydney, Brisbane, Melbourne, Adelaide and Perth.
Want more information?
Free TV Australia:
http://www.thinktv.com.au/
ABS NT population statistics:
www.abs.gov.au/ausstats/abs@.nsf/Products/851BBD844853978CCA2574EF001387AA?opendocument
Wednesday, December 17, 2008
The Power of Positive Speech
Some friends of mine have just returned from a magnificent round-the-world trip and spent some time regaling me with their holiday stories.
They finished the conversation with this classic: “It was one of those holidays when everything that could go right did go right.”
Hang on – did I hear that correctly? Everything that could go RIGHT?
In PR, we’re always telling our clients how important it is to develop messages that are positive, not negative. “Keep the focus on you,” we tell them.
This story illustrates that point very clearly. Imagine if the story my friends told me was about everything that went WRONG? What would it leave me feeling at the end?
“Typical airlines … I’ve had just that experience with them before … can’t be trusted … who’d go to that country anyway … for the amount you pay you’d think the hotel could at least be clean …. “. And so on, and so on. My focus would be on all the companies and people who had made this holiday a bad one.
Negative messages can divert our attention from the main game. Instead of focusing on the key points I am trying to get across, by being negative I risk leading my audience down another path.
So what happened when my friends told me everything that went RIGHT? What did I feel?
“Couldn’t have happened to a more deserving couple …. good on them …. what a great holiday …” And so on.
Whether you are talking up a product or fending off a developing issue, positive language can be very positive in getting people on side. It builds confidence with the listener and keeps them focused on you and your message.
Think about this scenario: You are the chairman of a company that has had a food product tampered with. You’re facing a media conference. Which of the following messages is going to do the most good for both you and your customers:
a. We can’t believe anyone would do such a terrible thing.
b. We’re going to find this criminal and make him pay.
c. We will stop at nothing to make our food safe for customers.
Think positive, talk positive. It’s the key to clear communication.
They finished the conversation with this classic: “It was one of those holidays when everything that could go right did go right.”
Hang on – did I hear that correctly? Everything that could go RIGHT?
In PR, we’re always telling our clients how important it is to develop messages that are positive, not negative. “Keep the focus on you,” we tell them.
This story illustrates that point very clearly. Imagine if the story my friends told me was about everything that went WRONG? What would it leave me feeling at the end?
“Typical airlines … I’ve had just that experience with them before … can’t be trusted … who’d go to that country anyway … for the amount you pay you’d think the hotel could at least be clean …. “. And so on, and so on. My focus would be on all the companies and people who had made this holiday a bad one.
Negative messages can divert our attention from the main game. Instead of focusing on the key points I am trying to get across, by being negative I risk leading my audience down another path.
So what happened when my friends told me everything that went RIGHT? What did I feel?
“Couldn’t have happened to a more deserving couple …. good on them …. what a great holiday …” And so on.
Whether you are talking up a product or fending off a developing issue, positive language can be very positive in getting people on side. It builds confidence with the listener and keeps them focused on you and your message.
Think about this scenario: You are the chairman of a company that has had a food product tampered with. You’re facing a media conference. Which of the following messages is going to do the most good for both you and your customers:
a. We can’t believe anyone would do such a terrible thing.
b. We’re going to find this criminal and make him pay.
c. We will stop at nothing to make our food safe for customers.
Think positive, talk positive. It’s the key to clear communication.
Monday, November 24, 2008
Building brand strength in a stormy climate
Posted by Janelle Rees
It’s the build-up in the Territory and while the air conditioning market might be booming, other sectors aren’t weathering the changing economic climate quite so well.
During an economic downturn one of the first budgets to get cut is often marketing and communications.
As communications professionals we play an important role in demonstrating to senior management the advantages of maintaining the communications spend during stormy financial times.
It’s important to convince management that in many cases an economic downturn can be an opportunity to build brand strength. While your competitors are cutting back, you can be investing in your brand positioning and building long-term shareholder value. When the economy picks up (as it inevitably will), you will be in a strong position to capitalise while your competitors are busy playing catch-up.
Additionally, one of the many factors influencing the weakening economy is consumer confidence. As AMI Chairman Roger James points out, consumer confidence is in many cases as much about perception as reality – and that’s where there is an opportunity for marketing and communications professionals to rise to the challenge and influence public perception.
So how do we effectively communicate that we can’t afford to stop communicating?
Research: Know what your competitors are doing, and how they are doing it. Know your target audience. How have they been affected to date by the economic downturn? Have a general understanding of your organisation’s financial position. Can they feasibly afford to maintain the marketing spend?
Evaluate: Senior management is responsible to shareholders, and shareholders are often most interested in the bottom line. You need to be able to demonstrate how effective your communications activities are to maintaining and growing the profitability of the organisation.
Diversify your communications activities: Are there more effective ways you can reach your target audience? Are there cheaper ways you can reach your target audience? Do you already make the most of cost-effective communications in areas such as public relations and social media? Is there an opportunity to borrow a small amount from your TV spend to pilot a social media campaign or extend your public relations activities? Or do you have the internal skills to pilot a social media campaign for next to nothing?
As communications professionals we need to be able to demonstrate our ability to adapt to changing market conditions while still playing a role that demonstrably benefits our organisation’s reputation and bottom line.
It’s the build-up in the Territory and while the air conditioning market might be booming, other sectors aren’t weathering the changing economic climate quite so well.
During an economic downturn one of the first budgets to get cut is often marketing and communications.
As communications professionals we play an important role in demonstrating to senior management the advantages of maintaining the communications spend during stormy financial times.
It’s important to convince management that in many cases an economic downturn can be an opportunity to build brand strength. While your competitors are cutting back, you can be investing in your brand positioning and building long-term shareholder value. When the economy picks up (as it inevitably will), you will be in a strong position to capitalise while your competitors are busy playing catch-up.
Additionally, one of the many factors influencing the weakening economy is consumer confidence. As AMI Chairman Roger James points out, consumer confidence is in many cases as much about perception as reality – and that’s where there is an opportunity for marketing and communications professionals to rise to the challenge and influence public perception.
So how do we effectively communicate that we can’t afford to stop communicating?
Research: Know what your competitors are doing, and how they are doing it. Know your target audience. How have they been affected to date by the economic downturn? Have a general understanding of your organisation’s financial position. Can they feasibly afford to maintain the marketing spend?
Evaluate: Senior management is responsible to shareholders, and shareholders are often most interested in the bottom line. You need to be able to demonstrate how effective your communications activities are to maintaining and growing the profitability of the organisation.
Diversify your communications activities: Are there more effective ways you can reach your target audience? Are there cheaper ways you can reach your target audience? Do you already make the most of cost-effective communications in areas such as public relations and social media? Is there an opportunity to borrow a small amount from your TV spend to pilot a social media campaign or extend your public relations activities? Or do you have the internal skills to pilot a social media campaign for next to nothing?
As communications professionals we need to be able to demonstrate our ability to adapt to changing market conditions while still playing a role that demonstrably benefits our organisation’s reputation and bottom line.
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