Canberra's First Word of Mouth Marketing Workshop

On 30 August we're running Canberra's first word of mouth marketing workshop for not for profits.

We have been steadily watching the rise and rise of word of mouth marketing in recent times and we tip it will become even more important in future. The reasons are simple:

• After 50 plus years of day in day out marketing, people are weary and leery of advertising. For example when was the last time you saw, read or heard an ad that you can recall with any kind of accuracy? And more importantly when was the last time an ad motivated you to go out and buy something?

• Word of mouth marketing is genuine communications. It is about people sharing information, experiences and feelings. We all have an innate desire to share good news with family, friends and workmates and warn them away from negative issues or bad products. Word of mouth is our information passed within our circle at our pace. And it removes the the middle men from our communications.
  

• Digital media has made it possible to carry word of mouth endorsements and opinions to mass audiences and to individuals fast and cheap.

Our workshop is geared for not for profit organisations and it's already over-subscribed with representatives from 10 organisations attending.

It will be a good way to share experiences and explore how community groups can use this increasingly important marketing medium to advance their causes.

'Every Day Can't Be A Crisis'

Why is it some communicators are always in a 'flap' and everyday is a crisis?

PR people tend to be high energy individuals but really some of us do take things a little too far.

We live increasingly busy lives but sometimes we all need to smell the flowers. That's why I found a recent article in Tactics, the monthly newsletter of the Public Relations Society of America, so refreshing.

In the one page article Michigan-based PR professional, Rick Chambers, reminds us that 'every day can't be a crisis'. And among his uncommon common sense, Rick notes that:

• Although we can prepare for the PR challenges ahead, we can't prepare for every one of them. At some point we need to realise that "things will take care of themselves".
• In our profession sometimes it's all too easy to focus on the downside. After all we are the people who invented crisis management. Yet we, and many of colleagues, often do great work and we need to proclaim and celebrate that effort.
• We should put a human face on the organisations we work for. They are more than logos, brands, policies and outcomes. At the end of the day our companies and agencies are collections of people and our job is to represent those people as best we can.
• Be aware of what you can and can't do. Take personal pride in the things you can achieve but realise the things you cannot do. For the sake of your health and sanity, learn to let go when the time is right.
• Live in the here and now... despite the urgency of our daily challenges, we are living life now and it's not a dress rehearsal for something else.
  

I know some communicators who, if the world ended tomorrow, would still have three days work to do post-Apocalypse. It's sad to think they are more committed to their tasks than their time with themselves and others.

Well done Rick Chambers for helping put a perspective to our professional urgencies.

Top 100 PR, Advertising and Marketing Blogs

US company Spotlight Idea has released its list of top 100 PR, advertising and marketing blogs.

Improve your PR Writing

A recent edition of the Canadian podcast Inside PR contains useful tips on how to improve your PR writing. Scroll down and listen to Inside PR #122 of Wednesday 30 July 2008.

The Model Spokesperson

The value of good spokespersons is hard to estimate.

So we noted with interest the Pentagon has developed a new model spokesperson. See the video and tell us what you think.