Why PR People Love Newspapers

I like working with newspapers because they provide an abundance of opportunities to PR professionals.

 

Day in day out newspapers sort, sift and present us with stories from around the world.  They report politics, business, sports, health and a host of other issues.  Each edition offers the opportunity to learn something either we did not know or we ought to know. 

By and large  our  communities are well served by daily, weekly, local and national newspapers which offer  numerous opportunities to promote our clients, customers and occasionally ourselves.

Some commentators delight in predicting the death of newspapers. True the evidence can seem compelling when we hear a newspaper has closed, cut staff or is now only  available on-line. But we need to be cautious about predicting the death of newspapers.  It would be a sad day if they were to vanish.  We would lose the broad coverage of community affairs  they provide: news we can read over coffee, share with friends, circle with a pencil or rip out to stick on the refrigerator door.

Newspapers are important for other reasons.  They provide a permanent record of events and archive what happens at a particular moment in time. Often they drive the news cycle when radio and TV stations follow their lead and pick up their stories and in recent times on-line sites draw credibility from them by linking back to what they report.

And PR professionals delight in the different sections  of a newspaper designed to appeal to different types of readers. 

The early general news or first four or five pages of a newspaper are where fast breaking news stories about politics, the economy, crime and conflict appear.  Every client aspires to be so prominent providing of course the coverage is positive. However it is competitive so coverage in other sections is likely to be more achievable.   

Feature can range from half to multiple pages and allow more in-depth reporting.  Often there will be weekly or periodic supplements on motoring, education, health, food and wine, seniors, computers, travel or other specific themes.  And larger newspapers may publish weekend magazines that cover such softer issues in more detail than their daily editions. 

People and organisations can express their own opinions through newspapers. They can write to the editor to make their views known or volunteer to write an opinion piece on a topical issue . Or they can approach  the columnists who regularly present their thoughts on news and issues  or make local events easy to discover through the community diary section.

To work effectively with newspapers, you need to develop a feel for how they report their stories.  This can come from analysing what stories appear, how they are described and how a newspaper uses facts and figures and images to explain an issue. A closer reading will also reveal which reporters write about what topics and how often they do so. Analysing then answering these questions will help you understand how to best approach and work with print journalists to cover your organisation or client.

Free PR Workshops For Local Community Groups

Since 2003 we have run free marketing and PR workshops for not for profits, charities and community groups in Canberra, in conjunction with Volunteering ACT.  

Over 200 not for profits from the ACT, NSW, SA and QLD have attended these sessions and offered overwhelmingly positive feedback. 

Here's our 2011 program:

Friday 11 March: Communicating to Community (4 hours)

Explore what makes a successful marketing program and discover the mechanics of putting together an effective, low budget promotional plan for the next 12 months.

Friday 6 May: Working with the Media (4 hours)

Spend the morning with the media and learn why they can be critical for the future success of your organisation. Who are the media and how can you work with reporters and producers to get your message to the community?  This workshop introduces you to the essentials of advertising and building relations with the media, and proves why story banks are among the most important resources in your information armoury.

Friday 3 June: Social Media (3 hours)

In the past five years Facebook, Twitter, Youtube and other social media platforms have turned communications on its head.  They may have smashed traditional marketing models yet are they right for your organisation?   What are the benefits and is there a dark side?  Learn more about platforms, protocols and practices to make you stand out in the digital world.

Friday 8 July: Planning an Event (3 hours)

From swank symphony concerts to Saturday morning cake stalls, events are powerful ways to profile your brand, galvanise support and spotlight your cause. This session highlights the seven steps in successful event planning including budgets, volunteers and bringing in the wow factor.

Email for details. 

 

People Will Support You But Persuade Them First

Persuasive communications have always been important.  Today they are the new communications black because we live in an era of challenging and challenged messages for which we can lay the blame squarely at the feet of politics.  

Over the past two decades citizens around the world have developed a heightened level of wariness about what they see, hear and read about the events around them. Politicians with their insufficent explanations or plain mistruths have taken the lead in devaluing the public discourse.  

Which makes it that so much harder for the good guys: the not  For profits who need to pass essential information to their communities. Alas these days there are no free passes for any organisation when it comes to communications. Every ear, every eyeball and every heart string has to be earned.

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 Every ear, every eyeball and every heart string has to be earned

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Not for profits are therefore forced to adopt the strategies and tactics of the big end of town when it comes to building and delivering persuasive messages. And this includes wrapping persuasion packaging around a core set of key messages such as:  

• Testimony from happy clients who benefit from a not for profit's services.
• Stories of front-line staff making a difference.
  
• Endorsements by relevant celebrities, local leaders, academics and other public figures.
• Comparisons with the successes or failures of like minded groups.  
• Contrasting an organisation's services with a situation where they were or are not available.  
• Presenting data and detail showing how a not for profit makes a difference.
• Independent research showing why an issue is important and how it is trending. 
• Using all communications channels to cater for all the different ways people consume information. 
•  And of course using simple, plain language to inform a community bloated on a massive communications overload.  

Fail to use some form of persuasion packaging and your marketing will always struggle.   

9 Tips For Clearer Campaign Messages

We live our lives in an environment of communications clutter.  Each day thousands of messages from other people - governments, businesses, community groups - bombard us. A few are important but most contribute to the ambient noise continually engulfing us.  

The implication is clear: successful campaign messages need to be simple, clear and relevant to the needs and interest of your audiences. So here are my golden rules for developing and using key messages that define your issue and cut through the clutter:

• Firstly write down your key messages.  This sounds so obvious but sometimes we forget the very act of putting pen to paper instils discipline and allows you to share your thinking with others without distortion.

• Use simple language, write in the active voice and express yourself in fewer than 20 - 25 words. Again this introduces discipline and focus into your information.

• Make messages stand out so a busy or time-poor person can recall them. Mix logic with emotion.

• Select three or five key messages that cover your issue. Sure you can have more but in my experience you will only use a handful. Limiting them focuses your efforts and increases the chances others in your organisation will understand and use them.

• Use jargon- or technical-free language unless you are confident your audience knows what you mean.

• Keep a copy of your key messages by your phone or computer to remind you to insert them into every conversation or correspondence that leaves your office.

• Test your key messages with individuals in the groups you are trying to reach or through market research. Feedback is invaluable in tuning up your information.

• Finally make sure at least one of your messages contains a clear call to action: a simple statement of what people should do when they choose to act on your information.

Simple Messages Are Good Messages But Even Better Marketing

Communicating your aims clearly is the crux of effective marketing and PR.  If you can’t deliver a message to an audience you can’t market. You might apply scientific models to communications but I believe it will always remain an art.  This is because communications involves people and individually and as a group we are complex, curious creatures who generally but not always act in our own best interests. 

So there is an art to effective communications.  It lies in providing people with relevant information. Information that is easy to understand and that blends logic and emotion. What you say and send must appeal to the heart as well as the brain.  

It is important that your information also offers a clear call to action.  This is a simple statement of what you want people to do whenever they decide to act on your information.  For example, your call to action might consist of asking people to call a hot line, visit a website, consult their family doctor or give to a charity.  

Most likely your business or not for profit has layers of detail ranging from the simple to the complex to pass along.  You are probably keen to get as much out to the greatest number of people in the shortest time possible.  While this is an admirable goal, it is often a futile practice.  You lack the time, energy and effort to simultaneously reach everyone and you most certainly lack the budget.  You also run the risk of overloading the citizen, client or consumer with facts, figures, choices and alternatives and swamping their ability to process your message. 

A good starting point in deciding what people need to receive is to distil the complexity of your information into key messages. Key messages are the essential information people need to know about your issue or organisation.  If they come away from any meeting with you, what are the critical things they should be aware of and act on?

Our daily routines are lived out in constant communications clutter.  Thousands of messages bombard us daily. Some are skilfully crafted while the majority make up the ambient noise we have all learned to live with. So if you want your key messages to cut the clutter they need to be suitable, persuasive and delivered in enough time that people can absorb them and then act. 

Queensland Leaders Earn Praise For Flood Communications

This past week has been a torrid time for Australians particularly Queenslanders.  

While Queenslanders lived through devastating floods that covered an area the size of several European nations, the rest of the country sat transfixed by the unfolding tragedy. The floods completely stopped and then dominated the national conversation. And they are likely to be the key topic of conversation into the coming months.

Last week's events were both tragic and historic.  One aspect worth noting has been the quality of local leadership. Here in Canberra I could only witness the unfolding events, but it seemed that local Queensland leaders  did what their communities expected of them - they led.  They were supported by all the communications technology of the modern era, 24 hours news rooms, people reporting through Facebook, Twitter and other digital channels and extensive radio and newspaper coverage.  But we should not forget that their own personal communications in this crisis were good. 

Top marks must go to Queensland Premier Anna Bligh. For  weeks she and her team have had to face the flood crisis first in regional Queensland and then as it affected Brisbane.  She communicated with a mix of authority, technical detail and compassion. In numerous media appearances she impressed as knowing what she was talking about while being warm and down to earth. Her communications ranged from essential information about surviving the floods to the inspirational calls on future rebuilding.  Her tearful line about don't forget we are Queenslanders is likely to merge into State if not national folklore. 

Local mayors in affected towns and cities also communicated effectively.  They spoke with authority, genuine concern for the communities they lead and and every so often with a dash of that Aussie humour that can lift spirits in tough times. 

And really how refreshing all this was.   In  an age of public cynicism about politics, there were local politicians talking plain, in sync with their communities and obviously trying their very best in calamitous circumstances. 

Recent history such as the aftermath of the Victorian and Canberra bushfires shows that today's heroes can easily become tomorrow's villains.  In the coming months critics will pour over every shortcoming and failing before and during the flood crisis and in the reconstruction phase.  Of course there will be many things that could have been done better and indeed should have been done better.  

But let's remember when the pressure was intense and lives were in the balance, many of the people who will be criticised in the future, stood up, communicated well and provided leadership.

Connect With People Who Connect With Others

Key influencers are one audience with the power to help or hinder your communications efforts particularly if you work in a not for profit organisation.   

They are the individuals others turn to for advice, information or help when it comes to making important decisions. They can boost your communications efforts by helping you to reach individuals or groups of interest and by swaying opinion and encouraging action. In previous times key influencers relied mainly on personal contacts to pass along information. However with today’s explosion in social media and on-line platforms the key influencer is often an e-influencer.

Key influencers draw their authority from their organizational status, personal qualities or any combination of both. They might be experts in their chosen field or enjoy professional respect such as doctors, teachers etc. They could lead professional associations, government agencies, businesses or community groups. Or they might get pleasure from  sharing their specialist knowledge or experience through networking. Sometimes celebrities, movie stars or sportspeople are recruited to support causes. While they might create publicity, the community can smell out paid endorsements and their value can be dubious unless they have a genuine commitment to the cause.   

Common types of key influencers for local not for profits are: 

• Members of Parliament, funding staff in government agencies, civic or city government leaders.
• Business leaders.
• People the media routinely quote as authority figures.
• Leaders of patient groups, school committees, service clubs, sporting bodies and other community groups.
• State and national advocacy organisations.
• Academics with expertise in an issue.
• People recognised through national honours and awards.

 A key influencer can help a not for profit in three ways. If they believe in your cause they can give it credibility by championing it within their networks. They can “translate” information into language others can understand and are well placed to pass on information through their own organization’s online and other communications channels.   

Key influencers can also help by:

• Referring potential clients to your services or information.
• Encouraging people to support your cause and to attend your events.
• Inviting you to speak at their gatherings or by appearing at your events.
• Backing your issue in the media, on-line and in daily conversations.

 Key influencers vary from environment to environment.  For example you may be influential when it comes to advising on not for profit services.  However others would probably not seek out your advice on buying a car – unless they felt you had proven expertise in automobiles.

Marketing Is Like Climbing Hills

This past few days I have walking in the Snowy Mountains, Australia's alpine region.  The area around Thredbo has plenty of challenging hills.

My wife and I decided to climb a particularly large hill which took several hours and considerable effort to conquer. Which got me to thinking that marketing is similar to climbing hills in many ways.

• Firstly you need the right gear for both. Ramblers need appropriate boots, wet weather gear, packs etc. Likewise as they start out marketers need the right equipment - a plan, resources plus ample energy.

• Both demand certainty in direction. You can burn a lot of energy on a climb if you amble aimlessly and even then still not reach the peak. A marketer needs to travel in the same consistent direction throughout a campaign otherwise worthwhile results will remain elusive.

• Persistence pays in both undertakings . They require a "one foot after the other" approach . Sure you can sprint up a hill or even through a marketing campaign but that type of effort is rarely sustainable in the long run. Particularly when another hill or challenge suddenly presents itself.

• And finally in hiking and marketing you need a reserve of energy and effort. Something in the tank so to speak. What a pity it would be to reach the top and not be able to follow through to grab the next opportunity.

So the next time I market I will be applying what I recently learned about climbing hills.

Are You An Audience Addict?

 Most organisations want to reach as many people with as much information as possible in the shortest possible time. 

This is a natural ambition because they think this will speed up their chances of success.  After all we humans are an impatient lot and demand instant results. 

The cold, hard truth however is most of us have limited budgets, time and energy levels so reaching everybody quickly becomes expensive and exhausting. We simply do not have the dollars or stamina for this so we need to rank or prioritise our audiences.

Start out by asking which individuals and groups matter most to your business?

The answer will lead you to identify your must reach audiences and help to put a laser-like focus to your marketing. The must reaches are people on whom you depend heavily, who are or will be personally affected by your work or who can markedly influence the success of your services. When it comes to giving attention they must be your number one priority.  Most often they are your staff, volunteers, current and potential clients or customers and of course people with the funding.

Another significant group is those who can help you at some point or might benefit from what you offer.  Their support is less critical so you do not need to spend as much time with them. They could be regulators, kindred organizations or even professionals that refer people to your services. Of course they still need to know about you but not as often as the must reach group. 

A lesser priority still are the people who need occasional information.  For example your local community becomes important at fundraising time but probably don't  need to hear from you continually throughout the year.  

It's wise to set achievable audience priorities  yet recognise they need to be regularly reviewed as your circumstances and operational environment change.

Communications Audit Tool for Not For Profits

Before beginning a new communication journey, it is worth reflecting on the current state of your organisation’s PR and marketing. A communications audit provides the opportunity to review your efforts and assess their effectiveness. 

A communications audit is a valuable exercise whether you are a large or small not for profit. It provides a handy reference point to assess what is working and what is not. Based on this you can then decide what to continue with and what to abandon.

In my workshops I ask groups to complete a simple audit template which takes around 20 minutes. An extract is below. 

Communication activity	Frequency	Budget	Very effective	Effective	Not Effective
For example Brochures

Gather those who are responsible for directing and those who are responsible for carrying out your PR and marketing to complete the audit. Often in small not for profits these are the same people. It is handy to have the CEO or Chairperson involved because they know what is coming up, set future priorities and importantly control the communications budget. 

 Limit the audit to what you have done in the past 12 months and begin filling in the template. 

 In the column labelled Communication activity individually list what you currently do. For example you might use: 

• Print collateral such as brochures, fliers, newsletters. Even list your annual report if this is how you make key people aware of what you do.
• Media relations such as media releases, interviews, media conferences, letters to the editor.
• Digital platforms such as your own or others’ websites, Facebook, Flickr, YouTube, Twitter, Foursquare.
• Events such as those you stage and those where you join with others.
• Word of mouth marketing such as liaising with influential people and asking clients for testimonials.
• Advertising such as radio, TV, newspapers or on-line advertising.
• Direct marketing such as direct mail, email campaigns, telesales
• Other activities.

 This list is not exhaustive but I hope you get the idea. 
 

 In the column labelled Frequency write down how often you do these tasks. For example it could be something you do regularly such as keeping in contact with funding agencies. Or it might be something that happens throughout the year such as approaching the media.  Or it might be something occurring once a year such as publishing the annual report.

 In the column labelled Budget you need to identify the dollar cost of each activity and the number of hours spent on it each month. Small organisations often have little to spend on marketing and PR, but compensate by devoting considerable time to communicating. It is important to identify both types of costs.

In the column labelled Very effective place a tick for a particular activity that you regard as successful and would want to repeat. Or you might rate an activity as effective (which is still a high score) so place a tick against that item in the column labelled Effective.  Or you might judge something as just not working, so tick the Not effective column.

Each communication task can only have one effectiveness rating and assigning a rating is based on either on evaluation data you have collected or an educated best guess of what works and what does not. (More on evaluation data in a later blog post .)

 A completed template shows at a glance the relative effectiveness of each item on your communications menu. You can now decide what to keep, improve or ditch.  Ideally you would want to continue an activity that was low cost in dollar terms and staff time but very effective.  Something that was effective but expensive might warrant more effort to make it work even harder.  Something graded not effective needs a massive overhaul or should be dropped.

You should conduct a simple communications audit least every 12 months and make sure you keep a record.  This then becomes an important document from which you can judge your progress. 

Not For Profits And PR Planning

A charity would never think of providing food to the homeless without the proper arrangements in place? A not for profit would never schedule respite care without preparations? A green group would never save a river without researching the best ways to undertake the task. Not for profits continuously plan their next steps.

Yet when it comes to PR and marketing, many organizations work in a haphazard fashion, improvising as they go. The committee cries out. We need a brochure, build a Facebook fan page or get us on the evening news.  That is often enough for someone to be off and running with little thought of a larger marketing picture. 

Effective communication does not have to be elaborate or expensive. But it does have to be planned. A simple plan focuses efforts, ensures money is wisely spent and harnesses staff and volunteer effort into concrete actions which lead to a desired end point. A communication plan is as important as other key business and corporate strategies and flows on from these documents. In turn it contributes to their successful implementation.  You need a plan but it does not have to be complex.  

Unless your organization is small with only a handful of members you need to document your communication goals and activities. A written plan ensures everyone shares a common direction, removes doubt and allows your achievements to be measured. 

A simple, short document will meet the needs of most small to medium-sized not for profits. Often a four to five page plan covering a 12-month period will be enough to provide direction for your marketing and PR efforts.  

Communications plans vary between organizations but most identify:

• Objectives: the communications fundamentals to achieve.
• Audiences: the people you need to reach.
• Messages: what you want to tell people.
• Tactics: how you will get information to your audiences.
• A timetable: what happens and when.
• Budget: how much you have to spend and on what, over the life of the plan.
• Measurement: how you will measure your efforts so you can improve.
• Responsibilities: who is doing what and by when. 

Not for profits are dynamic organisations and change constantly.  For example you hire new staff, get new clientele or your funding varies. Therefore your communications plan should be flexible rather than set in stone and has to be vigorously reviewed and updated so it remains current and relevant.

Best Book of 2010

Of the ten or so marketing and PR books I have reviewed in the last 12 months  the stand-out is Repositioning: marketing in an era of competition, change and crisis by Jack Trout and Steve Rivkin.

 

Trout and Rivkin have written a book of uncommon wisdom for  the post Global Financial Crisis world.  They call on companies anxious to succeed, to adjust the perceptions people have either of them or their competition.  This mandates repositioning the competition and or competing all out on a simply defined value proposition.

Most managers are disinclined to attack the competition head.  It usually invites comparison, criticism and counter attack.  However Trout and Rivkin cite examples in the olive oil, luxury car, liquor and other industries where marketers have used this strategy  to  fence in the  competition and win.  

On the other hand  “value is the name of the game”. And companies can grow market share when they do something special, pioneer new technologies, compete on whole of life costs or introduce a premium.

This is an easy to read five star book for those after different ideas.

Become A Brand And Stand For Something

 A golden rule applies to each one of us whether we are politicians, business tycoons or on the frontline of community service.   

You must stand for something if you want to succeed.  This applies as much to not for profit organisations as it does to individuals.

Before you step out to communicate your value you must have a firm idea of who you are, what you do and why you are important to your cause, your clients and your community.

Having a strong sense of identity is critical.  It will guide how you work, what you say, who you engage and how and when you communicate.  In marketing this sense of identity is called branding and it influences how you deliver services as well as every aspect of your outreach.

In 2001 I worked for a national organization responsible for promoting community harmony among Australians from different cultural backgrounds.  The Federal Government had hand-picked high powered and accomplished professionals as Council members.  The organisation had dedicated and professional staff.  It had money and everyone expected big things. 

Within six or so years it had ceased to exist.  There were many reasons for its failure but a key one was it never defined its real purpose.  It never found a sense of brand which meant it lacked conviction when it entered the public domain.  A sad and visible result was a pattern of patchy and inconclusive communications.  At the time a friend seeing this wasted potential and lost opportunities summed it up concisely: if they want attention they must stand for something.

We are all aware of the big brands: McDonalds, QANTAS, Chanel, Bank of America, Lloyds of London and the like.  They behave in a consistent, certain way and when they speak they do so with clarity.  Small organizations need to have a similar sense of purpose or brand.  In fact it is even more important for them.  They lack the resilience and strength of larger organizations and unless they are strongly focused they are easily elbowed aside and overlooked.

Sometime ago I worked with a prominent community organization that provided in-home services for older people and disabled individuals.  The 35 person staff decided that to continue to succeed over the next 12 months collectively they had to come to:

• Show a consistent purpose.
• Deliver benefits clients, funding bodies, the media etc can readily see.
• Deliver those benefits to a high standard day in, day out throughout the year.
• Regularly reinvent the organization as community expectations changed.
• Communicate constantly to staff, clients and the key groups that shaped their environment.

These five points provide a pretty clear roadmap of what an organisation – or brand - must do to move from being good to becoming great.

But finally a word of caution.  Do not confuse branding with logos, colours and symbols.  The best graphic designs in the world cannot replace a sense of corporate purpose, clarity or commitment.  These essentials must come first.  The fancy blueprints for business cards, websites, office signs and the like can usually wait so beware the marketer who claims they are the mandatory first step.

PR on a Tiny Budget - Why I'm Writing A New Book

I am putting the finishing touches to my new book: PR on a Tiny Budget: How Not For Profits Can Communicate To Win Attention.

I'm motivated to write by one sad fact.  Today’s not for profits must be as good at marketing as they are at providing services.

In a perfect world sponsors, governments, communities and clients would know what  charities and others do and why they are important.  They would automatically give money, volunteer time and shower recognition on their staff. 

 

Unfortunately people are just too busy to naturally notice the good works going on around them each day.  They may catch an occasional glimpse but usually they are too time poor, cash strapped and attention deprived to notice and value the not for profits that enrich their communities.

On the other hand not for profits have wonderful individuals committed to doing something worthwhile, putting ‘something back’ or caring for others. Yet despite their enormous outpouring of time and effort, most strain to tell the stories of their great work.  Year in year out they grapple to win attention.  Put simply they fail to market themselves.

Why should this be so?  We live in the age of the marketer where selling yourself and what you do is essential for twenty-first century success. Silence may be golden but today it is rarely rewarding. Most not for profits lack the knowledge and skills to market or they devote insufficient effort or money to their communications. They are so busy just keeping afloat and providing essential services that outreach and promotion fall into the nice to have rather than the must have category.

This predicament can set up terrible anxiety and confusion for many managers and workers.  They know they must promote their organisation to attract more volunteers, carers, supporters and even clients. They know they must communicate to win funding and raise awareness of their issues and concerns.  But how and where can they find the talent, energy and effort, let alone the money to do all this?   

They face a dilemma and are caught between the rock of resources and the hard place of need. However there can be no place for weary resignation. Something must change.  In the post global financial crisis the long term survival of many not for profits in the end may come down to how they market as much as their good deeds.

So the reason for this new book.  It offers guidance - based on hard-won experience - on the essentials of effective marketing and the strategies and tactics needed to win the attention you deserve even though your budget is tiny. 

Hall of Valour: Current Campaign

I am currently involved with the national marketing campaign to promote the new Hall of Valour at the Australian War Memorial in Canberra.  The Hall of Valour holds Australia's national treasure of Victoria Cross medals, the highest award for bravery any Australian serviceman or woman can earn.

97 Australians have won the Victoria Cross and this new space tells their personal stories of courage, bravery and sacrifice in a dignified and moving way.

The Wikileaks Winners ... So Far

Wikileak disclosures of US State Department cables dating back to the mid 1960s have dominated international news in recent weeks. 

As Governments around the world grapple with containing the damage from these revelations, there has been a slow build-up of public support for Wikileaks and its right to publish almost a quarter of a million leaked million cables. 

At this point it is hard to see who will emerge as victors in this battle for Internet control - if indeed anyone will. Certainly the US State Department and America's security officials must feel profoundly angry as Wikileaks continues to drip feed cables onto the Internet. Senior government officials from other countries in regular contact with US diplomats must be anxious as they peek inside their morning newspapers to see if they are featured in the latest disclosures.  

Julian Assange and his cronies are hardly winners at this stage.  Assange sits in a UK jail, awaiting extradition to Sweden and you can bet  intelligence efforts are full pace to hunt down those continuing to run the whistle blowing website.

The biggest winners may turn out to be those in government who were  always opposed to or nervous about the concept of Gov2.0.  The movement advocating greater government transparency through new digital media must surely have been battered in recent weeks.  Critics will now point to the Wikileaks' affair and say I told you so.   And they are likely to be supported by security agencies and nervous politicians anxious to avoid similar embarrassment in future.

The other winners are newspapers and they must be laughing. The leaked cables provide them with a flood of ready made stories and compelling content, and no-one is questioning their right to publish it.  

It seems government plans for social media have just hit the rock wall of national security in the most spectacular fashion and newspapers are back in business.

Six Social Media Trends for 2011

This short Harvard Business Review blogpost on social media trends in the coming year is worth read.

Making the Right First Impression

Two recent events confirmed for me the essentials of making the right first impression.

This week I had poor experiences with an advertising sales rep and a car salesman on first meeting. Both came on abruptly almost aggressively in their desire to do business.

They forgot consumers do not like to be rushed particularly when buying a new type of product for the first time or an expensive item. In their minds buyers always believe their decision making process takes the shortest route from interest to purchase.

And that route can be blocked when the seller comes on so strongly the buyer becomes uncomfortable. This may be head slapping basic stuff but it is sometimes forgotten.

The takeaway: always make a good first impression on first contact and then work from there.

Social Media Helps Share War Stories

I was recently interviewed on the US podcast The Marketing Edge.

The Marketing Edge is among the Internet's longest running marketing and public relations podcasts. It is hosted by Albert Maruggi, a communicator with 25 years experience in  marketing and PR in America's business, technology, health and public affairs sectors.  Albert is also a frequent speaker and conducts workshop sessions on new media.

We talked about using social media to share stories of the wartime  sacrifices of previous generations.  This comes from work I'm currently involved in with the Australian War Memorial in Australia's capital, Canberra. 

Listen here to the 18 minute interview or download it from ITunes.

Burson-Marsteller Study: Message Gap Analysis

Burson-Marsteller Study: Message Gap Analysis

This recent study quantifies the gap between the messages a company sends out and the messages  mainstream media and bloggers pick up on and report.