Hello 2018
HAPPY NEW YEAR!
We’ve just entered a brand new year! Helloooooooo 2018!
For some, the new year will be about honing and refining, building on current successes to perform even better. For others, it’s about developing new ways of working together, and stepping into new opportunities. This is all just so exciting!
In 2018, we dare you to:
- Dream Big. Step out of your comfort zone. Consider the breadth of your market and your potential, so you can see all the opportunities.
- Be Open to Change. Even the best laid plans have sell-by dates. Begin your planning early. Anticipate change. Conduct periodic reviews and decide how you’re going to handle it with your team.
- Stay Relevant. As technology and search engines change, so do strategies marketers use to engage with customers. If you aren’t staying on top of the newest trends in content marketing, your brand will be left behind, and your business will become irrelevant.
GONE are the days of the detailed, step-by-step, multi-year action plans. The pace of demographic, technological, and business model is changing too fast for any planner to predict that far into the future. It’s time to rethink and reframe your strategic planning. Literally, this means ‘out with the old, and in with the new.’
Effective strategy needs consistent discipline, not an annual intervention; it must be embedded in the day-to-day rhythm of organizational life.
Change is in the air. Breathe deep and take it all in. Let’s make 2018 a year to remember!
From all of us here at CorpMedia, here’s wishing you and yours a very happy and successful year ahead.
Posted by Irene Gomez, CIO, CorpMedia
Dare to Bare (Your Body) in Public
(It’s not what you think!)
We’ve all been there. Presenting to an audience can be nerve-wrecking as it is, so the last thing you want to worry about is positioning your arms properly and gesticulating, right? We get nervous and focus too much on our delivery that we miss the point of getting our message across.
Body language can be very important to interpersonal communication. There are often critical ideas and emotions that remain unspoken but which are intimated through body language. Body language can also be instrumental to gauge the power dynamic between individuals engaged in dialogue.
But in performance, for example, when presenting to a group at a meeting or conference, we have less subconscious and sub-textual concerns. Because the presentation is just not about the speaker – it’s about the information that an audience needs to receive, to learn and make decisions. Our voice and body are the primary tools we use to communicate that information.
And as presenters, we’re not only judged by what we say but by our appearance too. It’s our natural instinct to judge what we see. As much as you want the audience to like you for your mind and not your appearance, their first impression is going to be based on how you look. They will mentally categorize you in just a few seconds, and then decide whether or not you’re a person they can connect with.
What you need to realize is that you have the power to shape and control the first impression that people use as a basis for judging you. By learning some of the principal ways that your own appearance, posture, gestures, facial expression and even tone of voice affect your mind, you will become more aware of the factors influencing your mood, and give yourself an edge in presentations and negotiations.
Here are some body language tips to keep your audience engaged throughout your stage time:
- Appearance: What you say is of course more important than what people see. However, your appearance is an important aspect of your presentation skills. You want your audience to listen to what you have to say. Dress the part. Your presentation begins the moment someone recognizes you as the speaker.
- Posture: Keep a good posture, stand straight with shoulders back, relaxed and feet shoulder width apart. Don’t cross your arms, put your hands in your pocket or slouch. Face the audience as much as possible and keep your body open.
- Eye contact: Eye contact is crucial when speaking. It genuinely connects you with your audience. And because you’re talking to people as if you’re in a one-on-one conversation, you’ll come across as conversational. That makes you easy to listen to and engaging.
- Gestures: Hand and arm movements are an important part of our visual picture when speaking in public. Not only are they a non-verbal representation of how we feel, they reinforce our message, and help us appear confident and relaxed. When using visual aids, point and look at the relevant data. The audience will automatically follow your hands and eyes.
- Breathe right: Relaxed and deep breaths ensure that your voice holds power and can project. Use slow and measured breathing to pace your speech, and pause to emphasize key points.
- Connect: Don’t hide behind a podium, your laptop, the mike or the screen. Orientate yourself towards the audience. They need to see your face, to know that you are attentive to their interests and available to meet their needs.
- Move with purpose: When you move (and you should!) have a specific destination in mind. For example, you can re-position yourself to address a specific audience to the left. Step forward to respond to a question. Walk around and towards people. Ever notice people tend to participate more if they have close proximity to a presenter?
- Smile: To make your audience feel comfortable, all you have to do is just smile! Smiling helps you feel more comfortable and reduces your tension – and because it’s contagious, it attracts a positive atmosphere that allows for an engaging discussion.
The importance of good body language cannot be underestimated. It’s incredibly important not only to audience engagement, but to how your overall message is received. No matter how good your speech, if you are motionless, expressionless and dull, your audience will lose interest within minutes.
Bonus tip: Ask a friend to record a short video of you presenting using a smartphone, and then give you feedback on your gestures. Use the list of common gesturing mistakes in this post as a checklist to improve your use of effective gestures.
Posted by Irene Gomez, CIO, CorpMedia
It’s 2017 – Make it Happen!
Another year rolls in, yet another opportunity to come up with new resolutions. But, let’s get serious – how many of us actually stick to our resolutions, right?
The start of a new year seems to be the perfect time to take stock of where we are in our lives and the things we’d like to improve upon. Often, though, our best intentions are no match for daily life and we slide back into old patterns. Resolutions are not confined to our personal lives. You can also create impactful resolutions for your business. A resolution, after all, is a decision to do something differently to bring about positive change.
So, if you are ready to make some powerful changes, here are some tips to help you reset your small business in 2017:
Time to Take Stock
Spend some time to look back and take stock of the previous year. As a CEO, you may want to look at the roles you took on within the company, and determine if you can delegate anything to your employees. This will help you keep your eye on the big picture – opportunities for further growth. At the same time, it will empower your employees, give them a sense of personal responsibility and therefore more commitment to achieving team goals.
Stop and Smell the Roses
Running a business takes all of your time and then some, but if you don’t build time in your day for yourself, to take a breather from the hectic pace, it’s easy to burn out and lose your passion. Even if it’s only for 5-10 minutes, be sure to carve out some time this year.
Rest Not on Your Laurels
Keeping your skills current is essential. Whether you’re a restaurant owner, retailer, or marketing manager, it’s important to try new things to enhance your own professional growth. Try a new menu selection, reposition the items on the shop floor, or offer a new service to keep your business up to date. Talk to your customers about what they want from your business and think seriously about how you can implement some of their suggestions to great success.
Face to Face
It’s time to stop relying on emails, social media and mobile apps as an exclusive way to communicate with customers. Deep and long-lasting business relationships are built in real time. Schedule time to pay a courtesy visit to your customers, even if it’s just to have coffee or lunch – let them know how much you value and care about them.
Clean Up Your Workspace
It’s hard to stay organized and on top of your most important tasks and priorities when your desk or office is a mess. Take an hour or two every week to organize the paperwork that is no doubt taking over every inch of surface area. File away the things you don’t need and take action on the things that require it. While a cluttered desk may not be the sign of a cluttered mind, it certainly won’t help you get and stay organized for success.
Tie Up Loose Ends
Set aside at least 20 minutes at the end of your business day to tie up loose ends. Go through your remaining work and make assignments to employees, forward information to co-workers as necessary, respond to email and voicemail messages, file away the things that you need to keep, and toss the rest. Finally, quickly review your appointments for the following day.
Have a Positive Outlook
Running a business can be stressful. It’s not easy, and cash flow is usually an issue. In 2017, try not to get bogged down with the negative – focus on the positives: Where you’ve come, where you’re going this year, and where you’ll be next year. It will help you focus on the big picture – your business goals. Once you’ve focused on what you want to accomplish, your business objectives for 2017 will become clear.
Here’s wishing you a happy, healthy and profitable New Year!
Posted by Irene Gomez, CIO, Corporate Media
What Great Listeners Actually Do
Chances are you think you’re a good listener. People’s appraisal of their listening ability is much like their assessment of their driving skills, in that the great bulk of adults think they’re above average.
In our experience, most people think good listening comes down to doing three things:
- Not talking when others are speaking
- Letting others know you’re listening through facial expressions and verbal sounds (“Mmm-hmm”)
- Being able to repeat what others have said, practically word-for-word
In fact, much management advice on listening suggests doing these very things – encouraging listeners to remain quiet, nod and “mm-hmm” encouragingly, and then repeat back to the talker something like, “So, let me make sure I understand. What you’re saying is…” However, recent research that we conducted suggests that these behaviors fall far short of describing good listening skills.
We analyzed data describing the behavior of 3,492 participants in a development program designed to help managers become better coaches. As part of this program, their coaching skills were assessed by others in 360-degree assessments. We identified those who were perceived as being the most effective listeners (the top 5%). We then compared the best listeners to the average of all other people in the data set and identified the 20 items showing the largest significant difference. With those results in hand we identified the differences between great and average listeners and analyzed the data to determine what characteristics their colleagues identified as the behaviors that made them outstanding listeners.
We found some surprising conclusions, along with some qualities we expected to hear. We grouped them into four main findings:
- Good listening is much more than being silent while the other person talks. To the contrary, people perceive the best listeners to be those who periodically ask questions that promote discovery and insight. These questions gently challenge old assumptions, but do so in a constructive way. Sitting there silently nodding does not provide sure evidence that a person is listening, but asking a good question tells the speaker the listener has not only heard what was said, but that they comprehended it well enough to want additional information. Good listening was consistently seen as a two-way dialog, rather than a one-way “speaker versus hearer” interaction. The best conversations were active.
- Good listening included interactions that build a person’s self-esteem. The best listeners made the conversation a positive experience for the other party, which doesn’t happen when the listener is passive (or, for that matter, critical!). Good listeners made the other person feel supported and conveyed confidence in them. Good listening was characterized by the creation of a safe environment in which issues and differences could be discussed openly.
- Good listening was seen as a cooperative conversation. In these interactions, feedback flowed smoothly in both directions with neither party becoming defensive about comments the other made. By contrast, poor listeners were seen as competitive — as listening only to identify errors in reasoning or logic, using their silence as a chance to prepare their next response. That might make you an excellent debater, but it doesn’t make you a good listener. Good listeners may challenge assumptions and disagree, but the person being listened to feels the listener is trying to help, not wanting to win an argument.
- Good listeners tended to make suggestions. Good listening invariably included some feedback provided in a way others would accept and that opened up alternative paths to consider. This finding somewhat surprised us, since it’s not uncommon to hear complaints that “So-and-so didn’t listen, he just jumped in and tried to solve the problem.” Perhaps what the data is telling us is that making suggestions is not itself the problem; it may be the skill with which those suggestions are made. Another possibility is that we’re more likely to accept suggestions from people we already think are good listeners. (Someone who is silent for the whole conversation and then jumps in with a suggestion may not be seen as credible. Someone who seems combative or critical and then tries to give advice may not be seen as trustworthy.)
While many of us have thought of being a good listener being like a sponge that accurately absorbs what the other person is saying, instead, what these findings show is that good listeners are like trampolines. They are someone you can bounce ideas off of — and rather than absorbing your ideas and energy, they amplify, energize, and clarify your thinking. They make you feel better not merely passively absorbing, but by actively supporting. This lets you gain energy and height, just like someone jumping on a trampoline.
Of course, there are different levels of listening. Not every conversation requires the highest levels of listening, but many conversations would benefit from greater focus and listening skill. Consider which level of listening you’d like to aim for:
Level 1: The listener creates a safe environment in which difficult, complex, or emotional issues can be discussed.
Level 2: The listener clears away distractions like phones and laptops, focusing attention on the other person and making appropriate eye-contact. (This behavior not only affects how you are perceived as the listener; it immediately influences the listener’s own attitudes and inner feelings. Acting the part changes how you feel inside. This in turn makes you a better listener.)
Level 3: The listener seeks to understand the substance of what the other person is saying. They capture ideas, ask questions, and restate issues to confirm that their understanding is correct.
Level 4: The listener observes non-verbal cues, such as facial expressions, perspiration, respiration rates, gestures, posture, and numerous other subtle body language signals. It is estimated that 80% of what we communicate comes from these signals. It sounds strange to some, but you listen with your eyes as well as your ears.
Level 5: The listener increasingly understands the other person’s emotions and feelings about the topic at hand, and identifies and acknowledges them. The listener empathizes with and validates those feelings in a supportive, nonjudgmental way.
Level 6: The listener asks questions that clarify assumptions the other person holds and helps the other person to see the issue in a new light. This could include the listener injecting some thoughts and ideas about the topic that could be useful to the other person. However, good listeners never highjack the conversation so that they or their issues become the subject of the discussion.
Each of the levels builds on the others; thus, if you’ve been criticized (for example) for offering solutions rather than listening, it may mean you need to attend to some of the other levels (such as clearing away distractions or empathizing) before your proffered suggestions can be appreciated.
We suspect that in being a good listener, most of us are more likely to stop short rather than go too far. Our hope is that this research will help by providing a new perspective on listening. We hope those who labor under an illusion of superiority about their listening skills will see where they really stand. We also hope the common perception that good listening is mainly about acting like an absorbent sponge will wane. Finally, we hope all will see that the highest and best form of listening comes in playing the same role for the other person that a trampoline plays for a child. It gives energy, acceleration, height and amplification. These are the hallmarks of great listening.
This post by Jack Zenger and Joseph Folkman first appeared online in Harvard Business Review.
Start the Conversation and Get Going!
People are talking about your brand. Are you listening?
Social media has taken over our lives!!! That’s right, everyday millions of conversations take place over social media platforms like Twitter, Facebook, Instagram, Snapchat, Skype, forums, etc. These conversations are not just happening with friends and families but are also influencing companies. Social media interaction continues to rise as more people use it in both their personal and professional lives, and brands are responding by continually looking for new and innovative ways to engage with them.
All these conversations comprise pools of data, but “listening to the talk” can be challenging. How can companies make sense of this endless data to determine how and where to listen, identify what consumers are talking about, classify the types of content they are posting, and understand the behaviours they are engaging in?
Brand loyalty, customer engagement, qualified traffic and backlinks are not easy to come by. To get more, you need to give more. When it comes to social media, success comes from listening to your consumers, and providing them with the content they need, at the right time, and at the right place.
Embrace Technology
Those who don’t or have yet to embrace digital technology risk falling behind the needs of their customers. They also risk falling behind in the international marketplace where brands are rapidly ramping up their digital spend. Today’s consumers are digital, mobile, and tech-savvy. They are empowering themselves instead of allowing brands to dictate to them. Leading digital brands like Facebook and Google are redefining the market by creating new benchmarks for customer experience and personalization – so much so that customers today expect personalized services that address their immediate needs.
In short, unless brands can integrate digitally across channels and services, i.e. website, marketing, IT, sales, etc., they will not meet the rising expectations around the customers’ experience. To drive the integration of channels and deliver a seamless, coherent experience at every touch point demands that senior executives (CEOs, CTOs, CIOs, CMOs) get involved – to rally all the departments (marketing, IT, call centres, sales) to execute a digital strategy that reorients the whole business around the needs of the customer.
Mapping Strategy with Good Data
The next wave of marketing is all about providing a one-to-one customer journey for each customer – with highly contextual and personalized marketing messages. It is important to understand the interconnectivity between various platforms and the roles that the different parts of the business play in the customers’ journey. By tapping into data from a range of different touch points and systems, we can understand and shape the customers’ journey to achieve maximum engagement, conversions, and ultimately brand loyalty. By capturing customer data at every touch point – from mobile phones and websites, to call centres and membership programs, we will be able to get a 360° view of our relationship with each customer.
Key Points to Remember:
- Provoking real conversations between your brand and target consumer begins with an understanding of your audience’s desires, online behaviours and their perception of your brand.
- Listening to what your audience and industry has to say allows us to craft and apply a unique, authoritative voice to content that establishes trust and invites consumer engagement with your brand.
- Identifying trends, shared issues, and gaps in online coverage drives the creative process while ensuring you deliver content that adds and not distract from the conversation.
- Social media moves at the speed of light. For brands that can keep up with sharing content, exchanging ideas, and actively engaging in real-time conversations, the rewards are tremendous.
Posted by Irene Gomez, CIO, CorpMedia
2016: Time to Unwrap Your Potential
2016: Time to Unwrap Your Potential
Another year has come and gone! Is it me or did 2015 just slipped us by? Again!
Now that 2016 has arrived, many of us are tentatively jotting down resolutions for the new year. Along with personal goals like doing more physical activity and watching less Reality TV (none hopefully in the near future!), I’m sure you’ve spent the final weeks of 2015 refining your business strategy, so much so that you’ve probably not had the chance to reflect.
Fret not, here are some resolutions any PR specialist (PRs) will need to make 2016 their year:
Dump the creativity
Thinking outside the box is so passé. While those so-called creative experts may try to convince us otherwise, we all know that the best ideas come when we’re alone, seconds to the deadline, wired with lots of caffeine. But, in an era where the process is everything, any PRs worth their salt needs to at least play along with the notion of collaboration. 2016 is the year to embrace the brainstorm for what it is – group therapy with a flipchart – and save your real critical thinking for your alone time.
Connect with your audience
PRs should live and breathe the organizations they represent. You may have tried a bit of client immersion in the past, but 2016 is the year to get your “Freak On” as the song goes. Starting on a new hip alcohol brand? Unleash your inner youth – listen to “Five Seconds to Summer” until you know all the words to their songs, watch the MTV Video awards again and again, go drinking in the millennial club. It probably won’t make your work any better nor your head, but it’ll definitely get you a step closer to “connecting with your audience.”
Talk the talk
Touch base, flag up, check-in, sell-in, reach out….. You’ve tried long enough to avoid using PR-speake, but my friend, you know deep down you’re fighting a lost battle. Sure, these phrases don’t really mean anything, but hamming up the industry lingo is guaranteed to boost your clients’ trust in you and make your senior management team take notice. Use it enough, and you may start to believe in yourself too.
Don’t shy away
If there’s one thing we can guarantee in 2016, it’s that another viral craze will come along demanding we stick ourselves to one digital platform or another – probably in the name of some charity. As a professional bandwagon jumper, it’s important for you to be one of the first to get involved – just make sure you’re not the last.
Tweet/post/blog/vlog
In the same way a pencil makes no noise as it drops unless you’re there to hear it, your hard work means nothing without a steady stream of online updates. The trick to curating a strong professional feed is a lot easier than you think. You don’t need to read articles before you share them, just make sure your post is snappy and includes a personal comment, e.g. “Interesting read … ” or “Great piece from HBR blog… ” Looking like you enjoy your job is also key – jokes and group photos will help build your online brand.
Update your LinkedIn
With top companies trawling the site for talent and ideas, it’s time to embrace the cringe. Add pictures, join groups, and list skills – both abstract (creativity, team work) and specific (blogs) – then watch as the business roll in.
Rise above the norm
2016 is the year of big picture. Avoid getting bogged down in too much of the nitty-gritty by becoming an expert in delegation. The key here is in packaging it up as empowerment. Empower your juniors to take more ownership of administrative details. Empower your seniors to use their specialist knowledge. In no time at all, you’ll have empowered your way to a clear plate and have more time to focus on improving your own skillset.
Happy New Year! May the Force Awaken in Each and Every One of Us!
Posted by Irene Gomez, CIO, CorpMedia
Handling the Hate
We’ve heard it countless times and as professional communicators, we probably have this engrained in our minds – communication is a multi-directional flow of information and feedback.
Needless to say, it could leave us upset, disgruntled, glum and in a state of unhappiness. Feelings and emotions aside, more serious implications could arise as well like having negative light shed on your company, bad press and possibly the subsequent loss of clients in the future. More often than not, we would want to retaliate – and who can blame you?
But hold your tongue/fingers! Given the fact that we are in the business of communication, it is mandatory for us to maintain an appropriate level of professionalism and decorum while still standing our ground. Here are some tips to that will come in handy as you prepare to tackle the difficult task of resolving sticky situations.
Do not react out of anger
We understand completely. A negative review or statement may be frustrating, especially if it contains elements that are untrue. But remember, the worst thing that you can do is to reply in a defensive manner. Take some time out; soothe yourself and when Zen has been re-attained, decide the best course of action from there on.
Take responsibility
The negative review may be the result of various reasons, so it is important to carefully assess the accusation, by getting down to the root of the matter. If there is even the slightest hint of truth, own up to it. By doing so, it shows that you are taking responsibility for your actions which in turn proves reliability and the ability to handle issues in a mature and professional manner.
Try talking offline
Some websites have the option of maintaining anonymity while some do not. If you encounter bad reviews on the latter platforms, chances are you would have a better idea of who the person posting the review is and how to deal accordingly. You could consider contacting them offline to settle the matter. By offering to listen to them vent and addressing their concerns (remember to be understanding and calm!), there is a chance that the individual would revise the negative review.
Be cautious
If it is not possible to contact the person who posted the review offline, you could simply reply to the negative post directly. You could urge the reviewer to contact you so that the matter could be worked on and hopefully, towards a resolution. By taking this approach, you get to show that you care about the issues raised, and are genuinely interested in improving your services.
Think before you leap
Of course conflicts don’t always end up being resolved peacefully. What can be done then? You may be tempted to file a lawsuit against the person who posted the bad review. However, there is a high likelihood that this would backfire as it could even bring unwanted attention to the situation. So stay strong, grit your teeth, stand your ground. If need be, and this would be the last option, just drop the matter and move on.
As far as possible, try to channel the negative feedback in a way that would result in a better outcome for your company – yes, it is very possible! A great way to encourage positive client or audience interaction is to periodically conduct surveys to gauge their feelings and seek out their opinions from the get go. This will help to avoid or limit negative feedback in the future.
By Yasmin Md Basir, PR Associate @ Corporate Media Services
Don’t Spin That Tale (avoiding that interview disaster)!
Some interviews are just disasters waiting to happen. There were times when I channel-surfed to a news program only to catch a CEO interview and cringe. Really I have to wonder, “what was he thinking?’ or should I say out loud, “what was he thinking!!!!!” Pardon the punctuation, but you get my point…
Brand specialists and public relations experts are always creating list after list of things that could go wrong. And this is all well and good except for the fact that the focus is usually on the mistakes their clients make. Bad cover-ups, poorly handled crises and failed publicity stunts all have their place on the lists.
There’s no worse feeling than watching your client freeze in response to a question on live TV or say something he really shouldn’t. Some mistakes your clients make in media interviews have the potential to damage, rather than enhance, their profile in the media. It’s the role of PR professionals to fully train their clients to reduce the chance of insulting journalists or getting negative coverage in the media.
When you really think about it, the person in most control in an interview setting is the interviewee and not the interviewer. That’s because the person being interviewed holds the information that the interviewer needs. Many organizations find that media interview skills training can ensure their spokespersons can fully capitalize on interview opportunities and avoid missteps.
Here are some tips to keep in mind when preparing your clients for interviews:
Do your research
Make sure the media outlet is one that is in line with your client’s goals – one that will offer the best possible coverage. Provide the interviewer with relevant background material – information about the company, biographies, facts and figures, success stories, etc. In some instances, you can also suggest questions to ask your client, if appropriate, or if it comes up during your discussion with the journalist.
Aim to fit (the angle)
Nothing good will come, if you’ve prepped your client on a specific set of questions, and all the interviewer wants to cover is another angle. It’s always best to get a list of interview questions ahead of time so that you can determine where the story is heading and prepare accordingly.
Rehearse the talk
Preparing talking points for your client is the best course of action. This is critical, especially if there is something your client needs to answer in a specific way and avoid leaving out any details. Rehearsing these talking points with your client will help you and the client to anticipate questions and respond with confidence.
Keep it short
There is always a tendency for the client to go on and on and most times, this is not a good thing. For one, it may come across as rambling or even worse you risk taking the interviewer to places you don’t want him to go! This is an important thing to remember especially when dealing with a crisis. Best for your client to stick to the talking points agenda.
Visual impact matters
For on-air interviews, visual impact matters! Do make sure your client is dressed in his “interview best.” Avoid clothing that is white, black or any extremely busy patterns that tend to distort and create fuzzy patterns on the camera. For women, keep your accessories simple and men should wear solid plain ties as these capture better on film and in photos.
Media follow-up
A little courtesy goes a long way. Always be polite and thank the interviewer/media for the opportunity and get a clip for your client.
Review and learn
Whether it’s a TV or print interview, do make it a point review the feature. If it turns out well, strive to do better, if it doesn’t, then there is always time to learn and re-adjust for the next one.
Do you have any tips for media interviews, or any success or disaster stories to share? We would love to hear from you!
Irene Gomez….
Reaping the Rewards of Research
The benefits of incorporating market research into communications strategies have been well documented, but market research deployed without well-defined goals produces little result. Fewer areas of communications have more clearly defined targets than PR: we are looking specifically for the number of press hits, positive mentions, and people influenced. With the evolving market conditions as of late, throw in customer engagement into the mix as well!
No matter the case or time in space, PR and market research are a perfect fit. Properly conducted market research can provide invaluable insights into the behaviour, knowledge, and perception of consumers, stakeholders, and external elements that influence our target markets. The results of market research, if used smartly, can be instrumental in defining new communication approaches, writing messaging and strengthening a business’ public relations.
Gathering your Crowd
Choose your target market intelligently and don’t make the mistake of merely taking a stab in the dark and aiming for quantity over quality. By conducting well thought out research into consumer lifestyles, preferences, habits and behaviours (this list is not exhaustive and can be even more detailed or meticulous – the more refined, the better) to ascertain the right target market for your service or product, a good portion of your battle is won.
Once this first step is accomplished, it would then be easier to suss out customer sensitivities as well. With the business arena being the global place that it is today, more thought and attention has to be given to cultural and societal preferences. This has to be taken note of even within the same country, and even more so if the country is a boiling pot of cultures which is pretty much the most nations in the world these days! To be mindful of your customers, both as individuals and as a community at large, would be to assure the effectiveness and stronghold of your PR campaign.
Manipulating your Market
Just as important is to study what the market you intend to dabble in is missing. Identify businesses similar to your own and investigate the strategies they have implemented. This would not be an easy step because, needless to say, competitors would not readily dish out their secrets! So a lot of independent analysis, observation and in depth studies would be involved. Even so, information you have gathered may not be the most accurate! However, this step should still not be taken for granted. Based on the market needs and what you have learnt from this form of research, you can now consider how you can fill the missing links – providing a formative step on determining the basis of your own PR campaign.
Thereafter, you can finally lay out your market research plan. Based on the information you found in the previous endeavours, plan organized activities that are designed to get more specific information that you would require to make your PR campaign as effective and engaging as possible. Read up on existing published information, interview current customers or analyze consumer behaviour in relation to the market you are going to pursue. For instance, if you have discovered that customers are missing a sense of personal relationships and finesse in your industry, you might organize a focus group or survey, or perhaps even both in tandem for a more thorough analysis, to learn more.
It is important to remember that research is cyclical and required not just before launching a PR campaign. It is just as crucial to follow up. Given the power shift from the media being transferred onto the customers, privy is now placed on customer engagement. Research has to be done to gauge and determine audience reception, through means of evaluating responses via surveys or interviews or market returns, and the inherent effectiveness of the PR campaign’s intended outcome. This form of research could be one of the hardest as effectiveness has many variables and seeking response from your audience could prove difficult as well. However, it is worth putting in effort at this stage just when it seems all your hard work is done because from there, the necessary steps can be taken to ensure that the PR campaign is working as intended. And if not, amendments or improvements can be made to achieve the desired outcome and reach greater heights.
By Yasmin Md Basir, PR Associate @ Corporate Media Services
Don’t Anesthetize Your Colleagues with Bad Writing
It seems obvious that you shouldn’t put your audience to sleep, doesn’t it? It should also be obvious to people who deliver dull presentations or talk in circles at dinner parties — but consider how many boring speakers you’ve had to endure. The most engaging communicators avoid trite expressions, whether in conversation or in writing. They use strong, simple words. Think of Winston Churchill’s famous phrase blood, toil, tears, and sweat. And remember what George Washington said when questioned about the fallen cherry tree: not “It was accomplished by utilizing a small, sharp-edged implement,” but “I used my little hatchet.”
When you write e-mails, reports, letters, and other documents, here’s how to keep your readers alert and responsive:
Use personal pronouns skillfully.
Don’t overuse I (try not to begin paragraphs or successive sentences with it), but do lean heavily on we, our, you, and your. Those are friendly words that pull readers into a document.
Use contractions.
Many writers have a morbid fear of contractions, having been taught in school to avoid them. But you won’t be breaking any real rules if you use them — and they counteract stuffiness, a major cause of poor writing. Relax. If you’d say something as a contraction, then write it that way.
Avoid passive voice.
Don’t write “The closing documents were prepared by Sue”; instead, write “Sue prepared the closing documents.” This guideline is hardly absolute — sometimes passive voice is the most natural way to say what you’re saying. But if you develop a strong habit of using active voice, you’ll largely prevent convoluted, backward-sounding sentences in your writing.
How do you identify passive voice? It’s invariably a be-verb or get, plus a past-tense verb. Some examples:
- is + delivered
- are + finished
- was + awarded
- were + praised
- be + served
- got + promoted
Vary the length and structure of your sentences.
Monotony, as Cicero once said, is in all things the mother of boredom. It’s true of syntax no less than it’s true of eating or anything else. Sameness cloys. So you want short sentences and long; main clauses and subordinate ones. You want variety.
Avoid alphabet soup.
Readers find acronyms tiresome, especially ones they’re not familiar with. Use them judiciously. It may be convenient to refer to COGS instead of spelling out “cost of goods sold.” But if you also throw in acronyms such as ABC (“activity-based costing”), EBITDA (“earnings before interest, tax, depreciation, and amortization”), and VBM (“value-based management”), only the accountants in your audience will follow you — you’ll lose everyone else. Small wonder, too. People don’t want to master your arcane vocabulary to get what you’re saying.
Surely you’ve had this experience as a reader: you encounter an acronym (a long one if you’re particularly unlucky) and can’t connect it with anything you’ve read in the document so far. You find yourself scanning backward through the text, hoping to find the first appearance of that acronym or else words that might fit it. By the time you find it (or give up trying), you’ve lost the writer’s train of thought. Never put your own readers through that.
Stick to words when you can. Acronyms make writing easier but reading harder. Your shortcut is the reader’s hindrance.
Courtesy of Harvard Business Review (Bryan A. Garner)
