All posts by Sebastian

So the chief executive is a human after all…

Social media, Talking to your customers, Talking to your employees

According to a newish survey by BrandFog, CEOs who use social media are more likely to be trusted by both employees and customers.

Seems like a nice chap
And it’s true; recently I was looking for a bank account to put some money in and found some good rates at a less than well known building society. Having checked on the FSA’s website that it was in fact registered (I said it wasn’t very well known), I then had a quick peruse on their website and found an engaging blog recounting the chief exec’s gardening experiences. Gullible I may be, but I felt that here was a person to be trusted and promptly deposited my money in to his (or at least the society’s) hands.

So a blog, regular tweeting or whatever social media channel you’re using, can influence the purchasing decision; but how do you get your chief exec to engage? Inevitably, it will be the communications team trying to encourage their chief exec to use social media and almost as inevitably they’ll end up drafting content to try and make it easier.

People will spot a blogus
But here is the dilemma: tone of voice and authenticity is absolutely at the heart of getting social media right – people will spot a bogus blog (blogus?) a mile off. Making sure you can replicate his or her style while getting the right content is critical and you can only do that with regular access and their engagement in what you’re trying to do.

Of course in an ideal world, your chief exec will write it themselves and it’ll be engaging, interesting and you can sit back and watch the trust in your company and its senior management steadily grow (you might even pick up some gardening tips).

x+x = the best news coverage ever (apparently)

Working with the media

Next time you have that press release in front of you, check how many of Johan Galtung’s and Mari Ruge’s boxes it ticks?

Deep thinkers

Never heard of them? Well, neither had I until stumbling on their research the other day. In short, they’re two Norwegian academics who, in the 1960s, identified 12 factors which determine whether an event would be covered in a newspaper.

Does your press release include the following?
These factors included frequency, unambiguity; meaningfulness; unexpectedness; reference to elite nations or elite people; reference to people; reference to something negative.

So, the answer I suppose is, if you haven’t got a President or a Prime Minister to quote, make sure you can tick as many of the other boxes for the perfect, news coverage guaranteed, press release.

Twitter, chicken runs and those irritating pay walls

Uncategorized

Someone tweets an interesting piece of news or offer from their website. Intrigued, I feverishly click on the link to find out more. BLAM! The door is slammed in my face by the need to enrol, buy a subscription, and generally take time out from my day to jump a few hurdles before I can get to the news I was after.

The result?  Generally, I give up. Don’t you?

I’m not knocking the need for magazines to make money from their online news content, or other sites to garner much valued marketing information, but there must be a third way.

The chicken chase
If you were going to lure a chicken into a chicken coop for example (stay with me here), you wouldn’t chase her all round the garden and then, just as your harassed Henrietta looked poised to go into her coop, close the hatch and ask her to fill out a form. Of course not, that would be madness. You’d probably throw her some corn to show her the way, give her some more corn maybe when she’s safely in the coop and then close the door gently behind her (mind those tail feathers).

The point is, like chickens, we’re easily distracted; so don’t send out those Tweets linking to that website which are rewarded with, well, nothing. Feed us a little more, make it easier, and the rewards will surely come.

Mixed messages fuel a crisis

Communicating in a crisis, Uncategorized

If the government was keen to avoid a panic around the possibility of a fuel shortage in the coming months then the laughable performance of ministers and spokespeople on the issues of ‘striking’ tanker drivers did little to instil a calm fortitude in the travelling British public.

Keep calm and carry on
“We are not having a meeting of COBRA (the government’s emergency planning committee),” says a spokesperson. “We are having a meeting of COBRA,” says the PM. “Stock up with jerry cans of fuel,” say a cabinet minister. “Don’t do that, it’s dangerous,” say another.

It’s not easy being consistent in your message giving in a big, multi-headed organisation like the government, but get it wrong and everyone look ridiculous, and the end result is the absolute reverse of what you wanted in the first place.

And let’s not even touch on the pasties…

What came first, the letter or the post box?

Uncategorized

The Royal Institution, in partnership with Hiscox, is running a debate this month on entrepreneurship and whether innovation begins with the entrepreneur, or is it the technology that drives innovation (tickets are still available I think at http://bit.ly/A4Z5tw)?

Which got me thinking, a dangerous condition I know, about the role of technology in communication and how far the development of technology has helped and, in some cases, hindered effective communication?

For instance; does sending out a group email to everyone in the company on a particular issue mean you have successfully communicated with each employee? It’s a marvellous technological achievement but just because everyone has received your electronic missive, it doesn’t mean they have read it, or if they did read it, that they fully appreciated what you were trying to say.

Send a press release out on distribution to a wide press list and how many journalists these days say they haven’t seen it; the email no doubt buried in the lost hinterland of their inboxes.

E-clutter
You could argue that the sheer amount of e-clutter competing for an ever dwindling attention span is ultimately delivering a law of diminishing returns when it comes to effective communication.

It’s worth remembering that there is no chicken and egg conundrum when it comes to communication and technology: the message, the content, the story, whatever you want to call it, was firmly in place way before the advent of email, social media and the rest.

Don’t let the ‘how’ dictate the ‘what’
Technology has given us more options in the communications toolbox but it hasn’t provided us with the silver bullet. So whether you’re running an internal or external communications campaign, don’t let what you’ve got say be dictated by how you’re going to send it.

Get the message right and then look at how best you will get it out there which will most likely be a combination of the traditional and the technological.