Good PR shouldn’t sound like PR

Talking to your customers

I heard a Chief Executive the other day providing some perfectly legitimate information about the performance of his business and then being derided by the business journalist interviewing him as providing  ‘just a load of PR’. Unfair, I thought.

It’s funny how an industry – Public Relations – that devotes itself to managing the reputations of others, has such a shabby reputation itself. The media, the public, all demand greater transparency and access to information. But when it comes, that extra information is derided as ‘puff’ or manipulative PR.

It’s all good
Who’s to blame? Well, we all are to some extent. Hiding behind corporate and financial jargon doesn’t help. Who watched the BBC’s Twenty Twelve mocumentary on the Olympics and failed to recognise some element of truth in the ludicrous language pedalled by the team.

What to do about it? We could perhaps start by working with the spokespeople we work with and ‘rehearse’ to talk in a language that not only makes sense but is emotionally more engaging.

The Chief Executive of Ocado was also on Radio 4 talking about the performance of his business the other day. He undoubtedly had some good news to share but much of it was hidden behind phrases like:  “there’s an enormous channel shift, we’re at an inflexion point in the market” or “customers who rely on us to deliver outstanding quality to their homes”. In both instances, I know what he means but I can almost hear the journalist sighing.

What about sharing an interesting delivery anecdote for instance, or some feedback from a customer? Don’t tell me the market is at an inflexion point, tell me about how many thousands of loaves of bread have been bought online in the last 12 months?

The point is, we can help people like the Chief Executives of the world relate what they do in a way that not only makes for better radio/TV/ or whatever channel you choose, but might actually do a great deal for stripping away the general cynicism that PR has attracted.

After all, really good PR shouldn’t sound like PR at all.

How to be a champion blogger…(in thirty seconds)

Social media, Writing

So you’ve set up a blog on your website. What next?

Have a view; be short and punchy; be topical; invite (and make it easy for) people to share your blog. Pictures too. Readers love those. Particularly ones of cuddly cats…

Lion

 

 

 

 

 

 

 

 

 

What else? Oh yes:

  1. Readers
  2. Like
  3. Lists

They also like links to other useful sites.

And like a well functioning digestive system, good blogs appear regularly and often.

Oh, and don’t go on. In the digital age, attention spans are notoriously short…hello? Anyone still there?

I read stories (I consume bananas)

Talking to your customers, Talking to your employees

Since when did we all start to consume content? I read content, I watch content, I listen to content but do I really consume content?

Have a listen to the creators of JacksGap on the BBC’s Media Show, a massively successful You Tube channel. How they love to talk about consuming content.

Is it just me or is there something slightly uncomfortable about content becoming a metaphorical feast? Is it just a commodity to be eaten?

It’s jargon of course which, ironically, is often employed to cover up the lack of content – or at least interesting content.

Fortunately I haven’t started to read content to my children, they still prefer a bedtime story.

Lick me, I taste gorgeous…

Uncategorized

Actually I don’t. I’m a blog. But welcome to the world of wackaging as nicely described in this piece in the Independent. Innocent is obviously very good at it and it seems that consumer brands that push sustainability or their eco credentials are particularly keen to indulge in a bit of wackaging.

So what do we think? Is there a space for this style of communication, not just in the more casual world of consumer selling, but also in the more, stiff shirted, b2b environment?

Don’t take that tone with me
I suppose it all comes down to tone and matching it with the audience. If you’re selling nylon stretch trousers to a retired audience via a Sunday supplement, I’d probably say you’re better off telling it straight. That said, I think there is a place for a bit of a wackaging style communication if it can help deliver whatever the communication needs to deliver in an interesting, amusing, or just alternative way.

If you need to make inanimate objects come to life to get results, why not? Just choose your targets carefully and be subtle. Subtle wackaging if you like.

Anyway, thanks for reading me by the way…

Boris trips up

Communicating in a crisis, Working with the media

If you missed Boris Johnson get a good grilling on the Andy Marr show, you can still catch it here. ‘Bicycle crash’ TV it might be but it shows how even a savvy media operator like Johnson can fall foul of a savage inquisition.

Mind you, if Johnson had simply admitted he made up the quote (he was young and paid the price), his affair (he’s a politician) and agreeing to let a friend have the contact details of a journalist who the friend wanted to ‘visit’ (nothing happened), then he would have perhaps looked less foolish than he ultimately did.

A suprising lack of candour from the man who normally plays the media game with far more assurance.