Bare it all, figuratively. Your brand doesn’t need to be Miley Cyrus (unless you sell foam fingers) but you do need to think creatively about how you are getting noticed. Technology and access to media have increased the importance of transparency and engagement in branding. It is requiring an open and flexible approach. Cheeky openers just make it more fun.
Happiness, fear, and anger are all powerful emotional triggers--as long as you use them in the right situations.
For decades, marketers have had it drummed into them that triggering an emotional response from the audience is a vital component of any successful marketing campaign. This is still true, and nowhere more so than with content marketing. However, the art of marketing has evolved so much that this truism needs to be reassessed.
Although marketing in the age of social means contending with a daunting amount of noise and competition, it also offers dazzling potential for reach and impact if done right.
For everything to stay the same, everything may need to change
No other prize has anything like the stature of a Nobel. In scientific circles it is known simply as “the trip to Stockholm”. But some do whisper the question, “for how much longer?”
The Nobel brand may thus be in danger of erosion, as the foundation itself admits in its most recent annual report. This says that “ensuring the importance of the Nobel prize in the long term continues to pose a significant challenge”.
For reputation is a funny thing. Scandal can destroy it overnight, of course, and the foundation’s trustees might fairly argue that their cautious approach has avoided that fate. But reputation can also slip away, unnoticed, as the world’s attention shifts elsewhere.
Mafalda Correia's insight:
In reputation, you’re never too accomplished to rest on your laurels.
One day all the PR agencies in the world disappeared. With no press release or target tweets to announce the profession’s demise, we could only speculate that PRs had either flacked themselves into oblivion or vanished up their own arses. The world did not immediately miss the 80,000 bespoke brand storytellers or the constant churn of hype.
For many, the thought of expressing themselves creatively really is frightening. And this isn’t especially surprising, since creative work is a collision point for numerous deep-rooted fears: of ridicule, of social rejection, of discovering you lack talent – not to mention the fear of stirring up emotions you’ve been expertly repressing for years.
Hang-ups about creativity reach far back into childhood: parents can all too easily squelch a child’s imagination, and research indicates that teachers generally dislike more creative pupils, however much they claim otherwise. Indeed, some neuroscientists argue we’ve evolved to distrust creative ideas: except in a crisis, there’s little survival benefit to trying something new.
The real question, then, is not whether creativity provokes fear, but what to do when it does.
The Global Risk Management Survey by AON is out for 2015. I always look forward to learning what is keeping 1,400 global risk management professionals up at night. This year, damage to reputation/brand is number one, having moved up from number four one year earlier.
The report lists several reasons why reputation harm is so high on the list of these professionals –“product recalls, data breaches, offensive language on apparel and in customer communication, fraud investigations, money laundering charges, inappropriate remarks or behavior by company executives, and supply chain disruptions.”
That is a whole host of high profile reputation risks that befell organizations in the past year and are probably boosting concern around reputation loss. The fact that reputation damage is now #1 and cyber risk has now moved into the top 10 risk list is no coincidence. We have seen several major Fortune 500 companies lose reputational status in the past year due to data privacy issues and cyber hacking. The convergence of digital exposure and reputation could not be higher.
In-house PR practitioners don’t have it easy, in general. Sometimes they have to deal with a lack of understanding and appreciation for the work they do. (Did I say sometimes?) Sometimes they get recognized internally only when something goes wrong that needs to get fixed, now. Sometimes they’re asked to wear so many hats and expected to be masters at media pitching, crisis management, Facebook, Twitter, speech writing, SEO and measurement dashboards that they run to webinars and conferences to boost their skills, only to be frozen by anxiety when they see how much they have to learn.
Sometimes these in-house PR practitioners—and their senior leaders—need to enlist a PR agency to combat and defeat all of this fatigue and anxiety. What an agency offers is not the brand and reputation of the agency itself—that’s beside the point. It’s the unique mix of skills and experience that an individual agency practitioner can offer that really matters.
Journalists, and the public relations people who work to sway them, deal in a jargon of their own. Before you wade into the world of the press, either via a chat with a reporter or the hiring of PR help, it would probably help to get a feel for this vocabulary.
Below, we’ve gathered eight terms that you’ve probably heard before but only vaguely understand.
Ironically, PR often gets a bad rep. Although PR professionals see themselves as “reputation managers”, the truth is that some of their own have let the side down badly over the years.
Alastair Campbell was portrayed by many as a manipulative spin-doctor; crazy fashion PR Lynne Franks was satirised in Absolutely Fabulous; while Andy Coulson, David Cameron's former communications director, had a spell in prison (albeit as the result of his journalistic endeavours, not his later PR days).
So it is refreshing that celebrity PR Alan Edwards - who has advised David Bowie and David Beckham - is curating a rare exhibition dedicated to public relations at London's V&A Museum this spring.
Entitled Print the Myth: PR and the Modern Age, the exhibition sets out to explain and celebrate PR's role in shaping popular culture and politics in modern Britain.
Mafalda Correia's insight:
Great idea! And one more reason to return to one of the greatest european museums.
Something editorial types love to say is, “It’s all about the voice!” It’s a phrase bandied around a lot, often with little context or explanation. And when it comes to branded content, we tend to incorporate it into every content marketing deck or strategy meeting—often without really diving into what it means.
The truth is, “voice” is far more than a buzzword. [...] From a branded content standpoint, it’s the core tenet for creating every piece of digital content, be it a blog post, tweet, newsletter, or infographic. Brands that communicate successfully are successful brands. And in order to communicate successfully, you have to distinguish and define your voice.
“The single biggest problem in communication is the illusion that it has taken place.” -- George Bernard Shaw
Communication is a core part of the human experience. And yet, we still struggle with it. Despite the explosion of communication technology, under-communication remains a major challenge at work. It prevents organizations, and employees, from reaching their full potential.
A 2014 survey from About.com found the top three reasons why people do not like their jobs — accounting for 62 percent of responses — were communication related. The biggest issue, a lack of direction from management, was followed by poor communication overall, and constant change that is not well communicated.
The method used to improve the manufacture of washing powder can teach us a lot about the methods we should use to improve our communications strategies.
The Unilever example is a great illustration of the power of trial and error, but in reality few business problems are solved purely from testing random variations. Instead, they are best approached through a combination of “top-down” expert thinking and “bottom-up” trial and error – that is, combining existing opinions and assumptions with a system of feedback and adjustment.
Corporate communications, being a complex field, will benefit from the same approach. There are plenty of expert opinions in the field, but what is the most efficient system of feedback and adjustment?
Studies show that people are becoming more and more reluctant to believe top-level executives who often serve as the public faces of organizations,[...]people believe experts and normal employees twice as much as they do CEOs. This is problematic because the CEO is the most public face of the company.
Driven by fear that they will lose their clients, many agencies are giving away their services for free – and it’s damaging for all
There are two reasons agencies need to stop giving away their time. The obvious one is the detrimental effect it has on the business itself. Employees will work more than they should, giving less time to new business which is necessary to help the business grow. Other clients may also get less time leaving you with a risk of losing their business. As we all know, rumours spread quickly in the industry and it doesn’t take long for an agency to become known as a sweatshop.
The second reason is the agency employees. These are the people who are expected to work long hours and be contactable 24 hours a day. If they are flat out working on certain clients to keep them happy, they will then have to pick up other work or new business afterwards, meaning days become longer, work-life balance isn’t balanced, salaries do not increase, motivation drops and the worst part of it all: negativity increases. We all know that negativity spreads like wildfire.
Every press release. Every event invite. Every media alert. Everything.
Like most of the journalists I know, I spend about a third of my workday writing articles, another third making bad jokes on Twitter, and another third deleting press releases. It's not that I’m unappreciative of the PR people who score me interviews and pass along stories—it’s just that there are so frighteningly many of them, and for every inbox blast that’s relevant to me, there are four or five more that may as well be from a Nigerian prince.
But what if I’m missing something? What if I’m turning my back on the next great American cookbook or home appliance chain or photos of LeAnn Rimes’s latest outfit? I resolved to find out. Inspired by New York magazine’s “I Talked to Strangers for a Week, and It Did Not Go Well,” I set about engaging with the digital strangers who pop into my inbox every workday. In brief: I replied to every PR email I received for an entire week, regardless of the subject matter or sender.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.