Corporate Communication & Reputation
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Corporate Communication & Reputation
Contributions of strategic communication to build companies' reputation
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10 Myths About Creativity You Need to Stop Believing Now

10 Myths About Creativity You Need to Stop Believing Now | Corporate Communication & Reputation | Scoop.it

Most people think creativity is divinely-inspired, unpredictable and bestowed on only a lucky few. There are a lot of popular myths about business creativity, yet none of them have much scientific evidence. A new study based on the latest research-- "The Myths of Creativity," by David Burkus -- helps demystify what's behind the forces and processes that drive innovation.

Burkus' research supports what I have always believed -- that with the proper training, anyone with a common-sense mindset grounded in reality can deliver creative and innovative new ideas, projects, processes, and programs.

Mafalda Correia's insight:
The true drivers of creativity highlighted by the author are domain expertise, a defined creativity methodology, people willing to engage and company acceptance of new ideas.


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The Six Things That Make Stories Go Viral Will Amaze, and Maybe Infuriate, You

The Six Things That Make Stories Go Viral Will Amaze, and Maybe Infuriate, You | Corporate Communication & Reputation | Scoop.it
In scientific research on what makes articles go viral, amusing stories were shared more frequently than less amusing ones.

 

Berger, who is now a professor of marketing at the University of Pennsylvania’s Wharton School, worked with another Penn professor, Katherine Milkman, to put his interest in content-sharing to an empirical test. Together, they analyzed just under seven thousand articles that had appeared in the Times in 2008, between August 30th and November 30th, to try to determine what distinguished pieces that made the most-emailed list. After controlling for online and print placement, timing, author popularity, author gender, length, and complexity, Berger and Milkman found that two features predictably determined an article’s success: how positive its message was and how much it excited its reader. Articles that evoked some emotion did better than those that evoked none—an article with the headline “BABY POLAR BEAR’S FEEDER DIES” did better than “TEAMS PREPARE FOR THE COURTSHIP OF LEBRON JAMES.” But happy emotions (“WIDE-EYED NEW ARRIVALS FALLING IN LOVE WITH THE CITY”) outperformed sad ones (“WEB RUMORS TIED TO KOREAN ACTRESS’S SUICIDE”).

 
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The GlobalEthicist – How to prevent the next business scandal | Ethical Corporation

The GlobalEthicist – How to prevent the next business scandal | Ethical Corporation | Corporate Communication & Reputation | Scoop.it

Too many executives and boards continue to take a reactive rather than strategic approach to risk and reputation management

The regulatory responses to the many scandals of the past dozen years (Enron, WorldCom, Siemens, Wall Street and Fleet Street) should have curbed the excesses that caused them. But they didn’t.

The endless parade of troubles continues – if it isn’t one industry it’s another, if it isn’t one company it’s another, if it isn’t one hedge fund it’s another, if it isn’t one CEO it’s another, if it isn’t one insider trader it’s another, if it isn’t one briber it’s another.

What is the reason for all this malfeasance and recidivism? A root cause is that so many C-suites and boards don’t understand and have not adopted a strategic approach to governance or risk and reputation management. Risk and reputation management requires constant protection, care and feeding – it needs a strategic long-term approach, not reactive responses.

A strategic approach identifies stupid risk, unknown risk and illegal risk. A good system creates an early warning system to prevent serious reputation damage. It will also prepare an organisation for the scandal that will inevitably happen. It will build and embed better processes in the system that will curb or thwart bad behaviour.

Mafalda Correia's insight:

Proactive approach to risk, CEO accountability and an empowered reputation officer are the building blocks of effective risk and reputation management strategy.

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Ian Burrell: As corporate PR plunges into digital and social media, does it still need the traditional press?

Ian Burrell: As corporate PR plunges into digital and social media, does it still need the traditional press? | Corporate Communication & Reputation | Scoop.it

It’s six years since Nick Davies came up with the term “churnalism” and denounced the cosy relationship of the news media and the public relations industry in his book Flat Earth News.

Davies, backed by analysis from Cardiff University, detected alarming similarities between selected news stories and press releases, which in some cases had been published almost verbatim by the Fourth Estate. “I work in a corrupted profession,” complained the author.

Since then, through his work in The Guardian, Davies has led the way in exposing Fleet Street phone hacking. But neither that scandal, nor the publication of Flat Earth News, has strengthened journalism in terms of its relationship with PR. Churnalism may not have been the worst of it.

When Davies was researching his book, PRs were focused on permeating the messages of clients through press and television, what is known as “earned media”. Today our information culture has been so transformed by social media and rapid advances in mobile technology that PR strategy is often to bypass traditional news outlets by self-generating content that is delivered directly to the public.

Rather than seeking the approval of journalists, the PR industry and its clients would rather reduce the press to the margins.

Mafalda Correia's insight:

A clear perspective on the relatioship between journalism and PR 

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The rise of integrated reporting - Communicate Magazine

The rise of integrated reporting - Communicate Magazine | Corporate Communication & Reputation | Scoop.it
The movement to integrate financial and sustainability reporting continues to gain momentum. David Benady discovers whether the finish line is set for a 200m sprint or a 1500m track eventMark Gough, The Crown Estate's head of sustainability, is in the unusual position of trying to do himself out of a job by getting rid of the organisation's sustainability report.

Gough believes that concerns for the environmental and social impacts of a business should not be confined to some separate department. They must to be integrated into all of an organisation’s working practices.

To this end, The Crown Estate, the £8bn property portfolio owned by the Sovereign that pays all its surpluses to the UK Treasury, has created one of the UK’s first integrated annual reports. Rather than producing separate reports on finance and sustainability, The Crown Estate has combined the information and presents it in one over-arching document.

The 2013 integrated report, entitled Imagine, has received the ultimate accolade, according to Gough – people actually enjoy reading it.

“Annual Reports and Sustainability Reports often take a lot of time to produce internally, but they aren’t read cover to cover by investors and stakeholders. Managing agents and stakeholders have come back to us this year saying they enjoyed reading the integrated report, which is the best compliment we could get,” he says.

Gough believes the greatest benefit of integrated reporting is that it has forced the organisation to change the way it thinks and behaves. “You can’t do integrated reporting without having integrated thinking,” he says. “It is no longer enough just to have a sustainability strategy and a business strategy – you can’t deliver two strategies at a time. So we have ripped up our sustainability strategy.

 

 

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5 Components of an Effective Business Reputation Management Strategy | black tie flow

5 Components of an Effective Business Reputation Management Strategy | black tie flow | Corporate Communication & Reputation | Scoop.it

Back when the world was less interconnected, companies protected their reputations using traditional means like word of mouth, print media, snail mail and television advertising. The speed of today’s digital environment, thanks to mobile devices and social media, requires businesses to be almost instantaneously responsive to negative publicity about their brands. The bigger the business, the more mentions it generates in cyberspace. Although businesses are getting savvier about handling viral customer complaints delivered through social media, they may not be as quick to react to a damaging online review tucked deep in a local directory.

A reputation management firm helps a business to be proactive about guarding its online presence. By evaluating the competition, monitoring negative publicity and taking timely and appropriate action, reputation management firms manage problems as they happen and prevent new problems. Of course, not all businesses have the resources to hire a reputation management firm. Companies that want to do this work in-house should start by focusing on five essential online priorities.

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Five resolutions for PR and marketing professionals for 2014 - CIOL

Affect, a PR and social media firm specializing in technology, healthcare and professional services, shares five New Year's resolutions businesses should consider for 2014.These resolutions reflect lessons learned from the past and opportunities in the year to come. The company's experience working with businesses in various industries has inspired these resolutions across social media, marketing and public relations.

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10 Commandments of Recall Crisis Management

It doesn't matter what kind of recall a company faces - food, clothing, drugs, pet products - there are some hard and fast steps to consider when the bad thing
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Top Brands Offer a Roadmap For Communicating With Rank-and-File

Top Brands Offer a Roadmap For Communicating With Rank-and-File | Corporate Communication & Reputation | Scoop.it

It’s more complicated than ever to provide the information that employees need to know. New research from Gallup tells us that there are a lot of “zombies” in the work force. According to Gallup, 70% of employees are emotionally disconnected at work while 20% are so disengaged that they spread discontent to other employees and customers.

Another study, just released by the Institute for Public Relations (IPR) Commission on Organizational Communication, examines what leading global companies are doing in their employee communications programs to address such challenges. 

So how are they making the transition from newsletters and pizza parties to business strategy, acumen and analytics? The research identifies four critical factors that make these companies standout in global employee communications. 

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Mind the Perception Gap I Ebiquity Opinion

Mind the Perception Gap I Ebiquity Opinion | Corporate Communication & Reputation | Scoop.it

A serviceable definition of a corporate brand is ‘what we say and believe about ourselves’. It’s our authentic identity, our unique gene – what makes us, us.  By contrast, we can think about a corporate reputation as ‘what others say about us when we’re not in the room’ – our image, or what others expect us to be like, and to do.

Part of our job, as communications researchers, is to understand and analyse the distance between our brand and our reputation – the misconceptions, or perception gaps, if you like. To what extent is our true reflection distorted or obscured, when it reaches the eyes of our most important audiences?

Once we‘re armed with a clearer understanding of any such disconnects, and their root causes, we can develop communications and engagement plans which will gradually close these gaps. Our reputation will then be an authentic mirror image of our brand, and our stakeholders will interact with us in the ways we would want and hope.

Except, of course, it’s not that easy.
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Brazilians on Social Media at Fore of Free-Speech Battle - Wall Street Journal

Brazilians on Social Media at Fore of Free-Speech Battle - Wall Street Journal | Corporate Communication & Reputation | Scoop.it

Brazil is locked in a debate over freedom of expression, and at the center are its social-media users, including a man who calls himself "Anonymous Sucker."

The popular Internet figure, going by the name of Otário Anonymous in Portuguese, investigates alleged false advertising and rants about it on YouTube with a paper bag over his head. In one popular video, he warns consumers about what he says are hidden fees when they invest in a Banco Bradesco SA BBDC4.BR -0.13% mutual fund. "This is what they're doing," he says in the video, imitating an armed robber, firing a warning shot with his fingers and shoving a wad of cash into his pocket.

Mafalda Correia's insight:

Brazil is the country where the Google receives the most take-down requests from courts and governments in the world. Though Brazil's constitution protects free speech, the country's laws against anonymity and defamation have been increasingly used by celebrities, companies and government officials to censor their critics. Brazil lacks protections, common elsewhere, which free Internet service providers from responsibility over user-generated content.

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Apple overtakes Coca Cola to become the world's most valuable brand

Apple overtakes Coca Cola to become the world's most valuable brand | Corporate Communication & Reputation | Scoop.it

Thanks to impressive performances on the stock market Apple has, at times, been the world’s most valuable company. It can’t really claim that any more but it can claim to be the world’s most valuable brand.

Yup, the Cupertino-based giant has overtaken Coca Cola to claim top spot on the annual Interbrand Best Global Brands Report.

Indeed, Apple’s rival Google also managed to overtake Coca Cola, leaving the drinks brand in third spot after a 13 year reign at the top.

Mafalda Correia's insight:

Requirements that companies must meet to make this list: “The brand must be truly global and needs to have successfully transcended geographic and cultural boundaries. It must have expanded across the established economic centres of the world, and be establishing a presence in the major markets of the future,” 

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EasyJet, get a 24 hour PR team!

EasyJet, get a 24 hour PR team! | Corporate Communication & Reputation | Scoop.it

EasyJet had no legal basis to deny passenger Mark Leiser from boarding a flight because of a tweet criticising the airline, according to professor of law at the London School of Economics Andrew Murray.

Leiser, a law lecturer at Strathclyde currently studying for a PhD and a tech law columnist for The Drum, was on his way to London for a supervisory meeting with Murray when an easyJet staff member asked him to step out of the queue for boarding.

According to Leiser, he was told that because he had criticised easyJet for failing to help a soldier going on active duty meet an essential travel connection following flight delays, he would not be permitted to board the 9.20pm flight from Glasgow to London.

 

Mafalda Correia's insight:

Murray's conclusion: “Perhaps the moral of the story is if you run a 24 hour business you need a 24 hour PR team managing situations like this.”

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Turning Content from 'Meh' to Wow With Storytelling

Turning Content from 'Meh' to Wow With Storytelling | Corporate Communication & Reputation | Scoop.it

If you have had your ear to the ground in the world of startups, you have probably heard the phrase "content is king." Indeed, many industry pros are pointing to content entering a golden age and companies are taking notice. Yahoo is bolstering its editorial strategy (including bringing Katie Couric on board), Vox Media continues to expand the companies under its umbrella and BuzzFeed may be taking over the world (well, not really). But with this explosion of content, there is a lot of room for sub-par "meh."

For many, to rise above the crowd, there needs to be a focus on storytelling (another huge buzzword). Not only does it creates an urge within the reader to read more about what is written, but it can also boost your brand and presence. Plus, customers are more apt to feel a connection with your company.

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Michael Bay’s CES Fail: Why Communication Strategies Can Make or Break You

Michael Bay’s CES Fail: Why Communication Strategies Can Make or Break You | Corporate Communication & Reputation | Scoop.it

Until a few days ago, Michael Bay made headlines for the movies he directed, mainly blockbuster, action flicks like those in the Transformers series. But now he’s making headlines and trending on Twitter for a very different reason: his embarrassing moment at the Consumer Electronic Show (CES).

Bay was hired by Samsung to speak in front of CES participants and media to promote Samsung’s new curved HDTVs. When he went to deliver his speech, the teleprompter failed. Thrown off, flustered, and unable to ad lib, Bay walked off stage, leaving Samsung Executive Vice President on stage to apologize for him.

Both Samsung and Bay are being pummeled with criticism and are in major clean-up mode.

What went wrong from a communications perspective?

Bay’s speech was entirely scripted, so when the teleprompter failed, he lost his crutch. He initially said “I’ll just wing this” but clearly proved unable to do so. The problem with scripted speeches that either haven’t been practiced or that rely on technology to be delivered is that there’s little room for error. While the teleprompter structure can be helpful, it’s very constraining and not forgiving when issues arise.

What can we learn from this very public communication incident?

Mafalda Correia's insight:

Preparation, practice and authenticity are the main ingredients of a good speech and the key to gracefully overcome unforeseen situations.

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Exemples de bonnes et mauvaises campagnes de communication (et ce que nous pouvons en apprendre) - Augure

Exemples de bonnes et mauvaises campagnes de communication (et ce que nous pouvons en apprendre) - Augure | Corporate Communication & Reputation | Scoop.it

Une campagne de communication peut avoir trois résultats possibles : améliorer la visibilité de votre marque et, par la même occasion, la réputation de votre entreprise, passer complètement inaperçue, ou encore se transformer en cauchemar pour l’équipe de communication ou l’agence à cause d’une avalanche de commentaires négatifs (la réputation de l’entreprise pourrait alors être affectée).  Dans cet article j’aimerais résumer quelques points qui font que les campagnes de communication sont un échec ou un succès, en me basant sur des exemples de bonnes et moins bonnes campagnes de communication.

Mafalda Correia's insight:

Examples of good and bad communication campaigns and the lessons that can be learned from each.

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The Year In PR - Edelman

The Year In PR - Edelman | Corporate Communication & Reputation | Scoop.it
Here are my observations on the past 12 months, which has seen the PR industry move to a much more important position in the communications sector.
Mafalda Correia's insight:

Richard Edelman closes his analysis reminding the importance of his father values for all PR professionals:

"First, you are to focus on the client work, not the money (that will come as a natural by-product of excellence).

Second, you should be humble and hardworking, never satisfied, always learning.

Third, you should be entrepreneurial, trying new things, getting up when you fall down to try again.

Fourth, you must be both global and local, because our business relies on cultural mores.

Fifth, it is about the team, not the individual, about “we” and not “I.”

 

Great ideas to start the new year!

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15-Seconds Blog: Top Ten Media Relations Posts for 2013

15-Seconds Blog: Top Ten Media Relations Posts for 2013 | Corporate Communication & Reputation | Scoop.it

"13" was an unlucky year for a number of people trying to make their case with the media.  And at 15-Seconds we enjoyed pointing out some of the best examples of mis-communication and offering the occasional tip on how they could have done better.

As the year draws to an end -- here are ten of our favorite blog posts from the year almost gone by:

Mafalda Correia's insight:

Good examples of what not to do in media relations. Some of them hilarious, some others tragic

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Everything is Ephemeral: Facebook, Popularity, and the Creation of the Social Self

Everything is Ephemeral: Facebook, Popularity, and the Creation of the Social Self | Corporate Communication & Reputation | Scoop.it

For two years, maybe more, I’ve helped real estate agents, writers, and entrepreneurs create strategies for using Facebook for business. I’ve read countless stories and books on the subject, I’ve discussed editorial calendars, the benefits of photos, links, videos, private pages, Facebook groups etc. I’ve been to seminars, I’ve spoken at conferences. I’ve immersed myself in this platform but I’ve never liked it. Perhaps it was its emergence from a college networking program that made it always seem sort of clique-ish and invasive to me but more often I think it was because I had become accustomed to having a blog (or in my case, a series of websites, and blogs over the years) to codify my thoughts and journal. Facebook just seemed less interesting to me and to be fair, I never really got MySpace either.

Now I’m in the position of advising people that social media is more than Facebook and pivoting my own social strategy.  There are a few reasons for this. The first is, as I always tell people, invest most of your time in the platforms you have control over (your website) and use the others to serve the hub. Social media is about distribution and communication and it’s always evolving.  The second is that Facebook itself is being more and more restrictive with its algorithms for business pages. It was always bad but the latest changes make it nearly impossible for businesses to show up in feeds without paying for it. The feed itself is supposed to serve you more of what you like but instead what really happens is the filter bubble effect that cuts people off from things that they might like intermittently but not consistently.  The third is of course, that people are moving on. For teens, Facebook is where their parents hang out. For early adopters, Facebook is mostly passé.  It is terrible on mobile, which is where most of us are now, on phones and tablets. It’s beginning to feel dated.

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5 Ways to Write a Damn Good Sentence

5 Ways to Write a Damn Good Sentence | Corporate Communication & Reputation | Scoop.it

Average copywriters write average sentences. You, I’m guessing, don’t want to be average.

You want to be great. You believe you can be remarkable.

That means you need to write damn good sentences … without even thinking about it … day in and day out.

Do that and you’ll become an unstoppable writing machine. You’ll become a killer copywriter.

See, everything you write … every blog post, every landing page, every email, short story, or Google+ post … begins and ends with a sentence. Bone up on your sentence-writing skills and those pieces of content will only get better and be more widely shared.

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Innovation is critical to corporate reputation, finds Authenticity Gap survey | PR Week

Innovation is critical to corporate reputation, finds Authenticity Gap survey | PR Week | Corporate Communication & Reputation | Scoop.it

The Authenticity Gap study interviewed an average of 100 ‘expert stakeholders’ – defined as customers, commentators, employees, partners or other opinion-formers – in each of 20 industry sectors, from banking to travel operators.

In 15 of those sectors innovation was cited as the most critical out of nine drivers of a company’s reputation and in all 20 it was cited as more important than 'doing right'. The other seven drivers were consistent performance; credible communications; better value; customer care; employee care; community impact and care of the environment.

However, innovation was also the key area in which those polled identified an ‘authenticity gap’ where their experiences of a company did not live up to their expectations of its sector.

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The Psychology of Online Comments

The Psychology of Online Comments | Corporate Communication & Reputation | Scoop.it

One of the most common critiques of online comments cites a disconnect between the commenter’s identity and what he is saying, a phenomenon that the psychologist John Suler memorably termed the “online disinhibition effect.” The theory is that the moment you shed your identity the usual constraints on your behavior go, too—or, to rearticulate the 1993 Peter Steiner cartoon, on the Internet, nobody knows you’re not a dog. 

Mafalda Correia's insight:

As the psychologists Marco Yzer and Brian Southwell put it, “new communication technologies do not fundamentally alter the theoretical bounds of human interaction; such interaction continues to be governed by basic human tendencies.” Whether online, on the phone, by telegraph, or in person, we are governed by the same basic principles. The medium may change, but people do not. 

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PR Firms Beware: Fake Reviews Fined

PR Firms Beware: Fake Reviews Fined | Corporate Communication & Reputation | Scoop.it

While PR firms were not the target of this particular investigation, it’s something to be aware of and be cautious of when or if you are asked to write reviews on behalf of a client.

The NY attorney general’s office posed as a client to several SEO firms and discovered they were paying freelancers around the globe between $1 and $10 per review posted.

It’s not uncommon to hear about PR firms that are creating whisper campaigns or astroturfing. Know that if your firm participates in those kinds of practices, you could be next.

I don’t know about you, but I don’t want to dole out hundreds of thousands of dollars for something that can so easily be avoided.

Mafalda Correia's insight:

Michael Lasky, a lawyer for the PR field, suggests 4 rules to help you make your case: 

1. Review the terms of services. As a PR professional, it’s your job to not only read them, but to understand them so you don’t violate them

 2. Know who you’re working with.  If your clients, anyone on your team, or freelancers you hire for client work participate in fake reviews, you could be liable.3. Make your contracts clear. An indemnity clause may not be enough because it may not cover false or misleading information. 4. Protect your reputation. In the PR business, all we have is our reputation.
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Blurred lines: what the merging of search, social and PR means for brands - The Drum

Blurred lines: what the merging of search, social and PR means for brands - The Drum | Corporate Communication & Reputation | Scoop.it

Search marketing, once the preserve of technical specialists, is merging with social media and PR as content becomes ever more integral to the success of a brand’s search strategy.
The question of whether or not ‘SEO is dead’ causes consternation from many corners of the industry, but perhaps the argument is not that SEO is dead, but that it is becoming unrecognisable as the lines blur between search, social and PR.

Mafalda Correia's insight:

Thanks to Google new algorithms that are able to distinguish between content that is useful and content that is optimised for Google alone, the consumer is back at the heart of digital marketing.  



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Two Ways to Say More With Fewer Words

Two Ways to Say More With Fewer Words | Corporate Communication & Reputation | Scoop.it

Attention spans have never been shorter it seems. But what can you do? In order for people to value your content, they’ve got to extract the value that’s there in the first place.The problem is, no one’s going to wait around for you to explain at length. You’ve got to get the point across as quickly as possible.Luckily, there’s a solution. All you have to do is say more with fewer words...


Via Jeff Domansky
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Rim Riahi's curator insight, September 30, 2013 1:53 AM

Attention spans have never been shorter it seems. But what can you do? In order for people to value your content, they’ve got to extract the value that’s there in the first place.The problem is, no one’s going to wait around for you to explain at length. You’ve got to get the point across as quickly as possible.Luckily, there’s a solution. All you have to do is say more with fewer words...

Albert Green's comment, September 30, 2013 4:04 AM
It's interesting that YouTube still uses Subscribe as the word for, well, subscribing to someone's letter. Also this word is still popular in newsletters even though this post has been writter a few years ago
gregmhagar's curator insight, September 30, 2013 11:05 AM

Saying more with less when deliverying training is key.