Imagine standing on the trading floor of the New York Stock Exchange. It is minutes before the opening bell on what is predicted to be the busiest trading day of the year. When that bell sounds, you better be ready to beat dozens of other brokers to the punch and buy thousands of shares of the hottest company going.
Here we go…5…4…3…2…1…GO!
Shout! SHOUT LOUDER! LOUDER!
The seller can’t hear you over the noise and the distraction of everyone’s arm waving is preventing you from catching his attention. It’s a free for all! Mayhem, I tell ya! Continue Reading
You may think that brand journalism is like a new and improved version of marketing and advertising. It’s kind of an old barn with a fresh coat of paint. If so, you’re wrong.
Here are three misconceptions people have and the truth about brand journalism:.
- Brand journalism is the new advertising. Nothing could be further from the truth. Brand journalism doesn’t pitch anything. Brand journalism isn’t a clever commercial with a perky spokesperson. Brand journalism doesn’t even have a jingle (gasp!). Done well, brand journalism is comparable to solid news and feature writing. There is no deception. Brand journalism is done with full disclosure and has substantive information at its core. Its goal is to inform readers, not sell them something. Continue Reading
Undoubtedly you’ve heard the expression, “A picture is worth a thousand words.” Yeah, I get that, but do you know what writers call pictures that have no words? Art.
Think of some of the great photographs you’ve seen, maybe in National Geographic or Outside magazine. You may connect emotionally with the beauty of a compelling image, but it is most often the words that put the picture into context, providing meaning that supports your emotional response. Words tell you details like who is in the photo, what they are doing, where it was taken, and other interesting tidbits. Continue Reading
Branding is the attempt to set one organization apart from another. Successful branding is setting apart your brand from your competition. The ability to do so isn’t as complicated as you might think.
Image courtesy of FreeDigitalPhotos.net
A recent client in the tech industry asked me to write a corporate positing document that has one purpose: succinctly yet comprehensively explain what the company does. It has two primary audiences: potential investors and healthcare CEOs/COOs/CFOs. However, when the President/CEO of the company sent me the initial draft of what she wanted, the opening paragraph consisted of 128 words and two sentences laden with redundant tech industry corpspeak. “You can wordsmith it however you’d like,” she said. “But I’d really like to keep the tone of it.” Continue Reading
“Are you entitled to insurance compensation? Are you tired of hassling with insurance companies over your accident settlement? Are you being told your coverage doesn’t include your accident? Then get a tough attorney who gets tough with your claim and gets results.”
I’ll bet you’ve seen that commercial, or one similar. Every city has them, attorneys who promise big insurance payouts, and of course for them, it is all about you. Some of these guys score a 10 on the “Cheese Factor” scale and the commercials prove it!
But there is a better way to generate leads and convert prospects into loyal customers without the cheesy commercials. It’s called brand journalism. (Read Part 1 of this series on brand journalism, titled: Brand Journalism: A proper definition) Continue Reading
I learned a valuable lesson yesterday. If you park your car under a tree with the windows down, a bird may just poop in it. In other words, if you do the things that set your organization up for a crisis, a crisis is probably what you’ll get.
Many people are caught off guard when crises blindside their organizations. The interesting element is that crisis researchers have found the majority of non-natural disaster crises had been percolating for some amount of time before they escalated to “a breaking crisis.” That means something eventually disruptive to the organization’s operation and potentially threatening to its reputation took root and grew as part of the organization’s DNA until it erupted. Continue Reading
It’s been said that Steve Jobs didn’t sell computers; he sold an experience. Every CEO and other C-level executives – or leaders at any level in an organization – should view every speaking opportunity as an opportunity to “sell” a good experience, and media training can help make it happen.
Unfortunately not every CEO sells a good experience when they speak and there is a long list of examples that prove it. As unfortunate, too many CEOs and C-suite executives believe they have the gift of “winging it.” Let’s be honest, often the problem is ego, and the men an women in the top seat mistakingly equate lack of preparation as a prerequisite for extemporaneous speaking. The results are often disastrous, costing companies millions of dollars and often costing the CEO his or her job. Continue Reading
With one button, everything changed. Before it was a noisy world – and getting noisier. So many advertisers with so many messages, and they just kept coming…growing louder so you could hear their messages from the other room. They knew you’d gotten up during commercial breaks to run to the refrigerator, or use the bathroom, or let the dog out, so they increased the volume to make sure you could hear them from afar.
But that all changed when Eugene Polley of the Zenith Radio Corporation did humanity a great service and created the first wireless TV remote that could turn off the sound. In other words, he gave us the mute button. Continue Reading
Leadership expert John Maxwell once *wrote, “Everything rises and falls on leadership, but knowing how to lead is only half the battle. Understanding leadership and actually leading are two different activities.” Corporate communicators often find themselves standing in the gap between the two.
C-Level leaders, and especially CEOs, are elevated to their positions of leadership for a number of reasons; being a person of vision is almost always one of them. Board members, stock holders, trustees, employees and customers all have an expectation that the CEO will make the organization more successful in every way, from profitability to the quality of the customer experience and overall work environment. Continue Reading
Speaking points are much in the news these days because of the fallout of the Benghazi situation. It raises the question: Are speaking points a valid and ethical communication strategy for organizations? The answer is a resounding, “YES!”
There is a video clip of CBS News’ Bob Schieffer, host of Face the Nation, interviewing senior presidential advisor Dan Pfeiffer. Pfeiffer is ripping through one speaking point after another and the long-time political correspondent will have no more of it. He offers a brief history lesson to his young guest, and politely admonishes him that it would be nice if the administration would lose the speaking points and tell the truth. Continue Reading