Posts related to: thought leadership
by Lindsay Buchanan, Associate
Early on in childhood, Disney taught us many life lessons. We learned that a dream is a wish your heart makes and that sometimes you’ve just gotta say “Hakuna Matata.” However, we didn’t know that some of the lessons from our favorite Disney films also inadvertently taught us a lot about PR.
Be timely. [Cinderella]
Good ol’ Cindy learned this lesson the hard way: always be on time. Don’t miss your opportunity to deliver relevant news about your clients. Moreover, don’t try to sell old information; that’s a losing battle in today’s digital, 24-hour news cycle. Keep up with current events, and tie in client news in order to add value and interest to your stories and press releases.
Be transparent. [Pinocchio]
Just as Pinnochio’s fibs kept him from becoming a “real boy,” a lack of transparency could keep your company from becoming the” real deal.” As we’ve seen in the press lately, non-disclosed information can make a company look like they have something to hide faster than you can say “Gepetto’s Workshop. ” Divulge any potentially problematic information up front in order to avoid colossal embarrassment later. If your organization has particular trouble in this department, prepare crisis communications drafts so you’ll be prepared if trouble strikes.
Rely on your network. [Snow White and the Seven Dwarfs]
Snow White would have been nothing without her friends, and neither would you. Nobody gets to where they are by themselves. As a professional, your whole life is about connecting with others on a personal level. That includes your network. Your personal contacts are just important as your professional ones. Get out and meet people in all industries – join a professional organization. Build meaningful relationships with journalists and digital influencers: one tip or conversation could turn into a career-long relationship. Let your brand precede you. Always be genuine, professional, and reliable. But most of all, be compassionate. Never take the power of kindness for granted.
Be brave. [Merida from Brave]
At Gaia Group, we love to encourage our clients to forge new paths. Think outside of the box: it’s okay to have good, new ideas! Innovation is what sets you apart from your competition. If an idea doesn’t scare you a little, it’s not big enough. Don’t limit your ideas just because you think something will be difficult to implement. Dream big, and the execution will come. That’s what you have us for.
Lindsay Buchanan is an Associate and Digital Strategist at Gaia Group. You can catch up with her on her style blog, Southern Belle Stylista, or on Twitter.
A re-post from Hubspot. Fifty year old advice that still seems fresh today. Worth a few minutes to page through and consider. One our favorites:
By now, we’ve all seen the video of Bob Parsons, the outspoken CEO of domain registrar and hosting company, GoDaddy.com, speak out about his recent vacation to Zimbabwe in which he hunted and killed an elephant. Change.org got wind of the video that was posted to Parsons’ site and urged supporters to pull the plug on their business with GoDaddy. According the Change.org, the film titled Hunting Problem Elephant – My 2011 Vacation is “basically a gruesome, 4-minute elephant snuff film”.The blogosphere has exploded with comments on everything ranging from African village norms to wildlife support and corporate social responsibility. According to one blogger, a GoDaddy competitor has seen 20,000 websites move from GoDaddy to their hosting service which could mean millions of dollars per year depending on account size. If this is true, then his actions could have impacted the bottom line.The real question in all of this is whether or not this crisis has caused harm to the GoDaddy brand. The Editor in Chief of the CMO Site says, “I expect everybody involved in this controversy will score a marketing win.” The Network Solutions management team jumped on the controversy in order to wrangle a few new customers by providing a promo to new customers using the discount code “elephant”. More opportunity for brand exposure for Network Solutions and new customer revenue? Yes!Our wish as communicators is that Mr. Parsons had been somewhat more contrite about his actions. Regardless of the entrepreneurial attitude that’s built into the company, the actions of one person at the top can create harm to employees and public image. We’ve read his 16 rules and wish he had chosen to consider number 11 a little bit longer.
Crisis communicators are pitching themselves as commentators today due to the big news from Japan. Toyota, one the world’s largest brands, is suffering its first big PR crisis all due to mangled communications. By issuing a recall on two-thirds of their inventory on the road without clearly informing their employees of talking points and the resolution process, Toyota has badly bruised their reputation. more
I picked this (and the PDF) up from Environmental Leader today. Worth a read as they give tips on implementation and theorize a process for corporate sustainability.Key ideas from the Harvard Business Review article by Ram Nidumolu, C.K. Prahalad, and M.R. RangaswamiThe Idea in Brief• Sustainability isn’t the burden on bottom lines that many executives believe it to be. In fact, becoming environment-friendly can lower your costs and increase your revenues. That’s why sustainability should be a touchstone for all innovation.• In the future, only companies that make sustainability a goal will achieve competitive advantage. That means rethinking business models as well as products, technologies, and processes.• Becoming sustainable is a five-stage process, and each stage has its own challenges. Here’s how to tackle them and emerge from the recession ahead of the pack.
I recently stumbled across a Twitter thread concerning comScore, a leading digital audience measurement organization. This thread reminded me that I haven’t been to the comScore site in a while and they are practically my neighbors here in Northern Virginia. For those of you unfamiliar with comScore they provide the following factoids on their site that help give some perspective to what they do (and how they make money!):
- · comScore is a leading source of data on mobile as well as PC-based Internet usage
- · comScore data are truly global – the company tracks more than 3 million unique websites worldwide and the comScore panel includes consumers from 170 countries
It was wonderful to see a front page link for the corporate social responsibility (CSR) program, as CSR often gets buried in secondary pages. It appears as though comScore, “…has partnered with Trees for the Future to plant a tree for each new person who joins PermissionResearch (a division of comScore) through the comScore Trees for Knowledge campaign.”Digging deeper into the PermissionResearch site, I realize they have a great CSR pitch and outline very specific, and appealing, member benefits. They have software downloads (free) that range from power management software to screensavers. Additionally, there is a points-based rewards program that is a catalogue of interesting consumer products which might appeal to the CSR demographic (i.e. tents – apparently we like the outdoors a lot).What’s in all this for comScore? Engaged research panelists that likely fit a demographic that is attractive to their customers (opinion-elites) and why, yes, trees planted to offset our carbon footprint. Hats off to comScore for developing a program that wasn’t sent to the secondary or tertiary page dungeon, clearly outlines attractive benefits for participants and also serves to move their business forward. Well done.