Monthly Archives: March 2012

PR Tip: Slogans versus substance in the battle over Obamacare’s future

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Former CIGNA PR guy turned health care whistleblower Wendell Potter makes an important PR point here:

“One of the rules of effective communications is to keep it simple. In attacking something you don’t like, use as few words as possible, and make sure those words pack an emotional wallop.”

Here’s his full post: ANALYSIS: Slogans versus substance in the battle over Obamacare’s future

Six “Sticky” Tips for PR/Marketing Success

Just started reading Made to Stick and have to say its 6 Principles make for a great PR/Marketing/Social Media strategy:

SIMPLICITY: Proverbs are ideal – a one-sentence statement so profound that an individual could spend a lifetime learning to follow it.

UNEXPECTEDNESS: Violate people’s expectations/be counterintuitive. Generate interest and curiosity.

CONCRETENESS: Explain in terms of human actions and/or sensory information. (NOT abstract concepts!) Example: Ice-filled bathtubs, apples with razors. Use concrete language.

CREDIBILITY: Idea has to carry its own credentials. “Ask yourself if you are better off today than you were four years ago.”

EMOTIONS: Make them feel something. We are wired to feel things for people, not abstractions.

STORIES: To get people to act on your idea, tell a story.

Personal Branding and PR – Are you standing out from the crowd?

Do yourself a favor right now and go read this important post from David Meerman Scott: Web Ink Now: Tough love for marketing and PR job seekers.

I couldn’t agree more with David when it comes to how important building up your personal brand online has become in 2012. If you want to win business or land that dream job you need to stand out from the masses, and what better way to “prove” you have what it takes than to already be doing what your potential client/employer is looking for?

I love the era we’re living in, because if gives anybody the ability to let his or her creativity, passion and talent shine for all to see. Content creation has never been easier or more affordable, and there are countless stories of people creating great original content online and then getting “found” by a larger company or client and hired for a full-time job.

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