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
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.
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.
Gary’s brilliant book Thank You Economy nailed this trend back when he wrote it in late 2010/early 2011, but this video crystalizes how important customer service will be in 2012 and beyond thanks to Social Media. Watch:
Big news: Join myself and Bestselling Author David Meerman Scott for a special PR/JOUR Google+ Hangout on Jan 11!
Awesome news! Just confirmed USA Today and The Wall Street Journal Bestselling Author and PR/Social Media Expert David Meerman Scott will join me for a special Google+ video hangout on January 11 at 3:30 pm Eastern/2:30 pm Central time.
Save the date and spread the word!
We’re going to talk about David’s new book Newsjacking – PR/JOUR folks this is NOT to be missed! David is the best of the best when it comes to cutting-edge PR/Marketing trends, and his concept of “Newsjacking” is both controversial and potentially the biggest new PR/Marketing trend we’ll see in 2012 and beyond.
Special thanks to David for being such a class act and so willing to share his time and expertise with myself and the rest of us! Pick up a copy of Newsjacking ahead of time (only $6.99 for the e-book) too!
Video: Longtime TV News Director Scott Libin Shares Game-Changing Secrets to Getting Your PR Clients on TV
Scott Libin spent nearly three decades as TV News Reporter, Producer, Anchor and News Director. I can’t think of a better expert when it comes to finding out what works and what doesn’t when it comes to getting TV News coverage for your company/client.
Scott and I had a great discussion this week (video below), and I was really impressed with his honesty and candor when it came to getting inside the head of a typical TV Reporter/Producer. He shared some great insights and advice on what will (and will NOT) work when it comes to getting the TV News coverage your company/client wants.
I was also fascinated/excited about his take on whether or not PR people should use the controversial strategy of “reporting on the reporter” during interviews. This is where you (the interview’s subject) capture the entire exchange with the reporter on video, and then (if you need to) put out a copy of the video online as a defense/explanation for a quote you felt was taken out of context, bias demonstrated by the reporter, etc. (Skip ahead to the 8:25 mark of the video to hear this exchange.)
Social Media and the ability to easily capture and share video online has completely changed the TV News business. Think about the strength and leverage you or your client now has when agreeing to sit down for a potentially controversial/difficult interview! In the past, you were at the mercy of the TV Reporter to represent a fair and balanced report on air. Now, you can film and then release your own record of the conversation to prove to your core stakeholders/audience/critics/etc. that what you said was taken out of context or misrepresented.
Game-changing stuff, and I’m glad guys like Scott Libin are here to help PR pros and journalists alike sort through it all!
Here’s our discussion:
QUESTION: Would you advise a PR client to use this “report on the reporter” technique? Why or why not? And if you’re a journalist, would you refuse to conduct an interview if the subject told you he or she was going to tape the conversation and possibly release it later online?
This video from our weekly JOUR/PR Google+ Hangout is stocked with great Crisis PR/Communications tips from industry legend Jon Austin. Jon used to be the top spokesperson for Northwest Airlines (now part of Delta) and has been a PR/Crisis Communications pro since the early 1990s. The discussion was like a master’s class in Crisis PR – I loved every minute of it and learned a ton. Hope you enjoy!
Our weekly Google+ Video Hangout with Journalists and PR folks is coming back online again this Tuesday, Dec. 6, at 10:30 am Central time. I’m going to try out a new format where we start with a featured “Guest” that I/we can interview briefly, and then open it up to a bigger discussion.
We’ll kick things off by featuring Crisis Communications Expert Jon Austin, who will share his best tips/strategies/stories related to said expertise.
I’ve also secured longtime Twin Cities talk radio legend Kim Jeffries (who now goes by Kim Ketola) for our Dec. 20 hangout. Kim’s also got a new book coming out this winter and is never shy on sharing her thoughts!
Below is the December schedule. I would love to fill the open slots we have on the 14th and 27th – if you’re interested in being a featured guest e-mail me so I can get you booked!
To join us on the Hangout, just go to John Nemo’s Google+ Page and you’ll see that I’m hosting a Hangout “Live” – then just click the button to join!
Schedule (all hangouts start at 10:30 am Central time!)
Dec. 6 – Jon Austin, Crisis Communications Expert
Dec. 14 – (Open)
Dec. 20 – Kim (Jeffries) Ketola, longtime talk radio host/author/speaker
Dec. 27 – (Open)
Thanks and hope to see you online soon!
This week’s Google+ hangout of Journalists and PR pros covered quite a bit of ground – everything from the Star Tribune’s controversial decision to begin charging for its online content, to Herman Cain’s latest PR moves to the Associated Press’ refusal to allow its reporters to Tweet or ReTweet personal opinions.
It was another great conversation, and we’d love if you join us next time! We circle up every Tuesday at 10:30 am Central time via Google+ to hang out and talk shop!