Once the front-line herald of business news, usually in a late-in-the-day fax or hand-delivered sheet to news outlets, the press release is fighting irrelevance in mass communications thanks to the rise of the Internet and, especially, the 24/7 chaos of social media. But if done well, its value endures.
Any successful relationship is built on clear communication. It’s true in marriages. And it’s equally true in the relationship between brands and influencers. In a study published by my firm, The Abbi Agency, our research finds that social media influencers commonly cite weak communication with brands as their biggest headache — and a reason that influencer-based initiatives fail to deliver on their full promise.
What if you were adept enough at reading and understanding body language that you noticed that “micro-expression of disbelief” the moment it flashed across your prospect’s face? What would happen if you were able to stop your presentation right at that moment in time and find out what your prospect was thinking. What if you knew the right questions to ask to uncover your customer’s disbelief, address it right in the moment, and move on?
Tom Keneally, the author of Schindler’s List, once told me the most successful writers are not the most talented. He insisted accomplished writers are those who have “ass-ability.” In other words, they decide to sit down and complete what they start. They learn from their mistakes. They never say never. Instead, they say not yet.
The ability to communicate with one another is essential in work and life, just from the elementary standpoint of survival. However, in the workplace, clear communication is essential for the employees’ productivity, safety and wellbeing. We have all heard stories about highly-skilled, internationally-trained professionals who are wasting time in low-wage jobs. Primarily, it is attributed to inadequate professional language skills, which can only be overcome with decades of re-learning their profession in English.
The public relations industry is ever changing and misunderstood, especially in light of so-called “alternative facts” or horrific policies such as United Airlines’ poor handling of overbooking or campaigns such as Pepsi’s misappropriation of a national racial justice movement to sell a product. Both cases negatively impact each business’ bottom-line and overall consumer confidence. Many confuse PR for “Press Release” – when there is so much more to what PR practitioners do.
One of the most vital components of your company’s brand is its integrity, and because the internet fact checks at the speed of light these days, it’s prudent to take steps to ensure the information you make public is beyond reproach before releasing it. To help you safeguard that integrity, here are a few things to keep in mind.
Any expert in cyber security will tell you no system is totally secure from hackers, but once I went to a secure facility which was, in fact, totally secure. It was in the 1980s and I was selling DEC VT-100 terminals with a special PC card enabling the CRT to run both as a terminal and a personal computer. A really innovative gadget, at least for that time.
Technology has provided the tools to do the basics better, faster and more precisely. But those tools are only tools and they require sophistication, user training and regular sharpening to do the job of running basic business functions and provide the data necessary to manage operations, sales and client satisfaction.