Communications planning is one of the key elements of a successful marketing and public relations program. But all too often these beautifully crafted, wonderfully researched, and well-written plans simply fail to deliver. Here are six reasons why.
The Internet of Things is changing our lives in ways that most of us don't fully understand. With the pervasive use of location monitoring, social media and now sensors on our bodies, in our cars and our appliances, we are under surveillance constantly, for which we have volunteered.
As I hit the mid-point of the Army 10-Miler race, with breathtaking views of the Washington, DC, monuments honoring Jefferson, Lincoln, and Washington, I was struck by how running a long race is a lot like creating an effective communications campaign.
Organizations without clear messaging and without a strategic communications plan are like the Costa Concordia—they run aground. Rarely is there a tragic loss of life, as there was with the Mediterranean cruise liner. But there most certainly can be severe consequences: reputational damage at worst and apathy among customers and donors at best.
One of the most important and yet often most poorly thought through parts of strategic communications planning is targeting audiences. Most organizations and companies don’t delve deeply enough with their communications plan. They see their audiences as monoliths.
Is your company or organization churning out press releases every week that don’t get picked up? Are you spending money on digital and print advertising but seeing sales decline? Are your employees unable to send a consistent message about your organization to customers or donors?
A communications or public relations practitioner may be your best ally and resource when seeking or refining strategic communications to reach key audiences, build support, and deliver more dollars to your bottom line.
In a recent article in the Washington Post, pollster and messaging guru Frank Luntz offered the following counsel to Republicans: Re-frame the questions being asked about America’s future because, as he put it, “whoever controls the questions determines the answer.” Smart advice.
An advertisement on the Washington, DC, Metro stated boldly: “Happiness is being able to order food without having to talk to anyone.” If happiness is about further limiting one’s contact with other humans, even for simple transactions, it spells trouble.