With 2014 looming large are you planning your communications activity for 2014? Is it a detailed plan? Here’s something you might want to keep in mind.
Conversations aren’t new. We all know how to make them. And increasingly they represent the new face of engagement in PR. But I wanted to take it a stage further.
I wanted to find out what transforms ordinary conversations into a truly memorable experiences for all involved. What makes them enthral, endure and influence?
I’m talking about conversations so brilliant and memorable that they are shared and discussed. And you don’t need me to tell you how powerful this insight might be in helping raise business profile, credibility and awareness.
The news is pretty good.
There are only 6 things conversations need to be brilliant and to endure. And there is a massive opportunity because very few businesses use them all, if any, to grow a community of people who care about what they say and do.
I call it IFLARE.
It’s a trick I’ve been trialling with clients for 18 months now. And the results at every level have been empowering to say the least. Everything from coming up with creative ideas to strategy and tactics has been positively influenced by focusing on these 6 discreet areas of communication.
Here I reveal what they are.
I’ll show you how they fit in with brilliant in personal conversations. And how they can inspire brilliant memorable engagement strategies – whatever media channel you choose.
Ready? Let’s go.
Ever had that dreadful experience at a party or a networking event when you get stuck next to the guy who drones on and on about himself? You know: “I’ve done this, then I did that, everyone loved me.”
How much did you enjoy the conversation? Not much right?
Even now, this preaching-style approach remains at the heart of many PR practitioners’ strategies. Frequently they preach – in their defence – because some clients still expect it! They drone on and on about so-called achievements. And give little or no thought about if it will interest or add any value to the daily lives of anyone … let alone their customers.
It’s because they want people to know. And they expect some divine right to hold people’s interest.
So what’s the bad news? And what’s the opportunity?
Did you see the news about the phone box calendar this week? It's a bad calendar that has failed to sell - and the story has been everywhere. My mantra for evaluating news goes like this: 'Biggest, best, first or most.'
But this week I have added another word to my newsworthiness check list: 'worst'. The world's 'worst' calendar? But why on earth would anyone reveal their worst business decisions?
Are you still blasting out news in the hope something sticks? What more do you have to hear to stop? Will you stop if a journalist tells you to stop? This is Steve O’Hear’s advice for pitching stories.
Point and press cameras have a lot to answer for. Ask any professional photographer. The ease with which anyone with an index finger can capture images is the root cause of a dearth of mostly-average PR images. And professionals aren’t immune from that observation either. So, here’s what you can do improve your PR shots.