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Thinking, Saving, & Communicating Green

Today marks the 40th anniversary of Earth Day, a day set-aside for citizens of the world to take a moment and think about important topics such as global warming, ozone depletion, & our own interaction with the planet.  These are some weighty issues to say the least, especially as we seek to preserve the Earth for future generations.  So, for those of us in the field of PR & Marketing, as we go about our daily activities today, there are any number of ways that we can contribute to help on these fronts. Specifically, as communicators we can each play a vital role in Earth Day in a number of ways: 1)   We can use our skills to showcase what our clients are doing for the environment: Use this as a story angle to help your clients get more press, showcase the efforts that they make locally to improving the environment & being a good corporate citizen; while earning points with their target audiences. 2)   Make our own businesses Green: There are a range of things that we can do in our own offices to help with the environment.  From maintaining a paperless office, to using recycled materials, adopting new energy efficient equipment, turning off our computers at night, & sorting our trash into recycle bins.  While each of these are small modifications, together they can add up to help make a difference in the overall well-being of the environment. 3)   Introduce Green communications tactics: By using new tools that allow you to communicate online, you can tell your story directly to target audiences with rich audio & video...

Understanding The Rules of Online Media

Here’s the long and short of it: there are no rules with online media. Sure, take a moment to digest that because it goes against just about everything we’re typically conditioned to think.  We’re used to “best practices” and guidelines.  Think about it in terms of traditional media where there are a wide variety of rules & guidelines.  For instance, typically newspaper articles are a few hundred words in length; for television outlets the news department always tries to find a local angle on a story; while in the land of radio stories are usually told these days by a reporter, often syndicated, that at best feature a quick sound bite.  And accordingly, with each of these different arenas there are certain rules of the game if you will for for gaining traction for your particular story; however in the online space we have a blank platform through which to tell our stories. This platform extends beyond the simple press release or website, but today expands into the mobile space and allows any organization to create rich media that is on-message and helps to tell its story.  This is vastly powerful space – organizations can now share video of their events, conversations with executives, and insights from their latest research with global audiences with ease.  A pretty powerful development that has come of age in the last few years, but as organization’s go to implement these types of tools they are often faced with questions in regard to the “right” way to do things…which is where we enter new & uncharted territory. That said, the online space brings with...

Despite Tools, It’s About the Story

New Media & Social Media tools are the latest options for PR & Marketing professionals, they provide new avenues to reach target audiences and enhance campaigns, however they are only part of the puzzle.  While I am entirely in favor of communicators adopting new tools as part of their campaigns, I think it is most important to do so with a managed and calculated methodology, which utilizes these tools as part of a cohesive overall strategy not just as a haphazard add-on for the sake of using technology.  While these new options can provide enhancements but it is paramount for practitioners to focus on telling their stories without getting caught up in the technology. Yes, I do advocate as I did recently on this blog that you make your message Platform Agnostic, but I do not think that in doing so you should let the technology get in the way of your goal of telling your story.  Instead, I think you need to tell your story and use technology to accentuate your message and broaden its reach.  Of course, in some situations the technology can improve how you tell your story, enriching the experience for the audience and make the story come to life or bring a level of interactivity, but it shouldn’t entirely dictate or transform how you communicate. So, the question is how do you communicate with Web 2.0 and Social Media Tools without loosing focus on the primary goal of telling your story.  Certainly, the answers are many and the approach could be quite complex, but on a high-level here are ideas that can lead to...