Trylon has been writing about blogs and possible PR opportunities for a couple of years now, and many marketers are beginning to catch on. Companies such as Microsoft have started using blogs as communication tools. If you have been thinking about starting a company blog, here are a couple of ideas and cautions.
A new book by Dick Martin, former PR guru at AT&T, is a must read for marketing executives. The book (Tough Calls: AT&T and the Hard Lessons Learned from the Telecom Wars) examines many of the struggles the company endured as it tried to find its way in the deregulated jungle. One example highlights the unintended consequences of a PR campaign:
In late 1995 AT&T was involved in manufacturing, telephone service, and computers, so it decided to split the company into three pieces. The move made sense from a shareholder and management perspective, but involved significant employee downsizing.
The PR team crafted a message that was geared towards investors. The company actually hoped to set the record- for downsizing by eliminating 40,000 positions - thus demonstrating its determination to build investor value.
As previously noted, the U.S. has a long way to go to win the battle of the minds in the Middle East. A recent Defense Science Board report, “Strategic Communication,” says the U.S. is failing to adequately explain its actions in the Muslim world. It adds that the government’s strategic communications institutions do not work and recommends an overhaul of the country’s public affairs structure.
Opportunities to get your company’s message to the public don’t come easily. When you do have a chance to communicate via an interview, follow these tips to make the most of your moment in the spotlight.
1. Keep it simple. Don’t get caught up in industry-speak. As the poet William Butler Yeats once said, “Think like a wise man, but communicate in the language of the people.” Avoid the use of flowery language or superlatives, and stay on topic.