Communication

All You Need is the Story

Creatives are often looking for the biggest bang for the buck.

Marketing; PR; advertising; a lot of the time these disciplines share the same questions – what cool way can we get our product in front of someone? How much budget can we allocate to this product launch? What celebrity can we get to promote us? What lifestyle magazine can we get to write about us?

All valid points, all part of the process. And there have been many examples of truly creative campaigns over the years.

But sometimes, if you really want to drive home your message, you don’t need the special effects. You don’t need the dramatic smoke machines. You don’t need the mini Hollywood budgets.

All you need is the story.

Shit is Still Shit No Matter How You Dress It

Charging Bull Okay, that’s a pretty bold title, and it may put some folk off, but sometimes you have no other way of saying something without diluting it.

I was watching a conversation unfold on Twitter the other evening about public relations, and why a lot of the PR industry is in disarray.

While the “bloggers and journalists don’t like us” line was shared a few times, one of the points that came up a lot was that the industry is still seen by many as being one full of shillers.

Heck, the only industry that seems to get less favorable attention is that of social media consultants…

But to be fair, much of PR only has itself to blame (and I say this as someone with a PR background). I’ve come across way too many agency and corporate PR owners who think the sun shines out their arse. If something goes wrong, it’s often a case of blaming the intern or junior account executive. Then there are the senior executives that take the great ideas of the juniors, or interns, and pass it off as their own so they can climb the corporate ladder.

And don’t even get me started on the PR folk that still think spam is a cold meat for sandwiches, and it’s okay to throw regular regurgitated dross into your Inbox and try and pass it off as a pitch or contact. Seriously guys, I’m tempted to gather a month’s worth of junk mail and stuff it through your letterbox – it’s a similar effect.

Of course, not everyone is like this. You have great folks like Dave Fleet, Rachel Kay, Dave Mullen, Heather Whaling, Matt Batt , Arik Hanson and many more doing brilliant stuff for the PR industry. And then you have a generation-in-waiting with Sasha Muradali, Ryan Stephens, Lauren Fernandez, Stuart Foster and others leading the way for Gen Y.

But still the great work that these guys do is being diluted by the craptastic approach of others. So here’s an idea.

The next time you see a crappy PR pitch or email, challenge the sender. Ask why they sent it, and do they really think that passes as good PR. Same goes for a tweet, or blog post – question people. Don’t be aggressive about it; simply ask why they feel that approach works. Have alternative suggestions as well (nothing worse than criticizing and not having some kind of alternative).

Ask if they have any idea why you weren’t taken with the pitch. If they say, “Wrong subject matter” or similar, at least you know they’ve done their job a little bit when it comes to researching the target (you). If they have no idea why you’re disappointed, explain why and see if they can understand why your way might be better.

If it’s a junior or intern that’s sending out the various pieces of communication, find out who’s above them and challenge them – let’s not attach blame to innocent targets.

It might not change the PR industry immediately – heck, it might not change it at all. After all, like the post title mentions, shit is still shit no matter how you dress it up. And some folk just don’t take to new dress codes.

But if we can collectively change just one mindset and then work from there… Well, that’s got to be worth our time, no?

photo credit: Christopher Chan

Do Not Disturb

Your voicemail is permanently on (or your secretary is diverting calls). Your office is a no-go area except to the limited few. Your cell phone has dedicated ringtones so only three people get through (and they’re all “Yes” people).

You’re permanently in meetings that you’ve arranged that don’t need to happen – the earth won’t fall away if you miss one of them. Simply put, you’re so busy that your life is one big “Do Not Disturb” sign.

Your competitors, on the other hand, like to be disturbed. They like new ideas from the many. They like phone calls; emails; faxes. They like meetings that only happen when… well, when something happens or needs to.

In short, your competitors are busy being disturbed by customers. Isn’t it about time you unlocked some doors?

Note: This post originally appeared on my Posterous account. I?m still experimenting there and may remain using it, or move all posts here. In the meantime, I?ll be sharing the odd one here with you.

Get the Gist About Your Most Important Contacts

For anyone that struggles with managing contacts, new online service?Gist may be just the thing you’ve been looking for.

Working out of Seattle, Gist is a new start-up that takes the hassle out of connecting your online dots. It collates all your contacts – email, Twitter, Facebook, LinkedIn and more – into an easy-to-manage web portal that then gives you a whole ton of features to prioritize which ones you keep track of.

What makes Gist interesting is the pedigree behind the company. Engineers from companies like Microsoft, Amazon, Jobster, Infospace and more are the key minds behind Gist, and this shows with the sheer weight of information available to you once you sign up. It’s also incredibly user-friendly – another sign of the expertise putting the show together.

So what’s Gist all about?

From the company’s own description, Gist works by “connecting your inbox to the web.” So basically, anywhere you have an online contact, Gist transfers them to one point of contact to help you manage them better. Once you set up an account, you can then import your connections from the following services:

Email services Outlook and Gmail (with the option of importing others via IMAP)
Twitter
Facebook
LinkedIn
Salesforce

You can also upload Excel or csv files as well (so, Yahoo Mail contacts for example). Basically, your most useful social connections and email contacts are covered.

Once uploaded, you’re then offered a dashboard area which is where the real fun begins. Depending on the accounts you’ve linked to Gist, you can then see the latest blog posts, tweets, news and more about and from every contact in your list in the What’s New section. It’s like an RSS feed on steroids, and gives you an incredible amount of information.?There’s also a Google Search box open, so any information you need on a contact or connection is right in front of you.

The admin area is where Gist’s potential shines through. There are three sections – Dashboard, People and Companies. In the Dashboard area, you can tick boxes to check people, companies, blogs, tweets and news from the last 24 hours up to 90 days old. In the People section, you can see when you last contacted someone as well as the date of the most recent article about them. The Companies section offers pretty much the same as the People one, but ties them all under their respective corporate roofs.

The benefit of all this information is clear:

Get the most up-to-date information about a sales lead before a meeting or call
Send a solution to a problem as it’s mentioned, building your connection to that person or company
Expand your connections via shared contacts
Jump in to defuse situations and respond to both positive and negative feedback as soon as it happens
Keep in contact with your connections, customers and clients on a more regular basis, strengthening the relationship

Gist combines these features with the ability to prioritize which contacts are more important via a slider option where you can increase or decrease relevancy.

It’s clear to see that Gist has come out of the gates flying. The guys behind the company have realized that not everyone is a great project manager and that having an all-in-one solution to some of that is an attractive proposition.

The service isn’t quite perfect yet – it could offer more social networks, for instance, and I noticed some duplication of contacts from the same list when uploading. However, these are minor quibbles in a service that is still in open beta at the minute. As a first run, Gist is already looking like it could be one of my most used tools for connecting people, both personally and to each other.

Check out what founder and CEO T.A. McCann has to say, then have a look at Gist yourself. I’d love to know what you think of it.

Communication

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