Archive for August, 2009
Employee Communications: Internal Branding = External Success
Posted by: | CommentsIt’s a simple equation. Internal Branding = External Success. Employee communications programs should embody the brand and foster a culture of communication that rallies employees around the mission and business goals of the company. Yet many organizations neglect internal communication. With an economy in the tank, some companies feel that employees should be happy to have a job. But when things are bad, employees need to be hearing frequently about the true state of the company, what management is doing about it, what it means for the individual employee.
Even in bad times, smart companies are able to mobilize their employees to support the company and its brand by being twice as productive as before and in their communication with customers. Employees want their company to succeed, so why not give them an opportunity to be part of the solution? It works in a company that has nurtured a culture of communication that it can rely on to see it through both the good and bad times.
In communication with employees –
Trust is the core component – all communications must be reliable, truthful and contain the full story. At the heart of trust is:
Openness – there must be an unwavering commitment to and support of a healthy two-way communications environment.
Simplicity – communications must be clear, meaningful and accessible.
Consistency – messages must be strategic and integrated.
Caring – there must be concern for the individual.
The most important element in communicating with employees is speed. They need to hear news from the company — both good and bad — before they read it in online forums and news programs.
What the heck is a brand anyway?
Posted by: | CommentsI’ve read a flotilla of articles and blogs about the importance of having a personal brand, and how key it is for companies to have a positioning that excites their target markets. Yet, I haven’t read anything to my satisfaction that clarifies in simple language all the terms that are bandied about.
The word “brand” has come to have many definitions. The key is that when you are working on your brand it is important to use a common vocabulary so that you and your colleagues are communicating in the same language.
Here are three simple definitions:
What is a brand?
- A brand is what an organization wishes to be known for. It’s the words you use to describe yourself and/or your company, and is the result of a strategic analysis to establish your unique selling proposition. It is an inside-out process.
What is positioning?
- Positioning is how an organization and the services it provides are perceived in the minds of its target audiences. It is looking from the outside-in. The challenge is to have your brand and positioning in alignment.
What is corporate identity?
- Corporate identity is the visual expression of the organization’s name, logo, tagline.
Now isn’t that simple to understand? What’s not simple is defining your brand, whether it’s personal or for a business. It is hard work to understand what makes you unique and what you are really selling. I haven’t figured it all out myself yet, and when I see that even the biggest companies mess up their brands (remember Coke?), then I take heart that I’ll get it right someday. How do you feel about your brand?
Twitpitch — the New Way to Pitch Reporters
Posted by: | CommentsAs a former business reporter, I was on the receiving end of many press releases and pitches. So I have an understanding of what a reporter is looking for under the constant pressure of deadlines.
Despite what editors say as panelists at media conferences, they DO look to PR people for story ideas. The way that a company distributes news about its products, services and executives boils down to these three techniques:
• Twitpich (yes, on Twitter)
• Pitch letter
• Press release
Twitpitch
The “Twitpitch” is beginning to replace the pitch letter. More reporters are opening Twitter accounts to monitor companies, individuals and breaking news. We all remember that Twitter was basically the only source for real-time news from Iran during the recent uprising. The Twitpitch takes skill because you have only 140 characters to command the attention of a reporter. As with other people you are following on Twitter, you can learn about a reporter’s hot buttons and begin to establish a relationship. You can find reporters on Twitter by searching Media On Twitter. Another site Muck Rack compiles reporter’s tweets and lets you search for reporters by media outlet.
Editors are beginning to share ideas on Twitter by directly communicating with each other every Wednesday from 9-11 p.m. Eastern Time at #editorchat, or go to http://www.editorchat.net/ for transcripts. So, while as a PR person you can’t get in on the conversation you can eavesdrop to get ideas for your next pitch,
Pitch Letter
Increasingly, the pitch letter is replacing the press release. The pitch letter is a short email to a reporter with a super compelling headline and a pithy paragraph describing a story you’d like the reporter to write. Often it pitches a corporate executive who can comment on a new development or industry trend that turns into a feature story.
Press Release
The press release announces news about a company and can be several pages, depending on the topic, allowing for much more detail than a Twitpitch or pitch letter. The press release needs an exciting headline – or grabber – to draw a reporter into the body of the release. It is the “wow” factor. The release can also include a sub-head just below the grabber that briefly summarizes the news. A press release — and even that term is giving way to the term “news release” — is more of a for-the-record document.
Just remember, though, that no matter the type of pitch you are using, it is essential to research what reporters are writing about in order to tailor pitches to their current interests.
My Blog is Now in the Business Intelligence Library
Posted by: | CommentsTo show you the power of the viral community, my membership in LinkedIn’s Blog Zone led to my being included in the Business Intelligence Library which is part of the Business Intelligence Professionals Network. According to the site, “it is intended to be a collaborative enironment for business intelligence professionals to review ideas, technologies, concepts, best practices, and general experiences. We pride ourselves on delivering the news to BI professionals.” And, of course, they showcase blogs. Thanks, Matt Spight, for including Write Speak Sell!
