New Zealand Media Wars!

Bring it on traditional media.

Your desperate attempts to pull your nose diving little cash cows out of the spiral amuses me.

Today's Herald on Sunday?

The screeching battlecry of an aggrieved drowning wilderbeast. Page after page devoted to discrediting new media content providers. It amuses me even more that your lazybus journalism reported these stories in the first place and gave them legs. The fakie TradeMe nude mum. Where did I first see the photos?

I must admit that I too was cynical of the 'digital paradigm shift.' But it's real, and it's happening and the traditional media blood letting will continue until you guys get it and start giving the people of New Zealand decent content.

Preparing Key Messages for SpaceWalking Astronauts

Houston- we have a problem. Prepare for key messages.

At first rumblings that there’s a media issue on the horizon, Houston communications cranks out four pages of key messages It’s horribly inefficient and more importantly, ineffective. Especially when most communications Houstons don’t write key messages, they write laundry lists of facts. I was asked to sign off on one of these laundry lists this morning developed by a junior Houston.

She is a very good Houston, but had got into the habit of cranking out four-page lists to keep up appearances for the Astronauts.

I had to remind her that key messages are:

1. For internal use only

2. For use by company approved Astronauts or Houstons only i.e. people that have an understanding of the issue already to act as media spokespeople

3. For communicating an established organisational, strategic position.

For example: "We aim to find water on Mars by 2040".

Is a project fact

"I think humans will reach Mars, and I would like to see it happen in my lifetime". Buzz Aldrin
Is a project key message (that’s why it gets quoted-that’s what you want).

Three of four maximum. Not pages, messages.

If the astronauts are out spacewalking, they don’t have time to read four-page documents when Oprah rings for a chat. Keep it simple, understand the issues, and make sure you nail the biggies on the media call.

"I believe that every human has a finite number of heartbeats. I don't intend to waste any of mine running around doing exercises." Neil Armstrong. You and me both Neil.

JetStar CEO Takes Media Tips from Veitch

After listening to CEO of JetStar Bruce Buchanan on Radio New Zealand this morning I'm quite convinced that the has been taking media training tips from Tony Veitch. The best piece of media management advice I've ever been given: "say sorry!". Turns out both Buchanan and Veitch have been given this chestnut too, but do you think they could say it?

Buchanan had a shocker in the Herald on Sunday last week with the excusefest megamix:

"We are apologetic." Is not SORRY

"Air New Zealand is being MEAN to us." Is not SORRY

"Air New Zealand made a a BIG DEAL of Prime Minister John Key being left in Queenstown." Is not SORRY.

So Radio NZ gave you another go this morning Mr JetStar CEO Bruce Buchanan. And how did that go?

"We understand that people just want us to say sorry"....(BUT YOU DIDN'T).

Live replay of the excusefest megamix, remashed with some 'we're all wise in hindsight'. He threw in a little bit of weather and fog and airports and slow border management (?) and then tried to bribe everyone with a '$50 if your plane is late'guarantee. Whoopee!(Um, and didn't Air New Zealand do that first to pull your pants down a couple of weeks back?). Check out their LAME deal below.

http://tinyurl.com/lv5bch

Posted via email from cjlambert's posterous

'Entergagement' for Dummies

I need a new word that’s not 'entertaining'. I keep saying it in meetings, sometimes I say 'entertainment'.

Your content needs to be 'entertaining'. Or -there is an 'entertainment' aspect that you can’t ignore in your social media strategy.

The usual response, when I unleash the magical E! channel word, is a physical twitch of disapproval.

Sometimes a bumped coffee and an under the breath mutter from my no longer captivated audience. On Wednesday I got a stern, "that’s not relevant to this campaign.”

If you are a serious pinstriped suit financial services company then I can understand the flashes of horror about mixing up your products with a spoonful of Paris Hilton. That’s not quite what I mean though. Geeky, interesting, informative content is—‘entertaining’-it doesn’t have to be Las Vegas.

In government PR 2.0, no one wants to campaign on the dancing clown ticket. I get that. You do need to be a real person though. Real people that are dry, boring, preachy and negative don’t get invited to the Friday night drinks. Obama is ‘entertaining’ to me; and he’s no dancing clown.

Relevant, engaging, what other words can I use? I have the attention span of a goldfish when I’m hoovering through online content. I get through a lot of it everyday and you’d better be cooking something tasty if you want me to park up and stay for dinner.

So from now on it's 'entergagement'. Your content needs to be 'entergaging'. That’ll really confuse them.

Women Love Cars, Boobs & Stripper Poles

Stroppy Tart Alert
I'm a huge Tom Peters fan and have just reminded myself why after a quick rescan of the 2005 'Trends' book. It's astonishing how accurate he is. The chapter on the opportunities around marketing to women has always been something I've found highly puzzling. It seems OK to talk about 'Gen' this and 'empty nest' something but as soon as you start talking about 'marketing to women' you get the 'uh oh, stroppy tart' eye roll. Tom Peters beleaguers the point that it's not about being patronising and WYMNSY; it's about opportunity. Yes Tom,you are right. Why can marketing departments full of women not get this?

It's also interesting how the examples he uses all echo my own experiences: hotels and cars. I've also added a wee gem I hear women in marketing departments moan about every day: ad agencies.

So you think I'm a slapper?
Hotel:Is it just you?
Me:Yes
Hotel: How many for breakfast?
Me:One
Hotel: It's OK if you order two (wink)
Me:Why?
Hotel:We don't mind ,it won't show on the tab (winks again)
Me: One is fine.

Please hotel people there is a massive opportunity to market to women business travellers. I was impressed recently by a hotel that had a Cuisine food magazine waiting for me, Diet Coke aplenty...you get it. Talk about secure access from the car park, crank up the heater and have low-fat cereal. Women like warm and pretending to eat healthy.

Fast Cars and No Money
I come from a family of car dealers. I've driven hundreds of cars. I love cars and know a bit about them. I do my own oil changes. All car dealers know that the woman is the decision maker- 'Sell the car to the wife'. I went to the dealer to select my company car. Some of the guys from the office came for a trip because they were bored. I was standing there with a generous car allowance ready to hand to someone and being completely ignored while the three male tyre kickers test drove sports cars. It wasn't until the dealer asked for one of the guys licenses to do the change of ownership the penny dropped: 'Um, it's actually for me-I'm their boss."

Open Letter To Ad Agencies
Dear Ad Agencies,

I don't need an account manager with hot legs and big boobs. Please give me one that knows about marketing or in the least, one that can send and receive emails. Help/support/collaborate/LISTEN is important. I don't need my ego stroked. regards, your chick client (and all the other mainly chick clients that make up this department). PS. Your Christmas party with topless strippers on poles was hideous, tacky, and distasteful. The 5% male attendees got some great pics, the 95% chick attendees are still reeling. It's Easter. (*true story).

Most Women In Marketing Are Women
Shocking I know. Trust your instincts and don't approve things that don't make sense to you. It's not WYMNSY, it's understanding your customers. Right, off to ShowGirls (?!)

First Time Caller: Social Media Squawkback

I had an interesting conversation yesterday and it's really got me thinking
I was presenting some social media options as part of a communications plan and explaining the importance of social media tools for media monitoring.

"You now have a feedback loop on your communication channels that you need to manage. Social media monitoring. Important."

Very experienced media relations exec and former journo then floored me.
"Isn't it like talkback radio though. You don't really care what some random caller says. You're only worried about the main commentators."

My immediate response was 'of course you care'. The power of the individual, referrals and trust and involvement and tribal influencers. How do you truly measure the effectiveness of your communications without listening to the feedback?

Her response was disturbingly logical
"When I was media manager for [large sports team], people would parrot stuff at you off two or three commentators. A couple of sports jocks set the agenda. Why bother with the rest?"

It's the clutter argument. And it's a good one
I've often thought of microblogging, like Twitter, as being very "talkback radio". Each username has their own little media platform and they talk, and talk, and talk. There's not a lot of "long time listener" going on and everyone's got something to say.

1. Are you more worried about what the host says or about what the callers say?
2. How does this translate in social media?
3. Is the host and caller metaphor accurate or is the communication flow different?

My small brain is still processing and I don't know the answer
The resource requirement for running a CIA style social media phone tapping operation would be massive and surely outweigh any benefit. Maybe just pick off the loudest drum bangers and get alongside them. Ignore the background static. Turn 'comment moderation' on and polish up the rest?

Love to hear your thoughts on this callers-talk to me now--hello?

Managing Little Miss Chatterbox in Your Communications

There’s a new phrase that’s going around and I’m not convinced that it’s a good thing.

“That’s my personal view”.
I choked on my coffee when I heard a very senior and very experienced public relations practitioner use the phrase on a political panel discussion over the weekend.

“The organisation’s position is x, my personal view is y”.
What?

The PR guy that triggered my gag reflex was in-house, skilled, and in a very high profile and politicised role. He was a guest on the show as a representative of his organisation. To be fair to the PR guy, the interviewer accused him of fence sitting, and he replied that he wasn’t because, “ The organisation’s position is x, my personal view is y”. Basically he tripped over his ego.

Once upon a time, this would be considered dissent in the ranks and you would be packing your desk. So why has this become acceptable and, more importantly, should it be?

Tools of the Cat Herding Trade
I’ve worked in both corporate and public sector communications (brand and media) and the ‘herding cats’ metaphor is still the most accurate. Communications plans, key messages, brand guidelines, protocols, sign offs and media training of approved spokespeople. All tools to retain control so that some wally doesn’t say something that they shouldn’t. Singing from the same songsheet and being ‘on message’ and all that. One message/in volume/over time. I’m sure you’ve sat through that PowerPoint presentation.

Work Life Balance Has Changed to Work Life Integration
Our job is part of who we are and social media tools such as blogging, FaceBook and Twitter have given employees a soapbox to preach from. As we take increased ownership over brands at a personal level, it’s hard to leave out the place where we spend 40 plus hours per week. We have plenty to say about our employers and inside information is valuable currency in social media transactions. Personal views are given more credibility and perceived as being untainted by paid media and organisational spin.

@littlemisschatterbox “ I work for Japasonic and I’ve spent all day processing returns of the Japowave 3000-the doors all fall off LOL!!!”

There goes your 600k ad campaign. And aren’t you pleased you hired that PR company to write key messages and press releases about the Japowave 3000? It’s a complex area and over the next few months, I’m going to attempt to come up with some practical ways to minimise the risk and disruption that social messages can cause to your top-down messaging. In the meantime, make it very clear to employees that:

1. There are certain areas of the organisation that they are not suitably skilled or do not have the authority to comment on,
2. Approved spokespeople are in place (or should be!) to provide comment for the organisation,
3. Public comment whether in mainstream media or social platforms that the company deems to be inappropriate will result in disciplinary action or possible dismissal.

Big guns. Yes, but necessary. I’ve seem some very well intentioned individuals create huge public relations disasters simply because they didn’t have an organisation-wide view. It’s easy to get out of your depth. It’s easy to unravel all the good work that the rest of your teams are doing positively representing your organisation.

Individuals can’t get bigger than the organisation they work for and represent
Suitably experienced people should be trained as ambassadors. In my personal view, ‘in my personal view’ has no place in relation to organisational comment and needs to be stamped out.

PS. If you’re wondering about point 3 ‘deems to be inappropriate’, don’t worry, so am I. This is where things start to get ethically very complex! More to come!