Don’t panic this isn’t a party political broadcast.
I’m a member of the Labour Party. I joined over 20 years ago and stand every year in the local elections in an unwinnable seat.
To me the Labour Party stands for equality, compassion and social justice. I may not agree with everything and when that happens my responsibility is to argue my point within the party.
You’re now either with me or think I’m a delusional fool; politics rarely conjures up neutral positions and this dynamic and productive conflict is one of the reasons I love it.
But why am I writing about this now in my role as a communication consultant?
You’ve probably noticed there’s an election going on. Campaigning costs, so the Labour Party is sending almost daily emails to members asking for donations.
And they’re excellent. They get the job done.
I have a monthly standing order to my constituency party, another for the national party and I made a donation earlier in the year. I thought I’d done my bit. But I still clicked on the link and donated.
The emails use positive social proof.
Social proof is a psychological phenomenon where people follow the behaviour of others so they do the ‘right thing’ in a given situation.
Positive social proof encourages the behaviour you want and negative encourages the opposite.
Visitors were picking pieces of wood from the Petrified Forest National Park in Arizona as souvenirs. The authorities wanted them to stop so they put up a sign telling people their heritage was being vandalized every day by the theft of wood, mostly a small piece at a time. The thefts tripled*!
The emails from the Labour Party told me about the 11,000 plus people just like me who have donated in the last two weeks. Before I really knew it I was clicking on the link.
Everyone has them, clients who for one reason or another you’re not in contact with anymore. You did a good job, they were pleased but the project finished and because of the pressures of work they slipped off the agenda.
You know if you get back in touch there’s likely to be more work but you are never quite able to find the time to do it properly.
I have worked with Lorraine Francis for over 15 years in many different guises. We are now collaborating a little more closely on specific projects and have developed and launched Cold Clients.
Our simple and effective three-month programme will re-connect you with old clients and deliver the return you want.
Call me now on 07976 669089 if you want to find out more.
I have spent the majority of my 25 years in PR and communications on the consultancy side of the business so I have seen more than my fair share of briefs. From the clear and concise to the rambling and vague I’ve seen them all.
The brief is an important document if for no other reason than it helps you order your thoughts. There is little or no point in negotiating with a PR consultant if you don’t have a clear idea about what you want to achieve.
Your brief should include some key information:
What’s your strategy? What are your ambitions? Are you launching new products or services, moving into new areas? What are your competitors up to? What’s happening in the industry?
Focus on outcomes not outputs. By this I mean think about what you want to happen as a result of your efforts. You want more than the piece of coverage, the publication of a newsletter or Likes on your Facebook page. You want engaged customers buying your products and services. Everything else is vanity.
Who are they? What motivates them? What worries them? Where can you find them?
What makes you different and how does this match with the worries, concerns and interests of your customers?
How long have you got? When do you want results by?
Be honest and realistic. There is nothing more frustrating than being told you have to say what you think they should spend. It makes the whole process meaningless. Instead of devising a programme aligned to your commercial goals and resources they’re trying to second-guess your budget.
How will you judge if the programme is a success. And again, be honest. People often have a particular thing in mind at the start, like the number of delegates to an event or coverage in a specific newspaper or magazine. Tell us; then we can make sure we tick this box.
And finally …
I’ve had people refuse to answer questions to supplement the brief. At a push this is okay if you all you are doing at this stage if picking between providers (presuming you have clear criteria against which you’ll measure their performance). But it’s a little weird to do it like this when you think that the communication programme will only really work if there is a good relationship between you and your consultant.
To get more information from an independent source contact the Chartered Institute of Public Relations (CIPR).
People will buy if you get the product, price and service right. But only if they know about you, like the sound of what you have to offer and can find you!
A strategically sound PR campaign rooted in your commercial strategy will address all these issues.
The first step is to understand exactly what you have to offer, whether it’s a commodity or high value service. What makes it different? What makes it interesting? Why do you think people will engage with it?
Then you need to understand who you’re targeting. Get under their skin. What motivates them? What pressures do they face? What do they need? How do they make their purchase decisions?
Overlaying the interests and preferences of your targets with your points of difference will shine a light on the elements to focus on; your key messages. Everything else becomes secondary.
Now you know what to say, you have to find ways to say it again and again without boring the audience. This means you need to do more than just state it repeatedly using slightly different words each time. You need many and different ways to embody your messages and then use multiple channels to communicate.
If your targets are seeking expertise and knowledge is one of your points of difference then don’t just say you’re an expert. Write an insightful and incisive article and place it in the right media platform, share it on social media and give a relevant talk at a key trade exhibition.
Once you have reached the point you think you’ll scream if you hear the message one more time then it’s just about getting through to your target audience.
Contact Cathy Connan of Communication Strategy on 07976 669089 or email firstname.lastname@example.org.
To achieve your goals you need your target audiences to behave in a particular way. Presuming you have the right products and services in place I can help you by developing an effective communication strategy, rooted in a sound understanding of the context.
I’ll then roll my sleeves up and deliver the results.
The first step is to get the messages right. While the essence of what you say must be consistent and reflect reality, you need to change the emphasis depending on who you are talking with.
The explosion of new technology has changed the way people engage. They want a dialogue, to be heard; if they feel talked at, at best they’ll switch off and at worst they’ll turn against you.
So getting the tone right is just as important as using the best channel, be it Facebook, the media or a public meeting.
By working with me you will have a natural problem solver on your side; someone who has developed and run communication programmes in a variety of sectors, managed crises and provided a sounding board for senior executives.