Better Communication Results - Latest Comments in Message to business communicators: build a bridge and get over it

Re: Message to business communicators: build a bridge and get over it

Ronna Porter — Tue, 08 Apr 2008 04:48:48 -0000

Hi Lee, your post made me polish off an article I wrote for the UK CIPR Journal several centuries ago, the main point of which I think still holds true today. For multimedia (circa 1995) replace social media (circa 2007) with surprisingly few provisos.

"Public relations practitioners have little choice but to rise to the multimedia challenge if we are to compete in an increasingly dynamic communication industry, to flourish rather than survive. Ultimate success is better founded on adapting our current strengths to the ever-widening communicopia - through a highly developed understanding of clients' business, an appreciation of corporate and brand positioning, and the ability to reach specific audiences, rather than jumping on the techno-junkie bandwagon."

Have a look at: http://internetbrandingstra... and let me know what you think (once you've had time to calm down, obviously!)

I was once told that the people who know what to do always work for the people who know why. Too many people seem to focus on the former, without paying enough attention to the latter. I think once we get to that stage in the debate it will be more interesting!

Take care, Ronna

Re: Message to business communicators: build a bridge and get over it

Lee Hopkins — Tue, 08 Apr 2008 03:46:23 -0000

I wholeheartedly agree, Michael, but I'm not pitching my message at CFOs... I'm pitching at corporate communicators who should already know how to address these ROI issues inside the particular culture of their company.

If they want me to come in and help them refine their message I am VERY willing to help (as, no doubt, are my learned colleagues and your good self) but I'm certainly not about to 'give away the shop' for free on my own blog :-)

After all, we ALL have loved ones to feed, even if it IS just ourselves! :-)

Re: Message to business communicators: build a bridge and get over it

Lee Hopkins — Tue, 08 Apr 2008 03:30:54 -0000

Correction make, Trib. Cheers!

Sorry, Laurel [tee hee] I thought you were at a MySpace booze up?? How come you are commenting on this post? Don't tell us you were multi-tasking again!?!?!

Re: Message to business communicators: build a bridge and get over it

Michael Netzley — Tue, 08 Apr 2008 03:27:55 -0000

Interesting post Lee. I might like to share an alternate view on the whole ROI issue. When markets are declining and budgets get tighter, the CFO will ask for justifications whether we like it or not. The fact that we are often dealing with intangibles (i.e., difficult to measure) does little to change the budget process. We have to give reasons that have meaning to our audience, and that holds true for PR applied to external constituencies as well as budget requests for 2.0 made to the CFO at budget time. If we can't provide measurement and show value, then our budget will likely get cut. Fairness simply isn't the issue. The CEO's ROI on a game of golf is not the issue either (changing the subject away from our lack of numbers rarely works when power differences exist).

There are some fairly simple ways of showing that our work has an impact. The recent Fournaise marketing report shows that PR can in fact have a very positive impact on the P&L. If we want to be prepared for budget season (that is, if we want companies to invest time and money into social media), then we need to pick up on these little techniques, integrate them into our routine procedures, and start generating the data that matters to our audience.

I completely agree with you that "this is too much" is a pretty poor response. That said, responses based on general data describing macro-market conditions are equally ineffective because they do not give a tailored argument as to how a particular executive can improve the P&L of her or his business by investing in social media. We have to speak the language of our target audience and many times the 2.0 conversation simply fails to meet that standard. I can't blame any executive for not listening because we have not made our case effectively. That does not mean the executive is right for not listening. It simply means I don't blame them because we have not met the basic price of admission for getting serious attention from the decision makers or serious budget from the CFO.

If you can make a solid business argument that your 2.0 investment will better the specific company your decision maker is responsible for, then you are on the right path to getting something done.

ROI matters to the people who make the investment decisions, so it should matter to us as well.

Re: Message to business communicators: build a bridge and get over it

trib — Tue, 08 Apr 2008 03:24:11 -0000

Ah, no, I very definitely work for me. And whoever wants to engage me to do stuff for them - see my site at http://www.acidlabs.org/.

Re: Message to business communicators: build a bridge and get over it

LaurelPapworth — Tue, 08 Apr 2008 03:18:52 -0000

o.O silkWORM? grrrr
SilkCHARM

Re: Message to business communicators: build a bridge and get over it

LaurelPapworth — Tue, 08 Apr 2008 03:18:00 -0000

old old old stats - my post is from 2006 and i think the original reports are from 2002 (check McKinsey archives etc)

Re: Message to business communicators: build a bridge and get over it

Lee Hopkins — Tue, 08 Apr 2008 03:07:45 -0000

BTW, do you have that url, Ms Silkworm?

Re: Message to business communicators: build a bridge and get over it

Lee Hopkins — Tue, 08 Apr 2008 03:03:05 -0000

Thanks, all!

Yes, I know that shouting often doesn't achieve anything. But then again, since apathy is SUCH a large part of the Aussie psyche, along with "She'll be right, mate!", that getting up on a soapbox every now and then helps one rid oneself of toxic build up :-)

Steve, the only reason I didn't include you and JJ in the list of luminaries available for hire is that I seem to recall you work for someone (I know JJ does). If that's not the case please let me know pronto and I'll adjust my text accordingly.

That comment was a classic, hey Alex?!

Re: Message to business communicators: build a bridge and get over it

trib — Tue, 08 Apr 2008 02:44:04 -0000

Has it been one of those frustrating days, Lee?

I'm with Laurel in thinking a rant doesn't work (although I totally sympathise with the feeling you need to).

Dennis McDonald didn't believe me when I said to him on Twitter this morning that we were two years behing the US in "getting" social media in Australian business. You've just reconfirmed my view.

You have my sympathies and agreement. But I still struggle to get people to listen to me a lot of the time.

Head, meet own backside...

Re: Message to business communicators: build a bridge and get over it

Alex Manchester — Tue, 08 Apr 2008 02:37:40 -0000

To be honest I see where the original blogger is coming from. I think we can all get a bit burnt out, regardless of what the topic is, perhaps more so with web-based stuff.

But you're right in that, "that's life". It's only going to get busier, we just have to work on making things work for us. The level to which you can integrate sites, feeds etc. these days in phenomenal. It's an opportunity for so much.

I also love the comment in that thread that says, "I'm so tired of social media. I actually just blogged about it the other day."

Re: Message to business communicators: build a bridge and get over it

LaurelPapworth — Tue, 08 Apr 2008 02:32:07 -0000

well, what do you know: I was reading your blog and THEN saw my name mentioned :)

Actually there are ROIs on social networks. 13 or so revenue streams and then some soft figures - technical support drops to 1/5 with peer to peer Q&A forums. People return 5x more often and stay 9x as long to your website if you have a social component. Brand awareness is increased 5x if they belong to your community. I forget the other figures - something to do with gaining staff and ummm.... something else. A great post with some pertinent arguments. Not sure that yelling at people makes 'em listen - I usually just cry to make people stop - but the links and points are very relevant. And I bet you feel better now. Heh