Fellow freelance PR Lianne Robinson makes it brief.
I saw this tweet from Tom Knowles a few weeks ago, And it stayed with me. I see this type of thing all the time. Paragraphs beyond paragraphs of long clunky words with no clear explanation as to what it is they are trying to say.You can spend what seems like an age watching a company description going around the various the heads and powers that be of a company. I know this as I’ve worked in-house too. Everyone wants to add their own point of view, something that makes them feel that they played a part in the creation of the copy. But in doing so, adding a long word here and a bit of jargon there, we can completely lose all sense of what we’re trying to say.
Newest Comms Crowd recruit and PR Pro, Lianne Robinson, looks at how the brave and the bold can get the better of Brexit.
Any economic event brings with it a period of uncertainty. We saw it back in 2008 when the market crashed and we are seeing it again now courtesy of Brexit.
When situations like this happen, it’s tempting for a company to crawl under a rock and keep quiet. But, at a time when staff, clients and other stakeholders are looking for answers, it’s imperative to have a voice and adopt an honest and open communications strategy. Doing this not only helps to protect its reputation but it also reduces the risk of a negative fallout later down the line.
In 2006, I landed a job in property PR. Back then it was one of the most exciting and fastest moving sectors in which to work. The industry was booming and companies were reporting significant growth and opportunity across the board. Then at the turn of 2008 the recession hit and disaster struck.
In those dark early days of fear, the companies who realised that the situation could yield opportunity had to react fast and work closely with their PR teams to reassure their stakeholders. In such volatile markets, it became vital for businesses to be much more visible, open and out there promoting the positives. There was a real need for company spokespeople to provide shareholders with a degree of confidence that action was being taken and businesses needed advice on how best to proceed.
It is widely noted that the Brexit result came as quite a shock to many. But companies across the country would have spent months, even years, planning for the possible outcomes of the EU Referendum and discussing their business strategy. Most businesses will have a game plan to put into action and now is the time to engage with key stakeholders on the significance of the decision and what it means for the business.
When markets become nervous, it is important to be a voice of reassurance, emulating a sense of calm and trust in order to bring people with you and protect the reputation of the business. Companies who think carefully about the issues and position themselves with care, have a real opportunity to use recent events to help build their profile and garner support. There is a lot to be said for those who are among the first out there providing guidance and confidence.
With something like Brexit when the outcome as a surprise to many, it is difficult to know what the right thing to say is and easy to let other put their head above the parapet to offer their opinion. When no one knows the most appropriate thing to say, only the brave and the bold are prepared to go on the record.
Right now there is much speculation around the future of the United Kingdom might and there are no ‘right’ answers. And while it’s true that yesterday’s news is no longer today’s chip wrappers as the growth of online and digital means that what you say is here to stay: offering a level of insight can pay dividends for the sake of supporting your stakeholders and the continuity of your business as much as anything else.
Another of Sam Howard’s pet
In PR you hear a lot about being ‘On Message’. This is very important isn’t it? Being On Message, having your people rehearsed and slick, so they can always be On Message? Oh pulllease.
If a journalist knows what you’re going to say before you open your mouth why would he/she bother to rock up for the interview? I mean seriously, what’s in it for them? If they just want the corporate spiel, they’ll check out your website. If they want to talk to you it’s cos there’s a vague hope that in and around the adaptable-scalable-innovative-flexible monologue you might actually have a view, say something interesting, topical, original, human even, and actually provide some decent copy.
The best view to have, I think, is one that runs contra to the stream. Back in the mid 90s when I laboured over my very first press release, I was super diligent about being fact-based and succinct, (I had been trained well, forever in debt Mr Springett) but I didn’t have the confidence to write the quote for my boss. So instead, I wrote, “Say something contentious here.” And he did, and it worked a treat. Mr Caplin, gotta love him and even if you don’t, he always makes great copy.
On occasion, it’s OK to fess up to that slightly dodgy implementation when your record is normally great, and you can demonstrate you have learned from it. Or to admit the recession might be taking its toll on you too, but you are gonna haul your weary backside out of it, or die trying.
You see the joy of sometimes wondering off message means that when you do get back on it, your audience might actually believe you. And isn’t that quite important? Besides, whoever wants to hear somebody else’s diet is going really really well?
When I work with my PR clients we work hard on looking at where we can first and foremost add some value/originality to the debate. You know not everything that comes out of your mouth is necessarily going to be that great and that’s where your trusted PR comes in – they can tell you what to run with and what not to bother banging on about, because it is irrelevant or just actually not that interesting. Sometimes it is all about the team singing from the same hymn sheet, but other times you just need to know a good tune.