Nov 17 2015
“The single biggest problem in communication is the illusion that it has taken place.” – George Bernard Shaw
In today’s buyer-controlled world, the most compelling, engaging, insight-driven content doesn’t deliver value unless it is actually seen, heard, felt or acted upon by the intended audiences.
And therein lies the illusion Shaw references. As communicators, we cannot afford to have our efforts be the proverbial tree falling in the woods.
The ability to connect and inspire target audiences with the right content offers a major opportunity for the PR industry to differentiate itself from traditional advertising, digital and marketing agencies.
Perhaps you have experienced these:
All of these and more are the result of a faulty connection strategy – the inability to connect the audience…
Nov 12 2015
Hospitals, doctors and other healthcare professionals are often held to a higher standard than your average Joe. As a society, we look to them for answers, for guidance and to address our deepest concerns.
Studies show that good communication and patient safety are linked, so talking about the hard stuff is a must. However, with a society that gets offended by cups and sweaters, you can imagine that healthcare professionals might feel the need to tread lightly on certain subjects. So, it’s up to us, as consumers, to make sure we get what we need from each encounter with our healthcare team. Use the tips I’ve outlined below to get the most out of each doctor’s office visit.
Getting anxious or upset because your doctor is late (and let’s get real, they are) doesn’t do you any good. You still need to be in a position to get the best results, so even when your doctor walks in 30 minutes after your appointment was supposed to start, try to remember that they may have just been dealing with something incredibly difficult and now need to refocus on you.
Asking questions is one of the most important things you can do during a doctor’s appointment. Go to each doctor’s appointment prepared—write some questions down and don’t be afraid to ask. Asking the right questions may save your life and can open up the doors to better communication with your healthcare team.
Stand up for you
Nov 3 2015
As communications professionals, it’s imperative that we stay ahead of emerging trends in the digital sphere and leverage all available tools in order to keep our fingers on the news pulse at all times. For a majority of journalists and PR pros, Twitter remains the go-to source for following along with breaking news/ major events in the world in real time. If there’s a major story, there’s a good shot it was first reported on the Twitter waves before ever appearing in an online article. Well, Facebook recently unveiled a new tool that could make major waves in the media sphere as well. That tool is called Signal and it aims to give Facebook and Instagram more of a presence in news articles that readers consume daily.
So, what is it?
Facebook describes it as “a free discovery and curation tool for journalists who want to source, gather and embed newsworthy content from Facebook and Instagram, across news, culture, entertainment, sports and more—all in one place.” If you haven’t yet heard of it, I’m willing to bet you soon will. At a recent conference I attended in Orlando—hosted by the Professional of Society Journalists— one session was paused…
Oct 30 2015
Let’s be clear. I am not giving up bacon. Why would I eliminate such crispy, crumbly, savory goodness from my diet? And I’m not alone in my defiance.
If you’ve been in a coma (or an Empire binge-watching marathon) this week, then let me quickly catch you up on a new study that instantly achieved global attention in both traditional and social media. On Monday, October 26th, the World Health Organization’s International Agency for Research on Cancer declared red meat to be “probably carcinogenic to humans” and processed meat to be most definitely “carcinogenic to humans.” The story was covered from the U.S. and Europe to Asia and Australia with the most creative (and inflammatory) headlines. My personal favorite might be: “If bacon causes cancer, what does it mean for meat lovers who want to live?”
But this is where it gets interesting.…
Oct 23 2015
Wanting to hash out the critical issues in any industry is a lofty goal, but I think we unintentionally hit gold at last week’s Critical Issues Forum. The agenda boasted topics ranging from how to differentiate influence from popularity, what is going on inside the minds of CMOs, how the client/agency relationship is evolving, where brand journalism fits into the news cycle and even “viral” content, but for me the unexpected hero of the hour was “Why does PR continue to give the milk away for free?”
A quick “tip” shared by MasterCard CCO, Chris Monteiro, was that PR agencies are notorious for “giving us stuff for free” which makes it easier for procurement people to get into heavy price negotiations year after year. His advice was simple: stop doing it. Stop thinking of freebies as “investments” and stop thinking that “if they liked it once, they’ll pay the next time,” reminding us that it’s more likely that if they liked it for free, they’ll never see the point in paying for it at the price you eventually ask for. In short, you will always be losing money.
Oct 22 2015
Can you believe it’s almost been a full month since International Podcast Day?! If you missed the holiday, don’t worry—you’re probably not alone. Luckily, PadillaCRT celebrated enough for all of you, with the launch of our very own podcast, On Purpose.
According to Edison Research, one-third of Americans say they’ve listened to at least one podcast in their life—and that number is growing. The percentage of Americans who have listened to a podcast in the past month has doubled since 2008, from 9 to 17 percent.
If you weren’t paying attention to podcasts yet, it’s time to tune in.
With that said—is anyone out there considering launching a podcast for your company or client? If so, check out these tips for getting started.
Find your niche. No matter how often you’re planning to post, it will take time to position yourself as an expert. You’ll need passion, valuable insight and a whole lot of expertise.
To my fellow health communicators: think about the brands you represent. Which industry do they fit into? Just because the client is technically in the Health IT space,…
Oct 20 2015
This content was co-authored by Julie McCracken
Reputation is a critical component that often determines whether a company can bounce back from a potentially damaging situation. It’s also a determining factor in whether a consumer will decide to buy your product. These days, not only do consumers consider how they perceive your brand, but also how they perceive actions by your company.
Do consumers have an affinity with your brand? Do they believe your company to be a good steward?
Some of the most reputable companies are also the most valuable brands, and it’s no surprise that the two go hand-in-hand. While brand focuses on company promise (what’s in it for me?), reputation focuses on company purpose (what’s in it for us?).
But, successful corporate and brand reputations aren’t built overnight. Reputation management is a long haul. A strong reputation can drive lasting business success by increasing employee retention, and ensuring repeat purchases from customers. However, a tainted reputation disrupts the business cycle, and can make it difficult to bounce back from. It may take years to build or even restore a powerful reputation…
Oct 12 2015
For so many years, mommy blogs have reigned supreme in the world of online journaling. Perhaps it’s because parenthood is one of the most all-encompassing thing that can happen in a person’s life, or maybe it’s because the internet helped new parents not feel so alone – regardless of why, blogging about children was one of the first and arguably most lucrative form of blogging. But is that still the case?
Just a few weeks ago, mom blogger supreme, Dooce (AKA Heather Armstrong) announced that she would be stepping away from her blogging platform. This caused many journalists to start to speculate, “is this the end of mommy blogging?”
But Dooce putting away her laptop for a bit is not why I pose this question. I wonder if the categorical end is near because, as a marketer, I’ve long been seeing a shift in consumer interest. Not to say that moms that blog are going away. And not to say that parents blogging about parenting issues is going away. Rather, I’m seeing a shift away from parents blogging about their…
Oct 9 2015
The food world mourned the passing yesterday of famed Louisiana chef Paul Prudhomme. Even if you don’t recognize his name, you’ve probably enjoyed the benefits of his influence at some point, as he is noted for having made Cajun cuisine, especially blackened redfish, famous and popular across the country in the early 1980s. Today, spicy pan-seared “blackened” proteins of every kind dot the menus of mainstream chains from BJ’s Brewhouse to California Pizza Kitchen.
Thinking about this bit of history reminded me of how I first became fascinated by the world of chefs and cookery – maybe some of you reading this have similar experiences. Around the same time that Prudhomme was serving plates of the real deal to folks lucky enough to be in New Orleans, I was a tween learning about crawfish and andouille sausage by watching “Louisiana Cookin’” with chef Justin Wilson on PBS on Sunday afternoons. There was no Food Network and the culture of celebrity chefs hadn’t really arisen yet, so educational TV programming about cooking tended to be what we today derisively call “dump and stir” demonstrations on unrealistic-looking kitchen sets in studios. Except for the…