Shifts in Thinking in the Impact Revolution

Posted by on Jun 18, 2018 in Corporate Citizenship, Great Companies, Strategic Planning | Comments Off on Shifts in Thinking in the Impact Revolution

Shifts in Thinking in the Impact Revolution

Today’s businesses are operating in the Impact Revolution similar to how we refer to the Industrial Revolution, a time in history when how we did business changed forever. For some companies, corporate social responsibility is an integral part of their overall business and brand and has been for some time. For others, they are just getting started. The point is, we live in a day and age when corporate citizenship matters – to employees, to buyers, to investors and to the general population. For companies still evaluating if or how to jump in, it is important to consider how the concept of...

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Q: Does the concept of leaning in apply to companies as well?

Posted by on Sep 15, 2016 in Branding, from Q to A, Strategic Planning | Comments Off on Q: Does the concept of leaning in apply to companies as well?

Q: Does the concept of leaning in apply to companies as well?

A: When people use the expression ‘lean into your strengths’ they are most often referring to individuals expressing their best selves in life and work. However, I would argue that the same philosophy applies in branding, where companies must identify and channel their unique strengths to stand out in the marketplace. It’s how companies apply their SWOT analysis to their strategic positioning and the objectives in their marketing plan. By focusing on overcoming weaknesses, companies prevent failure. By focusing on or leveraging their strengths, they get results. It was once explained to me...

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Q: What is the best way get started with Google Analytics in support of our marketing efforts?

Posted by on Mar 10, 2016 in Communications, from Q to A, Marketing, Strategic Planning | Comments Off on Q: What is the best way get started with Google Analytics in support of our marketing efforts?

Q: What is the best way get started with Google Analytics in support of our marketing efforts?

A: Google Analytics is a powerful tool in a company’s marketing plan. You can learn so much about the impacts of your communications efforts, not to mention your online visitors, their behaviors and their preferences. To begin tracking data, you must first have Google Analytics set up on your website. In just a few weeks, you’ll have some immediate data to analyze, or you can wait to do a month by month, quarter by quarter or eventually a year by year comparison. Then the best way to fully leverage Google Analytics information in your marketing efforts will come as a result of having solid...

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Q: How often should we update our communications plan?

Posted by on Sep 24, 2015 in Communications, from Q to A, Integrated Marcom Initiatives, Strategic Planning | Comments Off on Q: How often should we update our communications plan?

Q: How often should we update our communications plan?

A: Since a strategic communications plan is not a list of tactics, you need to know what you are supporting so your communications plan can drive outcomes set forth in the business plan. Said another way, update your communications plan when you update your business plan, ideally annually. That will ensure you work smarter, not harder. That doesn’t, however, mean it should collect dust throughout the year. Here are five simple but important exercises to ensure your communications stay fresh: Review your positioning & messaging, more as a reminder than a prompt to change. Your messaging...

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Q: What is the best way to encourage leadership to approve a public relations campaign?

Posted by on Sep 17, 2015 in Communications, from Q to A, Strategic Planning | Comments Off on Q: What is the best way to encourage leadership to approve a public relations campaign?

Q: What is the best way to encourage leadership to approve a public relations campaign?

A: Leadership should be a stakeholder group in your communications plan, just as customers, partners or investors might be. From that perspective, communications best practices apply here. I recently had the opportunity to meet David Grossman of The Grossman Group who shared insights on this exact subject at his “How to get leaders to say: YES” presentation to IABC Orlando. It was good to be reminded of key factors in influencing leadership, so I’m sharing my own top of mind takeaways with you. Be mindful of the barriers you face in reaching leadership: Lack of time. Multiple priorities. A...

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