Gordon Benzie, Author at Making Every Word Count

Are Paper-based Communications Dead?

Paper-based media has long played a prominent role as a way to communicate. Go back in time, however, and it could be classified as a disruptive invention. Stone tablets, monuments, and cave walls used to be the only options for non-verbal communications and had done so for thousands of years. Then the Egyptians created Papyrus, which became the new medium to tell a story. This invention dramatically expanded an author’s sphere of influence.

Today a similar transformation is underway. The digitization of communications and knowledge is having a similar, dramatic effect on how stories are told. Access and speed to information have been radically changed – news stories now break in minutes – which has greatly changed how public relations and media professionals work. Marketers must now decide if it is worthwhile to pursue paper-based news publications. How should you grapple with leveraging online PR while not impacting your existing paper-based communications’ effectiveness?

In order to address this question, the right “textbook” answer is to talk with your target audience. What do they currently read? How do they get their news?

Unfortunately, this can be a difficult question to answer. The reason is that the process of how we get our news today has also changed. It is more than simply replacing paper with digital.

A Historical Perspective on Getting the News

Back in the 1970s and 1980s, the way many of us got our news was by listening to Walter Cronkite, Peter Jennings, and other news anchormen. They created a predictable framework for us to stay current with the news. CNN changed everything by offering news 24/7.

Twitter and social media took this change to a whole new level. Now we learn about news “nugget by nugget.” If a breaking story occurs, those of us with smartphones get tweets, texts, or alerts within minutes of the event. Others get news every time they open a web browser or have a spare 10 minutes, or by still reading the paper over breakfast in the morning. As a result, the answer to the question of “Where do you get your news?” becomes complex – there is no one answer. It comes from a wide variety of sources, which can change from week to week.

Where Does Your Audience Get Their News?

As a marketer, this diversity of sources means that public relations outreach just got more complicated. The way your audience gets news has become highly fragmented. And, they have less time to allocate to any single activity. As a result, your marketing communications strategy now must span multiple sources – paper and online – in an attempt to include each of the publications and venues your audience might come in contact with.

It should also now be apparent that traditional methods have lost at least some of their effectiveness. That is why all the big newspapers have invested in building their online presence. Those that don’t will simply be left behind.

New approaches are needed to cut through the clutter to gain the attention of your audience, at which point they can then be in a position to actually hear what you have to say. When viewed in this light, it is no wonder why public relations professionals have embraced social media as a way to cut through the noise and get their message to a specific target audience. The type of medium isn’t so much of a problem as getting the attention of your audience.

Gordon Benzie is a marketing and communications professional with 20+ years of experience working for startups, large enterprises, and private clients.

Giving (and Gaining) Value from a Social Network

Recently I wrote about the concept of identifying “personas” or profiles of your prospective customers, as part of your social media marketing program. Once you have completed this task, considerable value can be obtained by leveraging social media to identify where these Personas “live” or spend their free time.

The ultimate goal is to build a relationship from a foundation of trust to gain valuable insights as to how your product or service offers the greatest value to the right audience. Further, if done correctly, this exercise can yield insights as to what future direction you should be taking your product roadmap, or what future markets might be most lucrative to pursue.

The first step is to identify a couple of personas and then figure out what social networks these individuals frequent.

First, identify the trusted advisors.

Here is where a little market research is needed, as well as a few Google searches. Think like your prospect who wants to learn more about how to buy, use or retire your product – given the wealth of information now readily available on the Internet, this shouldn’t take too much time. Once identified, your next step is alignment – becoming a trusted advisor, an educator, or a visionary that offers insights to this group of people that they will value and listen to.

One example of how to accomplish this goal is to reach out to community organizers or owners to see if there is some future event you can sponsor or host. You could even reach out to the community to introduce yourself as a brand ambassador, with the intent of learning how to better improve your product. You could volunteer to offer free trials for new products or paid focus group opportunities. Public relations can play a role here.

This strategy can help draw out early adopters and others that have a passion for your service or product, which in the end, is the perfect person for you to speak with and draw feedback from. If you gather market intelligence deemed worthwhile and execute upon it, this person will likely become a future advocate.

It is as simple and as complicated as that. I say “simple,” in that if you do these steps and your future product vision is in alignment with the feedback, you have a “win-win.” Things get a bit more complicated if a gap exists between your product direction and the feedback you obtain. At that point, you have to ask yourself, what is the right direction? Either you are going down the wrong path or you are speaking with the wrong prospective customer. After all, if you aren’t designing your products and services for end-users to gain value, what is the point?

Gordon Benzie is a marketing and communications professional with 20+ years of experience working for startups, large enterprises, and private clients.

5 Reasons to Write a Business Plan

The tradition of stating a New Year’s resolution is interesting. As the clock nears 12 midnight on December 31^st, a popular topic is “what will you accomplish in the new year?” It makes sense … when a significant milestone event occurs, it is natural to reflect on what we have already accomplished, and what the future might hold.

I suspect, however, few New Year’s resolutions actually come true. There are many reasons for my belief, ranging from the alcohol consumed at the time (I said what?) to the motivating factor behind the pronouncement (showing off on a first date?) to simply how much thought was put into the statement. Most importantly, however, is the fact that these resolutions are seldom documented in writing.

Research suggests that the simple act of writing down a goal has a profound impact on actually achieving it. According to a study presented in an article published by the Chronicle, the student-run newspaper of Duke University, it was concluded that:

80 percent of Americans say they don’t have goals
16 percent do have goals, but they don’t write them down
Less than 4 percent actually write down their goals
Less than 1 percent review them regularly – but – this small percentage of Americans that do end up earning 9X more over the course of their lifetime

These figures are breathtaking. This research suggests 99 percent of Americans are missing out on significant earnings potential, based on the simple fact that they are not writing down their goals and reviewing them. Why might this be the case?

The Importance of Documenting a Plan

My theory is that the act of writing down, and ideally sharing a goal with others, makes you accountable. And, it makes it harder to forget or “de-prioritize” those goals, which you initially set out to accomplish.

Pictures are another helpful technique to be more committed to accomplishing your goals. Do you want to purchase a home? Find a picture of your dream home as your wallpaper on your laptop or PC. Then every time you use your computer you will be reminded of that goal. The logic and psychological effect is the same if you write down your goals.

A Written Business Plan as a Documented Goal

Those interested in starting their own business face a huge challenge, one that can be quite difficult to accomplish. Any help you can do to make this goal become a reality is probably worth investing in, which brings me to this list of 5 reasons why you should write down a business plan if you are serious about starting a new business or expanding an existing one:

Writing a business plan makes you more committed – writing down your plan, and following through with it all the way through funding will keep your momentum moving forward; the act of writing it down forces you to take your plan more serious and puts the odds of success more in your favor
Documenting your plan and sharing it with others holds you more accountable – you simply can’t hide when you go public with these types of statements, which will be a great motivating factor to completing your vision and sticking it out
Better articulation of your vision for a new business – creating a detailed plan that is in writing forces you to think in a more comprehensive manner, to better evaluate if your idea could actually work; there is a big difference between talking about an idea and documenting it in writing
Developing a cash flow statement tied to your business idea helps you to better understand how to monetize your idea, adding further testing and review to evaluate if your plan could really work, and you can indeed launch your business
Devoting the time to either hiring a business plan writer or writing it yourself demonstrates commitment to your audience – as you present your idea to potential business partners, investors or potential employees; the presentation of a written plan shows your audience that you have invested time, effort and resources into your plan, so it will be viewed more seriously

Hiring a business plan writer as a third party to challenge your thoughts and evaluate if your plan could really work is a great way to test your vision and lay out all your cards on the table. Getting a third party involved lets investors know how serious and committed you are, just as writing down goals improves the likelihood that you will accomplish your goals.

Gordon Benzie is a marketing communications professional and business plan adviser that specializes in preparing and executing upon business plans and marketing strategies. Gordon can be found on Google+.

In Pursuit of a Social Media Persona

In a prior post I made a few observations on the incredible proliferation of social media, and what a great thing this social transformation has been for marketers. Never before has it been so easy to reach out to a group of prospective customers (or clients, which are different according to Mr. Godin’s recent post) that all share a common attribute, interest or buying behavior. This exercise is a given for anyone writing a business plan or hiring a business plan writer today.

The next question is “what do I do next?” How do I take advantage of this built in community?

The first step is to identify a couple of top profiles or “personas” you are most interested in getting to know. Your objective is to identify what type of person is most likely to gain the greatest value from your product or service, and hence could become a future brand advocate. Ideally, this person will become so passionate about your offering that they become an influential reference to secure new business not only for themselves, but for others in their community – your target audience.

It might be helpful to consider where some of your best customers or clients came from in the past. Were these people that bought your service or product for themselves, or were they buying on behalf of someone else or the company they worked for? Was there a life event that triggered the purchase? Or, was their purchase tied to an entertainment choice? In all likelihood, you will identify several of these personas that make up 80 percent of your buyers, based on the 80/20 rule.

Once you have identified the first profile, the next step is to figure out where this persona “hangs out” in social networks. If they don’t, then social media may not be of much value for you. Assuming they do, your next task to join that community. Here is where a line must be drawn – don’t try to fool others that you are a potential buyer – full disclosure is necessary to build trust into your relationship. Deception might get you one sale, but it won’t build you a following.

When is the Right Time for a Business Plan?

One of the questions I hear frequently is that of timing … when is the right time to devote the time and effort to prepare a more formal business plan? It is an important question, and one that must be considered carefully. If you write too soon, your idea may be completely different than what you ultimately go to market with. If you wait too late, much of the benefits will be foregone. How far along in lifecycle in your future business does it make most sense to more formally document your vision?

To start, there is no one “right” answer. Some will argue that there is no point in writing a plan at all, at least in the beginning, as so many factors are subject change. I am reading an interesting book right now by Clayton Christensen titled “How Will You Measure Your Life?” In it, the author talks about the need for two business strategies – a deliberate and an emergent one. I found this analogy quite good. In order to begin a new venture (or adventure), it is necessary to have an initial direction to follow. The author coins this initial decision as being a “deliberate” strategy. He gives the example of Honda entering the U.S. market with a large bike that will directly compete against Harley Davidson’s products. Soon, however, it became apparent that this strategy wasn’t working, as evidenced by a lack of sales. Meanwhile, a group of employees began using Honda’s smaller bikes off-road, and were having a great time doing so. This “unplanned” activity and market segment became an “emergent” strategy, which ultimately gave Honda a foothold into the lucrative US market for motorcycles.

Using this author’s methodology, a formerly written business plan can be a great tool to validate an initial or deliberate strategy. This effort can give you a way to rationally defend your initial decision to pursue a new product or market expansion. As part of this process, you will either gain a greater comfort level with what you are doing, or not. Regardless, valuable conclusions will result (do I “stay” or do I “go”?)

An emergent strategy, however, might be best viewed as opportunistic, and one that might need further validation prior to making the investment in preparing a full, formal business plan. This approach then lets you be open to new “emergent” opportunities while at the same time realizing that you did pick your deliberate strategy for a reason – you need to give it a fair review and effort to validate that it either works, or that it doesn’t. Writing a business plan on the initial deliberate strategy is a great approach to help validate if this initial idea is indeed worthy of the effort.

Christensen states that about 93% of all startups change their strategic direction at least once before getting it right. So, flexibility and preservation of initial capital are clearly critical for survival. But, an initial direction is still needed before you can begin engagement in your idea.

Two Reasons to Write a Business Plan

The role of writing a business plan is really two-fold. The first is to better clarify the strategic direction you want to purse with your business endeavor. If, for nothing else, the act of writing down your objectives, strategic direction and competitive differentiation forces you to really think about these critical thoughts. You can’t go to market unless you are really comfortable in telling your story. Writing it down in a business plan forces you to review all the points, including those you might be inclined to gloss over for lack of interest.

The second role of writing a business plan is to get funding. An outside bank, business partner or venture capitalist will want to have some sort of documentation explaining in detail what it is you plan to accomplish. After all, it is their money that you will be investing. At this point, a more formal business plan starts to make sense. Note that while an angel investor might prefer to hear your “elevator pitch” and in a few minutes, and then decide whether or not they will fund you, it still is very helpful if you have gone through the exercise of more formally reviewing your target market, competition, product positioning and pricing strategy to better understand how to turn a profit.

Alternatively, if by flushing through your new business idea in greater detail, you discover that there is an inherent flaw in your plan, it is better to have found out earlier versus investing considerable effort, resources and money into an idea that really couldn’t work.

The Right Time

Getting back to the question of timing, as you come up with an initial idea for a new business or product line extension, it probably doesn’t make sense to prepare a business plan. First, you need to do some “gut” checks to see what sort of viability your idea might have. That review process might include talking to industry experts, potential business partners, friends and family. If your business involves the manufacturing of a new product, then it might also make sense to get an idea of what costs are involved and what possible patents might be required in order to avoid potential infringement issues.

Once your initial review is accomplished and you feel comfortable your idea definitely has merit, now is probably a good time to consider writing a plan that captures the salient competitive and marketing requirements to get your idea off the ground. Through that process, you will soon realize whether or not your idea could work, at which time it is highly likely you will need to consider the use of outside funding. As your plan will be virtually complete by that time, having the plan already written will let you continue forward without delay.

Why So Many Social Media Groups?

I remember back at the start of the 2000’s learning about Twitter and what it could do for marketing. I attended a marketing association meeting at the University of California, Irvine. Over 100 different individuals were in attendance, with each claiming that Twitter was going to change the world. I rushed home to sign up and secure my name (@gbenzie) before it was too late.

Flash forward 10 years, and Twitter has continued to grow and be relevant, even without a solid revenue model. Meanwhile, it seems like another 100 or so social media groups have formed on just about every topic you can possibly imagine. How do all of these sites remain viable and in existence? Who can read all of them?

The answer is “no one.” But, that isn’t such a bad thing.

My thinking on this topic is that social media has become a convenient platform to share a passion. If you have an interest and like to talk about it, then you will really like talking about it to many others. This helps folks to be involved, stay current and aware of changes as they occur. No one can be a member of all groups, and that is fine. Just pick the ones that are relevant to you, and then go after these groups with a passion and pursuit that will be noticed by your peers, prospects and customers. Quality trumps quantity in social media, but you still need both to be successful.

With the incredible efficiency that is now possible by creating a social media group, websites or blog, the cost of joining a new group, adding a new member or maintaining a group has plummeted. In essence, the bar to enter has been virtually eliminated, which has in turn opened the door for groups to form on just about any topic, with many new ones being formed every day.

The Need to Focus

Marketing communications professionals and public relations practitioners must make a decision on how social media should be applied to their marketing or activates mix. Part of this decision involves choosing what social media groups to pursue.

With only a limited number of hours in the day, how much time should be devoted to social media marketing, outreach and interactions? The answer depends on several factors, including where your audience is located and how active they are in these types of sites. Further, it is also dependent upon your own knowledge of social media and how much you are engaged in talking about and sharing the issues facing your target market. Let’s be honest … if you don’t have any interest in the issues facing your prospects and customers, then you might be doing more of a dis-service to try and “pretend” to be engaged. Curating a marketing or public relations program through social media can’t be “faked” very well.

In the end, I would argue that the incredible proliferation of social media sites is one of the best things for marketers that has come out of the Internet transformation. Now there is a way to reasonably and cost effectively reach your target audience in a non-threatening, advisor type of role – provided you are willing to make the investment of time and effort to get to know this audience and the challenges they face.

It is for this reason that Social Media is a pretty important factor that should be a part of every marketer’s arsenal of tools and resources. Likewise, it should be no surprise the popularity Twitter now shares with reporters, writers and public relations professionals … even if they haven’t quite mastered the revenue model. If there is a news story that is breaking, somehow it manages to be trending on Twitter before anyone else has figured out that there is a story!

How Much Public Relations can be Outsourced?

If you are fortunate enough to work for a company that is expanding, that growth can be difficult to manage. What once could be done by you or a staff member can become unmanageable, or may simply not the best use of your time. When that time arrives, you have to make a decision. Do you hire more staff or is it best to outsource some of the work?

As part of that decision model, the question you should ask is what are your core capabilities? And, equally important, what do you want to focus your time on building in the future? If a task is critical and highly strategic to your success as an organization, a compelling argument can be made to “staff up.” This option lets you have the most control while at the same time keeps your intellectual capital tightly in-house. Alternatively, if the task is important, but you could benefit by using a third-party that focuses entirely on this function, it might add greater value to your organization by following their lead and work with them to grow your business.

I have had experience doing both. Based on this knowledge, I would recommend the use of third parties, especially if they have had experience working in your industry doing outreach to the audience of editors, writers and publishers you seek to influence.

It is a time-consuming task to stay “on it” when reaching out to the influencers of your target media contacts. Relationships aren’t made over night, but they can be lost pretty quickly if sufficient conversation and communications are not regularly performed. In the field of Public Relations, there is another important factor – those that are in the PR business can simply achieve greater success in connecting with key media contacts. Think of it as peer-to-peer communications vs. vendor-client relations. Even though a PR firm is technically working for a client, when they reach out with a pitch for a story angle, my experience has found that the pitch is more readily received and considered when coming from a PR pro rather than from a PR staffer at a vendor organization.

The next question to ask is how much can be outsourced? Can a PR firm do all of your Public Relations work, all the way to the strategic planning and messaging goals for the year? Should you bring in your PR firm to quarterly / annual marketing strategic planning events? It is here where I would propose there is a line that can’t effectively be crossed. Strategic messaging and communications objectives are important decisions that must be made in the framework of product and corporate strategy. It is not reasonable to task a firm or group of consultants with trying to understand the direction your company is going, which will then only take away from their time doing what they do best – maintaining the relationships of their peers in the publications and media organizations you are targeting.

Going further, if you were to include your PR firm with strategic planning and corporate messaging discussions, you stand to lose one of the key benefits a PR firm can bring to a vendor organizations – separation in the eyes of the media world. The line that you benefit from when your PR firm is aligned closer to your target media will be blurred. Are they part of the vendor, or are they still a separate PR firm? Once that line is blurred, you might then be in a “lose-lose” situation, having lost the big benefit while at the same time relying on outsiders to tell you how to run your company’s communications strategy.

Business Plan Writing vs. Advising

Over the years I have had the opportunity to meet quite a few people eager to start a new business with ambitions to conquer a market, introduce a new product or to just start something new. Once the idea is born, the challenge is to pick the best path through to fruition. There are many decisions to make with regards to how to spend your time, where to focus your budget dollars as well as reviewing ideas with close friends and family. As part of this decision process, the source of capital for launching or expanding the business will inevitably come up. Can I fund this idea myself and retain 100% of control, or, do I need help via a capital investment?

Those that make it through these hurdles with the conclusion that outside funding is required must then face the task of best explaining their new idea in such a way that it can generate excitement without necessarily giving away all of the “secret sauce” of the venture. It is at this point that the topic of writing a business plan will emerge – do I need one now, or, can it wait?

Given the capital markets, it is likely you will need to make a bit of a time investment to achieve success … you will need to speak with many individuals before finally finding the right match of your opportunity with the investment profile of an angel or Series 1 investor. In the interest of efficiency, it is typical to arrive at the conclusion that another “venue” for telling your story is needed. In fact, you probably need a few different formats to best tell your story.

To start, a 30 second elevator pitch is critical. If you can’t tell your idea quickly with enthusiasm, then you venture will likely die. Add to this challenge the fact that everyone is totally overloaded today, being impacted by literally thousands of messages, images and other distractions all the time. Your communication must be crisp, unique and stand out from the crowd.

Those that you “hook” with this elevator pitch will then ask for more information. This is a good thing – you have their attention. So, the next step is what do you do? If you can arrange a future meeting in person, great. A presentation will be needed, at a minimum, to continue your conversation. I would propose that in addition, now would be an excellent time to have a business plan already prepared to send prior to your meeting. Access to a written plan can be well worth the time and investment to prepare, provided it demonstrates your commitment to the project and achieving success with your venture.

The challenge is that you can’t really wait for the next “chance” encounter to then sit down and write the plan. These documents need time and effort to be invested so they sound good, are well thought out and exciting to read. This type of writing doesn’t happen overnight, nor can you really put something together in just a few hours. You want to show that you have thought through this business opportunity quite carefully, and are ready to go once finding the right partner, employees, or other resources necessary to get started.

It is at this decision point when you must ask yourself: “Do I just need a writer to capture my thoughts, which I am completely confident are all correct?” Or, is it more accurate to consider that you have “pretty much” the idea for the plan in your head, but, there are definitely some of the details, competitive pressures and product / service differentiation that could do with some refinement? If the latter is the case, realize you need more than just a business plan writer. You need an advisor, a person who can help you with not only the writing to ensure it is understandable, but that it can withstand the scrutiny of an investor that is putting some of their own money into the venture. This type of reader will have very specific questions that must be answered before they consider proceeding further.

If you come to this point in your new business process, challenge yourself to really assess if you need a person who is skilled with what business models can actually be executed, or, do you want to hire a writer that will simply replicate what you tell him or her. If it is an advisor or modeler you seek, then look to see what marketing experience in planning and execution that they have. After all, the entire discipline of marketing is focused on planning, strategizing and executing the best way to achieve business plan objectives. Once the plan has been carefully thought out, it then becomes the responsibility of sales to actually execute upon it. Of course, this may be one and the same person for a smaller organization, but, the concept still holds true.

Gordon Benzie is a marketing communications professional and business model adviser that specializes in preparing and executing upon business plans and marketing strategies. Gordon can be found on Google+.

The Public Relations Transformation

A transformation is underway with public relations The role of a public relations today has changed from what it was a decade ago. Interestingly, in the same way that the Internet has completely changed how we book airline reservations, execute stock trades and write letters, its impact on journalism and public relations has also been nothing short of phenomenal. Those of you who have worked in public relations during this transformation might now think the industry has spiraled completely out of control! Some might even argue that it is now at risk of losing its relevance.

I come from a different perspective. To start, I wasn’t a journalist prior to my current role in the industry. Instead, I began my career in finance as an accountant. After moving my way up the corporate ladder, I found a passion for marketing, which is a discipline I have now been practicing for nearly 15 years.

From what I can gather about the “early” days of PR, strict lines were drawn between what news was published, how it was distributed as well as the role that the newspapers and magazines played in getting the story out to the general public. For example, press releases used to be written just for editors and others working at news publications. It was then at their discretion as to what was printed and deemed sufficiently “newsworthy” to publish.

The Internet changed all of that. Now anyone can post any press release on a website, and with a little effort, can get their release picked up by other aggregator sites. In the end, their target market can find out about their news by simply doing a Google or Yahoo! Search by keywords. This is a completely different news distribution model, and has transformed the role of today’s Public Relations practitioner.

Given the relative ease of publishing content, the value of a public relations professional has now become more about managing that content, driving the direction of what new stories can be told about the topic as well as getting the “right” placements that matter most in the eyes of the public. After all, not all placements are created equal.

It’s a New World

With the breakdown in structure of the “old” model, traditional news organizations have lost some of their power – many more approaches now exist to tell us the news, ranging from tweets to YouTube to a myriad of news aggregation sites and the search engines. But, as the dust settles, I would argue that the traditional news media still have a “trump” card that should be played, and that of trusting their experience and knowledge to report the news accurately and fairly. Unfortunately, it appears that some organizations are not able to embrace this philosophy or execute upon it with 100% success.

We are all quite familiar with the recent events transpiring during the Boston bombing incident on April 16 where false news reports had to be retracted, based on the desire for CNN to be the “first” to break an angle of the story. Clearly this type of news reporting is less than ideal. But, on the upside is the fact that nearly anyone can write about a news event, or a story they deem as newsworthy. And, those with camera phones have given us unbelievable footage of news right as it is happening.

Meanwhile, from a marketer’s perspective, this changing of the guard brings new opportunities for “earned” vs. “paid” placements. It is amazing the amount of exposure that is now possible by applying Search Engine Optimization, cross linking and blog support. Alternatively, from an “end user’s” perspective, I sometimes struggle with how to best stay current with the day’s events as well as knowledge on my craft. But, I am getting better, and the proliferation of smart phones has certainly made it much easier to stay on top of the news that matters most to me.

The question to ask is what is your objective? Here is where my thinking like a marketer has helped my career in public relations. I continue to filter my actions into what can best support my client’s or company’s public relations objectives. If a goal is to position a company as a thought leader in a particular industry, then those are the only types of stories I should pursue. My “news” will then be focused on reinforcing that objective, be it through press releases, contributed articles or quotes in third-party stories, etc. In this regard, public relations is the same as it has always been. What has changed is the rules. The number of venues, distribution channels and publication options has increased exponentially, which is both a blessing and a curse. The complexity and volume of work has skyrocketed, but so too have the opportunities for success. Given all of this incredible increase in complexity, focus has instead turned on just getting a story out and getting it placed. The journalistic quality of articles has sometimes been given a back seat.

Is this a best case scenario? Perhaps not. For me, my goal is to strive to be better, including how I write and the quality of my stories. But, in the end, it is all about getting the word out there so my prospective customers have a favorable impression of my company, ideally just before being engaged with a sales representative from my company. Improved, positive familiarity with the brand helps to facilitate a better sales opportunity and a higher likelihood of closing. Those public relations professionals that embrace this new role and focus on achieving this objective will do well. Those that are frustrated with this transformation and still public relations as being more akin to being a news reporter might not be as well suited for the role of today’s public relations professionals.

Please let me know if you agree, disagree or have any other comments to add to this topic!

Saving Lives with Better Communications

According to a recent Wall Street Journal article, The Talking Cure for Health Care, research has long confirmed that improving communications between Doctors and their patients can actually save lives. The news prompting the article is that healthcare organizations are now taking actions based on this knowledge as a way to improve how Doctors speak with their patients.

Some of the stats that came out of research conducted by Doctors Co. indicate the lack of effective communications issue is widespread:

Here is the point I found most intriguing: This type of communication should be the MOST effective, given the setting and subject matter. If you are a patient sitting in front of your Doctor who is explaining something to you that is as important a topic as your health – don’t you think that you would be really paying attention? Given this assumption, the fact that up to 20% of all malpractice claims were derived from communications problems tells me that there are probably even greater issues in communicating effectively on other topics, which are not life and death scenarios.

Take marketing communications, for example, written by professionals trying to convey a message about value propositions, promotions or other compelling cases why a buyer should perform an action. On has to now assume that a big part of the message will likely be lost!

So, next time you venture down the path of writing a webpage, email or sales collateral, think carefully on what can be done to improve the effectiveness by simplifying what you are saying, as most likely, a big number of your readers simply won’t get it.

Gordon Benzie is a marketing communications professional and business plan adviser that specializes in preparing and executing upon business plans and marketing strategies.