Centralised generation of any content creates opportunities and problems. Here are three tips to help overcome the problems. Train Train the centralised content generators in what the specific voice of the brand is and what its key words are. This is done by the brand “owners” so that the content generators can keep the brands unique.
Gasps of dismay this week from delegates at my copyright course. It always gets them talking when I say that their employer owns the copyright in their work. Even when they do the same work as at work but in their own time and at home. Photographer forced to destroy images There’s a famous case
Make your communications humorous, visual and to the point, many gurus of communications would rightly say. And here is an excellent example: The Times advertising video on politics. Using animals in their many forms for politicians is witty and yet informative. The whole video has a narrative line to it which links directly to the
Give something a three-latter acronym and it sounds important and powerful: HMG, USD, CID, and JCB. Then there’s CPD: not the carbon disclosure project but Continuing Professional Development. In reality, training while in employment. Many professional bodies have CPD requirements for their members: they have to keep their noses to the grind stone by keeping their knowledge and
There is a tool in the tool kit of corporate communications which is not used enough: the mind map. Also known as the spider diagram. They are not for everybody, but they help those who see more value and information in pictures than in lists.
They enforce a discipline about the subject. One thing has to be linked to another. They are also a good guide for a subject for people who are more visually orientated than those who rely on lists. This may be about 30% of your audience.
Some get it, some don’t
I introduced the idea of mind maps last week to a group working on making speeches. Some of them found it a useful tool: others were not impressed and relied on their lists. That’s OK. Let everybody use what they are comfortable with. But make sure your corporate presentation uses all the tools available to get the message across to everybody in the room. Don’t rely only on what you are comfortable with.
CVs are selling documents: they are selling you to an employer. And they can be so bland and boring that they soon end up in the waste-paper basket. Here’s 3 tips to make your CV stand out: 1. Make sure that at the top you have a personal statement that really says something. I call
WH Smith needs to buck up its corporate communications. It has been hit by two mini scandals: It is charging up to 50% more for the same goods in its WH Smith hospital shops than on the high street; and It is not refunding vat at it airport shops and pocketing about £10 a year
Who do you trust least for truthful corporate communications: estate agents or used-car salesmen? Used-car salesmen have just dropped out of my list as a result of a great job of sales and corporate communications by Jason Leporte at the Mercedes dealership in New Maldon, London, just off the A3. There are lessons for all
How can you communicate to customers that you make the best toilet seats? After all, it’s only a toilet seat. Bemis has got a great slogan for its toilet seats: The Best Seat in the House. It’s gone as far as to register it as a trade mark. A big but That’s good corporate communications.
A UK internet troll seriously damaged the reputation of a US lawyer, the High Court decided yesterday. Jason Page put a false review on Google maps about the Colorado lawyer Timothy Bussey, the Court decided. Under the new law Page now faces a £100,000 bill after losing the case. It is one of the first