Episode #006: Marketing’s Holy Grail, Preparing For Your Next Crisis; Anti-Twitter Social Media Site
Duration: 10 min, 28 sec.
• “Social Media Seems Like the ‘Holy Grail,’ But This Marketing Strategy Is Even More Important” by Laura Perkes
• Crisis Communication: How to Plan, Prepare, Execute and Assess Your Next Crisis
• The new anti-Twitter “free speech” Social Media site
Links from this episode:
Thank you for listening.
Today I’ve got an article from Laura Perkes talking about the Holy Grail of marketing, what is it?
How to Plan, Prepare, Execute and Assess Your Next Crisis Communication issue.
And a new anti-Twitter, “free speech” social media platform is hilariously overrun with niche porn
The date is Sunday, July 4, 2021. The time is 10:00 a.m., and you’re listening to Episode #6 of Communicate For Effect.
If you are a U.S. listener, Happy Independence Day. It’s the day we celebrate our independence from the British Monarchy.
On July 2nd, 1776, the Continental Congress voted in favor of independence, and two days later delegates from the original 13 colonies adopted the Declaration of Independence, drafted by Thomas Jefferson. So on the 4th, we celebrate with fireworks, parades, BBQs, concerts, it’s basically a nationwide tailgate party.
Because of COVID, this year we’re starting to get back to having a little more sense of normalcy so there are more events going on, but I also think people – some people – are still being cautious with some states having lower vaccination rates than others and the COVID Delta variant making a push, but we’re in a much better place than we were last year at this time.
Laura Perkes has an article in Entrepreneur titled, “Social Media Seems Like the ‘Holy Grail,’ But This Marketing Strategy Is Even More Important.”
I’ll put a link to her article in the show notes.
What is the holy grail? Well, it’s PR. The subtitle of the article is, “often overlooked tactic enhances reach, raises brand awareness and drives new customers and clients to your business.”
I wouldn’t necessarily call PR a “tactic” although I don’t really like how most marketers and PR people use the term strategy or tactic. In general, I think comms people use those terms too loosely, without defining it. As an example, I got hung up on the title of the article which says “This Marketing Strategy” and the subtitle which says, “often overlooked tactic…”
Maybe it’s my military mind, I see this all the time, so that’s one of the things I’m working on on my own site is a communication framework that helps classify a communication strategy, an operation, a tactic, etc.
That said, I do agree with her premise that marketers often overlook some of the aspects of PR like Press Operations and Media Relations.
It’s harder to do, it takes more time, more preparation, and it takes some other skillsets.
She says, “PR isn’t always easy to measure, which potentially adds to its downfall in the ROI stakes, but it’s still a tactic that should be employed, and a muscle that should be flexed, as part of your communications strategy.”
Very true, although some of the PR software that’s available does give you some good metric options.
I’ll put a link to a post I did on PR software that discusses this in the show notes.
Most of her article aligns PR with making a pitch to the media, which I’ll say is really just one aspect of PR.
If you take a look at the PRSA website, they define Public relations as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics” and includes:
• Corporate Communications
• Crisis Communications
• Executive Communications
• Internal Communications
• Investor Relations Communications
• Marketing Communications
• Integrated Marketing/Integrated Marketing Communications
• Media Relations
• Content Creation
• Social Media
• Reputation Management
• Brand Journalism
So, I agree with the main point of the article, I just think that the scope of PR as discussed in the article is too narrow.
On June 29th, I wrote an article titled, “Crisis Communication: How to Plan, Prepare, Execute and Assess Your Next Crisis.”
This is one of those articles that I will call an overview article. I have a number of experiences in crisis communication that I will eventually write on to provide vignettes but think I need to get a few of these type of overview articles complete on my newish, updated website before I dive into some of the specifics and provide examples.
In it, I use the Plan, Prepare, Execute, and Assess Framework for how to approach your Crisis Communication plans.
It is the method I used in the Army, and still continue to use, and it works pretty well as a framework for organizing your comm activities.
In the Plan section, develop your Top 10 Crisis List.
What are the next 10 issues that your organization is going to deal with? Is it a leadership issue? A mechanical failure? A data breach?
There are items that are generic to all organizations, and then there are items that are specific to your industry, but the goal is to get a variety of people from your organization – no matter how big or small – into a room and come up with a list of your Top 10 crisis issues that you think you’ll have to deal with in the coming years.
Then I list out some items to think about such as:
• Identify the response team
• Identify communication team actions
• Identify organizational leadership actions
• Identify key spokespeople
• Key messages to be communicated
• Platforms to reach your primary and secondary audiences
• Identify the sequence of actions to be taken
• Internal communication requirements
• Media contacts required
For Preparation, you have to document the plan, identifying some of the details, and rehearse.
Every rehearsal is an opportunity to get the organization familiar and accustomed to the plan, as well as a chance to improve the plan.
For Execute, I outline some items to do when you’re in the middle of a crisis.
If you have done the planning and preparing, you and the organization should not have the “hair-on-fire” mentality that you would if you didn’t do all the planning and prep.
There should be a better sense of control, understanding of who should do what, and you should be making better decisions because you’ve burned some gray matter – you’ve thought and planned – on the crisis or at least similar events that allow you to pivot off a standing plan.
And then for Assess, go back and look at how you did.
Look at your data, conduct an After Action Review (AAR), and try to look objectively at how you did so that you can document it, get better, and begin the Plan, Prepare, Execute, Assess cycle all over again.
Finally, if you need a laugh, there is a new anti-censorship social media platform set up by Jason Miller, a former Donald Trump aide, and the site has already been overrun with niche porn.
GETTR advertises itself as holding freedom of speech as a “core value.”
The article cites Will Sommer, a Daily Beast reporter, who says, “QAnon fans were initially excited about new MAGA social app Gettr, but they’re growing irate as moderators fail to keep lewd anime pics and the “pig poop balls” meme out of the QAnon hashtag. One of the top results now features Sonic the Hedgehog crushing a guy with his feet.”
The QAnon hashtag is being overrun here just like it was on Parler by the K-Pop groups back in December when that site was turned on.
The Wall Street Journal also reported that this site has received financial backing from a foundation tied to a fugitive Chinese businessman.
I assume that this site will fail miserably, but will watch as the anti-QAnon, anti-MAGA groups overtake the platform.
It will be interesting to see if this site begins to censor its users, which is what its big complaint against Twitter was, so…there you go.
And that’s it for number six.
If you have any questions or comments for me, just go to 46alpha.com and shoot me a note.
And I will see you next week.