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Category: Business Communications

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Putting a Face on a Company

Check out the headline in The Wall Street Journal last month. “Apple Teams with Jack Ma” The headline didn’t say “Apple Teams with Alibaba.” Why? And don’t say because the word “Alibaba” wouldn’t fit in the space for the headline. It turns out that both words take up seven characters. I think it’s because the …more

What the Hell Was Huawei Thinking?

You’ve heard the phrase, “read the room.” Huawei can’t read the room. In spite of an in-house communications team that includes talented pros from the West, they continue to make amateur mistakes. The latest comes in the form of an open letter to the U.S. media published last week in The Wall Street Journal. If …more

PR Undervalues the Anecdote, One of the Best Springboards into Storytelling

Journalists get anecdotes. PR not so much. A few years back, we analyzed three months’ worth of tech stories in The Economist breaking down the content type by category. It turned out that 17 percent of the articles were anecdotal. . We consistently find that the anecdotal content in business publications ranges from 15 to …more

A Clinical Look at Huawei’s Reputation Management

  Note: A version of this essay appeared in EE Times. Beleaguered. That’s the word that seems tethered to Huawei these days. Yet, “beset with difficulties” doesn’t quite capture what the telecom giant is experiencing. As a student of communications — the type with words, not satellites — I’ve been observing Huawei from afar since …more

Bridging the Communications Gap between China and the U.S.

By Mandy Heiser, Account Executive   Let’s take a look at the top Google results for the recommended search “china and us”:     What about “us and china”?     Let’s pull out a few phrases: “high-stakes trade”, “far apart”, “fail to reach agreement” “fighting for global power” … The story these search results …more

Juul’s Communications Tries to Win Over Public Opinion

I don’t smoke. My one and only experience with cigarettes was sneaking some coins into a vending machine when I around 14 to buy a pack of Marlboros. I don’t think I got past the first puff before I concluded coughing wasn’t fun. Still, the professional side of me has paid attention to Juul’s communications …more

Reverse-engineering Amazon’s Brand-building Journey

We live in a world that correlates speed with business success. Often, it’s not about inventing the best solution. It’s about getting there first and then fending off competitors parallel to trying to get the product right. But building a brand is not a transaction or a campaign. It requires time. Those same fast-twitch muscles …more

The Plight of Auto-generated Emails and How Language Can Make a Difference

Nothing impacts the success of a company more than its ability to recruit talent. Massive investments are earmarked for the cause ranging from websites to research to recruiters to salted caramel macarons for the requisite on-site sugar high.     Yet, the auto-generated email that lands in the candidate’s inbox after submitting a resume is …more

The Mind of B2B Buyers and Where They Go for Information

Steve Jursa (EVP in the San Jose office) recently attended a presentation called “The Mind of the Engineer” by Aspen Core, the company that owns EE Times. They surveyed over 4,000 engineers around the world to better understand their day-to-day jobs, how they gather information and what their guilty pleasure on Netflix is (just kidding …more