Category: Business Communications

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Playing the Scarcity Card in Media Relations

No company in business history has played the scarcity card in media relations with the deftness of Apple. People talk of the genius of Steve Jobs in regard to product design, pushing people to achieve the seemingly impossible and developing a cult-like following from customers. Often lost in this discussion is how Jobs orchestrated Apple’s …more

The Communicator’s Guide to Deciphering Acronyms

It’s weird. We’re in the business of communications. You would think that we’d be OK with deploying full words. But that’s not how we roll. I put out a call to arms across the Agency for acronyms that surface on a regular basis. The list below doesn’t pretend to capture every single acronym. Still, it …more

Trade Shows Canceled Due to Coronavirus: Impact on B2B Tech Marketing

By Andree Latibeaudiere, Senior Account Manager, Hoffman Europe Who could’ve predicted that an invisible entity could cause so much disruption? Salesforce’s flagship event, Dreamforce, was the latest industry event to fall victim to the Covid-19 pandemic, following a long list of trade show cancellations which punctuated the past few months. However, long before the recent …more

A Communications Train Wreck for the Ages

  I collect examples of dreadful communications. Every large company at some point drives off the communications road of common sense and ends up as a piñata on social media. When United Airlines baggage handlers “mishandled” a guitar back in 2008 and United refused to reimburse the passenger, the company had no clue that the …more

Advertising Gets This Storytelling Stuff

  Human beings gravitate to “train wrecks.” How else can you explain the popularity of “Breaking Bad”? Or people flocking to watch “Shrek”? Even though advertising has limited real estate — often 60 seconds of video or one static print page — the discipline finds a way to set the stage, surface the “bad stuff” …more

“Thought Leadership” vs “Thought Followship”

Commenting on an industry issue by itself does not constitute thought leadership. It’s simply a comment on an industry issue. Before going further, I should acknowledge that this remark still has value. If the executive’s comment gains traction in social channels or appears in a publication, that helps to raise the visibility of the company, …more