Tag: public relations

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Corporate Communications Set Expectations for Experiences

Corporate communications are carefully crafted key messages that provide the face and voice to your brand. They define your culture and company to the world.

From vision statements to corporate manifestos, these critical communications describe your business to all stakeholders, including employees, partners, customers, prospects, investors, regulators and the general public. They detail what experiences people should expect when they engage with your organization.

It is true that in the rawest form, the words used in these types of statements are just text. However, words used in formalized corporate communications should be deemed priceless to a company.  A corporate communications platform requires significant strategy and investment simply based on the purpose, longevity, and frequency for which the content is used by all facets of the business.

The initial investment is the hardest. It begins in selecting the words to be used in the core components of the communications. The selected words set expectations. These words should convey a story that inspires and articulates purpose.

The words matter. Corporate communications should be viewed as declarative expressions, lyrical prose, contextual abstracts and emotional portrayals of the company experience and stories behind the brand. Selection requires time, money and resources to get it “right” for all constituents.

The words you choose to define your business must be carefully chosen to elicit emotion, create a visual expression of your culture, pronounce your priorities and expose your principles and aspirations.

Words used in corporate communications must be intelligible and “common sense” to the target audience, as they define your distinct character. The outside world should instantly affirm, “Yes, these words perfectly describes who they are, what they do and how they do it.”

A company should never hear from a customer or employee, “I don’t get why those words were chosen because it’s not representative of my interaction with the company.” Sound the alarms!  Something is drastically off course.

More than likely, it means you went for bumper-sticker branding to define your business and your true identity and the culture does not align to the words you chose to represent your brand. When the words you use to communicate do not reflect real experiences, it’s misleading and creates irreparable harm that needs immediate attention from the top down to address alignment, training and perhaps new messaging.

Corporate Communications Depict Your Culture

Corporate culture is defined by the beliefs, behaviors, values and attitudes that characterize a company and guide how it operates. It represents actions and engagements with the company, reinforced by the statements and words selected to describe the company in communications.

From values to about us statements, these words are translated and interpreted by those that make up the company culture. The people are your universal brand, your culture is reflective of the brand experience. The people are your best promoters, both inside the company and outside. They must feel the truth, transparency and value in the words used if they are to expected to share them and communicate their own experiences with honesty and pride.

The Core Components of Corporate Communications

Every company should have a foundation of defined communication components. Corporate communications are used in all types of content, from web to collateral. They are essential for sales presentations, PR, annual reports and other types of marketing content. The power of consistency in branding and messaging shows up in well-defined corporate communications that can be shared by and with all stakeholders.

Mission Statement

Definition: A mission statement is intended to clarify the ‘what’ and ‘who’ of a company. It is why the company exists by stating the goals, purpose, and work of an organization.  A mission statement may evolve as goals change; however, this carefully crafted statement is the “face” of the organization and should be created with the “test of time” in mind. The words should transcend immediate goals and focus on why the company is in existence.

Examples of Mission Statements:

  • Tesla – Tesla’s mission is to accelerate the world’s transition to sustainable energy. Source
  • Twitter – To give everyone the power to create and share ideas and information instantly, without barriers. Source
  • Microsoft – Our mission is to empower every person and every organization on the planet to achieve more. Source
  • Coca-Cola – To refresh the world… to inspire moments of optimism and happiness… to create value and make a difference. Source
  • Facebook – To give people the power to share and make the world more open and connected. Source
  • Starbucks – To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Source
  • Nike – Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete. Source

Real strategy converts the mission of our company — why we exist — into our vision for our future. Robert C. Wolcott 

Vision Statement

Definition: A vision statement explains the ‘why’ and ‘how’ of a company. Specifically, the vision should articulate the roadmap for how the organization will achieve their stated goals and mission. It is futuristic and sets a clear direction and priorities for the organization.

Examples of Vision Statements

  • Cleveland Clinic – Striving to be the world’s leader in patient experience, clinical outcomes, research and education. Source
  • IKEA – To create a better everyday life for the many people. Source
  • Southwest Airlines – To become the world’s most loved, most flown, and most profitable airline. Source
  • Ford – People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership. Source
  • BBC – To be the most creative organisation in the world. Source

Values and Value Statements

Definition: Values humanize the company.  They represent the culture. Value statements describe the anticipated actions and associations of the company values. As adjectives, the values express the culture and purpose. As nouns, the values associate to the people and beneficiaries. The words used to craft the value statements should be expressive of the expected experience and journey. Types of values frequently used in corporate communications include: integrity, fairness, learning, discipline, honesty, innovative, dependable, creative, responsive, grateful and caring.

Examples of Value Statements

  • Dell – What we value. Our top culture attributes that drive the company’s success include: Customers: We believe our relationships with customers are the ultimate differentiator and the foundation for our success. Winning together: We believe in and value our people. We perform better, are smarter, and have more fun working as a team than as individuals. Innovation: We believe our ability to innovate and cultivate breakthrough thinking is an engine for growth, success and progress. Results: We believe in being accountable to an exceptional standard of excellence and performance. Integrity: We believe integrity must always govern our fierce desire to win. Source
  • American Express – Our Blue Box Values reflect who we are and what we stand for as a company. Customer Commitment: We develop relationships that make a positive difference in our customers’ lives. Quality: We provide outstanding products and unsurpassed service that, together, deliver premium value to our customers. Integrity: We uphold the highest standards of integrity in all of our actions. Teamwork: We work together, across boundaries, to meet the needs of our customers and to help the company win. Respect for People: We value our people, encourage their development and reward their performance. Good Citizenship: We are good citizens in the communities in which we live and work. A Will to Win: We exhibit a strong will to win in the marketplace and in every aspect of our business. Personal Accountability: We are personally accountable for delivering on our commitments. Source
  • United Nations – The WFUNA’s (World Federation of United Nations Associations) mission is grounded in what we value: Impact: We value performance and results. We set and hold ourselves accountable to high standards. Respect: We listen to and learn from our constituents, partners, funders, and one another. We value diverse perspectives and strive to incorporate them in our work. Empowerment: We believe in the power of knowledge and its capacity to mobilize human beings to create a better world. Collaboration: We work as a team within WFUNA and with our partners. We share ideas and try to align our efforts with those of others who are dedicated to the goals of the United Nations. Innovation: We seek original approaches for achieving our goals, taking advantage of creative communication for our outreach. Passion: We are committed to making a difference. We strive for what can be; we do not settle for what is. Source

“When your values are clear to you, making decisions becomes easier.” – Roy E. Disney

About Us Statements and Boilerplates

Definition: An about us statement is a concise standard description of the company. There may be requirements for a short version and long version, depending on the content type and medium. About us statements are used primarily for web pages named about us, our company, corporate overview or who are we. An about us statement can be a mix of multiple descriptive paragraphs, facts, figures, historical references and stories. A boilerplate statement is a condensed version of the about us statement. It is usually only one paragraph. It briefly summarizes the company in current state and is used most frequently in press releases and media materials.

Example of About Us Pages and Statements

  • Harley-Davidson – Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. We bring a commitment exceptional customer experiences to everything we do – from the innovation of our products to the precision of our manufacturing – culminating with our strong supplier and dealer networks. We are Harley-Davidson. Source
  • eBay – We’re Creating a Better Form of Commerce. We connect millions of buyers and sellers around the world, empowering people and creating economic opportunity for all. Source
  • Google – Our story: from the garage to the Googleplex. Source
  • Dunkin’ Donuts – Dunkin’ Donuts is the world’s leading baked goods and coffee chain, serving more than 3 million customers each and everyday. True to our name, we offer 50+ varieties of donuts, but you can also enjoy dozens of premium beverages, bagels, breakfast sandwiches and other baked goods. Source
  • Honeywell – Honeywell is a Fortune 100 company that invents and manufactures technologies to address tough challenges linked to global macrotrends such as energy efficiency, clean energy generation, safety and security, and globalization. Honeywell’s businesses – Aerospace, Home and Building Technologies, Safety and Productivity Solutions, and Performance Materials and Technologies – are all built on differentiation through technology. With approximately 132,000 employees worldwide, including more than 21,000 engineers and scientists, we have an unrelenting focus on quality, delivery, value, and technology in everything we make and do. Source
  • Four Seasons – We have chosen to specialize within the hospitality industry by offering only experiences of exceptional quality. Our objective is to be recognized as the company that manages the finest hotels, resorts and residence clubs wherever we locate. We create properties of enduring value using superior design and finishes, and support them with a deeply instilled ethic of personal service. Doing so allows Four Seasons to satisfy the needs and tastes of our discriminating customers, and to maintain our position as the world’s premier luxury hospitality company. Source

Other components of corporate communications that are essential to defining a company include: tag line, manifesto, company history, our story, the elevator pitch, and statements regarding company goals and key performance indicators (KPIs). These are important for all functions of the business, including sales, marketing, product development, legal and finance.

TIP #1: As part of the communication strategy, an accessible brand guide or corporate facts guide can help manage the corporate communications content. The content should be reviewed quarterly, to ensure the messages are accurately reflecting what is being said at all levels within the organization.

TIP #2:  It should be noted, that using data references and figures in corporate communications that are constantly changing can be a challenge due to version control issues. These data points, though great for websites, can be overwhelming for marketing in re-purposing and updating efforts given the number of references within existing content such as corporate presentations, PR and media materials, branded collateral and digital media. Sometimes it’s best to just leave figures out that are changing every year. This includes office locations, number of customers, revenues and years in business.

TIP #3: Content needs to be updated when changes are made to corporate communications or the intended target will interpret this as a lack of consistency or “care” for your messages. About us pages are usually neglected online. It’s sloppy and should be a priority to keep them up-to-date. Frequent changes to the content can also create audience fatigue and cause disengagement from standardized corporate communications, so try to limit the number of updates to annually (if possible).

TIP #4: Corporate communications are how the company defines their culture, mission, vision, values and purpose. The words you select are priceless artifacts that will be viewed through the archives of your organization’s timelines and achievements. Treat them like gold.

Corporate communications provide clarity to who you are, what you believe in, how you will accomplish your goals and expected behaviors.  It is important to choose your words carefully, define your statements with precision and use facts to ensure the experience is truly representative of the culture.

Jamie Glass, CMO and President of Artful Thinkers, a sales and marketing consulting company.

ADDITIONAL READING:  Leading Brands Caught in a Deep Division of Values – The 2017 World Value Index report unveiled people’s perceptions of 150 leading brands and their perceived value to the communities and audiences they serve.

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Empowered Voices Define a Brand Experience

Empowered customer and employee voices are in control of your brand’s future. This empowered voice is no longer an interesting phenomenon exposed through nascent channels that allow for reactive PR pros to utilize carefully constructed “just-in-case” responses based on dusty old crisis communication plans.

Customers and employees have an incredibly high-level of power to influence marketability and brand value today through their shared experiences.

Are your prepared to react? There are multiple examples this year of how global brands get easily swept up through social engagement in reaction to reported experiences and affiliations.

One tweet, one blog, one video, one ad, one review and the next thing you know the company stock is tanking, advertisers are fleeing, millions of people are boycotting the company, and news chyrons are highlighting the customer experience as breaking news. What used to be analogs in communication and public relations textbooks, are now daily case studies in crisis management. Brands are not in control.

Ready. Aim. Fire.

Today, major organizations must think like the military – ready to respond within a second’s notice. Brands must actively listen and monitor all communication channels, and provide global surveillance around-the-clock. They must also be fully prepared to act in real-time to a variety of scenarios across multiple mediums, whether it be from a customer complaint or association to another “brand” in crisis.

The voice of the customer is at its highest value today due to the nature of how information is shared through media channels.

A customer’s experience has incredible power and in an instance can dramatically impact a company’s value, negatively and positively. Brands need to be prepared with every scoped out “what if” scenario and shared with all those that will go on active duty when “it” hits!

Whether capitalizing on a positive experience like Kohl’s branding of the Chewbacca Mask Lady, or reacting to the global negative perception of Silicon Valley employment practices resulting from Uber’s former employee detailed experience of discrimination that was shared on a blog, companies today are forced into action through other’s experiences. Customers and employees know they have unique powers today that require global brands to stand up and take immediate action. And they are using this power to their advantage.

The customer experience voice has unyielding power and is putting ill-prepared companies on their heels and at risk.

Failure to react has great consequences. Time is not on the side of the brand. Marketers must be fully prepared and crisis management action plans need to be reviewed and updated on a regular basis to ensure there is a timely response to all types of customer experiences. There are no excuses and no forgiveness will be given by those in power – customers and employees.

There are consequences to failed responses. Beyond the enormous financial exposure to revenue and profits, it also can impact a company culture, ability to recruit top talent and long-term market sustainability in a very competitive marketplace. It is all at risk with every shared experience.

No organization today can take for granted the power of the customer voice.

The ability to take advantage of good publicity provides a little more flexibility to capture the upside. Leadership will turn to those in charge of communication for the failure to respond and act appropriately to anything negative, so put your plan in place today.

By failing to prepare, you are preparing to fail. – Benjamin Franklin

Time is the enemy in a crisis, no matter the scale. Today’s cycles can often be at tornado wind speeds that grow in exponential exposure within minutes. It is inherent in our constant feeds of news and information. There is nothing that can stop it, so it is imperative that an “emergency response team” be in place to act swiftly in response. This is where a crisis communications strategy has it’s greatest value.

Don’t underestimate the value to the company of a well-defined crisis communications plan.

The idea of putting together a plan may seem fairly simple; however, they are often very complex and require time and resources to properly construct. The investment will pale in comparison to the expenses related to a viral “bad” customer experience. Utilizing a good communications team or experts at a PR agency can help in this process for planning and execution. This should be an annual exercise for upkeep.

To understand how deep and broad this plan needs to be, start by outlining all the stakeholders that need to informed in a crisis communication plan: customers, sales, HR, IT, employees, media, suppliers and partners, as well as potential regulatory, community and elected officials. Now you can see why planning pays off!

Breaking news

Essential Elements of Crisis Communications Planning

RESPONSE TEAM: Define the members, roles and responsibilities of the Communications Response Team (CRT).

CONTACTS: Identify all audiences that will be updated by the response team, internal and external.

LIST SOURCES: Classify all lists and sources for contacts, including: customers, media, investors, leadership, employees, partners, suppliers, regulators and others.

TIMELINE: Create a sample timeline for Communications Response Team to update in an activated response.

SCENARIOS: Build a series of responses to scenarios with constructed timelines and messages that can be used for preparedness training of Communications Response Team members and spokespeople.

MESSAGING: Create key messaging guidelines for Communications Response Teams based on audiences, scenarios and channels including holding statements to express that further responses are coming from the organization.

SYSTEMS: Establish listening posts, processes, technologies, people and alerts used for notifications to CRT with defined activities based on “level” of action required for response.

PREPARE: Set a location to host all resources that can be activated by all members of the Communications Response Team, including scripts, contact information, timelines and lists. Communicate with all necessary constituents on how and when to engage with the CRT. Set up notification systems. Train the team members based on roles and responsibilities.

REVIEW: Set up periodic reviews of the plan to update channel information, lists and messaging. Post-crisis, review the activities and effectiveness of the response to ensure continuous improvements are made from learning and experiences.

It is important to define the action and activities based on the type of customer experience and how the experience in shared with others. As an example, an irate email to customer service may not need to be part of the company’s communication alert system. It also should not be ignored as a potential source for an escalation.

Today, a customer can take an email that does not get a timely response to outside media sources like social or television triggering a crisis and need for immediate response. It is the power of the customer experience their empowered voice.

Definition of a Crisis:  A situation that has reached a critical phase (Merriam-Webster)

For an organization, a crisis can be defined as any action that adversely influences the reputation, integrity or value of the brand. Knowing that customers and employees have the power to create a crisis based on their shared experience, is a warning to all marketers.

Prepare now. Failure to do is inexcusable in today’s world of constant communications. Your customers will tell you so, if you are aren’t listening!

Jamie Glass, CMO + President at Artful Thinkers, a sales and marketing consulting company.

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Every Business Should Do a Harlem Shake Video

mqdefaultThe latest Internet phenomenon takes place in 30 second flashes. In a short two week span, tens of thousands of videos have been uploaded to YouTube and some garnering millions of views. Each video has it’s own unique interpretation of the same electronic dance mix song by Baauer.

There are versions underwater, on ski slopes, in locker rooms and on office desktops. The concept is the same for all. One person dances while others go about their normal business. The person usually wears a mask or some sort of limited disguise.The beat picks up, the video cuts and then entire group erupts into a spontaneous, non-choreographed breakout of “dance” in a variety of costumes. Move over Psy, Gangnam Style is out.  Now, we are crazed by the Harlem Shake.

College baseball teams, celebrities and high school clubs have Harlem Shake videos. Start-ups and tech companies have created their version of the Harlem Shake. Gyms, mega brands and skateboard makers have a video. College campuses are doing the shake. Media companies, the military and even the newsroom have created their own version. From all around the world, the Harlem Shake is shaking it up!

There are no skills required, just one song, a video camera, and a costume. It is self-evident dance skills are NOT a prerequisite. In fact, the less skills the better. Even Beanie Babies are making a comeback with their Harlem Shake.

ku harlemWho knows how long the Harlem Shake madness will continue.  It may be short lived and over before the real March Madness begins or it may go on for a long time.  Regardless, it is time to jump on the bandwagon. Avoid the critics, naysayer and those that don’t get it.  They won’t and it doesn’t matter. The benefits of making the video outweigh those that will forever be refusing to play along. We need to lighten up, have some fun and laugh! It’s time. It’s time to Harlem Shake.

Here are a few of the reasons why you should convince your friends, colleagues or teammates to make a 30 second video:

1.  Creativity – We all have an inner desire to use our creative skills and what better way to express yourself then dressing up and dancing with your friends at work.  Let the creative juices flow. We need a way to express ourselves and sometimes casual Friday’s aren’t enough. Let the creative side of your business take center stage and watch in amusement at all the pent up imagination in your office.

2.  Team Building – A company that dances together, stays together. There is a reason to get everyone out of their chair for 30 seconds of craziness.  It’s uplifting and rewarding to know you can work hard and play hard together. Show your spontaneity. We are all under a lot of stress to deliver, on time or ahead of schedule. What better way to be all in “it” together!

3.  Cooperation – Everyone has a role in the video.There are no superstars. Whether you put a banana peel on your head or give heart-to-heart resuscitation to a stuffed dinosaur, there is a place for you in the breakout version. All you have to do is show up and shake.  When is the last time you could get an entire group to center on a single initiative?  Cooperation is underrated.  It might spill over into other projects or initiatives.

4.  Culture – Who knew your workmates were so much fun?  Who knew that all your workmates had a costume waiting to be worn?  One is not to question the attire, simply let the values you post on your website standout in a 30 second commercial of your diversity in action. Show why you are a best place to work.

5.  Fun – All business, all the time is so 80s.  Let it go. We want to laugh with each other, we want to shed tears of joy, we want to get up and dance! If we enjoy what we do, we will do better. Give everyone the gift of having fun together. Recruiting might be a little easier when employees are talking about how much they love their job.

6. Promotion – Maybe, just maybe you create a video and it gets millions of views. Out of curiosity, a few of the million viewers then go to your website to find out more about the cool, fun people in the video. A little PR never hurts any business. Give us a positive reason to talk about you.

It is time to shake it up! Happiness is contagious. Get the crew together, make a video and add to our entertainment. We are searching out the videos. Do it before the craze is over and we are on to the next. We are laughing and we love watching you have make fun together.  It says a lot about your business.

Jamie Glass, Founder, President and CMO of Artful Thinkers

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What is Your Marketing Meme?

Will Your Meme Go Viral?

A meme (pronounced meem) is a packet of social information.  Marketing memes are word associations, beyond a tag line or slogan, that take complex concepts or ideas and make them simple and easy to communicate.

A meme is defined in Wikipedia as “a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena.”

Effective memes are potent messaging serums, dripped out over time that enter into our brains and stick. Think of your marketing meme as your viral message.  Who you represent, what you do and what you offer, tightly packaged into one memorable soundbite.

Memes are easy to replicate.  Good memes always communicate value and benefit.  It is the message you want propagated all over the world about you and your business.

I first learned about crafting memes from a Fortune 500 marketing expert who spent his time coaching several solopreneurs on how to market their own businesses.  To some, it may seem odd that an experienced marketing executive would spend weeks learning how to market themselves.  Admittedly, I was resistant at first. After all, I have been responsible for marketing multiple million dollar business for years.

Attitude and all, I threw myself into doing something I was avoiding — marketing me! It is hard to market yourself, let alone dedicate the time required to build your own marketing communications plan.  Truthfully, I needed the discipline and focus to develop my own meme. In the end, besides a business card, it was the best marketing investment I made in starting my own business.

An effective marketing meme is a single powerful statement that communicates the benefits of your products and services.  Here are some simple steps to help you craft an effective marketing meme:

1.  In one sentence, write down what you do for your customers.

2.  Next sentence describe the value you provide to your customers.

3.  Outline the problems you solve in the last sentence.

4.  Now start cutting! Combine the three sentences into one very simple, benefit-oriented sentence.  Answer who, what and why it matters in a single sentence.

5.  Test your meme with the following questions:  Can you repeat that sentence over and over again?  It is easy to remember?  Will your meme invite people to want to know more?

Memes are clear value propositions that roll off the tip of your tongue at every introduction.  An effective meme is not a slogan or headline. It is not an elevator pitch.  You rarely get 30 to 60 seconds to cite a rehearsed sales pitch.  It needs to be tight, concise and memorable.

Use your Meme Everywhere

Memes create lasting impressions. They are the words people will carry with them and tell others about you and your business.  Marketers often suggest that it takes seven times before a message really sticks.  It’s called the Rule of Seven. Will your meme be repeated by every person you tell seven times or more?  If so, then you have truly created an effective, viral marketing meme!

Invest time in creating your meme and start sharing it with world.  Repeat it often, in presentations, in meetings, on the web. Make sure your meme is a simple message that leaves us wanting more.

Special Note:  This post is dedicated to my friend and marketing mentor John Coyne.  He patiently worked with me to create my Artful Thinkers meme. His influence and teachings are still making an impact. He will always have a lasting impression. RIP my friend.