Keep It Simple, Stupid
Simply, sir. Simply.
You can learn valuable lessons on ways to implement your own communications strategies by observing current events. A perfect example of poor messaging strategy is playing out right now in New York City and the White House.
There’s a political firestorm over the proposed Islamic community center near “Ground Zero” in New York City. One side believes the community center is an affront to the people who lost their lives in the 9/11 attacks; another side believes it is within the rights of American citizens of all faiths to build a place of worship and community on private property.
President Obama has taken the latter position on this issue, but he’s having some serious trouble with his messaging:
President Obama’s comments on a plan to build a mosque in the shadow of ground zero are not only giving opponents an opportunity to attack him but also reveal a messaging problem from the White House, a communications expert said.
“The danger here is an incoherent presidency,” said David Morey, vice chairman of the Core Strategy Group, who provided communications advice to Obama’s 2008 campaign. “Simpler is better, and rising above these issues and leading by controlling the dialogue is what the presidency is all about. So I think that’s the job they have to do more effectively as they have in the past [in the campaign].”
Obama has faced a torrent of criticism for what was called mixed messages on the controversial plan. On Friday, Obama said Muslims “have the same right to practice their religion as anyone else in this country … That includes the right to build a place of worship and a community center on private property in Lower Manhattan, in accordance with local laws and ordinances.”
The following day, Obama told Ed Henry, CNN’s senior White House correspondent, that he was “not commenting on the wisdom” of the project, just the broader principle that the government should treat “everyone equal, regardless” of religion. Then a White House spokesman clarified those comments.
[...]
“Communicating as a law professor does not work as president. It’s not worked,” he said. “You’re drawing fine distinctions and speaking in long enough paragraphs that they can be misconstrued and taken out of context and frankly, handed to your opposition to exploit. And that’s clearly what’s going on here [with the Islamic center/mosque comments].”
[...]
While many poked fun at former President George W. Bush for mispronouncing words and stumbling through sentences, observers note that he rarely had to backtrack on his answers because he employed a simple and direct messaging approach.
(Emphasis ours)
Like Morey, we believe you can be too smart for your own good. The president is indeed an intelligent man who appears to be struggling with having to pare his policies, opinions and arguments down to a simplistic statement.
We don’t see the president as cynically trying to have it both ways; we see him struggling with his professorial need to be intellectually evenhanded. That doesn’t work in a sound bite media culture. Of course, it also leaves you vulnerable in a “gotcha” political climate.
We’ve said it before; keep it short and pithy. The news media–whether it’s TV, print or online–prefer brevity. They love the sound bite. If you’ve prepared a few good, juicy sound bites you will likely have a positive effect on the story.
KISS, or “Keep It Simple Stupid” is an apt strategy. The same can be said for your communications: whether it be internally to employees or externally to the news media, simplicity is rarely misconstrued. Nuance and shading–even in the interests of being intellectually honest and evenhanded–leaves too much room for misinterpretation and damage to your brand.
President Obama may be getting this message now, if he doesn’t overthink it. Respectfully, Mr. President, you need to Keep It Simple, Stupid.
As a service to our readers, we discuss topical issues in a way that we hope will instruct their own communications strategies. In that vein, we welcome your comments about the communications aspect of this subject, but will not post comments about the controversy itself or the president’s politics.
New Public Relations Firm Takes Versatile, Collaborative Approach
March 8, 2010
For Immediate Release
Contact: Alex Greenwood 913.907.4426 * Alex@AlexGPR.com
New Public Relations Firm Takes Versatile, Collaborative Approach
KANSAS CITY, MO– A need for a versatile, collaborative approach to business communications inspired AlexanderG Public Relations, LLC.
“Getting the message out–whether it’s a small business or Fortune 500 company–isn’t the same as it was twenty years ago. It’s not even the same as it was two years ago,” owner and principal Alex Greenwood said.
“Besides the evolving news media, the rise of social media tools like blogs, Twitter and Facebook have changed the rules of the game; the competition for attention has risen exponentially as the channels for information access have mushroomed,” he said. “We work with clients to evaluate their goals and get their message out through the best channel.”
Launched in February, Greenwood’s firm has formed strategic partnerships with nationally recognized leaders in social media, visual image production, advertising and marketing. “The integration of these disciplines is the best strategy for success,” he said. “The days of public relations being a profession isolated from marketing, advertising and new media are over. We believe in a collaborative approach.”
AlexanderG Public Relations also offers media training, speechwriting, crisis communications and a variety of issues management services. The firm serves companies of all sizes, non-profits, individuals and public initiatives.
Alex Greenwood has earned a reputation for success and ingenuity from his more than twenty years experience in public relations, journalism, marketing and broadcasting. His career has spanned several industries including broadcasting, healthcare, non-profit organizations and higher education.
His work in the news media includes positions as an editor, journalist, radio talk show host and vice president of Kansas City Public Television. Alex left the television industry to form a communications division for EventPros, Inc., one of Kansas City’s leading special events firms. Since 2008 Alex has served on the EventPros Inc. production team as director of marketing and public relations for KCRiverFest, one of Kansas City’s largest community festivals. He will continue in that role in 2010.
For more information, visit the website at http://www.AlexGPR.com or call 913.907.4426.
How Do You Do (This)?
One of the first questions we get when meeting with a prospective client is, “How do you do this? How does this work?” (Usually accompanied by a skeptical sideways glance.) I think this is indicative of a certain mystery that many people have about public relations consultants and how we work. It may even stop people from considering the hiring of a public relations professional.
To take a little of the mystery out of it, here’s a simple breakdown of our work activities for most clients (this is after the proposal has been accepted, contracts signed and we get down to business). This could be a PR campaign, an integrated marketing plan, presentation or a combination of several work activities:
1. Project Management – includes all billing, administrative tasks, timelines, interviewing/hiring vendors if necessary, etc.
2. Client Communication – any and all time talking to the client– phone, online or in person–and travel time if it’s an extensive trip.
3. Conceptualization – thinking about and researching the project. This includes gathering research, conducting interviews, focus groups, surveys or writing proposals or plans and establishing key messages.
4. Implementation – doing the work. This includes writing press releases, designing the ads, writing web content, working with media (making pitches), vendors, graphic artists, social media experts, etc.
5. Reporting/Project Review – reporting results and reviewing tweaks to improve outcomes. This can also be the final meeting if it’s a project or the end of a campaign.
Fees depend on whether a client wants to retain us on a monthly basis or hire us for a specific project or campaign. (More about fee structures here.)
Every client has different needs. We can tailor our activities and fees to suit each client. Let’s talk about your next PR campaign, speech, crisis communications training or other service so we can figure out “how it works” for you.
