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Part of the role of a public relations practitioner is to help others to build key strategic relationships. The key is that we don’t build them on others behalf. As we all know from our personal lives, the value of any relationship is in being an active participant; being a participant – rather than somebodyContinue Reading
Everything is NOT Brand.
And, that’s OK.
Last week, I got into a discussion with Les Binet in the comments of a post by Thomas Verheugd about the difference between brand, company and product name. Les and I disagree – and that is OK. It challenged me to think – and it produced this post. Les asserted that Unilever was a companyContinue Reading
Defining brand
Brand is an overused and often misunderstood term. Everybody has one and every company is one. While this is true, a brand is not determined by the individual or organization – but by those that interact with them. A brand is the perception of how well an individual or organization keeps the promise it makes,Continue Reading
A Unified Theory of Strategic Integrated Communications
For the past few years I’ve been working to develop a unifying theory that explained how each of the communications disciplines worked – both independently and as a single system. My paper, published by Palgrave in their Encyclopedia of Interest Groups, Lobbying, and Public Affairs, introduces the theory, including an hierarchy, a taxonomy and scientificContinue Reading
Lean Communications Value Proposition Integration
As part of work to integrate communications into the core function of business, we have attempted to map Strategyzer’s Value Proposition Canvas using elements from the Lean Communications Table of Strategic Elements. A validated value proposition is required for marketing (rather than simply marketing communications) in order that a compelling call-to-action can be developed. ByContinue Reading
An Integrated Lean Agile Communications Workflow
An Integrated Lean Agile Workflow for Strategic Communications The biggest challenge facing communications strategists is integrating core disciplines to strategic business goals. The Lean Communications Methodology™ has been built to enable communications practitioners to use the best business tools as part of their strategy development, testing and implementation activities. Integrating business and product strategy methodsContinue Reading
Turning Business Plans Into Actionable Strategies
TURNING BUSINESS PLANS INTO ACTIONABLE STRATEGIES One of the problems with traditional business plans is the inability to turn them into actionable strategies. Visual tools like Ash Maurya’s Lean Startup Canvas and Alex Osterwalder and Yves Pigneur’s Business Model Canvas have made things easier by enabling entrepreneurs to map their businesses models to and testContinue Reading
The Anatomy Of A Lean Communications Strategy Canvas
THE ANATOMY OF A LEAN COMMUNICATIONS STRATEGY CANVAS Each Lean Communications Strategy Canvas has been designed to integrate the Lean Startup process and principles into a single visual tool that can be used to collect key strategic data, evaluate the likely risks and develop a testable hypothesis. The Canvas also allows controlled experiments to beContinue Reading
A Strategic Blueprint For Integrated Strategic Communications
Public relations and marketing fundamentals are well-defined. Each discipline has an academically-accepted system; whether Grunig & Hunt’s models of public relations, Culliton and Borden’s Marketing Mix, McCarthy’s 4Ps made famous by Kotler, or Bernays systems for propaganda (later renamed public relations). What has not been done is to develop a single system thatContinue Reading
Measuring What Matters – the key elements of measuring public relations & marketing
Measurement Stack Measuring the effectiveness of a communications strategy requires the outcomes of each discipline to be quantified in terms of progress and ultimate impact. The success of a communications strategy relies on a specific data point and impact is a compound measurement of multiple metrics. The ultimate aim of public relations is actionable relationshipsContinue Reading