If you visited your doctor and they started recommending treatment before knowing what the symptoms are, or what the problem you need help to resolve, you would probably leave. Quickly. But that is exactly how most public relations and marketing “strategies” are built. Treatments are prescribed before there has been any diagnosis of the causeContinue Reading
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
Marketing Marketing is the strategic process of compelling a commercially-valuable (and mutually-beneficial) action. The person or group taking the action must want to take it. The core elements of marketing are well documented by academics and practitioners — the ‘four Ps’ — Product, Price, Place and Promotion. Promotion is often called Marketing Communication.Continue Reading
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 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 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 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
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
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
Science is defined as an organized body of knowledge for forming testable hypotheses and predictions. In order for public relations and marketing to be examined scientifically it is necessary to organize it by creating a taxonomy to describe each element clearly. This taxonomy allows the interrelationship between each element to be better understood —Continue Reading
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