I’ve had the privilege of directing external and internal communications “in the trenches” during a number of major industry revolutions over the last several decades. From a communicator’s standpoint, what do they all have in common? The need to win over the hearts and minds of those people whose daily work is most impacted by the […]Read more "Workin’ the changes, enjoying the ride"
Here’s what I’ve learned from directing internal communications to manager and all-employee levels during integration of their hospital or medical group organization into our large health care system. I’ve done two of each. Develop an over-arching communication plan incorporating all HR, IT and other work streams to ensure consistent messaging to impacted populations (theme, tone, […]Read more "Communications during integration of hospitals and medical groups: Lessons Learned"
Thanksgiving is a time for gratitude, reflection … and family stories recanted over mincemeat pie. Want a lesson in extremely compact story telling? You may have seen AT&T’s Rethink Possible TV spot. If these guys can visually tell the life story of a fictitious future U.S. president right up through inauguration, along with the meeting […]Read more "Thanksgiving is Story-Telling Time"
PR ideas for the nonprofits during “Quality Time with PR Minds” ranged from maximizing the awareness-building effects of a 40th anniversary event to viral video strategies featuring personal benefit-success stories. Lots of practical thoughts about efficiency and reach, also.Read more "Sharing PR Expertise with Nonprofits on a Speed Date"
Just when you think you fully understand the buying influences and the right messages, think again. One thing that I’ve learned during my career is to routinely take a second or third look, after you think you’ve got a market all figured out. BtoB buying influences can easily allude the marketer or PR pro who […]Read more "Taking a New Approach to Reaching the Real Buying Influences"
Early in my career in the years “B.I” (Before Internet), I began experiencing first-hand the marketing power of pumping out useful, insightful content to the marketplace. My colleagues and I proved that we could magnify the perception of a very small company as a leader, by demonstrating what they know. Our Detroit-area agency did the […]Read more "Application Stories Fueled B2B Manufacturing-Tech Leadership"
Take a close look at what time-lapse could do for you – whether it be actual video footage or graphics.Read more "“Will It Blend” is the Ultimate Demo"
I am now in the 4th stage of my career. This post begins a series on these stages, with some insights I have gained along the way. Stage I (below) was my “heavy-duty” period. The struggle of manufacturers during this deep recession to get support from banks for investments in new technology and capital improvements […]Read more "B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management"
During the late 1980s and 90s, I spent a great deal of time writing case studies on behalf of manufacturing technology specialists, the companies that innovated new controls, automation and processes used to make durable goods. The work took me to plants throughout North America and parts of Europe. There were numerous obstacles. General Motors […]Read more "Let Engineers Tell their Stories"
Although my focus is on the B-to-B world, I summarized three of my favorite B-to-C stories that are well known to many business people, and asked colleagues and cohorts to vote on the one they thought was the most significant to them. My thanks to the thirty pros who responded. Looks like the oldest story […]Read more "Industry Origins are Popular as Business Stories"