We firmly believe that context and content are king and queen of communications today. In an age where we are neck deep in content from all channels, only those brands that apply the right context to this river of information can rise above the noise. It was fascinating to watch this theory play out live and in living color during our work for gunshot detection and location technology provider SST.
Key communications learnings from Naomi Newport of Clearswift.
The concept of “playing not to lose” sometimes works in sports but rarely does in a consultative business relationship. Playing not to lose assumes that victory can still be achieved despite holding something back, avoiding risk and cautiously approaching the contest at hand. At McGrath/Power Public Relations and Communications, we strongly believe that clients get maximum value when ideas are presented proactively, fearlessly and honestly. This has been part of our agency DNA since the height of the Dot-Com era when I made my #BestMistake.
“If you want your children to be intelligent, read them fairy tales. If you want them to be more intelligent, read them more fairy tales.”
― Albert Einstein
Content marketing is continuing to grow into an important element of many brands’ marketing and public relations programs, and video is a valuable resource – it’s quick, personable content that can be easily shared and digested by your audience. If you have it in your budget, I strongly support hiring a professional videographer and/or editor. But if this cost isn’t realistic for your content marketing program at this point in time, and you have the equipment available, handling your own content creation is absolutely doable.
Public relations professionals have always been storytellers; however, the way people prefer to receive information has shifted, placing a higher value on visual content as opposed to written. Visuals are processed 60,000 times faster in the brain than text, so it would only make sense that the age-old method of storytelling transform into what we are now calling storyshowing.