Leveraging Collaborative Environments

Meet Scott, age 28, with a Dunkin' Donuts cup costume, a web site, a MySpace page and an archive of compelling brand content that, by the way, happens to rank number four in a Google search for the brand name. Scott is among the legions of brand enthusiasts who are knocking down the walls of the traditional "us versus them" brand relationship, demanding to be let in and be a part of the brand experience.

Key, Rob. Communication World Bulletin (2007). Articles>Web Design>Collaboration>Social Networking

The Link Between Communication and Teambuilding

In today's world, employees are searching for meaning in their work. They want to understand the big picture and how they can contribute to it. Companies are increasingly being asked to put the values they mention in their mission statements into practice. It is against this background that teambuilding is acquiring a whole new meaning.

Cambié, Silvia. Communication World Bulletin (2006). Articles>Communication>Collaboration

Location, Location, Location—Not!

One of the traditional signs of corporate success has been the corner office. Yet today some of the most successful communication executives don't have an office at all. They work from home, the airport, a visitor’s cubicle at headquarters, the back of a cab, a corner Starbucks or a beachfront cottage. If you’re setting up a corporate communication department today, it’s time to think outside the box—or the cubicle—when it comes to locating yourself and your coworkers.

Whitworth, Brad. Communication World Bulletin (2008). Careers>Workplace>Collaboration

A Look at the Next Generation of Measurement

In boom times, companies can be pressured into spending lavishly to please their employees, providing a variety of perks in the belief that happy employees are productive employees. While this may be true, when leaner times come and businesses struggle to grow, the goal of employee satisfaction is put under greater scrutiny. Today, investments in employee-related plans and programmes must do more than satisfy employees. They must be able to provide a measurable return on investment.

Fralicx, Rod. Communication World Bulletin (2005). Careers>Management>Financial

Looking in the Mirror and Seeing a "Bad Boss"

I never had trouble spotting a bad boss—until I would look in a mirror. My hair might have been combed, and my teeth nice and clean, but something was still wrong on the inside—and I didn't see it. In other areas of my professional development, I've been able to treat mistakes and bad decisions as "learning opportunities." The mistakes and bad decisions that I've made as a supervisor or manager haven't been as easy for me to forgive—because it really hurts to hurt people.

Keefe, Tom. Communication World Bulletin (2007). Careers>Management

Make Networking Work for You

Did you know that every person you encounter has at least 250 people in his or her personal network? Imagine the possibilities if you were connected to a small percentage of those individuals. Multiply that by the number of friends you have, and you've expanded your networking opportunities exponentially.

Capps Powell, Joy. Communication World Bulletin (2007). Careers>Collaboration>Community Building

Make Your Internal Communications Memorable with Strategic Storytelling

Jean-Paul Sartre said, “We understand everything in human life through stories.” I believe that is true. We comprehend better when a message is related in story form, and we also feel a stronger rapport with the person telling the story. Why not use these memorable stories in your internal communications? When you cram too much information into a communication, training session or presentation, you’re doing a data dump on your listener. Nothing sticks. Yet, if you’ve ever had a supervisor tell a story to illustrate a point, you learned the lesson and probably enjoyed the learning process, too.

Stevenson, Doug. Communication World Bulletin (2004). Articles>Business Communication>Workplace>Rhetoric

Making a Crisis Worse: The Biggest Mistakes in Crisis Communication

All businesses are vulnerable to crises. You can't serve any population without being subjected to situations involving lawsuits, accusations of impropriety, sudden changes in company ownership or management and other volatile situations on which your audiences—and the media that serves them—often focus. The cheapest way to turn experience into future profits is to learn from others' mistakes. With that in mind, the following examples of inappropriate crisis communication policies, culled from real-life situations, will provide a tongue-in-cheek guide about what not to do when your organization faces a crisis.

Bernstein, Jonathan. Communication World Bulletin (2004). Articles>Risk Communication>Crisis Communication

The Making of a Successful Entrepreneur: Tapping into Drive, Direction, and Common Sense

When Christopher Gergen talks about what it takes to be an entrepreneur, he speaks as someone who's been there, done that, and is still doing it today. In 1994, he left the security of a burgeoning career as a writer for CNN Headline News to move to Santiago, Chile, where he opened a restaurant and bar. That proved to be the first of many business ventures.

Steigman, Daria. Communication World Bulletin (2006). Articles>Business Communication>Management

Making Social Responsibility a Strategy for Business Perpetuation

With intense competition and demands from shareholders, customers and employees, companies need to find ways to stand out from the crowd. Many companies are looking to corporate social responsibility, as a way to do this—by both protecting and enhancing their reputations. Some CSR practitioners are driven by a belief in the company mission and vision, others by top executives, and others see it as public relations and marketing opportunity.

Vale Marques, Juliana. Communication World Bulletin (2006). Articles>Business Communication>Public Relations>Case Studies

Making Unemployment Work for You

So that's it. You've gotten your freedom, your walking papers, your pink slip. Redundancy, dismissal, restructuring, it all amounts to the same thing: you are unemployed. So what are you going to do now? Look for another job, of course, or maybe start your own business. In either case, given today's job market, chances are you're going to have more than enough opportunity for reflection. So while you're busy rewriting your resume for the nth time and scouring the job sites, here are ten simple tips that will help you make the most of your freedom and empower you to take charge of your unemployment

Bernescut, Beatrice. Communication World Bulletin (2003). Careers>Unemployment

Making Your Old Brand New: How to Reinvigorate Your Brand With a Memorable Tagline

In the customer's mind, your brand is forever being weighed, measured, compared and tested. To ensure its continued vitality and effectiveness, refresh and reaffirm your brand on a routine basis. The question is: How can you breathe new life into your old brand without reinventing the wheel or busting your budget? Think tagline.

Swartz, Eric. Communication World Bulletin (2005). Careers>Management>Marketing

Managing PR to Save Time and Money—While Increasing Results

Public relations tactics are supposed to be cost-effective, but all too often, programs seem to come at a high price tag with questionable returns. This is often due to the fact that too many public relations functions are inefficient and too many programs are not targeted.

Cohen, Ephraim. Communication World Bulletin (2006). Articles>Business Communication>Public Relations

Mapping Your Career Success

When you're going on a journey, it helps to have a good map because it will save time and help you make the right decisions along the way. Your career is a journey, and it's useful to have a clear picture of where you want to go with it.

David, Meryl. Communication World Bulletin (2007). Careers>Advice

Market Research: Your Tool for Effective Communication

We've all heard (perhaps too many times) that we live in a global economy, where change has become constant, that we are bombarded by a multitude of messages and, as a result, suffer from a common ailment: information overload. While advances in technology have had a major role in bringing us to this point, they also provide us with the tools to fight back. No longer passive victims, we are now in charge. We search for the information we want and—with the flick of the remote control, a click of the mouse or by just tuning out—we delete what we don't want. For consumers of information, this works. For communicators, this doesn't.

Hayes, Michaela. Communication World Bulletin (2007). Articles>Research>Marketing

Marketing Experiences: The New Event Frontier

Today's audiences are jaded about marketing and savvy about messaging, making it harder than ever for marketers to earn an audience's undivided attention and create a meaningful bond between brand and individual. Whether you're talking about a 10,000-person corporate sales meeting or a multi-city mobile marketing program for consumers, you are more likely to hear words like integration, engagement and participation as criteria for marketing success than terms like impressions and eyeballs.

Domine, Tom. Communication World Bulletin (2006). Articles>Business Communication>Marketing

Marketing to Different Generations: Choose Your Message Wisely

There has been a lot of buzz lately about the dynamic created by having four generations in the workforce at once. Dozens of experts, myself included, have spent hours with businesses worldwide to help management better understand how to connect with employees by learning how a generational perspective can color the world and affect business relationships.

Marston, Cam. Communication World Bulletin (2007). Articles>Business Communication>Marketing

Marketing Your Business

This month's column doesn't focus on business strategy per se, but rather on how independents market themselves once they identify their markets and know what it is they want to convey.

Steigman, Daria. Communication World Bulletin (2005). Careers>Freelance>Marketing

Measure Your Reputation Effectively

A good reputation, particularly in an increasingly competitive world, is a must for all companies and organizations. Reputation is a company asset and should always be taken seriously—lose your reputation and you often lose a lot more besides. A good reputation is essential in crisis situations and can help to reduce the impact of negative events and press.

Grant, Nicholas. Communication World Bulletin (2005). Articles>Business Communication>Marketing

Measuring Integrated Marketing Communication from Start to Finish

Many companies have taken a limited view of the impact that marketing communication can have on overall corporate objectives, reducing their understanding of the value of marketing communication. One reason for this resistance is that the value of IMC can be complex to measure in a world where marketing usually moves at a dynamic pace and is driven by a changing competitive landscape and seemingly unpredictable shifts in customer attitudes. The potential revenue and customer satisfaction benefits of implementing an IMC program can be so dramatic that companies shouldn't ignore the movement any longer.

Woods, Julie. Communication World Bulletin (2003). Articles>Business Communication>Marketing>Assessment

Measuring Search Engine Marketing ROI

Spending on search engine marketing (SEM) is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns. In a short survey conducted by web analytics vendor NetIQ, more than 800 participants responded to questions about their search engine marketing efforts and their attempts to measure success. The survey responses provide interesting insights into the state of search engine marketing ROI.

Sherman, Chris. Communication World Bulletin (2003). Articles>Web Design>Marketing>Assessment

Mirror, Mirror

A few months ago, I read with interest an article that indicated that executives are influenced more by the court of public opinion as a catalyst for making positive behavior changes than they are by even a court of law. So what contribution do we make to this discussion, as public relations and media relations practitioners? Do we shove our heads in the sand and say, "It's not up to us to influence the ethical behavior of our internal and external clients"?

Bergman, Eric. Communication World Bulletin (2006). Articles>Business Communication>Public Relations>Ethics

The Myths and Methods of Reputation Measurement

If you are concerned about your reputation and want to measure its health, here's what to do. Get the communication people in your organization together in a room and get consensus on what you want to measure and which constituencies are your top priorities. Determine how a good relationship with each of those constituencies benefits your organization. Your success is measured by achieving those benefits. Figure out what you will be measuring and what benchmarks you will be measuring against. Undertake the appropriate research and voila, you'll have the answers you need.

Paine, Katie. Communication World Bulletin (2005). Articles>Business Communication>Public Relations>Assessment

Nearly Everyone Uses It, and So What?

Occasionally a prospective client comes to me very enthusiastic about getting publicity and declares that she envisions coverage in every major newspaper in the country and on every network broadcast. After all, her logic runs, our product is something everyone uses. "Whoa!" I reply. "That's not enough of a reason for the media to do a story. Nearly everyone uses a toothbrush and a wallet of one sort or another, but how often do you see stories about either of those items in the papers or on the nightly news? Prevalence doesn't mean interesting or timely. So let's brainstorm about what would entice the media to consider something about your item 'newsworthy.'"

Yudkin, Marcia. Communication World Bulletin (2004). Articles>Business Communication>Public Relations

Network Your Way to a Seat at the Table

Many IABC members are hungry to get a seat at the corporate boardroom table. They want to be influencers. If you want to pull up a chair with the "C" level folks, networking is key. Networking is not asking, "Do you have work for me?" Networking is building long-term, mutually beneficial relationships.

Susman, Karen. Communication World Bulletin (2007). Articles>Collaboration>Community Building