FIR Podcast Network

The October 2020 episode of The Hobson and Holtz Report features Neville and Shel discussing…

* A look at how employees are handling life in the pandemic and what companies can do to help

* Techlash hasn’t gone anywhere, but it has fragmented

* Journalists need training on advanced verification techniques to curb disinformation

* Sonic logos and other company-used audio needs to change to reflect broad public sentiment

* Tesla has done away with its corporate PR department; apparently, all they need is Elon

* Voice connects us to others even more than video — and way more than text

* Dan York’s Tech Report covers Snapchat getting sounds, WordPress’s new ability to turn blog posts into Twitter threads, Cloudflare’s automatic platform optimization for WordPress, Spotify podcast promo cards, and the crazy amount of live streaming going on.

Our FIR recording sessions are now being streamed live, because why not? We already stream it in order to capture a backup recording on YouTube; we’ve just been making these restricted streams. We have decided to make them public so you can watch and comment. Our next recording is Saturday, November 21 at noon ET. You’ll see our pre-recording conversation as well as seeing how the sausage gets made. Watch here.

We are hosting an FIR Communicators Coffee Break on Zoom each Thursday during the stay-at-home period at 1 p.m. ET. For credentials, contact Shel or Neville directly or request the credentials in our Facebook group or send an email to [email protected]. Spread the word to your communications community.

Shel is moderating a panel on digital storytelling on Wednesday, October 21. Steve Crescenzo is keynoting. The panel includes members of the FIR family Deirdre Breakenridge and Scott Monty, along with nonprofit communication consultant Damon Rawls. It’s free and online at 12:30 ET. Register here.

Special thanks to Jay Moonah for the opening and closing music.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog.

Links from This Month’s Episode

* A pulse on employees’ wellbeing, six months into the pandemic

* The Future of Techlash: ‘Sentiment is Becoming More Fragmented’

* Year in a Word: Techlash

* Journalists need more training on advanced verification techniques to curb global ‘tsunami’ of Covid-19 disinformation

* Why Some Sonic Logos Actually Hurt Their Brands During Covid

* Tesla dissolves its PR department — a new first in the industry

* Tesla’s Decision to Scrap Its PR Department Could Create a PR Nightmare

* What Tesla’s Move to Eliminate Its PR Department Means for the Industry

* Type Less, Talk More

Communicators asked to communicate workplace safety often would rather sit down for dental work. Worst, in some organizations, the communication department never deals with safety because the safety department buys all its communication from a third party, which makes it all generic and less relevant than strategies implemented internally. Other organizations confine their safety communication to that which is required to be compliant with regulations.

Yet safety communication can be vitally important. Besides the obvious vital outcome of avoiding injury or death, a focus on safety tells employees the company cares about them. When former U.S. Treasury Secretary Paul O’Neill took over the CEO job at the struggling Alcan, he decided to focus his attention almost entirely on safety. That helped employees focus more deeply on process, which ultimately made the company a better place to work. When he O’Neill left the company, its income was five times higher than when he started and its market value soared from $3 billion to more than $27 billion.

There is another dimension of safety communication that is often overlooked altogether. Psychological safety may not be addressable by wearing PPE and eliminating hazards like exposed electrical wires, but it is equally important in achieving the goal of employees being able to bring their best selves to work every day and go home whole every night.

Psychological safety extends beyond injury avoidance into areas like harassment and diversity/inclusion.

All these dimensions of safety communication were on the table when four IABC Fellows joined moderator Shel Holtz for the October installment of “Circle of Fellows.”

About the Panel

Alice Brink is an internationally recognized communications consultant. Her firm, A Brink & Co., works with businesses and non-profits to clarify their messages and communicate them in ways that change people’s minds. Her clients have included Shell Oil Company, Sysco Foods, and Noble Energy. Prior to launching A Brink & Co. in Houston in 2004, Alice honed her craft both in corporate settings (including The Coca-Cola Company, Conoco, and First Interstate Bank) and in one of Texas’ largest public relations firms, where she led the agency’s energy and financial practices.  Alice has been active in IABC for more than 30 years, including serving as chapter president, district director, and Gold Quill chair. She is the vice chair of the IABC Academy.

Neil Griffiths, ABC, Chart.PR, IABC Fellow, is Senior Manager, Global Communication & Global Inclusion Lead at ERM, the world’s largest sustainability consultancy. Neil has worked in communication management for 15+ years in public, private and non-profit organizations. Neil is a serial volunteer and has held a number of leadership positions on global committees within IABC, including the inaugural Global Communications Certification Council. Neil was Chair of the 2018 IABC World Conference to be held in Montreal in June 2018. He has been recognized with awards for his leadership within the profession, being made IABC Fellow in June 2019. Together with co-author Deborah Hinton, Neil has published two studies on the current and future state of the communication profession and has spoken on the topic at several conferences. Neil holds the Freedom of London and is a member of the Company of Public Relations Practitioners.

Martha Muzychka — one of our newest Fellows, from the class of 2019 — speaks, writes, listens, and helps others do the same to make change happen. Martha is a strategic, creative problem solver seeking challenging communications environments where we can make a difference. She helps her clients navigate competing priorities and embrace communications challenges. Martha offers strategic planning, facilitation, and consultation services as well as writing and editing, qualitative research, and policy analysis.

In 2018, when comms pros Mark Dollins and Jon Stemmle were first wading into the research for their forthcoming book on internal communications, they couldn’t have anticipated the seismic change we would all soon experience. Their timing will serve us well as we move forward in a post-COVID-19 world.

Drawing from their ongoing research and their careers in the field and in the classroom, Mark and Jon joined us for the latest episode of EE Voice to discuss the foundational and emerging core competencies of internal comms, the personal stories behind the successes, and the thru-line of those who are charting a new course in an altered landscape.

A paradox of the Covid crisis is that it presents the opportunity of a lifetime for those who understand this moment’s impact on internal communications. Hear these experts’ insights about this moment in time, the potential advantages it offers, and how to make the most of those opportunities.

 

 

 

 

 

 

#458: Wade Pearse and Mitchell Levy on Thought Leader Life Credibility Episode

Make reviews matter for continued growth and profitability of your business. This episode features #ThoughtLeader and #Expert Wade Pearse (https://www.linkedin.com/in/wade-pearse/), owner of Mobile Social Marketing which applies a fully integrated solution of social media with mobile applications, SEO, website development, and internet marketing solutions for businesses.

Wade helps his clients build bridges between their online and offline business maximizing the enormous benefits of mobile marketing for customer attraction and retention. He is passionate in producing results and helping business owners see what the public looks at or talks about in order to convert reviews into new or repeat customers every day through online marketing strategies and implementation.

If you are a business owner or know someone with at least one bad review and thinking how it affects your business, consider reaching out to Wade Pearse by visiting his websites http://mobilesocialmarketing.co/ and https://www.linkedin.com/in/wade-pearse/.

Here are a couple of AHA messages from this episode:

* Business owners that have some bad reviews and wonder if they should care should reach out to Wade Pearse. https://www.linkedin.com/in/wade-pearse/

* I can manage how you attract, utilize and leverage reviews to a positive effect for the benefit of your business. #ReviewsMatter http://mobilesocialmarketing.co/

* My role is to help you automate an entire system capturing reviews for your business and dominating with your positive online presence, in a way that turns into money. #ReviewsMatter https://www.linkedin.com/in/wade-pearse/

* The lifeblood of your business’ online reputation are the online reviews. I can teach you how to catch what directly influences your organization whether a prospect calls you or your competition. #ReviewsMatter http://mobilesocialmarketing.co/

* Do you want to get people talking positively about your business? With my guidance, you can convert reviews into repeat and happy customers with more phone calls generated resulting to increase in revenue. #ReviewsMatter http://mobilesocialmarketing.co/

To learn more about Thought Leadership and how it can help you be successful, visit https://thoughtleaderlife.com/.

 

#459: Adam Torres and Mitchell Levy on Thought Leader Life Credibility Episode

Spread joy to the world and share your business journey and unique story through podcasts. This episode features #ThoughtLeader and #Expert Adam Torres (https://www.linkedin.com/in/adamtorres8/), co-founder of Mission Matters Media which is a media, publishing and podcast marketing agency dedicated to the needs of business owners, entrepreneurs and executives. He is an international speaker, author of multiple books and a podcast host himself of the Mission Matters series of podcasts which has a catalogue of more than 1,800 episodes.

Adam’s success in publishing books and using them to brand and build his former wealth management practice is evident from his clientele that includes over 1,000 business owners and families he has advised with a cumulative net worth exceeding $500 million dollars. His mission is to help people in the business and entrepreneurial industry to further their organizations’ causes,

Business texting is a growing channel for marketers to connect with leads and customers, but this should come as no surprise.

Texting is the preferred channel of communication for many people. Having said that, it’s still not used as often in business as it could be. In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet talks with Scott Heimes, Chief Marketing Officer at Zipwhip, a business texting software platform. They cover the advantages of texting leads and customers, why it works better than calling or emailing, and the stigma around texting.

You’ll learn:

* Why business texting works.

* What marketers should keep in mind to run a text messaging campaign successfully.

* What guardrails marketers should look out for so they don’t mishandle business texting. 

Why Use Business Texting?

People prefer to text in their social and personal lives, and a lot of these people are your customers and prospective clients. It only makes sense that this channel of communication carries over into their professional lives.

Business text messaging is advantageous for both a marketer and a lead for a few reasons.

For marketers, you can avoid being drowned out in an email inbox, and you’re more likely to receive a response than if you were cold calling. Many people don’t answer the phone if they don’t recognize who is calling. Some people never even bother to check their voicemails. For this simple reason, cold calling is a difficult practice.

In the eyes of a prospective client, they don’t answer cold calls because they don’t like them. And they don’t like emails too much because many emails are just spam. Everyone utilizes email, and you can’t possibly be interested in every company that emails you.

The text channel is easy, convenient, and preferred.

According to an AT&T research report, 85% of mobile device users prefer a text from businesses over phone calls or emails.

It does require the lead to opt-in, but once you have that, it’s very effective, Scott said.

“The response rate is off the charts compared to other channels,” he said.

Marketers can see that the message was received and read. It doesn’t have the same level of tracking that you’ll get in email, but it’s worth the tradeoff, Scott added.

“It’s a tradeoff of the ability to reach and actually have the user see the text,” he said. “The preference of the channel itself is super strong. It’s really powerful.”

The Zipwhip platform integrates with popular CRM systems so marketers can track analytics based on text conversations.

Getting Buy-in for Business Texting

It’s tough to give an exact opt-in rate for text messaging by clients or leads because it depends on how you market it.

But the opt-in rate can be very strong, especially for customer support and highly interested leads. Typically, if you offer customers or website visitors the option to text or call your number if they’d like to reach out, a large majority of people will opt for text messaging over calling, Scott said.

This isn’t surprising as most people prefer to text each other, especially among younger generations. If texting is the preferred option in their personal lives, then it only makes sense that text messaging carries over into their professional lives as well.

Marketers want to make communication easy for prospective clients and texting is a way to do that.

Marketing Guardrails of Business Texting

Text messaging as a marketing channel has its benefits. It’s easy, and it has a higher probability of the recipient reading the message.

Working with a new client or organization is exciting! They trust you to tell their story, to communicate with their audience (or help them build a new one), and help them succeed as an organization. Usually you can’t wait! You want to jump right in and get to work.

But before you start looking for story ideas, planning events or designing infographics, you have to develop an often-overlooked part of public relations, your strategic plan.

Remember Hannibal Smith in “The A-Team?” Do you remember the scene near the end of each show where he’d stand, looking out on yet another improbable victory with his trusty cigar in hand and say:

I love it when I throw a bunch of stuff against the wall and see what sticks!

No. Of course not.

His memorable quote is:

I love it when a plan comes together.

Because without a plan, Hannibal would be looking at the rubble around his feet crying, “Why?????”

Because we want to keep you from being in that position, we are going to discuss what a good communications plan should include on today’s Spin Sucks podcast episode.

Whether you’re working for an agency, a nonprofit, or a company, you need a solid plan. A good communications plan helps you set expectations early during a campaign.It defines success for the organization, and better protects you from unrealistic—or out-of-scope—demands.

If you dread annual planning—or really have no idea where to start, this conversation will help. There are 16 things every communications plan should have that will drive all marketing, business development, growth, and results.

Resources Included

* How to Craft a Strategic Plan

* Metrics articles are here, here, here, here, here, here, and here

* Spin Sucks Community

* PESO Model Certification

#454: Todd Wilms and Mitchell Levy on Thought Leader Life Credibility Episode

Grow your business by getting traction in the marketplace. This episode features #Expert and #ThoughtLeader Todd Wilms (https://www.linkedin.com/in/toddwilms/), Fractional CMO, Author of Beyond Product, Angel Investor, and Founder of the FoundersPlace.co.

Todd Wilms is passionate about helping challenger brands lead. As a CMO-turned entrepreneur, he created the Founders Place as champion of dreamers, trailblazers, and visionaries. He has guided numerous world-class brands to become better as he has taken leadership roles at companies like PeopleSoft, PayPal/eBay, SAP, Neustar, and Verisign. That’s how he began working with founders, entrepreneurs, and startups and the rest is history.

If you’re looking at your company and realizing that you’re not getting the traction you need, you’re going to want to reach out to Todd Williams by visiting his website at https://www.foundersplace.co/ and going to his profile at https://www.linkedin.com/in/toddwilms/.

Here are a couple of AHA messages from this episode:

* CEOs not getting traction in the marketplace should reach out to Todd Wilms. https://www.linkedin.com/in/toddwilms/

* Most founders, CEOs, entrepreneurs, and business leaders think that if they build a better mousetrap, the world will be the path to their door. It’s an old cliche, but it’s still current. https://www.linkedin.com/in/toddwilms/

* If you just develop something because of pride and passion, it’s not going to find its way in the marketplace. It needs something to breathe life into it whether through marketing or operations. https://www.linkedin.com/in/toddwilms/

* What your idea needs can be a whole host of things and a bunch of levers to pull in twist that you don’t know you need until you finally see that you’re just not getting traction in the marketplace that you were hoping for. https://www.linkedin.com/in/toddwilms/

* My credibility comes from 20 years of enterprise experience in marketing that aims to help some of the biggest brands on the planet, and then work with entrepreneurs, founders, advisors, VCs, incubators. https://www.linkedin.com/in/toddwilms/

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

 

#455: Shel Horowitz and Mitchell Levy on Thought Leader Life Credibility Episode

Thrive and maximize your business profit with transformpreneurship. This episode features #Expert and #ThoughtLeader Shel Horowitz (https://www.linkedin.com/in/shelhorowitzethicalmarketer/), Transformpreneur at Going Beyond Sustainability, award-winning author, consultant, speaker, and Founder of Business for a Better World.

Shel is passionate about showing business owners how to be more profitable by being green and ethical. He leads organizations to go green affordably and effectively, and teaches them to market the green commitment that wins new customers, turns customers into fans, and makes fans your brand ambassador. As an international speaker, transformational business consultant, a multiple-award-winning author of ten books, he focuses on profit motive as a powerful tool for turning hunger into sufficiency, war into peace, and catastrophic climate change into planetary balance.

#450: Chuck Hall and Mitchell Levy on Thought Leader Life Credibility Episode

Drive skyrocketing business growth and results with objective treatment of data, insights, and actions. This episode features #ThoughtLeader and #Expert Chuck Hall (https://www.linkedin.com/in/chuckhall18901/), CEO of Bizinuum, Coach, and Strategic Advisor.

Chuck is passionate about helping business leaders and professionals with their executive leadership, and career coaching; team development; leadership management; business strategy and communication. With his 30 years of business and professional experience, he has achieved and seen a lot, and he leverages these to mentoring others. He utilizes a collaborative and innovative approach to lead people and organizations in overcoming significant challenges that they are going through.

If you’re running a business, and you find yourself in a lonely place, because it can be, you should consider reaching out to Chuck Hall by visiting his website at https://bizinuum.com/ and going to his profile at https://www.linkedin.com/in/chuckhall18901/.

Here are a couple of AHA messages from this episode:

* Having someone who will help you develop an outside perspective on your career or business is a way to overcome challenges. Find a coach who has a reputable track record! https://www.linkedin.com/in/chuckhall18901/

* It is usual for business owners to experience some challenges that they might not feel comfortable discussing with their business partners or employees. They should look for an outside perspective and ask good questions. https://www.linkedin.com/in/chuckhall18901/

* I use a wonderful assessment called Best Work Data that is very granular. It has the Executive Strengths Inventory that helps people see objectively where their strengths are, and where they have challenges. https://www.linkedin.com/in/chuckhall18901/

* I help business owners frame the problem, look at the data, and find answers in them. https://www.linkedin.com/in/chuckhall18901/

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

 

#451: Devin Johnson and Mitchell Levy on Thought Leader Life Credibility Episode

Generate more leads by having more conversations instead of finding conversations. This episode features #ThoughtLeader and #Expert Devin Johnson (https://www.linkedin.com/in/Devin-Johnson-357761169), CEO of Kennected.

Devin is a sales expert who helps sales leaders and business owners generate more leads. His approach focuses heavily on establishing deep, meaningful relationships with his clients, teams, and partners. He creates simple and effective solutions for his clients, leveraging LinkedIn combined with his experience and the knowledge that he gained from experts in different fields.

If you’re thinking to yourself, “I’d rather be in more conversations and not worry about finding conversations,” you should consider reaching out to Devin Johnson by visiting his website at https://kennected.org or https://www.linkedin.com/in/Devin-Johnson-357761169.

Here are a couple of AHA messages from this episode:

* Sales leaders and business owners spending more time on finding #Conversations than actually having the conversations should reach out to Devin Johnson.

Most of us have some sort of social media listening/monitoring program set up. From Google or Talkwalker alerts to Brand24, Zignal Labs, or Crisp, the tools range from simple to sophisticated. Some include artificial intelligence only and others have AI plus human intelligence.

What you use definitely depends on your needs, your goals, and how many mentions there are online of your organization or brand. But what happens when you reach a point that conversations need to be moderated because a human can’t do it alone?

User-generated content is the pinnacle of a brand’s social media efforts. When consumers buy and share how they use a product or service on their own social platforms, the brand enjoys significant boosts, both in awareness and trust.

The numbers of user-generated content are mind-boggling. More than 27 million people use Instagram, nearly two billion on Facebook, more than 400 million on Pinterest, 800 million on TikTok, and nearly 500 million on TripAdvisor. All of these users provide massive opportunities for brands if harnessed—and moderated—correctly.

As many as 90% of shoppers report that user-generated content influences their purchase decisions, according to a survey from TurnTo and Ipsos. It outranks all other forms of marketing, including: search engines (87%), promotional emails (79%), display ads (76%), and social (63%).

There also are, of course, potential risks. And that’s what we talk about on today’s Spin Sucks podcast episode.

Resources Included

* Google Alerts

* Talkwalker Alerts

* Brand24

* Zignal Labs

* Crisp

* TurnTo and Ipsos Survey

* Harmful content

* Spin Sucks Community

Did you know WordPress 5.5 can speed up your site? And that you can now edit images directly in a post or page? And that you may be able to get rid of multiple plugins? Whether you have installed WordPress 5.5 already, or have been holding off, if you are part of the 38% of the Web that uses WordPress, this episode is to help you as communicators know how to get the most out of this excellent new release.

More information:

* WordPress 5.5

* What’s New With WordPress 5.5

* What’s New in WordPress 5.5 — A Deep Dive Into an (Epic) Release