If you have not
taken the time to sit back and think about how much marketing communication
has changed, you should. The changes are astounding from Dallas
to New Delhi, and the
rules have changed significantly from even five years ago. One important change
is the actual decentralization of marketing communications and publishing.
The days are over
when only the Forbes and the Hearsts published business and consumer material.
Today, everyone that is pushing written material through the various Internet channels
is a publisher. That
means you. When you are not in the role of the soccer mom or
proud papa posting pictures of little Bobby on Instagram, or exclaiming your
pride that Susie made the cheerleading squad on Facebook, you should most
likely be following more formal rules when communicating - as your role and
audience are most likely very different. You’re wearing a different hat.
When you are not tweeting about the family, or posting some
anecdotal story online, more than likely you are publishing business and
professional information such as marketing communication. And, the hat you wear is different, the rules
are different and the style should be different. When you are publishing business
communication, remember these rules:
1. Wear the right hat.
Remember you are not writing poetry or posting a personal status when
you are writing professionally. You are
communicating as a professional to other professionals. And, with that comes
some formality in your style and execution.
That is not to say you cannot write business communication with
expression and catchy headlines. In
fact, marketing communication sometimes requires that. It simply means, when you are communicating
professionally, you need to remember your audience, and that your professional role
and credibility should be as evident in your style and presentation as in
your content.
2. Don’t co-mingle professional and personal
communication. Your friends on Facebook
(and other social media) are different from fans on your fan page.
Have a personal Facebook page for communicating with your BFF, and have
a separate Facebook page (fan page) for your professional communication and
content. The same holds true for
blogs. There are professional blogs, and
then there are personal blogs. They do
not mix.
3. Use professional vehicles for your professional
communication. In this day and age, you
should have a professional website for your business operations, period. Costs are simply low enough these day as
to not be an issue. And, you should have
a professional email address (or addresses) attached to it. You lose credibility when you communicate to
a potential customer or client from lulu@yahoo.com. For little or no cost (depending on your
hosting platform), you can obtain a professional email address such as jane@myprofessionalemailaddress.com. Always communication using professional
platforms and vehicles when you are publishing professional communication –
including emails.
Just remember, business is business, including when you are
publishing marketing communication, or any other professional material for that
matter. One hat does not fit all. Case in point: Queen Elizabeth wears a lot of
hats. But, you would never see her
wearing a sombrero to an investiture at Westminster Abbey. Just saying…
As always, contact Concierge PA...we have an extensive hat collection!
In years past, I had the great opportunity to learn a
great deal about politics, marketing and communication from the Senator as we
toured the entire state during his campaigns.
But, I learned just a little more from Peatsy. She taught me what real communications was
about. It was about concisely stating
what you believe. It meant listening to
understand and get the feedback needed to fine tune your message. She taught me that communication and
marketing were key to winning political campaigns, and the most important
element of both of them was developing trust.
Whether in Dallas, or Washington DC, or Charleston, SC, great communication
is all about trust. Journalism
professors could not teach that like the old pro herself, Peatsy Hollings. We miss her greatly already.
